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All Journal JURNAL REFORMASI ADMINISTRASI Jurnal Ilmiah untuk Mewujudkan Masyarakat Madani Majalah Ilmiah Bijak Transparansi Jurnal Ilmiah Ilmu Administrasi Community Engagement and Emergence Journal (CEEJ) Jurnal Komunitas: Jurnal Pengabidian Kepada Masyarakat Jurnal Pajak Vokasi (JUPASI) Abiwara : Jurnal Vokasi Administrasi Bisnis Mamangan Social Science Journal Jurnal Sosial dan Sains Journal of Economics and Management JAMBIS : Jurnal Administrasi Bisnis Fundamental and Applied Management Journal
Hartono Hartono
Fakultas Ilmu Administrasi, Institut Ilmu Sosial Dan Manajemen STIAMI, Indonesia
Humanities Astronomy Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Physics Public Health Social Sciences Other

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Pengaruh Pengetahuan, Motivasi, Sikap terhadap Partisipasi Pemuda Dalam Program Kewirausahaan Dinas Pemuda dan Olahraga Provinsi DKI Jakarta Ivana Septiani; Diana Prihadini; Nur Fitri Rahmawati; Hartono
Abiwara : Jurnal Vokasi Administrasi Bisnis Vol. 7 No. 2: Maret 2026
Publisher : Institut Ilmu Sosial dan Manajemen STIAMI

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31334/thg0vt82

Abstract

Penelitian ini bertujuan mengkaji pengaruh pengetahuan, motivasi, dan sikap terhadap partisipasi pemuda dalam program kewirausahaan Dinas Pemuda dan Olahraga Provinsi DKI Jakarta. Latar belakang penelitian didasari oleh rendahnya tingkat keikutsertaan pemuda meski anggaran program telah disiapkan dan jumlah pendaftar mencapai ratusan setiap tahun. Metode yang digunakan adalah deskriptif kuantitatif dengan mengambil sampel dari 88 pemuda penerima pendanaan program Wirausaha Muda Pemula tahun 2024. Pengumpulan data dilakukan melalui kuesioner berbasis skala Likert yang sebelumnya diuji validitas dan reliabilitasnya. Analisis data menggunakan regresi linier berganda, uji prasyarat klasik, uji t, uji F, dan koefisien determinasi. Hasil menunjukkan bahwa pengetahuan, motivasi, dan sikap secara parsial memiliki pengaruh positif dan signifikan terhadap partisipasi pemuda. Secara simultan ketiga variabel tersebut mampu menjelaskan 40,6% variasi partisipasi, dengan kontribusi pengetahuan sebesar 32,2%, motivasi 23,2%, dan sikap 17,7%. Temuan ini mengindikasikan bahwa semakin tinggi pemahaman konseptual, semakin besar kecenderungan pemuda terlibat aktif. Motivasi intrinsik dan ekstrinsik terbukti sebagai pendorong internal dan eksternal, sedangkan sikap positif—termasuk optimisme dan kesiapan mengambil risiko—memperkuat niat berpartisipasi. Implikasi praktisnya, program kewirausahaan perlu memperkuat modul edukasi intensif, skema insentif, serta mentoring terstruktur yang disesuaikan dengan karakteristik lokal. Rekomendasi penelitian selanjutnya mencakup adopsi metode campuran dan penambahan variabel pendukung seperti jaringan sosial dan infrastruktur digital. Keywords: Pengetahuan Wirausaha; Motivasi Berwirausaha; Sikap Berwirausaha; Partisipasi Pemuda; Program Kewirausahaan;.
The Influence Of Purchase Interest, Celebrity Endorser, And Brand Equity On Purchase Decisions Of Zalora Products Mediated By Variety Seeking Hartono Hartono; Reni Diah Kusumawati; Afif Nur Rokhman; Aprih Santoso; Vita Briliana
Fundamental and Applied Management Journal Vol. 4 No. 3 (2026): September
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v4i3.423

Abstract

Online fashion retail is characterized by intense competition, abundant product choices, and increasingly digital consumer decision-making. This study examines the effects of purchase interest, celebrity endorsers, and brand equity on Zalora purchase decisions, with variety seeking positioned as the central mediating mechanism. A quantitative survey was conducted using purposive sampling, involving 71 respondents who had purchased products from Zalora. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3.0. The results show that purchase interest, celebrity endorsers, and brand equity significantly influence purchase decisions, whereas variety seeking does not have a significant direct effect. Importantly, variety seeking significantly mediates the effects of purchase interest and celebrity endorsers on purchase decisions, but does not mediate the effect of brand equity. These findings indicate that variety seeking plays a mixed and context-dependent role: it does not independently determine the final purchase decision, but it can transmit the effects of consumer motivation and promotional cues. The study, therefore, contributes to digital consumer behavior research by positioning variety seeking not simply as a direct driver but as a conditional pathway through which selected antecedents translate into online purchase decisions. Managerially, online fashion retailers should strengthen purchase interest, select credible, product-congruent endorsers, build brand equity, and manage product variety as a decision-support tool rather than relying on assortment breadth alone.
Co-Authors Afif Nur Rokhman Ahmad Kandias Bahaweres Aliza Faila Sufa Anita Maulina Anita Maulina Aprih Santoso Dara Ramadanti Desi Swasti Diana Prihadini Dickdick Sodikin Dinda Hanako Fadhilah W Dwi Elman Saputri Elman Saputri Endah Fantini Faisal Fadillah Hermansyah Hermansyah Iis Nur Faridah Irwan Nurdiamsah Ivana Septiani Joean Himawan Fadlani Sam Aldia PLG Krishantoro Krishantoro Mary Ismowati Muhammad Sholeh Nabiyil Anzal Diaswara Neny Anggreany Noviandari . Nur Fitri Rahmawati Nur Fitri Rahmawati Nur Fitri Rahmawati Prihadini, Diana Rahmat Heryanto Reni Diah Kusumawati S. Pentanurbowo S. Pentanurbowo Siti Nurbaity Sofiana, Maya Sri Supriyani Sukirno . Suprapti Widiasih Supriyono Supriyono Venny Lestari Victor Yudistira Antoro Vita Briliana Yulianto Yulianto