Sabrina Oktoria Sihombing

Penelitian ini menguji dan memperbandingkan dua teori sikap, yaitu: theory of planned behavior (selanjutnya disebut TPB) dan theory of trying (selanjutnya disebut TT), untuk memahami fenomena memilih merek. TPB merupakan salah satu teori sikap yang banyak diaplikasikan dalam beragam perilaku. Di lain pihak, TT merupakan teori sikap yang lebih baru tetapi belum banyak diaplikasikan secara empiris. Walaupun kedua teori tersebut dikembangkan dari theory of reasoned action (selanjutnya disebut TRA), ada perbedaan-perbedaan dalam pemahaman akan perilaku, sikap, dan perilaku lampau pada kedua teori tersebut. Berdasarkan perbedaan-perbedaan tersebut, penelitian ini menghipotesiskan bahwa TT lebih fit dalam menjelaskan hubungan sikap dan perilaku memilih satu merek dibandingkan TPB. Penelitian ini memperluas TPB dengan menambah dua variabel baru, yaitu frekuensi dan resensi. Kedua variabel tersebut mencerminkan perilaku lampau. Penambahan variabel tersebut karena TRA dan TPB mendapat kritik khususnya berkenaan dengan adanya variabel yang relevan untuk menjelaskan niat dan perilaku tetapi tidak dimasukan dalam model, yaitu variabel perilaku lampau. Penelitian ini juga menghipotesiskan bahwa norma subyektif, dalam budaya kolektivism, merupakan prediktor yang memberikan pengaruh lebih besar terhadap niat dibandingkan prediktor lainnya baik dalam TPB maupun TT. Hal ini didasarkan pada budaya Indonesia yang kolektivism (Hofstede, 1994). Hasil penelitian-penelitian sebelumnya pada budaya individualism memperlihatkan pengaruh sikap yang lebih besar xvii terhadap niat dibandingkan pengaruh norma subyektif dan kontrol keperilakuan yang dirasakan (Ajzen 1988, 1991). Desain sampel pada penelitian ini adalah sampel bertujuan (purposive sample) dengan jumlah responden 321 mahasiswi. Penelitian ini menggunakan dua pengukuran, yaitu pengukuran langsung dan pengukuran tidak langsung (belief-based measure) dalam mengukur konstruk sikap, norma subyektif, dan kontrol keperilakuan yang dirasakan. Kemudian, data dianalisis dengan menggunakan structural equation modeling (SEM) dengan menggunakan metode estimasi maximum likelihood (ML). Dengan didasarkan pada hasil uji statistik, hasil analisis menunjukan bahwa TT lebih fit dalam menjelaskan hubungan sikap dan perilaku memilih satu merek dibandingkan TPB. Hasil penelitian ini juga memperlihatkan bahwa pengukuran langsung dan tidak langsung dapat memberikan hasil yang berbeda. Akan tetapi, posisi yang diambil penulis adalah menggunakan pengukuran langsung dalam pengujian hipotesis. Hal tersebut didasarkan pada pertimbangan keakuratan dan keandalan pengukuran tersebut dibandingkan dengan pengukuran tidak langsung. Hasil penelitian juga mendukung hipotesis penelitian bahwa perilaku lampau (yaitu, frekuensi) merupakan prediktor yang signifikan terhadap niat baik dalam TPB maupun TT. Hasil penelitian ini juga mendukung hipotesis yang menyatakan bahwa sikap bukan sebagai prediktor yang dominan baik dalam TPB dan TT. Dengan kata lain, jika dibandingkan dengan penelitian-penelitian di negara barat, hasil penelitian ini memperlihatkan bahwa budaya barat lebih menekankan sikap sebagai faktor penentu dalam proses pembelian sedangkan budaya timur lebih menekankan pada norma subyektif dibandingkan sikapnya sendiri. This research examined and compared two attitude theories (that is, the theory of planned behavior and the theory of trying) in understanding the relationship between attitude and behavior of choosing a brand. Theory of planned behavior (TPB) is an attitude theory that is applied in many different behavioral domains. On the other side, theory of trying (TT) is a newer attitude theory that has been applied in limited areas. Both theories were developed based on theory of reasoned action (TRA). Although those theories were based on TRA, both theories have different conceptualization on behavior, attitude, and past behavior. Based on those differences, it was hypothesized in this research that TT could fit better than TPB in explaining the relationship between attitude and behavior of choosing a brand better than TPB. This research also extended TPB by adding two variables: frequency and recency. Those two variables reflect past behavior. The adding of those two variables in TPB was to accommodate the critique to TRA and TPB as those two theories exclude past behavior as a significant predictor to understand behavior intention and behavior itself. This research hypothesized that subjective norm, in collectivism culture, was a dominant predictor to intention compared to other predictors in TPB and TT. This hypothesis was based on Indonesian culture, that is, collectivism culture (Hofstede, 1994). Previous research in the individualism culture showed attitude as a dominant predictor to intention compared with subjective norms and perceived behavioral control (Ajzen, 1988, 1991). The design sample of this research was a purposive sample with 321 students who participated in a two-wave survey.…

