Antecedent and Consequences of Mall Value

This research contributes by using the concept and measurement of mall values to increase generalization, and to connect it with antecedent variables and their consequences. Variables measured in relation to the mall value concept in this study are shopping environments and consumer satisfaction. The respondents in this study were 210 mall shoppers at Hartono Lifestyle Mall Surakarta. The empirical results indicate mall value construct is an important issue on marketing strategy crafting in Hartono Lifestyle Mall Surakarta. value of 0.220. The CR value of 2.56 indicates that hypo thesis 1 is accepted at a significant level α = 0.01. Thus hypothesis 1, namely shopping environment significant effect on mall value empirically supported. The calculation results show a CR value of 4.694 with a SE value of 0.218 . The CR value of 2.56 in dicates that hypothesis 2 is accepted at a significant level α = 0.01 . Thus hypothesis 2, namely mall valuesignificant effect on consumer satisfaction supported empirically. The calculation results show a CR value of 0.407 with an SE value of 0.252 . CR value <1.96. This shows that hypothesis 3 is not accepted. Thus hypothesis 3, namely shopping environment significant effect on mall value not empirically supported.


Introduction
Previous research indicates a downward trend and low profitability from malls in various countries, especially in the United States and Europe. Mall experienced a significant decrease in number of buyer and transactions [1]. According to product life cycle theory, the mall has entered a stage of maturity characterized by the emergence of threats to growth and decrease in profitability [2]. Many malls have been closed or has a low level of consumer occupancy and traffic so that it is detrimental their main retailer [3]. Ref. [4]  The difference in mall conditions in Indonesia and other countries in the United States and Europe has become an interesting phenomenon to study, especially from the perspective of marketing management. Significant mall growth has implications for increasingly fierce market competition among mall managers in Indonesia. With the growth of the mall, shoppers in malls are increasingly selective and loyal to malls that are considered high value and able to satisfy them [5]. It is important for mall managers to determine the extent of the value of their mall in the shopper's eyes.
Ref. [6] explicitly recognizes the existence of the subjective nature of the value and shows that the value derived from "a complete shopping experience," and not limited to the acquisition of the product [7]. Ref. [8] states that until now there has been no agreement on the standard dimensions of the concept of perceived value. This is due to the subjective and contextual nature of perceived value that forms consumption experiences that vary from one person to another when interacting with certain objects in certain situations.
Previous researchers have found different dimensions in perceived value at the product or brand level [9]. Different research directions about Perceived value has been focused at the store level [10]. Compared with research at the product, brand, and store level, research on perceived value at the mall level is relatively small [11]. This creates a gap considering that customers can get more value from malls that are not found at the store level or at the product level [12,13]. In its development, Research on perceived value in the mall context only focused on the dimensions of utilitarian values (i.e. achieving the intended goals of shopping trips to get what is needed or desired) and hedonic values (i.e. the pleasures and pleasures experienced by buyers during their shopping trips) at the mall) [12,14].
Previous research has ignored other dimensions that can be obtained from a complete shopping experience at the mall [11]. This condition creates a gap, considering that knowledge of shopping value comprehensively can help mall managers to identify attributes that shape customer loyalty [12]. Value plays an important role in predicting future repurchase intentions and achieving sustainable competitive advantage [15].
Ref. [11] proposed a new scale to measure the perceived value of a complete shopping experience at the mall (hereinafter: mall value), which includes value dimensions that are more diverse than hedonic values and utilitarian values. Their study confirms that mall value is a multidimensional scale consisting of eight dimensions of value, namely: hedonist, selfgratification, utilitarian, epistematic, social interaction, spatial comfort, time comfort, and transaction value. Measurement of mall dimension values must be reviewed further before gaining general acceptance [11]. In this regard, this research contributes by applying mall value concepts and measurements in different time and place settings to increase generalization, and connect the construct with its antecedent and consequences variables.
Variables that act as antecedents of mall value in this study is a shopping environment.
Ref. [16] showed that consumer trust about the mall shopping environment has a positive effect on the value of hedonic and utilitarian shopping generated from mall visits. Ref. [17] examined the impact of the store environment on the hedonic and utilitarian shopping experience of the trendsetter and found a link between the two. Next, Ref. [18] examined the effect of the renovated mall atmosphere on shopping value (hedonic and utilitarian) and found a significant positive impact on hedonic and utilitarian values.
Variables used as a consequence of mall value in this research is customer satisfaction.
Many researchers support conclusions showing that perceived value is a positive and significant antecedent of customer satisfaction [18,19]. Mall value well managed can lead to increased positive emotions and customer satisfaction. Customers who perceive the mall as a good place to visit, will tend to get satisfaction with the mall [5].
This study also examines the effect of shopping environment on customer satisfaction.
A well-managed shopping environment can affect the level of customer satisfaction [5].
Shopping environment can be designed in such a way as to lead to positive emotions and increase customer satisfaction. The layout of products in shopping centers that are well designed and effective affect the customer's intention to make repeat purchases and positive recommendations. Ref. [14] added that the customer's positive perception of the mall environment had an impact on the excitement and desire to linger in the mall which strengthened the customer's intention to recommend to others.
The location of this study is located in the Surakarta area and its surroundings. Based on the description above, this study contribute through the implementation of the concept and measurement of mall value proposed by Ref. [11] in the setting of a different time and place (in this case, Hartono lifestyle mall Surakarta) to increase generalizations, linking these constructs with antecedent variables (shopping environment) and consequences (customer satisfaction).

