Paris Van

Java
Syndicate #2
Edhita Paradevi (29109324)
Melvina Pascaline (29109327)
Trisya Kansya (29109329)
La Ode Arief Akbar (29109367)
Wahyu Kumoro (29109372)

MM 6053 - Applied Marketing Research

1 Background

2 Problem Definition Process

3 Data Analysis

4 Conclusion & Recommendation

1 BACKGROUND
• Bandung is a city in West Java, Indonesia.
• Located in the central highlands at an
altitude of 768m.
• The city is known for its many
universities, textile industry and many
roadside cafes.
• Bandung’s nickname is Kota Kembang,
literally meaning the Flower City.

• Called Parijs van Java (Paris of Java) by

the Dutch, its high altitude location
makes the weather pleasantly cool.
• The food in Bandung is also well known
for its wide variety.
• Bandung is a very popular weekend
escape for Jakarta's, who crowd into
the city on weekends and national
holidays.
 Demographics of Bandung
Sex Age
0-14
14% 6% 25%
15-30
Male 31-45
1.113.268 Female
1.115.999 46-60
24% 61+
31%

Average Incomes: Bandung

70,000,000.00

60,000,000.00

50,000,000.00

40,000,000.00
Revenues:
30,000,000.00 Bandung
20,000,000.00

10,000,000.00

0.00
2006 2007 2008

Source: http://jabar.bps.go.id/Kota_Bandung/1.%20Demografi/JmlL-P-Umur.htm
 Income Average in Bandung
70,000,000.00

60,000,000.00

50,000,000.00

40,000,000.00

Revenues: Bandung
30,000,000.00

20,000,000.00

10,000,000.00

0.00
2006 2007 2008

http://www.jabarprov.go.id/
 Average monthly per capita expenditure for
nonfood by monthly per capita expenditure class

100- 150- 200- 300- percapita

kind of commodity <60 60-79 80-99 149 199 299 499 >500 avrg

Houseing&household facility 8.164 15.35 18.69 24.546 35.824 52.376 83.342 204.235 106.513

Goods & services 1.372 7.214 8.577 14.835 20.452 29.656 54.46 168.823 79.032
clothing,Footwear &
Headwear 1.66 4.366 3.863 5.799 7.801 10.096 14.308 29.108 16.926

Durable Goods 111 54 270 853 1.429 3.155 8.138 54.265 20.211

Taxes & Insurances 138 396 309 488 684 1.24 2.662 12.98 5.226

Parties & Ceremonies 0 0 30 345 421 987 2.904 13.803 5.468

http://www.jabarprov.go.id/
 Demographics of Jakarta
People lived in Jakarta age > 15 according to their activity
100%

90%

80%

70%

60%
perempuan
laki
50%

40%

30%

20%

10%

0%
workforce working searching job not workforce school household others

Source: http://jakarta.bps.go.id/abstract/index.html
 Demographics of Jakarta
Consumption Level : Jakarta
800000

700000

600000

500000
food
non-food
400000

300000

200000

100000

0
2006 2007 2008

Source: http://jakarta.bps.go.id/abstract/index.html
MACRO ECONOMY
Source: BPS 2008 – www.bps.go.id
 Economic Growth & Gross Regional Domestic Product of
Bandung City in 2001-2007 also with Its Projection in 2013

Source: www.bandung.go.id
 Bandung city’s economic structure is dominated by
service sector and manufacturing industry.
The growth rate is also relatively high when
compared to West Java and national.

Inflation also too high, derived from food, health and

transportation costs. High inflation can reduce the
competitiveness of Bandung.
 Income per capita has increased with the
increase per year 2005-2008 reached 8.8 %
per year.

