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All Journal Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Jurnal Manajemen Maranatha
Sucipto Asan
Universitas Pelita Harapan
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences

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Intensi Kewirausahaan Dalam Kerangka Goal-Directed Behavior Model Novi Chandra; Sucipto Asan
Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum Vol 7, No 2 (2023): Oktober 2023
Publisher : Center for Research and Community Service (LPPM) University of Abulyatama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30601/humaniora.v7i2.4617

Abstract

The Indonesian millennial generation, especially the student group, is the potential resources  for the development of  the Indonesian future economy. This research used the Goal-Directed Behavior Model to determine the relationship between attitudes, subjective norms, anticipated positive emotions, negative emotions, entrepreneurial desires, frequency of past behavior, per-ceived behavioral control on Indonesian students' entrepreneurial intentions. This research in-volved 365 respondents. This quantitative research uses an online survey using purposive sam-pling and non-probability methods. The PLS-SEM is used for data processing. The results showed a positive relationship between attitudes, subjective norms, anticipated negative emotions, perceived behavioral control, and entrepreneurial desire. This research also found a positive relationship between entrepreneurial desire, frequency of past behavior, and per-ceived behavioral control on entrepreneurial intentions. It is hoped that this research can pro-vide a theoretical contribution to the Goal-Directed Behavior model framework as well as con-tributions from entrepreneurship education institutions in Indonesia.
Faktor-faktor yang memengaruhi pengalaman merek ramah lingkungan dan dampaknya pada intensi perilaku konsumen hijau Sucipto Asan; Ferdi Antonio
Jurnal Manajemen Maranatha Vol 22 No 2 (2023): Jurnal Manajemen Maranatha
Publisher : Universitas Kristen Maranatha

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.28932/jmm.v22i2.6080

Abstract

Researchers have worked hard for many years to investigate the factors that influence pro-environmental behavior and still found inconsistent result of the predictors. Therefore, there is a need to identify other potential environmental behavior predictors. The intention of this study is to investigate the drivers of green brand experience and its impact on pro-environmental behavioural intentions. This study analyzes 229 customers of green beauty and personal care brand in Indonesia using quantitative method with non-probability purposive sampling technique. This study found that only interactivity and green informativeness in social media marketing management activities have positive and significant influence on the green brand experience. While entertainment, customization, and WOM have entertainment, customization, and WOM insignificant influence. This study also found that green brand experience has positive and significantly influenced customer co-creation participation, repurchase, as well as green word of mouth intention. The findings contribute to the development theory of brand experience and Technologies for the Pro-Ecological Action Model. This study also contributes to the management of social media activities in enhancing green brand experience and promoting pro-environmental behavioural intentions that benefit both the brand and the environment.
Co-Authors Antonio, Ferdi Novi Chandra