Pengaruh Atmosfer Pusat Belanja Pada Shopping Value

Abstract

At the moment, the creation of shopping environment design that provides certain sensation and experience become strategy of the shopping center. This research aims to find out about the influence of shopping center’s atmosphere towards shopping value. The formative factors of shopping centre’s atmosphere are architectural features, interior features and support facilities. The research begins with a focus group to adjust the indicators of the previous research to the present research’s object. The next stage of research is done with a multiple regression analysis. The research object is the atmosphere condition of Senayan City shopping center in Jakarta and the subjects are samples totaling to sixty people. The samples are visitors from the middle-class segment between the age of 18-35.The research finds that architectural features, interior features and support facilities collectively bring an influence towards shopping value in Senayan City Pusat belanja, whether partially, only interior features show the significant influence towards shopping value.