Inflation that occurred in December at Jakarta,

mainly due to rising prices of foodstuffs.
While the index of education, recreation and
sport did not change
Source: http://jakarta.bps.go.id/
GOVERNMENT REGULATORY
• Peraturan Pemerintah Nomor 26 Tahun 2008 tentang Rencana Tata Ruang
Wilayah Nasional (RTRWN) (Lembaran Negara Tahun 2008 Nomor 48,
Tambahan Lembaran Negara Nomor 4833)
source: www.indonesia.go.id
• Peratuan Daerah Provinsi Jawa Barat Nomor 22 Tahun 2010 Tentang
Rencana Tata Ruang Wilayah Provinsi Jawa Barat 2009-2029
source: www.jabarprov.go.id
• Peraturan Daerah Provinsi Jawa Barat Nomor 2 Tahun 2009 Tentang
Rencana Pembangunan Jangka Menengah (RPJM) Daerah Provinsi Jawa
Barat Tahun 2008-2014.
source: www.jabarprov.go.id
• Peraturan Daerah Kota Bandung Nomor 2 Tahun 2009 Tentang Penataan
Pasar Tradisional, Pusat Perbelanjaan dan Toko Modern
source: www.bandung.go.id
• Peraturan Daerah Kota Bandung Nomor 9 Tahun 2009 Tentang Rencana
Pembangunan Jangka Menengah (RPJM) Kota Bandung Tahun 2009-2013
source: www.bandung.go.id
 Power of Supplier

Threat of Competitive Threat of

New Entrants Rivalry Substitutes

(LOW) (HIGH) (MEDIUM)

Power of Buyer
THREAT OF NEW ENTRANTS
 According to heads of the agency and layout planning of
Bandung, there were no submission of planning permission
shopping center/mall, because that becomes more selective
(local administration)
THREAT OF SUBSTITUTES
• Nature Tourism
• Fashion & Culinary Tourism
POWER OF SUPPLIER
Paris Van Java mall, just like other mall, have a few supplier
to keep the facility running smoothly. Their suppliers are:

Secure Parking:
One of the biggest parking management in Indonesia and they are
responsible in managing the parking area security and income.

ISS Indonesia:
This international company is responsible in managing the
cleaning service and overall security of Paris Van Java mall.

State-Owned Electricity Company (PLN):

The only provider of electricity in Indonesia.

State-Owned Water Company (PAM):

The biggest provider of treated water in Indonesia.
 Factors Descriptions
Neutral – There are many suppliers (parking, security,
Availability of Substitute and cleaning management) that support the industry.
Inputs As for electricity and water, they impose a small threat
due to government regulatory.
Suppliers Product Weak – Supplier Products are common and
Differentiation replaceable.
Importance of Industry Neutral – Suppliers have buyer from various kinds of
to Suppliers industries.
Weak – There are a high barrier of entry in to the mall
Suppliers Threat of
Forward Integration industry resulting a low level of threat of forward
integration.
Strong – Paris Van Java has a strong power in case they
Buyers Threat of want to manage their own parking, security, and
Backward Integration cleaning management. But they have a weak bargaining
power to water and electricity supplies.
POWER OF BUYER
 Factors Description
Weak – High number of buyers (tenants) relative
Number of Buyers
Relative to Sellers to malls in Bandung have made their position
weak in this industry.
Neutral – The cost of setting up a new store
Switching Costs to Use
Other Product elsewhere is high, but there is a possibility that it
can happen.
Buyers Threat of Weak – Small chance for buyer to open their own
Backward Integration mall
Sellers Threat of Forward Weak – Seller have a small chance of opening
Integration their own store.
Weak – Paris Van Java high visitors rate and
Importance of Product to
The Buyer unique value proposition made it a very important
product to the buyer.
COMPETITIVE RIVALRY
Bandung Spatial & Urban
Area Planning (2013)
Istana Plaza provides one stop Each year the mall has more exciting
family shopping mall, caters sales, improved tenant mix, and more
middle to high class shopper's promotional events to serve its
necessity. shoppers' and tenants' need better.
PRODUCT Fashion
provide a wide range of branded fashion & accessories
Sports
sport gear & apparel for all sports activities
Kids Center
organizes creative workshop festive parties and educational
programs
Cafe & Resto
indulge in a world of flavours from asian and europe cuisine
Food Court
explore the difference of our food court atmosphere

PRICE • IDR 370.000 / m2

PLACE • Located Jl. Pasirkaliki & Jl.

