The number of entrepreneurs in Indonesia increased in 2017 from 1.67% to 3.10% from 225 million Indonesians. But the number is still less than the number of our neighboring entrepreneurs, Malaysia has 6% entrepreneurs, Singapore 7% and Thailand 5%. Increasing the number of entrepreneurs shows the increasing economic growth of a country, therefore the government made various efforts encourages the growth of the number of entrepreneurs in Indonesia, through education in this case the ministry of education provides an appeal for entrepreneurship to be included as part of the curriculum, both at the high school and university level. Entrepreneurship education giving the students experiances of various technical and skills to become more confident as an entrepreneurs. Beside of education, motivation, personality and family background also determine entrepreneurial intention. The aims of this research is to find out the entrepreneurial education, entrepreneurial motivation, entrepreneurial personality and family background influence on entrepreneurial intention. This study uses a sample of 326 business students of President University. The data collection using google docs that is spreaded via whatshapp, line and email. The result of the study were processed using SPSS version 22. The conclusion show that independent variables (entrepreneurial education, entrepreneurial motivation, entrepreneurial personality and family background) influence on entrepreneurial intention with affected 54.4% and the rest by the others factors.
Kosmetik adalah elemen penting untuk kehidupan sehari-hari dan telah menjadi gaya hidup, terutama bagi wanita. Penggunaan kosmetik harus mematuhi peraturan keamanan pemerintah. Wardah adalah merek kosmetik yang dirancang dengan pengetahuan lokal dan berbahan alami. Wardah menerima Penghargaan Top Trademark Halal dalam kategori kosmetik, namun dari pra-survei terhadap Muslim milenial, terdapat 52,6% responden tidak mempertimbangkan label halal dalam pembelian produk kosmetik. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh citra merek, label halal, dan kesadaran halal terhadap keputusan pembelian pelanggan Wardah. Penelitian ini menggunakan data primer yang diperoleh dari distribusi kuesioner. Teknik pengambilan sampel dalam penelitian ini menggunakan metode random sampling. Jumlah sampel yang diperoleh 140 respondent, analisis data dalam penelitian ini menggunakan regresi linier berganda. Berdasarkan hasil penelitian penelitian ini, ditemukan bahwa salah satu variabel independen yaitu label halal yang ditandai oleh X2 tidak memiliki pengaruh signifikan terhadap variabel dependen, ditunjukkan oleh nilai-P> 0,05. Itu bisa terjadi karena distribusi data tidak dapat mewakili sampel populasi. Untuk melanjutkan penelitian, diperlukan untuk melakukan intervensi dengan menghapus variabel tidak signifikan. Akhirnya setelah intervensi dilakukan, model regresi baru dapat memenuhi semua tes, dan akhirnya penelitian ini telah membuktikan bahwa variabel X1 dan X3 dapat menjelaskan variabel Y sebesar 32,6% sedangkan 67,4% lainnya dipengaruhi oleh faktor lain.Cosmetics are an important element for everyday life and have become a lifestyle, especially for women. Cosmetics consumption must be complying with government security regulation. Wardah is a cosmetic brand that is designed by local and natural knowledge. Wardah received the Halal Top Trademark Award in the cosmetics category, however from the pre-survey 52.6% respondents did not consider halal labels in a cosmetics product. The purpose of this research study was to analyses the effect of brand image, halal label, and halal awareness on Wardah’s customer purchasing decision.The research used a primary data obtained from the distribution of questionnaires. The technique of sampling in this research study is using random sampling method. The number of samples obtained by 140 people, data analysis in this research study is using multiple liner regression techniques. Based on the this research study result, it was found that one of the independent variables which is halal label marked by X2 has insignificance effected the dependent variable, it was shown by the P-value > 0.05. That could happen because the distribution of the data cannot represent the sample of the the population. To continue the research it was required to conduct an intervention by removing the insignificant variable. Eventually after the intervention was conducted the new regression model were able to suit all the of the test, and eventually this research has proved that variable X1 and X3 could explaine the Y variable by 31.6 % while te other 68.4 % was effected by other factors.
