Factors influencing customer purchase intention in shopping mall among millennials at Plaza Pelangi / Mohamad Faizzuddin Asli

In the advancement of science and technology, shopping mall has become important to every people as it offered various types of products, brands, services, needs and wants. Shopping malls is one stop centre that offers a variety of products and services to the customers. At the same time , the customers can enjoy and spend their quality time with family members and friends in the same place. The purpose of the study is to determine the factors that influence customer purchase intention in shopping mall among millennial at Plaza Pelangi. In this study, the researcher used reliability analysis, pearson correlation coefficient and regression analysis in order to run the analysis. There are five independents variables and one dependent variable tested which are convenience, tenant variety, internal environment, leisure activities, communication/promotion and purchase intention. Besides, there are 111 respondents were participating in this study and the researcher used convenience sampling as a sampling technique. The findings indicate that among the five independent variables, only convenience and tenant variety are significant towards the dependent variable. As such, between the two significant variables, convenience indicates to be having the highest relationship and contribute highest factors that influencing customer purchase intention in shopping mall among millennials at Plaza Pelangi.