Pajajaran.
• It's in the middle of business
district and surrounded by
middle to high class real estate.
Bandung Supermall is the place for
enjoy an endless array of shopping
and entertainment experience in
Bandung.
Find over 250 leading stores and Metro
Department Store, the city’s first and only
international-class department store.
The best in style, quality and service from
top homegrown stores and international
labels.
PRODUCT Department Store
Men's & Women's Fashion
Fashion Accessories
Leather Bags & Shoes
Children & Toys
Fragrance, Health & Beauty
Hair Salon
Sporting & Travel Goods
Books, Music & Gifts
Home Electronic & Communication
Hypermarket
Bank & Services
PRICE • IDR 555.000 / sq. meter

PLACE • Jl. Gatot Subroto 289

Bandung 40273
Telp: (022) 91091020
Fax: (022) 91091050.
PRODUCTS

• Wide variety of Restaurants

• Composite type mall

PRICE
• IDR 500.000 / sq. meter

PLACE
• Jalan Cihampelas 160 Bandung
• Located at the busiest shopping street
 Price Comparison

●
● IDR 500.000 / sq. meter

Cihampelas Walk

●
● IDR 370.000 / sq. meter

Istana Plaza
Paris Van Java has a unique
concept with an open-air resort
layout. Walk down Via Latina and
enjoy strolling next to white doves
from Holland.
It shaded street with big trees where
resident area (old but fine Dutch style) for
many rich people – some trees are still
there but the area are start to change its
function as business area, mostly
restaurants & factory outlets
Segmentation, Targeting, Positioning

STP
 SEGMENTATION POSITIONIN
●
● 12 – 55 years old
Male and Female G
●
●
TARGETING
●
● Young Worker,
●
● Resort Lifestyle –
●
● Young Executive
Entrepreneur, Public perfect place for
Figure, Artist
●
● Socialite
lifestyle recreation
●
● Middle Up Class ●
● Urban life
●
● Bandung, Jakarta, West
dining and shopping
Java with open-air resort
 Product, Price, Place, Promotion, People, Process, Physical Evidence

7P
PRODUCT Shopping Center
Supermarket
Home Accessories
Health and Beauty Place
Restaurants
Cafe and Snacks
Entertainments
Luxury Cinemas

PRICE
• Glamour (main street)
Rent: Rp. 350,000/sq. meter - Service Fee: Rp. 72,500/sq. meter

• Resort Level
Rent: Rp. 270,000/sq. meter - Service Fee: Rp. 72,500/sq. meter

• Restaurant (average rented space = 250 sq. meter )

Rent: Rp. 270,000/sq. meter - Service Fee: Rp. 72,500/sq. meter
PROMOTION Using IMC (Integrated Marketing Communication)
through traditional and non-traditional advertising.

Tradition ●
●

●
●
Radio (Bandung & Jakarta)
Local Television (Bandung TV & STV)
●Newspaper (Kompas, Pikiran Rakyat)
●

al ●Event Sponsorship (Food Festival)

●

Nontradi ●
●

●
●
Website (www.paris-van-java.com)
Social Networking (Facebook, Twitter)
●Blog (www.belibu.com)
●

tional ●Banner, Partnership (PVJ Midnight Sale)

●
PROMOTION of PARIS VAN JAVA
PEOPLE Direct Customer (Tenants) - Board of Director (BoD), Developer (PT.
Bintang Bangun Mandiri), Management (Starlight Management
Company).
Indirect Customer (Mall Visitors) - parking service (Secure Parking),
security, information service, store/tenants customer service
(waitress, pramuniaga, cashier, etc), restroom/cleaning service (PT ISS
Indonesia).

PHYSICAL EVIDENCE • Space Leasing for Shopping, Dinning, Entertainment

and Sport.
• Providing a unique store concept and ambience
(main-steet, open-air, afresco-dinning).
• Mall services supported with parking area,
sanitation and free wi-fi & hotspot.

