The attractiveness of malls for millennial consumer (Case study: Malls in BSD City)

Abstract

Property development, especially malls, continues to make shopping malls in BSD City becoming more diverse. The diversity of these malls is tailored to the needs of various millennial consumers as well. However, the variety of needs based on the diversity of ages and socio-economic status are influenced by motivation and intensity of millennial consumer visits to all malls in BSD. This makes the malls must have attraction to bring millennial consumers to visit. This research aimed to analyze the attractiveness of malls in BSD and the pattern of visits of millennial consumers influenced by the attractiveness of the mall. The variables of this study include location characteristics, concept of the mall and community experience as well as millennial consumer characteristics, motivation to visit the mall and sources of information. The method used in this study is descriptive analysis. The results of the study show that different characteristics of Malls in BSD City make each of them has a different attraction. The difference in attractiveness can influence the pattern of millennial consumer visits related to motivational factors, socio-economic status and sources of information owned by each consumer.