Social inequality, poverty, and unemployment have now become serious problems experienced by the Indonesian state. The role of social entrepreneurs here is very important to be able to solve the problems of social inequality, poverty, and unemployment that occur in Indonesia. This study looks at how the dimensions or components of social entrepreneurial orientation (social vision, social proactiveness, innovation, and risk-taking motives) can influence or encourage a person's social entrepreneurial attitudes and intentions. This study uses a quantitative approach and a data collection strategy with an electronic questionnaire, using a non-probability sampling strategy, namely purposive sampling. The number of samples in this study were 185 respondents. The data that has been obtained was then analyzed using the CB-Structural Equation Model with the SPSS AMOS version 26 analysis tool. This study found that there were 5 supported hypotheses and 4 unsupported hypotheses. This resea...

In this competitive environment, businesses are in a condition where technology and information are rapidly developing. For instance, service businesses are competing to achieve high service quality to satisfy customers with any form of techniques. As the technology is emerging, marketers are shifting their businesses to the networks (Kotler & Armstrong, 2011). Everyone could access business in networks. Internet users, whom have the chance to access the network, are increasing in numbers.

Consumers are live in hyper choice era nowadays. Many brands and products are available to be chosen in the market. Many options may improve the quality of human life. However, consumers have limitations especially time and cognitive limitations in processing a lot of information of brands and products available in a market. Marketing and consumer behavior research shows that consumers rely on memory about brand, advertising, opinions of others, and well-known brands in choosing a specific brand in a number of brand choices. The use of endorsers is one main way to increase advertising impacts. This research aims to compare the use of famous endorser and lay endorser in advertisements in predicting consumer intention in buying a consumer goods product. A total of 290 undergraduate students participated in this study. The data was then analyzed using structural equation modeling. The results show that the use of famous endorser in product advertisement is more effective than the use o...

We examine the relationship between business strategy typologies and managers’ involvement in accrual earnings management (AEM) and real activities manipulation (RAM). Furthermore, we investigate whether prospectors (defenders) show a lower (higher) preference for earnings management than defenders (prospectors), both for the AEM and the RAM concurrently. The study sample was selected from publicly held companies in Indonesia from 2012 to 2018. Following Miles and Snow’s (1978, 2003) framework, we use a comprehensive construct of business strategy to determine each firm’s typology of business strategy based on the score, and we employ multiple regression models to test our hypotheses and robustness checks. Our test results find that prospector-type business strategies have lower AEM and RAM than defender-type business strategies. Next, we find strong evidence that prospectors are less likely to have earnings management preferences than defenders. Our additional tests using the individual RAM level find some evidence that prospectors are less likely to engage in discretionary operating expenses, supporting our main results. Our findings have practical implications for investors, policymakers, and other stakeholders that prospector-type business strategies that focus on innovation and long-term performance achievements do not necessarily provide incentives for management to engage in earnings management, leading to lower earnings quality.

Clothing is a primary need of man. Along with the times, the main function of clothing shifted. Clothes are not just a mere body cover but this time into a product category that represents the person. Therefore, more and more local brands and foreign brands in Indonesia. Many brand choices make the company needs to implement an effective marketing strategy in order to maintain its market. Companies need to know the factors that influence consumer purchase intention in order to formulate effective marketing strategies. Research on consumer purchase intention towards foreign apparel brands has been done in other countries. However, only few studies were developed in Indonesia. Therefore, this study aimed to examine the relationship normative influence, brand consciousness, perceived quality, emotional values on purchase intention. The data in this study were obtained by distributing questionnaires to the respondents. The selection of respondents using a non-probability judgmental sampling technique. Questionnaires were distributed to 226 respondents and as many as 200 questionnaires that can be used for further analysis. The data then was analyzed by using structural equation modeling approach. The analysis showed all hypotheses are supported. The study also provides implications for theoretical and managerial implications and suggestions for future research. Keywords : purchase intention, normative influence, brand consciousness, perceived quality, emotional values