PLACE Jl. Karang Tinggal No.7

Bandung - 40162
West Java, Indonesia
GPS Coordinate :
Latitude = -6.889447
Longitude = 107.595978
 PROCESS

Direct-Customer
Meeting with Making
Tenants Prepare the Running the
Marketing Business Store Business
Contract/Agree
ment

●
asking about store ●
choose payment term ●
store layout & design
●
day-to-day management
availability ●
sales
●
contract terms and
●
fill out contract form ●
inventories ●
leasing payment
conditions
●
signing contract ●
hiring ●
reviewing contract

Indirect-Customer  Mall Visitors

Parking Enjoying Mall

Features/Services

●
Di nning

●
Choose parking position
●
Shopping
●
Entertainme nt
●
Sport
Company, Collaborator, Customers, Competitors, Context

5C
COMPANY PT. Bintang Bangun Mandiri

COLLABORATORS • PT. ISS Indonesia

outsourcing for Cleaning Service
• Starlight Management Company
day-to-day management

CUSTOMERS • Direct-customer (B2B)

All tenants like: Secure Parking, Sogo,
Charles&Keith, Nike, Rotelli, Giordano,
Guess, Zara, Topshop, Duck King, Black
Canyon, etc.
• Indirect-customer (B2C)
all mall-visitors
COMPETITORS • Main competitors
Cihampelas Walk (Ciwalk), Bandung
Super Mall (BSM), Istana Plaza (IP)
• Substitute competitors
Café: Maja, Sierra, Kampung Daun, etc.
Shopping center: King’s, BTC, etc.
Entertainment Resort: Kampung Gajah,
Kemiri, D’ Ranch, etc.

CONTEXT • Government laws

PP No. 26 Tahun 2008, Perda Jabar No. 2 Tahun
2009, Perda Jabar No. 22 Tahun 2010, Perda Kota
Bandung No. 2 Tahun 2009, Perda Kota Bandung
No. 9 Tahun 2009
• Local Government Regulation especially about
spatial and urban areas planning of Bandung
 a large retail complex containing a variety of
stores and often restaurants and other business
Mall establishments housed in a series of connected or
adjacent buildings or in a single large building.

Source: http://dictionary.reference.com/browse/mall
 Mall/Plaza Definition

ITEM MODERN MARKET DEPARTMENT STORE SPECIALTY STORE MALL / PLAZA TRADE CENTER
Definition Means for selling Means for selling a Means for selling only a Means for trading, Centre for trading of food,
food and range of clothing, particular group of recreation, dining, and clothing, building
household goods arranged separately by products, current trend others, consists of outlets materials, and daily
including nine counter are electronics and in a compact building. necessities by retail and
basic necessities building materials, wholesale with complete
moderate scale. supporting entities such as
restaurants
Selling • By retail (in small • By retail, usually • By retail (in small • By retail, directly to end • By retail or wholesale,
Method quantity), directly assisted by sales quantity), directly to end consumer, service method generally assisted by sale
to end consumers attendant consumers in a is a combination between attendance;
in a supermarket • Non negotiable supermarket method; supermarket method and • Negotiable.
method (buyers • Non negotiable. with assistance from sale
them self get the attendance;
good from shelves • Non negotiable.
and pay to
cashier);
• Non negotiable
Source: President Decree no. 112 th 2007, Media Data
 Mall/Plaza Definition
Mall forms based on cover of buildings:

●
●mall that opens directly to light sun giving the impression
area and are suitable for air
Open Mall ●the effect on convenience of weather disturbances and
●

between retail mutually exclusive

●
●complete building where merchants and shop owners are protected in a
closed and controlled buildings and possible occurrence of social interaction
Enclosed Mall ●equipped with recreational facilities such as seating, parks, showrooms, or
●

promotion as well as other complementary

●
●a combination of open and enclosed malls, where most open
and other partially closed
Composite Mall ●arise in anticipation of the effect air control and energy
●

extravagance with expensive maintenance costs.

