Designing Shopping Area Atmospheric Using Choice-based Conjoint Analysis: Case Study at Soekarno-Hatta International Airport

Amalia Suzianti, Hutami Nadya Larasati

Research output: Contribution to journalConference articlepeer-review

Abstract

As a response to overcapacity issue at Soekarno-Hatta International Airport, the government is recently planning on building larger terminal buildings to transport passengers. However, in designing an excellent terminal building, one should not only consider how to process passengers in the most efficient way, but also how facility-based environmental cues, or atmospheric cues, affect consumers' emotional state and shopping behavior. This research aims at examining passenger preferences towards atmospheric cues in airport shopping area and proposing a shopping area design based on consumer preferences. Choice-based conjoint was conducted towards 500 passengers at Soekarno-Hatta International Airport. Research findings suggested that there is a significant correlation between atmospheric cues and consumers' purchase intention in airport shopping area. Passengers prefer a shopping area with high in-store visibility, cool colors for window display, floors, wall, and ceiling, and bright lighting for airport hallway. This research also concludes that Socio-economic Status (SES) affects passengers' preferences.

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