Analyzing consumer behavior of 21Cineplex (Cinema XXI): a project in Senayan Mall
The purpose of this research paper is to study the consumer behavior of Cinema XXI in Senayan Mall. It is mainly focus on the customer profile of Cinema XXI, buying decision factors of the customers, and their attitude towards the Cinema XXI. These consumer behavior elements will then be analyze to see if there is any correlation with the number of visits to Cinema XXI per month. rnThis research uses both qualitative and quantitative approach method. The primary data is obtained by distributing questionnaires, which will then be analyzed by using statistical instrument such as correlation, regression, Z-test, The data is interpreted based on statistical term, theoretical perspective and logical explanation.rnAfter analyzing the data that are obtained, it showed that there are correlations and are significant between the consumer behaviors to the number of visits to Cinema XXI Senayan Mall. rnIn conclusion, it is recommended that Cinema XXI should improve their services and facilities.
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