 Mall/Plaza Definition
Mall forms based on type

●
●Formed by a road that was previously used for vehicle traffic and then
update to the path or pedestrian plazas
Full Mall ●A full mall built in an area with a population and economic base varieties,
●

usually with a population between 9,725 – 360,000 inhabitants

●
●Development of private car traffic and a track to another road
and only allow public transport such as buses and taxis
Transit Mall ●Parking area planned separate and avoid parking on the road system (on-
●

street parking), pedestrian path widened and equipped with street furniture

Semi Mall more emphasis on pedestrians, therefore, the area

●
●

expanded and equipped with - trees and gardens, benches,

Semi Mall lighting and other artificial facilities, while the reduced transport
route
 Mall/Plaza Definition
Mall forms based on shape and size
L shaped Triangle shaped

Stripe shaped Dumb bell shaped

U shaped Cluster shaped

Double dumb bell shaped

T shaped
 Mall/Plaza Definition
Mall forms based on parking system

Stripe Center Stripe Center

with Curb with Off - Street
Parking Parking

Double Strip Center Mall

Center with Off - with Only One
Street Parking Magnet
 Mall History in Bandung
• In 2000, there were only two mall in Bandung, Bandung
Indah Plaza and King's Shopping Center.

• In 2004 only three building shopping center was founded.

• In 2005 there were three new mall in operation, and in 2006

founded the twelve new mall that is Paris van Java at
Sukajadi St., Paskal Hyper Square at Pasirkaliki St., Braga
City Walk in Braga St., IBCC at Ahmad Yani St., ITC Kebon
Kelapa at Pungkur Street, Bee Mall at Naripan St., IITC Kopo
Mas at Kopo St., Jatinangor Town Square at Jatinangor,
Metro Trade Center at Soekarno Hatta St., and Surapati
Core at Suci St.
 Mall Trends in Bandung
For a couple years behind until now, trend for shopping centers in
Bandung is a building with resort lifestyle design – a mall with
main street, some open-air part and Alfresco dining.

Why?
First reason is because Bandung is not urban cosmo demographics
such as Jakata, Semarang or Surabaya. But more on urban culture
and urban nature, such as Bali (Kuta Road) and Yogyakarta
(Malioboro Road) – Ir Wawa Sulaeman MBA M.Arch
Also because the cool weather in Bandung make the concept of
main-street and Alfresco can be applied in this city – Kompas Cyber
Media, March 2007
 Trading Place Growth in Bandung
450

400

350

300

250
traditional market
200 modern retail

150

100

50

0
2006 2007 2008

http://www.jabarprov.go.id/
2 PROBLEM IDENTIFICATION
 Problem Definition
For determining the problem, we conduct an analysis from
secondary data & Focus Group Discussion with end-customer.
The results will be explained in these following sections:
 
Potential Problem
• There is lack of supporting facilities that Paris van Java offer
to the end- consumers, such as toilet, parking area, and
direction sign inside mall.

• The high price of tenants’ lease is not comparable with the

poor facilities that Paris van Java provided for store’s owner.
Management Decision Problem
• Should Paris Van Java increase the quality of service and
image to enhance customer satisfaction and for the intended
consumers still prefer Paris van Java as the best mall to go?

• Should Paris van Java change and improve services to tenants

for provide their satisfaction?

Marketing Research Problem

• To determine end-customer’s satisfaction level of Paris van
Java and preference of mall in Bandung.

• To determine customer satisfaction level of Paris van Java’s

tenant.
FOCUS GROUP DISCUSSION
 Analytical Model

Basically we will apply Exploratory Research in order to gaining some insight into the
problem and because there is a few data or study related to the issue, this type of
research could give us more flexibility in approaching the problem.
EXPLORATORY RESEARCH :
 Reviewing literature or data available such as data from BPS Jawa Barat, website of
West-Java government, website of Bandung City government, etc. (secondary data
approach)
 Informal discussion with mall visitors, tenants, PVJ management also the competitors.
 Formal approach through in-depth interview, questionnaire and FGD.
 Research Question
• To know customer satisfaction level of PVJ (end customer)
- What customer feels about PVJ’s store atmosphere?
- What customer feels about PVJ’s cleanliness (toilet, main street, store)?
- What customer feels about PVJ’s parking area?

• To know customer satisfaction level of PVJ (consumer)

- What customer feels about PVJ’s management service?
- Why customer prefers to open a store in PVJ?
- Do customer feel satisfy opening your store in PVJ?

