Analisis wilayah cakupan Pusat Perbelanjaan di Kota Magelang tahun 2007
WIBOWO, Esthi Eviyandani, Prof. Iswardono S. Permono, Ph.D
2007 | Tesis | Magister Ekonomika PembangunanAnalisis wilayah cakupan dalam investas i ruang perbelanjaan, dilakukan untuk mengidentifikasi nilai potensial suatu pusat perbelanjaan melalui Huff ‘s Probalility Model dan Elwood’s modification model. Obyek penelitian ini adalah lima pusat perbelanjaan di Kota Magelang dan dua kawasan perdagangan di Kota Magelang.Teknik yang digunakan dalam pengumpulan data kuisioner adalah purposive sampling dan wawancara, sehingga didapatkan 150 responden. Metode Analisis yang digunakan adala h Huff ‘s Probalility Model untuk mengetahui besarnya peluang kunjungan dari pusat perbelanjaan yang menjadi obyek penelitian, metode pendapata n (income approach ) untuk mengetahui potensi pasar dari masing-masing pusat perbelanjaan, dan Elwood’s modification model untuk mengetahui kekuatan daya tarik dua kawasan perbelanjaan. Berdasarkan hasil analisis peluang kunjungan melalui Huff ‘s Probalility Model, peluang kunjungan terbesar diperoleh Gardena Pasaraya & Swalayan sebesar 24,53%. Potensi nilai pasar pusat perbela njaan Gardena Pasaraya & Swalayan lebih besar dibandingkan dengan pusat perbelanjaan yang lainnya. Berdasarka n Elwood’s modification model, kawasan perbelanjaan Pasar Rejowinangun mempunyai daya tarik lebih kuat 149.96% dari pada kawasan perdaganan alun-alun kota. Berdasarkan hasil kuisioner pusat perbelanjaan yang paling sering dikunjungi adalah Gardena Pasraya & Swalayan, dan alasan utama mereka mengunjungi pusat perbelanjaan karena kelengkapan barang/jasa.
Catchment area analysis in shopping space is done to identified the potensial value of central shopping area by using Huff’s Probability Model and Elwood’s modification model. The object of this research are five largest shopping centre and two business district in Magelang City. The tools that this research use to collect quetionare data is purposive sampling and interviewing, by doing so there is 150 quetionare data which has been collected for this research. The method of analysis using for this research are Huff’s Probability Model which is use to identified the amount of customer probability from shopping centre as the object of this research, income approach to find out the potential market from each shopping centre and Elwood’s modification model to identified the attractiveness from two shooping centre area. Based on analysis of customer probability using Huff’s Probability Model, there is found that the biggest customer probability is Gardena Pasaraya & Swalayan 24.5%. The potential market value of Gardena Pasaraya & Swalayan shopping centre is bigger than the other shopping centre. Based on Elwood’s modification model there is found that the shopping area of Pasar Rejowinangun had more attractive (about 149.96%) than central business district of Magelang City. Based on quetionare, there is found that Gardena Pas araya & Swalayan shopping centre is the most popular shopping centre that customer want to go for shopping. The reason for customer to go to the shopping centre is because the variety of the goods.
Kata Kunci : Pusat Perbelanjaan,Wilayah Cakupan,Catchment area ana lysis, Huff’s Probability Mode l, Elwood’s modification model
