PERAN PROGRAM KEWIRAUSAHAAN, BIAYA ADOPSI, AKSES PROGRAM, DAN PROMOSI PROGRAM DALAM MENDORONG INTENSI BERWIRAUSAHA MAHASISWA DENGAN PERCEIVED VALUE SEBAGAI MEDIATOR

PADILAH, PADILAH (2021) PERAN PROGRAM KEWIRAUSAHAAN, BIAYA ADOPSI, AKSES PROGRAM, DAN PROMOSI PROGRAM DALAM MENDORONG INTENSI BERWIRAUSAHA MAHASISWA DENGAN PERCEIVED VALUE SEBAGAI MEDIATOR. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the variable of perceived value of entrepreneurship in the impact of the social marketing mix on the entrepreneurial intentions of undergraduate students. The population of this research is students of several public and private universities in Jakarta and its surroundings, with a total sample of 280 students. The data analysis method used Structural Equation Model-Partial Least Square (SEM-PLS). The results of the study found that the social marketing mix did not have a significant impact on students' entrepreneurial intentions. Perceived value actually has a strong impact in encouraging entrepreneurial intentions. The entrepreneurship program is also able to encourage students' intentions to become entrepreneurs directly. However, other marketing mixes are not able to encourage students' intentions to become entrepreneurs except through perceived value intervening. Keywords: Social Marketing, Marketing Mix, Entrepreneurial Intention, Perceived Value Penelitian ini bertujuan untuk menganalisis peran perceived value of entrepreneurship dalam pengaruh bauran pemasaran sosial terhadap intensi berwirausaha mahasiswa program sarjana. Populasi dari penelitian ini adalah mahasiswa beberapa universitas negeri dan swasta di Jakarta dan sekitarnya, dengan jumlah sampel sebanyak 280 orang mahasiswa. Metode analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menemukan bahwa bauran pemasaran sosial tidak memiliki dampak signifikan terhadap intensi berwirausaha mahasiswa. Perceived value justru berdampak besar dalam mendorong intensi berwirausaha. Program kewirausahaan juga mampu mendorong intensi mahasiswa untuk berwirausaha secara langsung. Namun demikian, bauran pemasaran lainnya tidak mampu mendorong intensi mahasiswa untuk berwirausaha kecuali melalui mediasi perceived value. Kata Kunci: Pemasaran Sosial, Bauran Pemasaran, Intensi Berwirausaha, Perceived Value

Item Type: Thesis (S2)
NIM/NIDN Creators: 55119010015
Uncontrolled Keywords: Pemasaran Sosial, Bauran Pemasaran, Intensi Berwirausaha, Perceived Value
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.5 Management of Production/Manajemen Produksi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 30 Sep 2023 04:13
Last Modified: 30 Sep 2023 04:13
URI: http://repository.mercubuana.ac.id/id/eprint/81691

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