The approach and use of the experience economy has transformed a tourist village with new added value. The presence of ecotourism-based tourism villages and examines the use of community-based tourism models in the development of tourism villages. Through the CBT model, the development of tourist villages has an impact on reducing unemployment, being able to maintain local wisdom and encouraging village independence. The research objective is to examine the use of the experience economy and the use of the CBT model in the development of the Cikolelet tourism village. The research method uses qualitative research methods. Informants in the study were the head of the tourism village Pokdarwis and member of Pokdarwis of the Cikolelet tourism village who understood tourism villages. Data collection techniques were carried out through observations, interviews, and direct documentation of the research object. The results of the study can be concluded that The experience economy concept ca...

Di era globalisasi ini, sudah menjadi gaya hidup bagi hampir setiap generasi muda dan dewasa untuk bersantai dengan cara menongkrong di cafe atau kedai kopi. Starbuck merupakan salah satu kedai kopi yang sering dikunjungi anak muda. Penelitian ini bertujuan untuk memprediksi hubungan variabel anteseden (yaitu: kepercayaan merek, afeksi merek, kesesuaian citra diri, dan kesesuaian fungsional) dari loyalitas merek.  Penelitian ini menggunakan pendekatan kuantitatif. Data dikumpulkan melalui survei dengan mengintegrasikan disain sampling bertujuan. Kuesioner didistribusikan secara online dan melibatkan 200 responden. Sebelum data diolah, uji reliabilitas dan validitas dilakukan untuk memastikan indikator yang digunakan adalah andal dan valid. Kemudian, data dianalisis dengan menggunakan model persamaan struktural. Hasil analisis memperlihatkan bahwa terdapat tiga dari empat hipotesis penelitian yang didukung. Secara spesifik, penelitian ini menunjukkan bahwa kepercayaan merek, afeksi m...

Online shopping has grown popularity over the years because of its convenient and can often save money for buyers. There are two main factors that can affect a person to do shopping online: internal factors and external factors. Previous research often focuses on one factor only, that is, internal or external factors in influencing online shopping. Therefore, this research attempts to integrate both internal (i.e., personal innovation and hedonic motivation) and external factors (i.e., web design and eWOM) in predicting attitude and intention to buy online. Data was collected by using questionnaires with non-probability sampling method. The number of respondents was 228 respondents. Data was then analyzed by Structural Equation Modeling (SEM). Results showed that four out of five hypotheses are supported. Specifically, the results showed that personal innovation is not a significant predictor of attitude toward online shopping. This study also provides research limitations and sugge...

We examine the relationship between business strategy typologies and managers’ involvement in accrual earnings management (AEM) and real activities manipulation (RAM). Furthermore, we investigate whether prospectors (defenders) show a lower (higher) preference for earnings management than defenders (prospectors), both for the AEM and the RAM concurrently. The study sample was selected from publicly held companies in Indonesia from 2012 to 2018. Following Miles and Snow’s (1978, 2003) framework, we use a comprehensive construct of business strategy to determine each firm’s typology of business strategy based on the score, and we employ multiple regression models to test our hypotheses and robustness checks. Our test results find that prospector-type business strategies have lower AEM and RAM than defender-type business strategies. Next, we find strong evidence that prospectors are less likely to have earnings management preferences than defenders. Our additional tests using the individual RAM level find some evidence that prospectors are less likely to engage in discretionary operating expenses, supporting our main results. Our findings have practical implications for investors, policymakers, and other stakeholders that prospector-type business strategies that focus on innovation and long-term performance achievements do not necessarily provide incentives for management to engage in earnings management, leading to lower earnings quality.

Many companies use self-service technology nowadays as a result of advances in technology.In the specific, those companies replace personal services with self-service technologyfacilities. For instance, a bank can use automatic teller machine (ATM) instead of a bank tellerinside the bank. The use of self-service technologies is aimed to fulfill the variety of consumers’needs. However, not many research focus on the impact of self-service technology onconsumer satisfaction and loyalty. Therefore, the aim of this research is to test a model of theimpact of self-service technology on consumer satisfaction and loyalty. This research replicatedthe model which was developed by B���������������eatson et al. �(22006006�������) and ex��������������������������������tend the model by adding a variablecalled consumer loyalty. Questionnaires were distributed to respondents by the drop...

