PENGARUH GAYA HIDUP, HIBURAN, DAN SUASANA RETAIL TERHADAP PREFERENSI BELANJA DI PUSAT PERBELANJAAN STUDI KASUS DI PAKUWON SOLO

Tiara Cahya Khusnul Fatimah, Salman Faris Insani, Ardian Prima Putra

Abstract


The Influence of Lifestyle, Entertainment, and Retail Atmosphere on Shopping Preferences in Shopping Malls: A Case Study of Pakuwon Solo..The objective of this research is to identify and analyze the effects of lifestyle, entertainment, and atmosphere on shopping preferences. The sample used in this study consists of consumers who have visited shopping malls, with a minimum sample size of 75. The sampling method applied is purposive sampling. Hypothesis testing in this research is conducted using SPSS. The results indicate that lifestyle has a positive but insignificant effect on shopping preferences. Entertainment has a positive and significant effect on shopping preferences. Retail atmosphere has a positive and significant effect on shopping preferences.

Keywords: Lifestyle, Entertainment, Atmosphere, Shopping Preference


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