A. Effect of shopping environment on mall value
The relationship between the shopping environment and customer perceived value (perceived value) has been observed in previous studies [16,18]. Consumer trust about mall attributes has a positive effect on the value of hedonic and utilitarian shopping resulting from mall visits [19]. The mall environment on hedonic and utilitarian shopping, where shopping environments directly affected the hedonic spending of fashion leaders.
Positive perceptions of the mall atmosphere give rise to hedonic experiences but only little or no effect on the utilitarian value of low-oriented buyers on fashion products. Next, Ref. [20] examined the effects of the renovated mall atmosphere on shopping value (hedonic and utilitarian) and found a significant positive impact on hedonic and utilitarian values. From the discussion we see that previous researchers focused only on two dimensions of value: hedonic and utilitarian values; but has ignored other value dimensions which are attributes of mall value. The hypothesis derived based on the description is: H 1 = shopping environment has a significant effect on mall value.

B. Effect of mall value on consumer satisfaction
Customer satisfaction is a comparison between customer perceptions of product performance (or results) and expectations of that performance [21]. Creating and providing superior value in order to increase customer satisfaction is an important practice for retailers who want to achieve sustainable competitive advantage. The value perceived by customers can be lowered at various stages of the purchasing process including the pre-purchase stage, while customer satisfaction only occurs after buying or using a product or service [22]. This shows that the perceived value of customers can be an antecedent of customer satisfaction. Many researchers support this final conclusion and show that customer perceived value is a positive and significant antecedent of customer satisfaction [18,19]. The hypothesis derived based on the description is: H 2 = mall value has a significant effect on customer satisfaction. P -ISSN 2962-5955 • E-ISSN 2962-5467

C. Effect of shopping environment on consumer satisfaction
The atmosphere of shopping or shopping environment can affect customer perceptions and have a positive impact on satisfaction [23]. Perceptions of the mall environment greatly influence shopper's passion. This is confirmed by Ref. [24] who said that being in a pleasant mall atmosphere is enough to create an aesthetic experience for shoppers. Buyers' perceptions of the mall's atmosphere as a pleasant shopping experience make them spend more time and money on shopping. Thus, the mall atmosphere can be designed in such a way that it leads to positive emotions and increased customer satisfaction [25,26]. The hypothesis derived based on the description is: H 3 = shopping environment has a significant effect on customer satisfaction.
Based on the formulated hypothesis, the influence between variables can be described in the form of a research model as Figure 1. The unit of analysis in this study is individuals, namely visitors who often shop at Hartono Lifestyle Mall at least twice in one month. Data collection using the mall intercept technique along with the self-administered questionnaire method. Sampling in this study uses a non probability sampling design, by applying a purposive sampling method . The researcher spread out 250 questionnaires and found 40 questionnaires that were declared damaged because the respondent's answers were incomplete, so that the overall data that could be further processed was 210 questionnaires. The characteristics of the respondents obtained in this study are presented as Table 1.

B. Measurement
This study measures the constants examined by multiple-item scales adapted from previous studies. Each statement item used in the study was assessed using a Likert scale with   Measurement of customer satisfaction variable consists of 2 items of questions adapted from research conducted by Ref. [28].

A. Validity test
Validity testing is carried out on four main variables in this study.    Table 3, the modification of the model is obtained by increasing the goodness of fit model. Value Chi-Square with p> 0.0 5 so as to indicate the model has been fit. While the GFI and AGFI index has increased but has not fulfilled. Based on these results, it can be concluded that the overall model can be accepted. The SEM-based research model uses three to four indices that are appropriate to provide sufficient evidence for a model. Besides showing the chi-square value (χ2) and degress of freedom it must also show the values of CFI, TLI, and RMSEA because some of these indices are considered sufficient to evaluate a model.

B. Path Coefficient Analysis
This analysis is seen from the significance of the regression weight model that can be seen in Table 4.  These dimensions include: mall exterior [29] and comfort mall [5]. Subsequent research can be developed by adding these two dimensions as part of the shopping environment construct and its effects on consumer satisfaction are measured.

Conclusion
The The results of this study indicate a significant influence of shopping environments towards mall value and significant influence from mall value towards consumer satisfaction.
This shows that the mall value construct is an important aspect for Hartono lifestyle mall in order to realize customer satisfaction. The manager of Hartono Lifestyle Mall is expected to pay attention to the mall value dimensions which are divided into: hedonist, self-gratification, utilitarian, epistematic, social interaction, time comfort, and transaction value when crafting a marketing strategy.