PENGARUH AESTHETIC, ESCAPE, EXPLORATION DAN CONVENIENCE TERHADAP MALL SHOPPING BEHAVIOR DI ERA TREN BERBELANJA ONLINE

Abstract

Traditionally, mall developers have tried to attract consumers through store diversity and availability of products in one place (one-stop shopping concept). But now, consumer market is more segmented. To obtain customer loyalty, mall must be able to attract unique motives and experiential needs, not just offering a shopping place that provides complete items at attractive prices. This paper aims to answer a major challenges in the success of the mall to attract visitors on the online shopping trends. Data were collected using questionnaires to mall visitors in Jakarta. A sample of 380 was analyzed using Multiple Linear Regression. This study suggests that physical shopping centers must be create a new atmosphere to attract different segments. hopping malls must provide different concepts and create new experiences that consumers can’t get in online purchases. Keywords : aesthetic, exploration, escape, convenience, mall shopping behavior.