Household shopping behavior in Depok City

Distribution of malls in Depok City is not even throughout the city. Most malls are located in the city center. Distance between malls is relatively close. While most malls are in the center of the city, quite a lot of residential areas are located far from them. The aim of this study is to determine the patterns of shopping behavior of family household needs in Depok City. Respondents are obtained by distributing questionnaires to households throughout the city using systematic random sampling method. The result shows that households choose a regional mall that is more complete than other malls in choosing shopping site to buy their needs, even though the distance is farther. This happens especially if the shopping activities are carried out with other activities, such as entertainment. Variables that influence shopping behavior are length of stay and type of transportation mode. The variables that are taken into account as the main consideration are completeness of facilities and types of goods that are sold. The conclusion of this study shows that close distance to malls does not affect household behavior in shopping. However, shopping behavior is influenced by the household's knowledge of the area and accessibility of transportation modes.