Factors influencing customer satisfaction towards shopping mall among youth: a case study of One Borneo Hypermall, Kota Kinabalu / Dg Nurul Farhanah Ag Jeman

This research paper focuses on the influence of the 6 P's of retailing mix in attaining customer satisfaction toward shopping mall specifically on One Borneo Hypermall among youth. Youth here is customer ranges between 18 to 33 years old. 100 questionnaire were distributed in One Borneo Hypermall during this study. It is recognized that the 6 P's are product, place, promotion, price, presentation and personnel are the independent variables of this study. In the findings, it is identified through Multiple Regression Analysis that among the 6's, Promotion have the highest value of significant level (>0.05). The dependent variables is the customer satisfaction of the shopping mall which is evaluate through the retailing mix element.