Open AccessProfiling Shopping Mall Costumer Based on Demographics and Shopping Motivation
Author(s) -
Rahmawati Rahmawati
Publication year - 2019
Publication title -
jurnal manajemen dan kearifan lokal indonesia
Language(s) - English
Resource type - Journals
eISSN - 2579-5791
pISSN - 2550-0856
DOI - 10.26805/jmkli.v3i2.64
Subject(s) - demographics , profiling (computer programming) , gratification , advertising , shopping mall , confirmatory factor analysis , business , brand loyalty , marketing , loyalty , psychology , computer science , social psychology , sociology , service (business) , demography , operating system
Nowadays malls play a major role in consumer’s lifestyle. This research aims to (1) Identify the segments from shopping mall customer (2) Describe the profiles of shopping mall segments formed (3) Explain the differences each characteristics between segments are formed. This research is using confirmatory factor analysis and cluster analysis. This study revealed six factor shopping motivation such that gratification seeking, social shopping, value shopping, brand loyalty, utilitarian, and hedonic shopping. The result suggests that there istwo shopper segment, hedonic shopper and utilitarian shopper. Each segment was profiled in terms of shopping motivation and demographics.