THE STUDY OF DIFFERENTIATION AND POSITIONING OF SUPERMALL PAKUWON INDAH - SURABAYA

  • Sylvie Maria Wijayanti STIE IBMT Surabaya
  • Richard Henderson STIE IBMT Surabaya

Abstract

This paper is discussing about The Study of Differentiation and Positioning of Supermall Pakuwon Indah Surabaya in the year 2007. The researcher is interested in doing this research because the researcher wants to find out the aspects that Supermall Pakuwon Indah has superiority than other shopping centers in Surabaya. The sample was selected systematically based on the criteria predetermined relevant to the objective of the research. The questionnaires are then analyzed by using SPSS for testing the validity, reliability, and the ratio scale to analyze the plot map of shopping centers in Surabaya. This paper is focused on the fourteen variables namely: location, food court facility, bathroom cleanliness, bathroom availability, parking availability, perceived price, product/merchandise assortment, stores variation, mall design, direction inside mall, promotion, mall maintenance, and public transportation, in which all of them is to measure the strength point of Supermall Pakuwon Indah. In addition, the researcher also analyzed the positioned of Supermall in two dimensions: level of price and level of modern in order to know the comparison with order shopping centers. The researcher distributes 115 questionnaires from the minimum sample size of 100 which are distributed on the visitors of Supermall Pakuwon Indah.
The sampling method that used to take the sample is systematic sampling. The test is done by using SPSS for Windows Software. The level of significance used is 5% and the number of total respondents N is 115, thus the r table used for this test will be approximately 0.185 and all valid variables should be bigger than this value. Finally, author hopes that this research can bring benefit for Supermall Pakuwon Indah in improving its performance since the tide competition among shopping centers happening in Surabaya

Keywords : Market Segmentation, Marketing Mix, Marketing Strategies

References

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Published
2012-12-08
How to Cite
Maria Wijayanti, S., & Henderson, R. (2012). THE STUDY OF DIFFERENTIATION AND POSITIONING OF SUPERMALL PAKUWON INDAH - SURABAYA. JURNAL EKSEKUTIF, 9(2). Retrieved from https://jurnal.ibmt.ac.id/index.php/jeksekutif/article/view/36
Section
Articles