37
Aesthetic dimensions, based on
the
finding
were
highly
important factor
that
valued by
Indonesian
students
in
terms
of
making
decision
to
go
to
certain
malls.
Question
from
the
questionnaire that
relate
to
interior,
decoration,
and
environment
in
general
were
having
high
scores.
The
management
of
malls,
then,
must
make
sure
that
their
malls
provide a
pleasing atmosphere to
consumers
multiple
senses
(sounds/music, scents,
and
visual building
interior design) to
make people willing to spend more time and
money at
their shopping malls.
Exploration, social
and
convenience
dimension
also
have
high
positive
responses
from
Indonesian students.
As
suggested
by
Ahmed,
Ghingold
and
Dahari
(2006),
Mall
management of the tenant and service mix should be used as a strategic tool in attracting
shoppers to contemporary Indonesian malls.
The Cross
tabulation analysis between
gender and their behavior towards
shopping mall
may
also
beneficial
for
management
of
malls
to
understand
the
differences
between
male and female shopping, and meet the desire of their targeted market segment.
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