Determinants of Store Patronage Frequency in Fast Fashion Industry: A Case Study of SOGO Department Store in Surabaya, Indonesia

SOGO is a one-stop-shopping place that offers a variety of local and global products such as cosmetics, perfumes, men's, women's and children's fashion, as well as accessories. SOGO already has 18 department stores in 8 major cities in Indonesia. SOGO has 3 stores in Surabaya, which shows that Surabaya consumers have a large number of visits and purchasing power, thus providing benefits for the company. This study aims to analyze the factors that influence patronage frequency in SOGO Department Store Surabaya, Indonesia. The method used is quantitative methods of processing the data using AMOS. Data was collected by distributing questionnaires to 420 respondents with the characteristics of male and female respondents aged 18-60 years, live in Surabaya, have bought products from SOGO at least twice in the last 6 months, and have shopped at SOGO for other people. The result shows there are 6 variables (Prices of Products, Product Quality & Assortment, Social Networking, Aesthetics & Architectural Design, Exploration, Escapism) and 5 variables (Role Playing/Enactment, Tenant Mix, Convenience, Promotional Offer, Flow) that significantly and insignificantly influence the Patronage Frequency through Attitude as the intervening variable. The managerial implications are explained at the end.