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INDONESIA
Jurnal Perilaku dan Strategi Bisnis
Published by Universitas Mercu Buana Yogyakarta
ISSN : 23375817     EISSN : 26147289     DOI : -
Core Subject : Economy,
Economics, Econometrics & Finance
Jurnal Perilaku dan Strategi Bisnis (JPSB) is a journal created to bridge researchers, management observers from various circles, lecturers, business people, and researchers. This journal is expected to be a driving force for increasing science, especially in the field of management.
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Articles 7 Documents
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Search results for , issue "Vol. 12 No. 2 (2024): Agustus" : 7 Documents clear
PENGARUH PEMAHAMAN AKUNTANSI, DIGITALISASI UMKM DAN INKLUSI KEUANGAN TERHADAP KUALITAS LAPORAN KEUANGAN DENGAN EFIKASI DIRI SEBAGAI VARIABEL MEDIASI Budiantara, Martinus; Hwihanus , Hwihanus
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.3936

Abstract

The purpose of this study is to find: (1) The Influence of Accounting Understanding and Financial Inclusion Partially on the Quality of Financial Statements. (2) the effect of Accounting Understanding on the quality of MSME financial statements mediated by self-efficacy. (3) the effect of MSME digitization on the quality of MSME financial reports mediated by self-efficacy. (4) the effect of MSME financial inclusion on the quality of MSME financial statements mediated by self-efficacy. The methodology used in this study is quantitative. The research sample is 103 MSME entrepreneurs in Sleman, Special Region of Yogyakarta. The data was processed using the SmartPLS method The results of the study showed that Accounting Understanding had no effect on the Quality of MSME Financial Statements, MSME Financial Inclusion had a significant effect on the Quality of MSME Financial Statements in Sleman. Self-efficacy is not able to mediate the relationship between Accounting Understanding and Financial Inclusion on the Quality of Financial Statements, but it cannot mediate the relationship between MSME Digitalization and Financial Report Quality.
PERAN LINGKUNGAN DALAM NIAI ADOPSI AI PADA BISNIS RITEL (PERSPEKTIF BERBAGAI TEORI) Mulyanto, Dody; Hwihanus
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.3937

Abstract

Tujuan penelitian untuk menganalisis faktor-faktor nilai adopsi Artificial Intelligence (AI) dan peran lingkungan dalam faktor-faktor niat adopsi AI dengan pendekatan berbagai teori. Perkembangan teknologi yang pesat menjadikan adopsi AI urgensi bagi bisnis ritel untuk meningkatkan efisiensi operasional dan pengalaman pelanggan. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan survei, melibatkan 135 pelaku bisnis ritel yang dipilih secara acak. Data dikumpulkan melalui kuesioner dengan skala Likert 5 poin dan dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa Perceived Useful, Effort Expectacy dan Environment mempunyai pengaruh positif dan signifikan terhadap Intention to Adopt AI, sedangkan Perceived Easy of Use, Performance Expectacy tidak berpengaruh signifikan terhadap Intention to Adopt AI. Environment memoderasi pengaruh pengaruh Perceived Usefull terhadap Intention to Adopt AI, tetapi tidak memoderasi pengaruh Perceived Easy to Use, Performance Expectacy dan Effort Expectacy terhadap Intention to Adopt AI. Penelitian ini hanya menganalisis aspek niat dalam perilaku adopsi AI pada bidang bisnis ritel dengan berdasar pada teori TAM, UTAUT, dan TEO Framework, sehingga bagi peneliti yang akan datang dapat menganalisis faktor demografi dalam aspek perilaku yang lain seperti sikap atau kekonsistenan dalam adopsi Ai, menggunakan subyek dari berbagai bidang bisnis, menggunakan perspektif teori seperti teori TPB, DIF dan sebagainya dalam menganalisis faktor kunci pada adopsi AI.
PENGARUH CO-BRANDING, STORE ATMOSPHERE DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN DI COMMUNION COFFEE BREWER Fitri, Farahdilla Berliana
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.3953

Abstract

Penelitian ini menganalisis bagaimana pengaruh Co-Branding, Store Atmosphere, dan Media sosial terhadap keputusan pembelian untuk Communion Coffee Brewer. Objek penelitian ini adalah konsumen dengan metode purposive sampling, di mana responden yang dlambil dalam penelitian ini adalah tak terbatas. Metode pengumpulan data menggunakan kuesioner. Hasil penelitian dan diskusi tentang pemahaman dampak Co-Branding, Store Atmosphere, dan Media sosial terhadap Keputusan Pembelian menggunakan model regresi linear berganda, dapat dlambil kesimpulan sebagai berikut: a. Co-Branding tidak memiliki pengaruh yang signifikan terhadap proses keputusan pembelian konsumen pada Communion Coffee Brewer. b. Store Atmosphere memberikan dampak positif yang signifikan terhadap proses keputusan pembelian konsumen pada Communion Coffee Brewer. c. Media sosial juga memberikan dampak positif yang signifikan terhadap proses keputusan pembelian konsumen Communion Coffee Brewer
ANALISIS PENGARUH PRODUCT, PLACE, DAN PRICE TERHADAP KEPUTUSAN MENYEWA INDEKOS MELALUI PLATFORM MAMIKOS.COM PADA MAHASISWA DI YOGYAKARTA Ahmad Maulana; Dwiarti, Rina
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.3983

