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All Journal AFEBI Management and Business Review Asia Pacific Journal of Management and Education
Novika Candra Astuti
Widyatama University
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Other

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How Differences Between Fashion Innovators and Non-Innovators Among Young People? Novika Candra Astuti
AFEBI Management and Business Review Vol 1, No 1 (2016)
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (322.75 KB) | DOI: 10.47312/ambr.v1i1.29

Abstract

Fashion is important for our life because not only it allows you to dress fashionably but also help connect with people of same interest and provides as a form of entertainment. These days' youth are becoming so obsessed with fashion and mainly follow trends to get a sense of identity that they waste most part of their time and money on fashion. The purpose of this study is to identify the difference between innovators and non-innovator among young people in adopting new fashion item influenced by the selected determinants i.e. information seeking, variety seeking, product evaluation, price sensitivity, and hedonic shopping. This research also investigates shopping behavior and attitude among young consumers. Total 121 questionnaires were distributed among undergraduate students in Bandung. The result shows that price sensitivity and hedonic shopping significantly differentiate between fashion innovators and non-innovators. The results of the study provide guidance to designers and entrepreneurs in the fashion industry that greater focused on innovative consumers.Keywords: Fashion, Innovators, Non-Innovator, Young People
How Differences Between Fashion Innovators and Non-Innovators Among Young People? Novika Candra Astuti
AFEBI Management and Business Review Vol. 1 No. 1 (2016): June
Publisher : Asosiasi Fakultas Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47312/ambr.v1i1.29

Abstract

Fashion is important for our life because not only it allows you to dress fashionably but also help connect with people of same interest and provides as a form of entertainment. These days' youth are becoming so obsessed with fashion and mainly follow trends to get a sense of identity that they waste most part of their time and money on fashion. The purpose of this study is to identify the difference between innovators and non-innovator among young people in adopting new fashion item influenced by the selected determinants i.e. information seeking, variety seeking, product evaluation, price sensitivity, and hedonic shopping. This research also investigates shopping behavior and attitude among young consumers. Total 121 questionnaires were distributed among undergraduate students in Bandung. The result shows that price sensitivity and hedonic shopping significantly differentiate between fashion innovators and non-innovators. The results of the study provide guidance to designers and entrepreneurs in the fashion industry that greater focused on innovative consumers.Keywords: Fashion, Innovators, Non-Innovator, Young People
The Mediating Role of the TPB in the Relationship Between Entrepreneurship Education and Entrepreneurial Intention Among Indonesian Undergraduate Students Novika Candra Astuti; Ismail Solihin
Asia Pacific Journal of Management and Education (APJME) Vol 7, No 3 (2024): November 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v7i3.3514

Abstract

The objective of this study is to analyze the effects of entrepreneurship education on students' attitudes, social norms, and perceived behavioral control, and how these elements impact entrepreneurial intentions using the Theory of Planned Behavior (TPB) model. University students enrolled in entrepreneurship programs in Bandung, Indonesia, were surveyed. The study employed Partial Least Squares Structural Equation Modelling (PLS-SEM) using Smart PLS software to test the theoretical model. The study confirms that entrepreneurship education positively impacts students' attitudes (H1), social acceptance (H2), and perceived control (H3) toward entrepreneurial careers. However, attitude and social acceptance do not significantly affect entrepreneurial intention (H4 H5), while perceived control strongly enhances entrepreneurial intention (H6). The impact of entrepreneurship education on intention is indirect, with social acceptance and perceived control serving as effective mediators (H9, H10), while attitude does not mediate this relationship (H8). The study concludes that entrepreneurship education fosters entrepreneurial ambition indirectly through perceived behavioral control and social acceptance. Universities and policymakers should focus on improving both the social and practical aspects of entrepreneurial education to enhance students' entrepreneurial aspirations.
Co-Authors Ismail Solihin