STRATEGI RESILIENSI ADAPTIF MAL DI SURABAYA UNTUK MEMPERTAHANKAN JUMLAH PENGUNJUNG SELAMA MASA NEW NORMAL

  • Dicky Hendranata Soelatiep Universitas Kristen Petra
  • Timoticin Kwanda Magister Teknik Sipil UK Petra
  • Jani Rahardjo Magister Teknik Sipil UK Petra
Keywords: strategi resiliensi adaptif, pandemi covid-19, normal baru, mal

Abstract

Pusat perbelanjaan (mal) dan sektor ritel merupakan faktor penting untuk menyokong pertumbuhan ekonomi dan kehidupan sosial perkotaan. Namun karena pandemi COVID-19, pemerintah harus menerapkan berbagai kebijakan yang membatasi aktivitas di tempat umum. Berbagai kebijakan tersebut menghambat aktivitas perkotaan yang memicu bencana krisis ekonomi dan sosial bagi mal di area perkotaan tersebut. Sehingga mal harus memiliki strategi untuk mempertahankan jumlah pengunjung selama masa New Normal. Oleh sebab itu penelitian ini bertujuan untuk menganalisa faktor faktor yang membentuk strategi resiliensi adaptif mal selama masa New Normal. Faktor yang dianalisa yaitu suasana internal mal, campuran tenan mal, komunikasi & aktivitas promosi mal, fasilitas & pelayanan mal. Penelitian ini dilakukan di kota Surabaya saja, penelitian dilakukan melalui sudut pandang pengunjung dan sudut pandang manajer mal. Data pengunjung dikumpulkan secara kuantitatif melalui survei dan data manajer dikumpulkan secara kualitatif melalui wawnacara semi terstruktur. Kemudian data kuantitatif dan kualitatif diolah dengan metode campuran (Mix Method Research).

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Published
2022-10-31
Section
Articles