• To know customer preference for PVJ and other competitors

- How many times do customer visit PVJ in a month?
- What customer think about PVJ’s location compare to other mall?
- What is the market share of PVJ and its competitor?
- What is the demographic and psychological profile of PVJ’s customer?
- Which one do customer prefer to come on your Saturday Night?
- Do customer think that tenants in PVJ were complete enough?
- If a friend/family come to Bandung, which place do customer recommend?
 Hypothesis
RQ1: How is customer perception of Paris van Java mall Bandung?
H1: Mall that offer different concept and services
H2: Mostly satisfied.
 
RQ2: How strong is Paris van Java’s brand compare to its
competitors (direct/indirect) in terms of preference?
H1: Quite strong compare to Paris van Java direct-competitor
H2: Medium compare to Paris van Java indirect-competitor
(substitutes)
 
RQ3: How is Paris van Java’s management and relationship
communications perceived by their tenants?
H1: Proactive communications
H2: Professional communications.
 Research Design
No. Activity Schedule Cost
1 Collecting Secondary Data 25 - 26 Jan -
2 Secondary Data Analysis 26 Jan – 2 Feb -
3 Construct Problem Approach Method 10-16 Feb -
4 Interview with Expert 18-21 Feb -
5 Screening Informant for FGD 20-22 Feb -
6 Conduct FGD 23 Feb -
7 Summarize Findings 23 – 25 Feb -
8 Reconfirm to Decision Maker 26 Feb -
TOTAL -
3 DATA ANALYSIS
CUSTOMER GROUPS
 Information
Group Respondent Method Reason
needed
Age 12-22 Young segment;
(school / Consumption Potential loyal
A Depth interview habit, satisfaction
undergraduate and preference customer in the
student) future

Age 22-30 Consumer

B (graduate student Depth interview preference & Socialite; Have
& FGD competitor fixed income
/ working) analysis

Consumption Having fixed

C Age >30 Depth interview habit, satisfaction income; Mostly
(working / family) and preference married
CUSTOMER PREFERENCE
 Mall Option
PVJ OR Ciwalk
“hmm..yang paling sering sih PVJ, tapi Ciwalk juga.
Agak susah kalo mo pilih di antaranya, soalnya
sebulan pasti kunjungin 2 mall itu tapi gak pernah
hitung mana yang lebih banyak” – Male/ 23 years
old/ Telecommunication Engineer

“gue karena orang Jakarta, kalau di Bandung pasti

akan maen ke PVJ. Soalnya walau di Jakarta banyak
banget mall, tapi yang kayak PVJ dengan suasana
outdoor gitu gak ada” – Female/ 20 years old/
University Student
 Visiting Frequency
• Work / Married
(at least) once in a month
• Studying
(can be) once in a week

“biasanya sih pas hari sabtu suka ketemuan ama teman-teman disana, ramean.
Seringnya weekend tapi kalo bubaran sekolah juga bisa aja main kesana. Seminggu
minimal sekali deh kesana” – Female/ 16 years old/ Senior High School Student

“dulu waktu masih kuliah dan baru awal buka, gw sering banget kesana, tapi karena
kesibukan kerja mah jadinya teh sebulan sekali aja kalo sekarang, pas weekend gitu” –
Male/ 26 years old/ IT Developer
 Visiting Duration
“karena saya ke sana (PVJ) untuk belanja
the minimum time spent by
(Carrefour) biasanya hanya sekitar 2 jam”
respondents when visiting PVJ
Female/ 52 years old/ Housewife
is 2 hours and the maximum is
up to 6 hours
“gue kalo lagi urusan kantor ke Bandung
dan ke PVJ buat refreshing ama partner
kerja yah gak lebih dari 2 jam, tapi kalo
datangnya pas weekend bareng pacar
bisa lebih dari 4 jam ”
Male/ 30 years old/ Public Service

“gue di PVJ bisa sampe 6 jam lho ! kalo

ngerumpi dengan teman-teman suka lupa
waktu apalagi kalo ditambah kita makan
dan nonton”
Female/ 24 years old/ University Student
 Features Usage
“kesana (PVJ) buat main ice skating, kak! Adanya di PVJ aja kan.
Tapi biasa juga buat kumpul-kumpul aja bareng teman-teman
sekolahan” (Female/ 15 years old/ Junior-High School Student)