The purpose of this article is to provide an overview of the roles of microfinance institutions in relationship for sustainability of the micro entrepreneurs in Indonesia. Specifically, this paper aims to develop a conceptual framework predicting the relationship of the role of microfinance to the sustainability of micro entrepreneurs. Micro finance institutions in Indonesia play an active role in contributing to micro financing activities. These roles are performed as a manifestation of Law Number 1 year 2013 on micro finance institutions. The presentation of this article is divided into the following formats: (1) the history of microfinance institutions in Indonesia, (2) the conceptual definition of microfinance institutions, (3) the exposure of the implementation of Law Number 1 year 2013, (4) Form the current of micro finance institutions, (5) the roles of micro finance institutions for sustainability of micro entrepreneurs. By Law number 1 year 2013 on micro finance institution...

This study aimed to examine the effect of Arousal on Memorable rural Tourism Experiences and social media trip sharing experiences that can moderate memorable rural tourism experiences and tourist behavioral intention. This research is quantitative research with SEM-PLS software. The technique of data collection is done by the survey method. The instrument for data collection is in the form of a questionnaire distributed online to 470 tourists who have visited tourist villages in Indonesia at least once a year. The results showed that all hypotheses could be accepted. The arousal variable significantly and positively affects the Memorable Tourism Experience. Authenticity, Entertainment, and Escapism variables significantly and positively affect Arousal. Memorable rural tourism experience variables significantly and positively affect Tourist Behavioral Intention, memorable rural tourism experience, and behavioral intention moderated by social media trip sharing experiences. The resul...

Clothing is a primary need of man. Along with the times, the main function of clothing shifted. Clothes are not just a mere body cover but this time into a product category that represents the person. Therefore, more and more local brands and foreign brands in Indonesia. Many brand choices make the company needs to implement an effective marketing strategy in order to maintain its market. Companies need to know the factors that influence consumer purchase intention in order to formulate effective marketing strategies. Research on consumer purchase intention towards foreign apparel brands has been done in other countries. However, only few studies were developed in Indonesia. Therefore, this study aimed to examine the relationship normative influence, brand consciousness, perceived quality, emotional values on purchase intention. The data in this study were obtained by distributing questionnaires to the respondents. The selection of respondents using a non-probability judgmental samp...

This research developed a model to analyze the effects of cause related marketing (CRM), corporate reputation, and brand image on buyer attitude and purchase intention. The research shows that the CRM can have positive influences on corporate reputation and brand image. However, CRM does not effect on buyer attitude. Implications for both theoretical as well as managerial are presented.

Sharing behavior is a central theme in many religion teaching. Sharing involves many things. We may share our thoughts, information, and knowledge with others. Sharing is a part of our daily life. One important aspect direct people behavior is values. Values are what people believe that doing something is good or bad. Religion, democracy and harmony are main Indonesian values. This study examines the relationship between Indonesian values and knowledge sharing by applying the theory of planned behavior (TPB). Cross-sectional data was collected from 746 students in five cities in Indonesia: Jakarta, Tangerang, Bandung, Semarang and Surabaya. Structural equation modeling (SEM) was applied to analyze the data. Results indicate that only one out of three Indonesian main values (that is, harmony) influence people attitude toward sharing knowledge. Furthermore, the result of this study confirms the theoretical relations between the TPB variables. The paper provides an analysis of the data...

ABSTRAK:Tujuan studi ini untuk mengetahui bagaimana fenomena faktor eksternal dan internal mempertahankan keberlangsungan usaha dalam perspektif pelaku usaha mikro. Hal ini dikarenakan pelaku usaha mikro merupakan salah satu penunjang kondisi ekonomi nasional dan merupakan mayoritas dari pelaku usaha yang ada di Indonesia. Responden merupakan pelaku usaha mikro yang menjadi nasabah Lembaga Keuangan Mikro (LKM) XYZ yang tersebar di wilayah Jakarta dan Tangerang dan telah mempunyai ketahanan usaha lebih dari satu tahun. Pengumpulan data menggunakan kuesioner tertutup pada 220 responden secara convenience. Pengolahan data dilakukan dengan deskriptif dan menunjukkan hasil bahwa terdapat beberapa faktor internal dan faktor eksternal dalam keberlangsungan usaha mikro. Faktor internal meliputi modal pribadi, motivasi pribadi. Faktor eksternal meliputi pinjaman dari LKM, pelatiham, berkat Tuhan, kelompok pendamping, dorongan keluarga.Kontribusi riset ini dapat memberi masukan bagi pengelola LKM maupun penentu kebijakan dalam mendorong keberlangsungan usaha bagi pelaku usaha mikro. Kata Kunci: Keberlangsungan, Pelaku Usaha, UMKM ABSTRACT: The purpose of this study is to find out how the phenomenon of external and internal factors to maintain business sustainability in the perspective of micro business actors. This is because the micro business actor is one of supporting the national economic condition and is the majority of business actors in Indonesia. Respondents are micro business actors who become customers of XYZ Micro Financial Institutions (MFI) spread over Jakarta and Tangerang areas and have endurance business for more than one year. Data collection using questionnaires closed on 220 respondents in a convenience. Data processing is done by descriptive and show result that there are some internal factors and external factors in sustainability of micro effort. Internal factors include personal capital, personal motivation. External factors include loans from MFIs, counselors, God's blessings, escort groups, family encouragement. The contribution of this research can provide inputs to MFI managers and policy makers in promoting business continuity for micro business actors.

