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Children consumers are a potential segment because they have pocket money and do the buyingbehavior. Consuming snacks at school is typical children behavior in Indonesia. Research onhow children make decision of their consumption is very interesting and useful because there hasnever been a similar study thoroughly examined the specific decision making of childrenconsumers. This study aims to construct a theory of decision making of buying snacks bychildren consumers. The research method used is phenomenology. Phenomenology method isutilized in order to get meaningful and ‘live’ children’s experiences. Based on the stages of datacollection, analysis and classification of the themes, this result obtained 22 themes related tochildren consumer decision making. All of themes are processed into meaning essential and fromthis gives propotitions and model of children consumer decision making.The result shows thatchildren consumer decision making process is determined by these factors: internal children theirself, teacher’s references, parents, conditioning and snack product. The process have threestages which are driving physical and psychological need factors, process of quick alternativeevaluation of snack products, and unplanned decision.Konsumen anak adalah segmen yang potensial karena mereka memiliki uang saku danmelakukan pembelian.Perilaku mengkonsumsi jajanan pada konsumen anak merupakan perilakuanak yang khas di Indonesia.Penelitian tentang bagaimana anak mengambil keputusan konsumsisangat menarik dan berguna untuk diteliti karena belum pernah ada penelitian serupa yangmengkaji dan menghasilkan model pengambilan keputusan khusus konsumen anak secaralengkap. Penelitian ini bertujuan untuk membangun suatu teori proses pengambilan keputusanpembelian makanan jajanan oleh konsumen anak. Metode penelitian yang digunakan adalahfenomenologi. Metode tersebut dipilih untuk mendapatkan pengalaman anak yang bermakna dan‘hidup’. Berdasarkan tahapan pengumpulan dan analisis data serta dari hasil penggolongan tema,diperoleh hasil 22 tema terkait dengan pengambilan keputusan konsumen anak.Semua tematersebut diolah melalui proses esensi makna sehingga menghasilkan proposisi dan modelpengambilan keputusan konsumen anak. Hasil analisis menunjukkan bahwa pengambilankeputusan konsumen anak ditentukan oleh faktor internal anak, referensi guru, orang tua,pengkondisian dan produk. Proses pengambilan keputusan konsumen anak memiliki tiga tahapanproses yaitu dorongan kebutuhan fisik dan psikis anak, proses evaluasi pilihan jajanan yangdilakukan dengan cepat (quick evaluation) dan keputusan pembelian yang tidak terencana(unplanned decision).

Social class and income influence consumer purchase behavior. This study aims to determine the relationship and difference between social class and income by purchasing consumer goods and services in Malang. This research used quantitative survey ex-post facto method. Research respondents were classified based on level of income and social class using the Index of Social Position (ISP). The quetionaire contaied 18 items of purchase, grouped into 5 types namely: food and drink, clothing, durable goods, investment, services and other products. Data analysis technique used chi-square. The results of the analysis show that the social class associate with the purchase of 17 items, while income associate with all items of goods and services consumed. Social class is more associated with fast food, clothes, electronic equipment, price and amount of investment and finance; income is more associated with meat, milk, the type of vehicle used, ownership of electronic tools, type of investment and finance, and housing and other buildings.

Consumer innovativeness is an important driver of economic progress and a country’s position in global competition. This study aims to examine the moderating effect of demographic factors of Indonesian consumers on the impact of consumer innovativeness on perceived risk and new product adoption. The type of research chosen is a causal comparative study by using online and offline survey methods. Data were obtained from a sample of 1,000 consumers from 31 provinces. The results showed that the demographic variable became a moderating variable for the impact of consumer innovativeness on new product adoption, but did not play a role in the influence of consumer innovativeness on credit-purchase risk perception. With regard to the influence of consumer innovativeness on credit-purchase risk perception, only social class has a significant effect as a moderating variable. As for the effect of consumer innovativeness on a new product adoption, the variables of marital status, occupation, income, and social class have significant effects. The social class variable consistently becomes a moderating one in both equations. The results of this study are useful for marketers to focus more specifically on their target markets, especially on the diffusion of new product innovations based on demographic characteristics. AcknowledgmentPDUPT Research Grant by Ministry of Research and Technology of The Republic of Indonesia, 2019.

Decreasing the motivation and learning outcome forwards entrepreneurship subject motivates the expertise and academician to create learning athmosphere of entrepreneurship condusively.This research is briefly stress to describe study activities of entrepreneurership learning in faculty of economic Widya Mandala Surabaya. The method implemented in this neglance are problem based method, experience and experiential learning. Also, identification of restriction in this method is conducted. Morover, students are subject and patner in this research. They are supported to participate actively in aims to increase learning outcome. Condusive learning athmosphere is a motivator of more variation of student activities. As a result, learning evaluation shows that student’s mark in odd semester 2003/4 is 3.310 in average standart deviation 0.3848, flowerer, student’s mark in odd semester 2004/5 is 3.359 in average with standart deviation 0.3189, respectively. Eventhough, studen’s mark in average after implementation of new method is better than before implementation, but the differences between mean marking is not significant.