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All Journal Sebelas Maret Business Review Dinasti International Journal of Digital Business Management
Tiara Nur Anisah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Perceived intrusiveness, consumer attention, and intent to purchase: The moderating effect of celebrity preferences Tiara Nur Anisah; Miswanto Miswanto
Sebelas Maret Business Review Vol 6, No 2 (2021): December 2021
Publisher : Universitas Sebelas Maret

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20961/smbr.v6i2.57401

Abstract

This study aims to investigate the moderating effect of celebrity preferences on the relationship between perceived intrusiveness, consumer attention, and intent to purchase by applying Stimulus-Organism-Responds (SOR) Theory as a foundation. A total of 310 questionnaires were used in this study. This study uses the Structural Equation Modelling (SEM) Analysis approach by dividing a sample into two groups: (1) preference and (2) non-preference. A total of 155 samples filled out advertisements that matched respondents’ preferences and 155 samples filled out advertisements that did not match respondents’ preferences. The finding of this study are: (a) perceived intrusiveness is negatively affects consumer attention, (b) consumer attention positively affect intent to purchase, (c) celebrity preference moderates the effect of perceived intrusiveness on consumer attention, in a way that the higher celebrity preference will reduce the effect of perceived intrusiveness on consumer attention, and (d) celebrity preference moderates the influence of consumer attention on intent to purchase, in a way that the higher celebrity preference will strengthen the influence of consumer attention on intent to purchase. This finding could indicate the presence of intrusive advertising if the ad matches the preferences of the audience, then the ad will still get the attention of the audience and even affect the consumer's intention to buy.
The Contribution of Authoritative Parenting Style to Entrepreneurial Preparedness: Mediated by Risk Tolerance, Self-Efficacy, and Creativity Tiara Nur Anisah; Andika, Andika; Eni Andari; Nadia
Dinasti International Journal of Digital Business Management Vol. 4 No. 6 (2023): Dinasti International Journal of Digital Business Management (October-November
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31933/dijdbm.v4i6.2053

Abstract

This study aims to investigate the relationship between authoritative parenting and entrepreneurial preparedness, with risk tolerance, self-efficacy, and creativity as mediating factors. Parenting styles play a significant role in shaping children's behavior, including nurturing their entrepreneurial spirit from an early age. The study involved a sample of 296 respondents. IBM AMOS version 23 was employed for hypothesis testing. Additionally, a sobel-test calculator was utilized to examine mediation. Ultimately, the results support all nine proposed hypotheses, providing valuable insights into the relationship between authoritative parenting, risk tolerance, self-efficacy, creativity, and entrepreneurial preparedness. The findings confirm several key aspects that researchers initially hypothesized. First, authoritative parenting has a positive and significant impact on risk tolerance, self-efficacy, and creativity. Second, risk tolerance, self-efficacy, and creativity have positive and significant effects on entrepreneurial preparedness. Furthermore, the results indicate that risk tolerance, self-efficacy, and creativity mediate the relationship between authoritative parenting and entrepreneurial preparedness. The findings of this research demonstrate that authoritative parenting can influence children's character development, leading to higher levels of creativity, self-confidence, and risk tolerance traits essential for entrepreneurs
Co-Authors Andika Andika Eni Andari Miswanto Miswanto Nadia