Information sharing has been easier as smartphone advances. However the problematic smartphone usage or in this paper smartphone addiction and cyberloafing are considered as the drawbacks in the advancement itself. Personal traits are also involved in individual’s smartphone usage, decision to cyberloaf and lastly the possibility of becoming smartphone addict. The aim of this study is to find the implication of smartphone usage, self-regulation, general self-efficacy, and cyberloafing on smartphone addiction because this type of research is still limited. The purpose of this study is to find the implication between smartphone usage, self-regulation, general self-efficacy, and cyberloafing on smartphone addiction. The primary data was collected through questionnaire distribution and filled by 270 respondents who are active students in a private university. Data was analyzed by applying Structural Equation Modeling (SEM) for hypothesis testing. On the result of the testing there are a number of findings of this research namely; there is a positive influence of smartphone usage to smartphone addiction; self-regulation and smartphone addiction. On the contrary, there are a few hypotheses in this research that are not supported due to the critical value and p-value insignificancy namely self-regulation to cyberloafing; general self-efficacy to cyberloafing; cyberloafing to smartphone addiction. Discussion, limitations and recommendation for future research are provided.

Entrepreneurs and especially young entrepreneurs are significant parts of society that can contribute in nation economic development. There is a great deal of research interest in understanding students' intention to be entrepreneurs. Specifically, extensive research on entrepreneurship have been conducted to explore and predict various factors that influence youth intention to become an entrepreneur. On the other hand, less attention has been given to understand youth intention to quit as entrepreneur, especially in Indonesian youth context. Youth entrepreneur may have intention to quit as entrepreneurs because of their lack experience, skill, and mentally not stable. Understanding this phenomena may contribute not only in entrepreneurship literature but also support Indone sian government, academicians, and entrepreneurs themselves in understanding and creating ways to make young entrepreneurs sustain in entrepreneurship. Thus, this research aims to predict the relationship between personal values and intention to quit as entrepreneur with attitude toward entrepreneurship as a mediating variable in the context of young entrepeneur in Indonesia. Three main research questions have been raised in this study: (1) is there a positive relationship between terminal values and attitu de toward entrepreneurship?, (2) is there a positive relationship between instrumental values and attitude toward entrepreneurship?, and (3) is there a negative relationship between attitude toward entrepreneurship and intention to quit as entrepreneur? Research method will be designed and discussed to address research questions.

Entrepreneurs and especially young entrepreneurs are significant parts of society that can contribute in nation economic development. There is a great deal of research interest in understanding students' intention to be entrepreneurs. Specifically, extensive research on entrepreneurship have been conducted to explore and predict various factors that influence youth intention to become an entrepreneur. On the other hand, less attention has been given to understand youth intention to quit as entrepreneur, especially in Indonesian youth context. Youth entrepreneur may have intention to quit as entrepreneurs because of their lack experience, skill, and mentally not stable. Understanding this phenomena may contribute not only in entrepreneurship literature but also support Indone sian government, academicians, and entrepreneurs themselves in understanding and creating ways to make young entrepreneurs sustain in entrepreneurship. Thus, this research aims to predict the relationship between personal values and intention to quit as entrepreneur with attitude toward entrepreneurship as a mediating variable in the context of young entrepeneur in Indonesia. Three main research questions have been raised in this study: (1) is there a positive relationship between terminal values and attitu de toward entrepreneurship?, (2) is there a positive relationship between instrumental values and attitude toward entrepreneurship?, and (3) is there a negative relationship between attitude toward entrepreneurship and intention to quit as entrepreneur? Research method will be designed and discussed to address research questions.