“aku suka nonton, jadi pasti ke Blitz ! di Bandung cuman PVJ yang
nyediain Blitz..sebelum atau sesudah nonton aku juga suka makan
bareng pacar di Sushi Groove, yang again cuman ada di PVJ”
(Male/ 22 years old/ University Student)

“akhirnya dong di Bandung ada ZARA, jadi makin sering deh kesana
(PVJ) selain belanja bulanan di Carrefour” (Female/ 27 years old/
Housewife)
 Completeness (tenants)
A majority said it’s enough. Most of their needs can be fulfilled by the
availability of PVJ’s tenants. Still they named some tenants that they want to be in
PVJ someday. Those like music related store, Ace Hardware, electronic related store
and other branded clothes line (Hermes, Prada, etc).
 Reason for Visiting

DIFFERENT
 Recommended Place
“orang Jakarta mah gak usah
direkomendasiin mall, udah amat “karena aku keluarganya dari
sangat terbiasalah. Kalo aku Cepu, pastilah ajakin ke PVJ secara
biasanya rekomendasiin Lembang di daerah mana ada mall kayak
ato ke Kampung Gajah” – Female/ PVJ. Trus biasanya juga ngajak ke
21 years old/ University Student FO” – Female/ 20 years old/
University Student

For those who had friends or families that come to Bandung from outside region (except
Bandung-Jabodetabek) will absolutely recommend PVJ. Most of respondent also
recommended some well-know place in Bandung such as Lembang, Dago Pakar or Factory
Outlet, besides PVJ
 Site Comparison
Far
“tempatnya lumayan strategis, apalagi
dari Jakarta kan deket tuh langsung aja
dari tol Pasteur. Cuman susahnya kalo
gue nginap di hotel yang tengah kota,
bisa kejauhan kesananya”
Male/ 25/ Network Engineering

Strategic
“gue kadang lebih pilih Ciwalk karena
macetnya gila-gilaan arah Sukajadi kalo pas
weekend”
Male/ 23/ University Student

Traffic Jam
 Group respondent
Information
Group Respondent Method needed Reason

Young
Age 12-22 Consumption segment;
A (school / undergraduate Depth interview habit, satisfaction Potential loyal
student) and preference customer in the
future
Age 22-30 Consumer
B (graduate student /
Depth interview preference & Socialite; Have
working) & FGD competitor fixed income.
analysis
Consumption Having fixed
Age >30
C
(working / family)
Depth interview habit, satisfaction income; Mostly
and preference married
CUSTOMER SATISFACTION
 Daily activities
• Some differences found of type of main activities as well as the main purpose

12-22 yrs old 22-30 yrs old >30 yrs old

Daily activities revolved Daily activities revolved Some activities remain the
around school/university, around learning, working, same, however this group
extracurricular lesson, and social life, taking care of kids, focusing more on family
hangout with friends. They working for some, and activities. Their concerns are
like to socialize, go on a group improve appearance: arisan, focused on kids and family
of friends and make new hangout with friends. needs.
friends. Socialize is important.
 Findings: Customer satisfaction
• Store atmosphere: a majority of the respondents feels
comfortable on PVJ because of its open air & unique
design, however there is a little complain when it
rains.

“Kalau hujan parah bgt, jalan jadi sesak, gagal deh

tampil keren gara2 cipratan air”

M/25 y.o./IT consultant

“Gw suka konsepnya yang open air, jadi kalo dateng

kesana rasanya relax, apalagi kalo abis stress kerja “

F/30 y.o/Jakarta
Findings: Customer satisfaction
• Cleanliness: respondent feels that its cleanliness were
much different when it’s crowded (usually weekend),
especially for the toilet and main street.

“Lumayan sih, tapi nggak sebersih seperti di Jakarta.

Kadang-kadang main street nya suka kotor ”

F/16/high-school-Jakarta

“Terlalu banyak orang pas weekend, jadi di toilet

juga ngantri, terus becek ga jelas “

F/20/undergraduate student
 Findings: Customer satisfaction
• Parking availability
Group A: parking availability is not a main issue, even
though they feels that the parking area was too crowded
and expensive.