This study aims to determine how much influence green marketing toward consumers’ purchase decision mediated by brand image of Ades mineral water in Jabodetabek. The type of research used in this study is descriptive with a quantitative approach. The variables in this study are green marketing, brand image and purchase decision. The population in this study is consumers who have bought and consumed Ades mineral water. This study uses 268 people as samples selected by non-probability sampling method. This study uses Descriptive and Structural Equation Modeling analysis to analyze data with the help of SPSS and AMOS software. The results of this study indicate that 1) green marketing directly has a significant influence toward brand image of Ades mineral water, 2) green marketing directly has a significant influence toward purchase decision of Ades mineral water, 3) brand image directly has a significant influence toward purchase decision of Ades mineral water, and 4) green marketing indirectly has a significant influence toward purchase decision of Ades mineral water through brand image as a mediating variable.
Industri kosmetik dan perawatan menyadari bahwa sebagian besar bahan baku dan kemasan produk terdapat kandungan bahan kimia yang dapat mencemari lingkungan. Limbah ini berbahaya dan tidak mudah terurai, sehingga dapat mengancam keanekaragaman hayati. Permasalahan lingkungan ini telah menciptakan permintaan produk ramah lingkungan. The Body Shop adalah salah satu perusahaan yang berhasil menangkap peluang tersebut dan menerapkan strategi pemasaran ramah lingkungan untuk memenuhi harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran ramah lingkungan dari The Body Shop® terhadap niat pembelian konsumen. Peneliti menggunakan metode kuantitatif dengan SPSS versi 25 sebagai alat analisis regresi berganda untuk mengetahui signifikansi hubungan antar variabel. Populasi terbatas responden yang berusia 18-24 tahun dan pernah membeli dan menggunakan produk The Body Shop® dari saluran distribusi di Jakarta dalam 1 tahun terakhir. Jumlah sampel dalam penelitian ini adalah 155 responden yang diambil dengan metode purposive sampling non-probabilitas melalui kuesioner online. Para peneliti menemukan bahwa ada pengaruh yang signifikan dari aspek bauran pemasaran ramah lingkungan terhadap niat pembelian konsumen, di mana harga memainkan peran dominan dalam hubungan ini. Bauran pemasaran ramah lingkungan itu sendiri, secara keseluruhan, juga memiliki pengaruh simultan yang signifikan terhadap niat pembelian konsumen. Studi ini menghasilkan informasi yang berguna bagi The Body Shop®, pembaca, dan penelitian di masa depan untuk lebih sadar tentang masalah lingkungan dan penerapan bauran pemasaran ramah lingkungan, juga menyediakan rencana aksi untuk melaksanakan strategi pemasaran ramah lingkungan ini. Cosmetics and personal care industry is aware that most of their products’ materials, mainly the chemicals content and packaging are polluting the environment. These wastes are hazardous and not easily decomposed, thus it may threaten the biodiversity. Consequently, this environmental issue has created the demand of the enviromental friendly products. The Body Shop® is one of the company who has successfully captured this demand and applied green marketing strategy to fulfill the consumers’ expectations. This research intended to find out the influence of green marketing mix of The Body Shop towards consumers’ purchase intention. The researcher will use quantitative method with SPSS version 25 as the tool for analysis of multiple regression analysis to reveal the significance relationship between variables. The population will be limited to those who are 18-24 years old and have ever bought and use the The Body Shop® products from Jakarta stores in the past 1 year. The sample size 155 respondends which were drawn with non-probability purposive sampling method through online questionnaire. Researchers found that there is a significant influence of green marketing mix aspects towards consumers’ purchase intention, in which green price is playing dominant role in this relationship. The green marketing mix itrself, as a whole, also having a significant simultaneous influence towards consumers’ purchase intention. This study resulted in a useful information for The Body Shop®, readers, and future research to be more aware about the environmental issue and the implementation of green marketing mix, also providing an action plan to execute this green marketing strategy.
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