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

Authors

  • Badi Atussolihah Sekolah Tinggi Agama Islam Denpasar
  • Putu Ratna Juwita Sari Universitas Pendidikan Nasional

DOI:

https://doi.org/10.38043/revenue.v1i1.2671

Keywords:

Matahari department store, recent fashion, sales promotion, store atmosphere

Abstract

Regarding to the crowd of the department stores, millennial generations of Bali especially in Denpasar currently had factors that play a role of their interest of the department Store. In addition, the purposes of this research were 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 were 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 were consisted of shopping because of a special offer, a special advertisement, a coupon, a discount, and a bundle pack. In store atmosphere, it could be divided into two classes of factor namely exterior and interior factors. Exterior factors were consisted of cashier instructions, clear room fittings, signs with attractive designs, and vehicle security systems. General interior factors were consisted of playing the latest songs, comfortable facilities; lighting makes it easy to see products, poster images, and attractive discounts.

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Published

2020-12-30

How to Cite

1.
Atussolihah B, Sari PRJ. Why do millennials still shop at department stores? The case of Matahari. REVENUE [Internet]. 2020Dec.30 [cited 2022Jun.27];1(1):64-72. Available from: https://journal.undiknas.ac.id/index.php/REVENUE/article/view/2671

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