Abstract:
Nowadays malls play a major role in consumer’s lifestyle. This research aims to (1) Identify
the segments from shopping mall customer (2) Describe the profiles of shopping mall
segments formed (3) Explain the differences each characteristic between segments are
formed. This research is using confirmatory factor analysis and cluster analysis. This study
revealed six factor shopping motivation such that gratification seeking, social shopping,
value shopping, brand loyalty, utilitarian, and hedonic shopping. The result suggests that
there is two shopper segment, hedonic shopper and utilitarian shopper. Each segment was
profiled in terms of shopping motivation and demographics.
