Why do millennials still shop at department stores? The case of Matahari

Authors

  • Badi Atussolihah Universitas Pendidikan Nasional
  • Ni Made Dhian Rani Yulianti Universitas Pendidikan Nasional

Abstract

Retail business is currently facing a very tight competition. One of them is a large-scale business retailer, Matahari Department Store. Generally, business companies must implement mix retail marketing strategies. There are four commonly department stores which are not crowded every day in Bali. Regarding to the crowd of the department stores, millennial generations of Bali especially in Denpasar currently have factors that play a role of their interest the department Store. In addition, the purposes of this research are to study influential shopping factors of millennial generation in the city of Denpasar. The factors were tested such as recent fashion, sales promotion, and store atmosphere. In this study, quantitative and qualitative were used to collect the data. The samples of the research were 100 respondents. The technique of data collection was using a set of questionnaires. Factor analysis was used as the technique of data analysis. As the results of the research, it was found that the influential shopping factors of millennial generation are such as recent fashion factors, consisted of buying products with famous brands, shopping with the latest models, and shopping as needed. Besides, sales promotion factors are consisted of shopping because of a special offer, a special advertisement, a coupon, a discount, and a bundle pack. In store atmosphere, it can be divided into two classes of factor namely exterior and interior factors. Exterior factors are consisted of cashier instructions, clear room fittings, signs with attractive designs, and vehicle security systems. General interior factors are consisted of playing the latest songs, comfortable facilities; lighting makes it easy to see products, poster images, and attractive discounts.

Keywords: Matahari Department Store, Recent Fashion, Sales Promotion, Store Atmosphere

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Published

2020-11-27

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