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Abstrak :
Peritel dalam beberapa tahun yang lalu telah menggunakan beberapa dorongan dari lingkungan makro yang telah mengubah landscape dari psalm yang mereka jalankan. Termasuk di dalamnya penyebaran departement store, berkembangnya pusat kota dan munculnya ritel dengan format yang sesuai dengan lifestyle dari konsumen dan munculnya ritel online sebagai platform bare dari ritel yang memberikan kenyamanan iersendiri bagi konsumennya. Sehingga seat ini operasionai ritel secara konvensional tidak lagi menjadi faktor utama dalam mencapai kesuksesan usaha ritel, karena scat ini aspek hiburan dari ritel lebih menjadi kunci sukses dui persaingan di bisnis ritel. Perubahan ini diakibatkan perubahan perilaku konsumen yang Iebih mencerminkan kebutuhan akan hedonic values daripada utility values dari aktifitas berbelanja yang mereka lakukan. Fokus dari penelitian ini adalah emosi positif yang dialami saat berbelanja dan pengaruhnya pads kepuasan dan intensi berbelanja ulang. Dalam penelitian ini diuji bagaimana orientasi internal pembelanja (enduring involvement dan motif berbelanja) dan tingkat variabel eksternal (image toko) mengakibatkan kegairahan berbelanja konsumen saat di departement store serta menguji per-an variabel kegairahan berbelanja tersebut sebagai mediator orientasi internal dan eksternal terhadap kepuasan pelanggan dan intensi berbelanja ulang. Responden yang dipilih adalah pare karyawan karena merekalah yang menjadi konsumen utama departement store di Jakarta. Tempat penelitian kami adalah PERTAMINA, ASTRA HONDA MOTOR, dan RCTL Jumlah total respondennya adalah 281 orang, dan kuesioner dibentuk berdasarkan multi skala basil penelitian sebelunmya. Seluruh hipotesa yang menghubungkan konstruk model struktural diuji dengan LISREL versi 8.30, dan dari hasilnya diperoleh bahwa seluruh hipotesa diterima. Jadi penelitian ini memberikan dukungan pads pengetahuan bahwa kegairahan berbelanja dapat menjadi mediator bagi pembentukan kepuasan berbelanja dan keinginan berbelanja ulang pads departement store di Jakarta.

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Over the years, retailers have been buffeted by a number of macro-environmental forces that have changed the landscape of the industry. These include the spread of department stores, the proliferation of suburban power centers and the lifestyle retailing formats, and the recent arrival of the Internet as an alternative retail platform offering consumers unparalleled convenience. In this environment it is no longer enough for a retailer to operate in a conventional manner by enticiting consumers with broad assortments, low pricing, and extended store hour. The entertainment aspect of retailing or "entartailing," is increasingly being recognized as a key competitive tool. The focus of this research is on the positive emotional experience of shopping that influences on satisfaction and the intention to repatronage behavior. This research examined how a shopper's internal orientation (i.e. enduring involvement and shopping motives) and store level external variable (i.e. store images) affect the excitement of shopping at department stores. A conceptual model of excitement as a mediating variable between selected internal and external factors and shopping outcomes (i.e. satisfaction and repatronage intentions) was build and tested in the context of the Jakarta apparel department store retail industry. Workers were chosen as respondents since they are the primary shoppers at department stores in Jakarta. Our research sites are PERTAMINA, ASTRA HONDA MOTOR, and RCTI. The total respondent are 280 workers, and the questionary develops base on multi-item scales of prior research studies. All hypotheses in the model were tested by using LISREL v.8.30, and from the print out and path diagram were found that all hypotheses are not rejected. So this study provides an encouraging start in understanding the mediating role of shopping excitement for departement store retailing in Jakarta markets.

Abstrak :
[ABSTRAKbr Youth shoppers merupakan kelompok umur yang terus berkembang sehingga menjadikan kelompok umur ini sebuah segmen yang sangat berarti di pasar. Ditambah lagi jumlah mall sebagai tempat berbelanja yang semakin hari kian bertambah di kota Jakarta, sering dijadikan tempat untuk bersosialisasi dan aktualisasi diri dari youth shoppers. Studi ini membagi youth shoppers menjadi segmen-segmen yang dibedakan atas karakteristik berdasarkan tinggi rendahnya tingkat self-esteem, extraversion, dan interpersonal communication. Sehingga terbentuk grup segmen unik yaitu, Social Butterfly, Confident Techies, dan Self-Contained Shoppers. Selanjutnya penelitian ini menguji perbedaan antara ketiga grup segmen tersebut atas shopping motives, preferensi store attribute yang mereka anggap penting, dan shopping enjoyment, sehingga pihak manajemen dapat memberikan treatment yang berbeda dalam hal kegiatan pemasarannya pada masing-masing grup segmen. Selanjutnya penelitian ini menemukan hasil bahwa terdapat beberapa dimensi yang paling mempengaruhi shopping enjoyment, dimensi tersebut ialah anticipated utilty (β=0,396), enhancement (β=0,170), dan price orientation (β=0,158) secara berturut-turut menjelaskan shopping enjoyment pada youth shoppers. Penelitian ini menggunakan analisis K-Means Cluster, One Way ANOVA, Pearson Correlations, dan regresi berganda dengan Stepwise Method. ;The number of malls which is increasingly growing in the city of Jakarta is often used as a place for socializing and self-actualization by youth shoppers. As an emerging age group, youth shoppers are also identified as a vital market segment. Firstly, this study divides youth shoppers into segments that are distinguished on the characteristics of high and low levels on self-esteem, extraversion, and interpersonal communication. Consequently, these characteristics form a distinct and unique segment group, which are Social Butterfly, Confident techies, and Self-Contained Shoppers. Secondly, this research examines the differences between the three groups segments on shopping motives, preferences of store attributes which youth shoppers consider important, and shopping enjoyment. As a result, the management can provide different treatment in terms of marketing activities in each segment group. Finally, this research conducts to find the most influencing dimension of shopping enjoyment. These dimensions are anticipated utilty (β = 0.396), enhancement (β = 0.170), and price orientation (β = 0.158) which respectively explain youth shoppers’ shopping enjoyment. The research uses K-Means Cluster Analysis, One Way ANOVA, Pearson Correlations, and Multiple Regression with Stepwise Method. , The number of malls which is increasingly growing in the city of Jakarta is often used as a place for socializing and self-actualization by youth shoppers. As an emerging age group, youth shoppers are also identified as a vital market segment. Firstly, this study divides youth shoppers into segments that are distinguished on the characteristics of high and low levels on self-esteem, extraversion, and interpersonal communication. Consequently, these characteristics form a distinct and unique segment group, which are Social Butterfly, Confident techies, and Self-Contained Shoppers. Secondly, this research examines the differences between the three groups segments on shopping motives, preferences of store attributes which youth shoppers consider important, and shopping enjoyment. As a result, the management can provide different treatment in terms of marketing activities in each segment group. Finally, this research conducts to find the most influencing dimension of shopping enjoyment. These dimensions are anticipated utilty (β = 0.396), enhancement (β = 0.170), and price orientation (β = 0.158) which respectively explain youth shoppers’ shopping enjoyment. The research uses K-Means Cluster Analysis, One Way ANOVA, Pearson Correlations, and Multiple Regression with Stepwise Method. ]