Motif dan daya tarikan pusat membeli-belah dalam kalangan pengunjung metropolitan Kuala Lumpur, Malaysia (Patron motives and perspectives of shopping malls’ attraction in Metropolitan Kuala Lumpur)

Abstract

Selari dengan haluan ke arah negara berpendapatan perkapita yang tinggi dan gaya hidup moden, pusat membeli belah semakin menjadi tumpuan orang ramai. Pusat membeli-belah pula pesat bercambah.Tujuan kajian ini untuk mengenal pasti faktor yang mempengaruhi tarikan pengunjung dan motif mereka berkunjung.Disamping itu, kajian ini menganalisa hubungan antara dua pembolehubah tersebut.Tiga buah pusat membeli-belah di metropolitan Kuala Lumpur dipilih iaitu SOGO di Jalan Tuanku Abdul Rahman, Mid Valley Megamall di Petaling Jaya dan Berjaya Times Square di Bukit Bintang.Seramai 150 pengunjung sudi memberikan maklumbalas.Hasil kajian wujud tiga kluster motif pengunjung pusat membeli-belah iaitu yang mementingkan identiti pusat membeli belah, hedonistik dan sosial serta utilitarian.Hasil analisis faktor mendapati tiga faktor tarikan pusat membeli-belah iaitu kemudahan dan keselesaan atmosfera, imej dan faktor kedai serta aktiviti sosial.Hasil kajian juga menunjukkan bahawa tidak terdapat perbezaan signifikan antara motif membeli-belah dengan faktor tarikan pusat membeli-belah. Jesteru itu, pusat membeli belah perlu sentiasa meningkatkan kemudahan, menambahkan lagi persekitaran selesa dan mengukuhkan imej serta reputasi positif tanpa mengambilkira motif sebenar pengunjung.

Katakunci: faktor tarikan, identiti, peletakan pusat membeli-belah, persekitaran, persepsi pengunjung, utilitarian

Concurrent with moving toward high per capita income nation and modern life styles, the shopping malls, have increasingly become more attractive to most people, hence the fast mushrooming of shopping malls in Malaysia’s metropolitan Kuala Lumpur. This study aims to identify the factors and motives underlying patrons’ preferences of the shopping malls through correlation analyses between these two variables. Three Kuala Lumpur shopping malls were selected for the study, namely, the SOGO in Jalan Tuanku Abdul Rahman, the Mid Valley Megamall in Petaling Jaya and the Berjaya Times Square in Bukit Bintang. A total of 150 patrons of these shopping malls provides the necessary data. Results revealed three clusters of patron motives shaping their preferences: the mall’s identity, patron socio-hedonism, and patron utilitarianism. Factor analyses further displayed three attraction factors; facility and comfortable atmosphere, store image and social activities. The results also showed the absence of significant difference between patron shopping’s motive and the attractiveness of the shopping malls, implying the imperative of shopping malls to always enhance their facilities, create more comfortable surroundings, strengthen positive public image and reputation regardless of actual patron motives.

Keywords: Attractiveness factor, mall identity, mall strategic positioning, patron perception, shopping environment, utilitarianism