SHOPPING MOTIVATIONS AND THEIR INFLUENCE ON SHOPPING EXPERIENCE IN SUNRISE MALL MOJOKERTO

The main focus of this study is shopping motivation. In particular, the study aims to investigate the relationship between shopping motivation of shoppers and the experience of shoppers when shopping in Sunrise Mall. This study explores shopping motivation by examining their hedonic and utilitarian motivations behind shopping and cross-analyzing it with social characteristic the society. By clustering the shopping motivation of shopper in Sunrise Mall, we will understand what kind of experience the visitors need and hope to be realized while doing shopping. The methodology of this study is quantitative analysis, as the research problems are exploratory in nature and rely on deductive inquiry. The survey activities were held on weekdays and weekend. The correspondent analysis was done through Crosstabulation Analysis and Cluster Analysis using “K-Means Cluster” method through SPSS 21. The research brings up the indication that shopper in Sunrise Mall Mojokerto have high motivation as hedonic buyer. Results showed inner city consumers to have higher hedonic motivations for shopping compared to outer city consumers. The findings suggest that Sunrise Mall provides as an important outlet or tenants for inner city consumers who have stronger tendencies to find experiences such as entertainment, intellectual stimulation, and social gathering.Cluster analysis for hedonic and utilitarian shopping motivations produced five consumer clusters: (1). Recreational Shopper, (2). Economic Shopper, (3). Ethical Shopper, (4). Personalized Shopper and (5). Apathetic Shopper.


Research Background
Modernization is characterized by the development of large industrial aspects, mass production and consumption of goods. The development of modernization has an effect on changes in people's lives. Rapid progress will make people follow the flow of change. Today, the modernization seems to be more advanced in development and direction. In line with the development of modernization, the society also moves towards a period of modern society (Sukirno & Harianto, 2017).
Changes of life's necessities, economy, population and occupation are manifested in the patterns of human life followed by modernization of shopping places, supermarkets, many shopping malls that appeared in big cities. For urban society in Indonesia, the mall reflects a real need of urban communities for public spaces for recreational activities and social activities, as part of a modern lifestyle. As a result of the increasingly limited public spaces, the mall has become a logical alternative choice for several reasons such as convenience, practicality, efficiency, security and certainty (Sugianto, Setyowati, & Hardiman, 2012).
The rapid-growing business of modern shopping centers also reflects modernization pattern. It indicates that modern society have limited leisure time. These indications changed the habits of the community from those who previously filled their free time to go out of town to travel to be limited. Then, spending a time in mall can be an option. Spending time in mall means that having entertainment experiences without sacrificing much time and money. Based on this indication, it can be said that a mall is one of affordable entertainment facility (Japarianto, 2010). Nowadays (Nili, et al., 2013), which, in turn, is expected to increase the overall firm performance. (Çal & Adams, 2014

Shopping Motivation
Motivation refers to the processes that cause people to behave as they do. From a psychological perspective motivation occurs when a "need" is aroused that the consumer wishes to satisfy. Once a need has been activated, a state of tension exists that drives the consumer to attempt to reduce or eliminate the need. This need may be utilitarian (a desire to achieve some functional or practical benefit) or it may be hedonic (an experiential need, involving emotional responses or fantasies). The distinction between the two is, however, a matter of degree. The desired end-state is the consumer's goal. Marketers try to create products and services that will provide the desired benefits and permit the consumer to reduce this tension. Motivation is an important factor in understanding behavior. Motivation, then, influences people's behavior in the way it stimulates and directs behavior. Therefore, motivation can be represented in terms of its strength and its direction (Solomon, Bamossy, Askegaard, & Hogg, 2006 In the opposite, utilitarian consumer is known as a rational decision maker who is more concerned on benefits of product. Utilitarian consumer shops only when it suits their purpose. Utilitarian shoppers are those who shop attentively and purchase their needful product without any deviation. Utilitarian value is an overall assessment of functional benefits, such as economic value, convenience, time savings (Ahmed & Sathish, 2015).
Adapting items from scales developed by Babin et al. (1994), it's found that there are two types of utilitarian motivation, which are efficiency shopping and achievement shopping. Efficiency shopping refers to consumer needs to save time and resources while achievement shopping refers to a goal related shopping orientation where success in finding specific products that were planned for at the outset of the trip is important (Kim, 2006).
The Utilitarian and Hedonic Motivation were found to have great impact on consumer decision making process. Major scholars of marketing agreed that exploring Utilitarian and Hedonic motivation is worthwhile approach to understand consumer behavior (Ahmed & Sathish, 2015).

Shopping Experience
Many studies classify consumer's shopping styles and or motives in order to understand their tendencies during shopping. Those classifications help to understand the reasons of different shopping behavior (Gültekin & Özer, 2012). People often shop even though they do not necessarily intend to buy anything at all, whereas others have to be dragged to the shopping centre. Shopping is a way to acquire needed products and services, but social motives for shopping also are important. Retailers need to understand the variety of shopping motivations because these all affect how consumers evaluate different aspects of their retail experience such as atmospherics, promotion and marketing communications (Solomon et al., 2006).
Consumers can also be segmented in terms of their shopping orientation, or general attitudes about shopping. These orientations may vary depending on the particular product categories and store types considered. Our feelings about shopping are also influenced by the culture in which we live. Several shopping types have been identified, although the following list does not cover the whole range of possibilities (Solomon et al., 2006)

RESULT
The analysis started with setting the number of cluster. There were 5 clusters. The name of cluster was based on the name of typology of visitor (Recreational Shopper, Economic Shopper, Ethical Shopper, Personalized Shopper and Apathetic Shopper). After defining the number of clusters, then the clustering process has been conducted without follow any hierarchy process. It used "K-Means Cluster" method through SPSS 21.
The final result of this cluster analysis was showed through "Final Cluster Center". This result was showed the result of standardization process. The negative sign indicated that the data was lower than total average or tend that a shopping motivation was lower than other shopping motivations. In the opposite, the positive sign indicated that the data was higher than total average or tend that a shopping motivation was higher than other shopping motivations.
The current iteration is 5. The minimum distance between initial centers is 7,199. The interpretation of output analysis was below: 1.   Further, the findings of Figure 2 and 3

Figure 7. Clustering Visitor's Characteristic by Education Background
It has relation with analysis of Figure 6 that most of visitors are housewife, student of senior high school and people who have education background of bachelor degree. The activity and kind of tenant today already accommodate their need such as bookstore and house ware store to support their daily activity.