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Product, Place, dan Price terhadap Keputusan Menyewa indekos melalui platform Mamikos.com pada mahasiswa di Yogyakarta. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 100 responden yang pernah melakukan penyewaan indekos di platform Mamikos.com. Metode pengambilan sampel menggunakan metode non-probability sampling, dengan teknik sampling ialah purposive sampling. Hasil uji instrumen menyatakan bahwa data dalam penelitian ini terbukti valid dan reliabel. Pada hasil uji Asumsi Klasik dinyatakan bahwa data dalam penelitian ini terdistribusi secara normal dan menghasilkan model regresi yang bebas dari multikolinearitas dan heterokedastisitas. Hasil penelitian ini membuktikan bahwa : (1) Secara parsial Product berpengaruh positif dan signifikan terhadap Keputusan Menyewa indekos melalui platform Mamikos.com, dibuktikan dengan nilai t-hitung sebesar 4,367 > t-tabel 1,66; (2) Secara parsial Place berpengaruh positif dan signifikan terhadap Keputusan Menyewa indekos melalui platform Mamikos.com, dibuktikan dengan nilai t-hitung sebesar 3,806 > t-tabel 1,66; (3) Secara parsial Price berpengaruh positif dan signifikan terhadap Keputusan Menyewa indekos melalui platform Mamikos.com, dibuktikan dengan nilai t-hitung sebesar 2.234 > t-tabel 1,66; (4) Secara simultan Product, Place dan Price berpengaruh positif dan signifikan terhadap Keputusan Menyewa indekos melalui platform Mamikos.com, dibuktikan dengan nilai F-hitung sebesar 79,074 > F-tabel 2,70. Hasil ini membawa implikasi bagi peneliti selanjutnya untuk mengkaji perilaku konsumen secara lebih mendalam pada beragam bisnis jasa penyewaan indekos lainnya atau industri sejenis. Hasil penelitian ini diharapkan dapat memberikan kontribusi dalam ilmu pengetahuan dan pengembangan strategi pemasaran bagi pemilik indekos ataupun pengelola platform penyedia layanan sewa indekos online untuk lebih memahami preferensi dan kebutuhan mahasiswa sebagai konsumen.
MARKETING STRATEGY OF GREEN PRODUCT PURCHASE INTENTION IN INDONESIA Adipa Gusti Permana; Asep Rokhyadi Permana Saputra; Agus Dwidasa Warsono
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.4235

Abstract

This study aims to analyze the effect of Green Brand Positioning, Green Brand Attitude, and Green Brand Knowledge on Green Purchase Intention of green products in Indonesia. This research was conducted using a multivariate analysis approach, using primary data with the Google form on 385 consumers of Aerostreet Indonesia's green shoe products. The number of samples taken with the Lameshow formula. The sampling technique uses Double Sampling. The outer model analysis tool is carried out by testing the quality of the raw data instrument using the reliability test using Cronbah's Alfa and Composite Reliability methods, and the Inner model by looking at Goodness-of-fit. Test the validity with the convergent test, and test the discriminant validity with the Average Variable extract (AVE). Structural Equation Modeling (SEM) model approach, using Smartpls workspace version 4.0 software. Green Brand Positioning has a positive and significant effect on Green Purchase Intention, Green Brand Attitude has a positive and significant effect on Green Purchase Intention, and Green Brand Knowledge has a positive and significant effect on Green Purchase Intention. A large number of research samples is needed in further research, and the addition of variables will increase the perspective of this research. It is important to convey product knowledge messages to consumers, so that consumer buying behavior is increasingly towards consumer loyalty. However, it should be added that knowledge and understanding of environmentally friendly is also necessary to encourage the purchase of environmentally friendly products.
UNDERSTANDING PURCHASE INTENTIONS AND DECISIONS FOR ISOTONIC BEVERAGES: THE ROLE OF MOTIVATION, LIFESTYLE, AND WORD OF MOUTH Simanjuntak, Megawati; Hutajulu, Virna Keryn Patricia
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.4428

Abstract

One way to maintain fluid balance in the body is by consuming isotonic beverages. This study aims to analyze the influence of motivation, lifestyle, and word of mouth on purchase intention, as well as the influence of motivation, lifestyle, word of mouth, and purchase intention on the purchase decision for isotonic beverages. The study employed a non-probability sampling method with a census technique. The research population consisted of students participating in 10 sports extracurricular organizations (UKM). Data were collected through a survey using questionnaires distributed to 225 student members of sports UKM. Data analysis was conducted using SPSS and SEM. The results of the study indicate that motivation, lifestyle, and word of mouth have a significant positive effect on purchase intention. Furthermore, the findings also show that motivation, lifestyle, and purchase intention significantly influence the purchase decision for isotonic beverages.
Pengaruh Penelusuran Hedonis dan Penelusuran Utilitarian pada Dorongan Pembelian Impulsif Konsumen Papan Pasar Daring Budiman, Santi; Sulistyowati, Eny
Jurnal Perilaku dan Strategi Bisnis Vol. 12 No. 2 (2024): Agustus
Publisher : Universitas Mercu Buana Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26486/jpsb.v12i2.4833

Abstract

The purpose of this study was to determine the situational factors that make consumers who use the market board application dare to have the urge to make impulsive purchases. This was done because impulsive buying is the most common behavior in purchasing. The research model consists of interpersonal influences, visual appeal, portability, hedonic search, and utilitarian search. Furthermore, hedonic search and utilitarian search on impulse buying drives. Sampling in this study used non-probability with a purposive sampling technique. The sample size was 203 respondents. The data collection technique in this study used a questionnaire distributed online according to predetermined criteria, namely mobile device users in accessing the online market board application, and having made at least one purchase in the last six months. The data analysis method used is Structural Equation Modeling (SEM). The findings of this study indicate that interpersonal influences affect both hedonic and utilitarian search activities, visual appeal does not affect hedonic search but does affect utilitarian search, portability does not affect hedonic search, but does affect utilitarian search. Utilitarian search has no effect on impulse buying drive, and hedonic search has an effect on impulse buying drive.

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