USE OF THE HUFF GRAVITY MODEL TO ESTIMATE INTENTION TO VISIT A SHOPPING CENTER
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Abstract
The Huff's Gravity Model is known for its function as a determinant of location that relies
on the attractiveness of the location resulting from a comparison between the attributes of that
location with the obstacles that must be traversed to reach that location. The attractiveness of a
location is assessed from the attributes possessed by that location, while the obstacles that must
be passed are the distance and the time taken by someone to reach a certain location. This study
uses the Huff's Gravity Model to estimate attractiveness, intention, and frequency of visits to
shopping centers by using two types of data on aspects of servants, namely actual (objective) data
and perceived data (subjective). Furthermore, the results of the study were analyzed using the
principle of equivalence reliability to see results between actual data and perceived data, and apply
criteria on-related validity to see the results between the calculation of the Huff's Gravity Model
with measurements of attractiveness, intention to visit again, and frequency of visits to shopping
centers
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Copyright (c) 2021 Jurnal Equalibrium
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Jurnal Equalibrium is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
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