The Analysis of factors within marketing, non marketing, buyer characteristic variables, that affect the decision of tenant to buy kiosk in City of Tomorrow

Tairas, Citra Ratnasari and Yuono, Henry (2007) The Analysis of factors within marketing, non marketing, buyer characteristic variables, that affect the decision of tenant to buy kiosk in City of Tomorrow. Bachelor thesis, Petra Christian University.

Abstract

City of Tomorrow, a new concept called Superblock was built in south Surabaya. Apparently, in south Surabaya there are 2 malls in south Surabaya, those are Royal Plaza, and City of Tomorrow mall. The problem is that if there are 2 malls which near to each other, then they will experience competition. From the primary and secondary data information, the writer could know that there are actually tenant who ever had kiosk in Royal Plaza and move to be City of Tomorrow tenant. In this Final Assignment Report, the writer will analyze the factors within marketing, non marketing, its buyer characteristic that affect tenant decision to buy kiosk to City of Tomorrow kiosk. The writer uses exploratory research, judgmental purposive sampling, and factor analysis method for analyzing the research. The findings in this research proved that all the unprocessed variables is being grouped into a 3 new qualified factors that have high correlation on affecting the tenant decision, those factors are monetary and benefit factors, private internal factor, and price variation factor, which in the end the writers also proved that actually place is not a factor that is significantly affect tenant to buy City of Tomorrow kiosk.

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