“Itu dya anehnya PVJ kak, walaupun parkirnya ribet

muter-muter, mahal, penuh, macet, tapi
tetep aja aku suka dateng ke PVJ ”

F/16/high school
Group B and C:Parking area somehow is the important aspect for them.
There were also several complaint about security on the parking area.

Temen gue ilang barang di mobilnya di parkiran

PVJ. Sejak saat itu dya ga mau lagi dateng ke
PVJ, kapok!

F/25/Housewife

“Basement parkingnya ga enak banget.

Harusnya PVJ tuh bikin gedung khusus buat parkir
kaya di Ciwalk”-

M/26/IT developer
 Findings: Customer satisfaction
• Mall direction: For people who comes to PVJ a lot
(usually respondents who lived in Bandung), mall
direction is easy to remember.
 
“Pertamanya ke PVJ agak bingung kak, tapi karena
sering kesana, lama lama juga hafal. Apalagi kan
tokonya beda2, hafalin aja dari situ”

F/12/elementary student
However it was different to respondents who lived in another town.

“Nah, itu dia yang bikin bingung, soalnya PVJ ga ada

penunjuk arah, atau ga kelihatan ya?
Terus ga ada directory boardnya

F/30/working in Jakarta
Findings: Customer satisfaction
• Store appealing: Most of respondents feels that the
store design is visually appealing.

“ Tampilan tokonya menarik, tapi akan lebih

menarik lagi kalau management PVJ
membebaskan mereka untuk mendesign
tokonya supaya lebih kreatif, berbeda, lebih
menarik bagi pengunjung”

M/28/Working
 Findings: Customer satisfaction
• Purchasing behavior: Purchasing behavior for each group is different

Group A: Come to PVJ to meet their friends and just hangout, go to a

movie, café, billiard, book store, accessories shop, or ice skate.

“ Aku sih biasanya jalan-jalan sama temen2, duduk2 di café,

ke Gramedia, kadang nontong di Blitz, atau jalan2 ga jelas”

F/17/high school

“Selalu sama tiap minggu, pasti billiard di Blitz,

terus makan di BMC, terus ya..jalan2 sambil
ngeceng dong”
M/17/high school
 Findings: Customer satisfaction

Group B: Purchasing behavior is somehow similar for café, movie, karaoke,

and book store. A little bit different from group A, this type of group tends
to make a purchase on a store.
 

“ Kita biasanya karaokean, window shopping,

ngafe, kalau ada yang lucu ya dibeli

F/25/graduate student
 Findings: Customer satisfaction

Group C: For this type of group, purchasing for family needs is the main
reason.

“biasanya datang ke PVJ buat belanja di Carrefour,

atau beli mainan dan baju anak.”-

F/52/housewife
TENANTS
 TENANTS
• Segment target • Easy Access • Less attention to
• Brand awareness the details
• Satisfied with the
placement of
location
Store
Preference Location
Design

• Satisfied: quick • Yes • Groovy lifestyle,

response • Youth spirit,
• Unsatisfied: • Does not care
uncooperative

Contract
Service extension Personality
4 CONCLUSION
 Conclusion
Based on the results of qualitative research on the customer
satisfaction and preferences of Paris Van Java Mall Bandung, it
can be concluded as follows:

• End-costumer preferences are important factors to look at if

Paris Van Java wanted to sustain its competitive advantage.

• Worship place, toilet, and parking facilities need to be

improved or repair.

• The service of management about tenants complain

sometimes are usually slow response.
 Recommendation
We would propose some suggestions to improve the consumer satisfaction and
preference of Paris Van Java's consumer, such as:

• Prioritize performance improvement in convenience of parking facilities

because the variable itself is in the bad category. Improved performance can
be done by expanding the parking area of Paris Van Java Mall and maximize
valet parking facilities, especially on weekends when the number of visitors
is very high.

• Improving the design of toilets to be more private and add places of

worship.

• Improve communication and relationship management services to the

tenants so store owner and manager will feel satisfied, and ultimately, for
maintaining a premium and sustainable service to end-customers.