Success Factors of Summarecon Mall Bekasi: A millennial perspective

DOI

10.2991/isseh-18.2019.71How to use a DOI?

Keywords

millennials; shopping centre; consumer behaviour; buying behaviour

Abstract

Lifestyle and entertainment center are relatively central in today practice and it plays a critical role in forming healthy economic condition along with perceptions of the society within the region. Several of the shopping centers have failed to achieve key performance indexes in the region of Bekasi. The main objectives of this study were to research factors contributing to the success of Summarecon Mall Bekasi (SMB) and the brand image formation of SMB itself to develop suggestion for shopping center when wanting to attract the biggest generation cohort, millennial, whose sizeable disposable incomes. In this study, we evaluate the branding strategy and its importance for shopping centre, and the success factors using contingency theory. Our result conveys that characteristics of shopping center and word of mouth communication turn to be the most effective channel influencing millennial perceptions on shopping center, yet creative marketing tactics and social media channels were also found to be effective tools for building branding of shopping center.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Pramis B. Wibawa
AU  - Basuki Wibawa
PY  - 2019/03
DA  - 2019/03
TI  - Success Factors of Summarecon Mall Bekasi: A millennial perspective
BT  - Proceedings of the International Symposium on Social Sciences, Education, and Humanities (ISSEH 2018)
PB  - Atlantis Press
SP  - 309
EP  - 313
SN  - 2352-5398
UR  - https://doi.org/10.2991/isseh-18.2019.71
DO  - 10.2991/isseh-18.2019.71
ID  - Wibawa2019/03
ER  -