SHOPPING CENTER (MALL) DESIGN WITH USER BEHAVIOR ORIENTATION APPROACH IN BATAM CITY

Jonaldo Effendy, Jeanny Laurens Pinassang, Lathifa Nursyamsu

Abstract


The development of shopping tourism in Batam City continues to increase as marked by the level of expenditure of the people of Batam City from 2018-2020 increasing by 5.25 percent every year in the food group and non-food group sectors according to data from BPS Batam City. This high interest in shopping has led to the intensive development of shopping centers in Batam City. However, the shopping centers that were built still pay minimal attention to behavior patterns and the circulation of mall visitors in Batam City. This research aims to identify visitor behavior and circulation patterns while in the mall through behavioral mapping techniques to determine visitor interests and preferences. The research object used in this research is the Grand Batam Mall. The method used in this research is descriptive qualitative with research data sources obtained from observation, in-depth interviews, and documentation at one of the most successful malls in Batam City. This research data was analyzed based on theoretical studies and secondary data as support. The results of the research show the behavior and circulation patterns of visitors in the mall regarding spatial planning which can be used as a design concept in designing shopping centers in the suburban area of Batam City. The results of this shopping center design are expected to increase the attraction of tourists both domestic and international to support Batam City as a tourist city.

Keywords


behavior patterns; shopping center; behavioral mapping; visitor interest

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DOI: https://doi.org/10.17509/jare.v7i2.75398

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