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All Journal Jurnal Minds: Manajemen Ide dan Inspirasi International Journal of Business Studies Emerging Markets : Business and Management Studies Journal Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Journal of Sustainable Community Development (JSCD) AICS Jurnal Pengabdian dan Edukasi Sekolah (Jubaedah)
Firdaus Basbeth
STM PPM Jakarta
Religion Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Mathematics Social Sciences Other

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Journal : AICS

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Entrepreneurial Intention And The Moderating Role Of Gender Evidence From Ipmi International Business School In Jakarta Yoel Christopher Chen; Firdaus Basbeth
Conference Series Vol. 3 No. 1 (2020): International Conference on Global Innovation and Trends in Economy 2020
Publisher : ADI Publisher

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Abstract

Despite having the highest contribution to Indonesia GDP, the ratio of an entrepreneur to total population is only 1,7% compared to our neighbor countries Women entrepreneurs make up the majority of the founders of medium-small and enterprises, and there is a clear gap between the younger (under 35) and older generations (over 35). The study aims to investigate the intention to become an entrepreneur in the young generation in higher education and to analyze the re of gender in the relationship between entrepreneurial intention and personal attitude, subjective norms, and perceived behavioral control. This study develops a framework cross-sectional time frame in IPMI International Business School. The result demonstrates that the mean value of entrepreneurial intention was high, and there is a positive and significant effect between perceived behavioral control, personal attitude, and entrepreneurial intention. Surprisingly the subjective norms did not have a positive significant impact on entrepreneurial intention. The result indicates that students’ intention is high and gender moderated the relationships between entrepreneurial intention and persona attitude, and subjective norms, however, there is no significant effect between subjective norms and entrepreneurial intention This study fills a gap in the entrepreneurship body of knowledge by providing evidence gender moderates the relationship between personal attitude and entrepreneurial intention and between perceived behavioral control and entrepreneurial intention. This study is an empirical study that uses a SmartPLS3 with data taken from the survey of 74 students in IPMI Business School in Jakarta. The study suggests that students in universities have high intention to become an entrepreneur, and the school can gain the highest entrepreneurial intention by introducing the innovative method in teaching entrepreneurship, especially to women.
Marketing Budgeting, Marketing Activities, and Distributor Loyalty: the Mediating Effect of Brand Equity Gregorius Wahyu Kurniawan; Firdaus Basbeth; Assoc Prof. Dr. Leonnard Ong, SE, M. Comm
Conference Series Vol. 3 No. 1 (2020): International Conference on Global Innovation and Trends in Economy 2020
Publisher : ADI Publisher

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Abstract

In reaching their customers, the producer of fast-moving consumer goods (Keller, 1993) use distributors' channels to reach their end-user. Despite having a strong brand globally, with 9.04 bio USD of brand value (2020), the company experienced steady growth with higher marketing budget spending from 2017 to 2019. The trend of operating incomes has not improved. The effect of brand equity on loyalty in the B2B segment has not been conclusive. The study aims to find out the level of distributor loyalty, the effect of marketing activity, marketing budgeting, and brand equity on distributor loyalty. The research strategy was a survey, conducted with a quantitative method, with 65 distributors as respondents. The data was analyzed with a descriptive statistic and hypotheses were tested using SmartPLS3. The result has shown that the level of distributor loyalty was good, there was a positive significant effect of marketing activity on loyalty, a positive significant effect of marketing activity on brand equity, and a positive significant effect of brand equity to distributor loyalty. However, there was no effect of marketing budgeting to brand equity. The study gave a contribution to the industrial market segment or B2B marketer, for them to be able to invest marketing activity spending into the right marketing activity mix, suited to the market condition to achieve a better return of investment. Building brand equity in the industrial market segment is as important as consumer market. However, marketers shall be able to differentiate the approach, since the brand equity measures for the industrial market segment are different as compared to the consumer market.
Co-Authors Agus Mustofa Ahmad Taufiq Anggiat Maju Lubis Assoc Prof. Dr. Leonnard Ong, SE, M. Comm Budiman, Nurdiansyah Daud, Nasreen Anis Putri Gregorius Wahyu Kurniawan Helia, Suhelmi Hutagaol, Ronald Marthin Krisnawati, Nila Mohamad Firdaus Mohammad Imron Muhammad Arif Abdul Hakim Mulyono S. Baskoro Nila K. Hidayat Nila K. Hidayat, Nila K. Nila Krisnawati Nila Krisnawati Hidayat Noorshela Che Nawi Nur Fitriyani Sahamony Putri, Nanda Alifia Ratnasartika Aprilyani Rio Nardo Savitry, Gusti Ayu Made Susriyanti, Susriyanti Yoel Christopher Chen Yuli Hernanto