INTERVENSI PEMASARAN SOSIAL UNTUK MENINGKATKAN NIAT BERWIRAUSAHA HIJAU DI KALANGAN MAHASISWA DI BALI
| Main Authors: | Santika, I Wayan, Agus Satria Pramudana, Komang, Pharamadita, I Putu Agus Wenta, Tamaja, Ketut Wahyu |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2024
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| Online Access: |
https://ojs.unud.ac.id/index.php/eeb/article/view/107739 https://ojs.unud.ac.id/index.php/eeb/article/view/107739/53613 |
Daftar Isi:
- Penelitian ini dilatarbelakangi oleh rendahnya niat berwirausaha hijau di kalangan mahasiswa di Bali. Tujuan penelitian ini adalah menganalisis intervensi pemasaran sosial melalui pendidikan kewirausahaan dan dukungan infrastruktur kelembagaan dalam meningkatkan niat berwirausaha hijau di kalangan mahasiswa di Bali. Data dalam penelitian ini diperoleh dengan penyebaran kuesioner pada mahasiswa di Bali. Teknik analisis data menggunakan analisis statistik deskriptif dan analisis statistik inferensial. Hasil penelitian menunjukkan bahwa entrepreneurship education berpengaruh positif dan signifikan terhadap green entrepreneurial intention. Entrepreneurship education berpengaruh positif dan signifikan terhadap attitude toward behavior, subjective norm, dan perceived behavioral control. Attitude toward behavior, subjective norm, dan perceived behavioral control berpengaruh positif dan signifikan terhadap green entrepreneurial intention. Institutional infrastructure support secara positif dan signifikan memoderasi pengaruh attitude toward behavior, subjective norm, perceived behavioral control terhadap green entrepreneurial intention. Implikasi penelitian ini secara teoretis adalah menguatkan Theory of Planned Behavior dan Social Marketing sebagai teori yang handal untuk menjelaskan dan memprediksi pembentukan perilaku kewirausahaan hijau di kalangan mahasiswa.
- This research is motivated by the low intention of green entrepreneurship among university students in Bali. The purpose of this study was to analyze social marketing interventions through entrepreneurship education and institutional infrastructure support in increasing green entrepreneurial intentions among university students in Bali. The data in this study were obtained by distributing questionnaires to students in Bali. Data analysis techniques use descriptive statistical analysis and inferential statistical analysis. The results of the study show that entrepreneurship education has a positive and significant effect on green entrepreneurial intention. Entrepreneurship education has a positive and significant effect on attitude toward behavior, subjective norms, and perceived behavioral control. Attitude toward behavior, subjective norms, and perceived behavioral control have a positive and significant effect on green entrepreneurial intention. Institutional infrastructure support positively and significantly moderates the effect of attitude toward behavior, subjective norms, perceived behavioral control on green entrepreneurial intention. The theoretical implication of this research is to strengthen the Theory of Planned Behavior and Social Marketing as a reliable theory to explain and predict the formation of green entrepreneurial behavior among university students.