Authors :
Padilah; Didik J. Rachbini; Endi Rekarti
Volume/Issue :
Volume 6 - 2021, Issue 8 - August
Google Scholar :
http://bitly.ws/9nMw
Scribd :
https://bit.ly/3yh0Hcd
Abstract :
The purpose of this study was to analyze the
role of perceived value in the effect of the social marketing
mix on the entrepreneurial intention. The population of
this research is undergraduate students from several
public and private universities in Jakarta and its
surrounding, with a total sample of 280 respondents. Data
analysis used Structural Equation Model-Partial Least
Square (SEM-PLS) with SmartPLS 3.3.3 software. The
results of the study found that the social marketing mix did
not have a significant effect on undergraduate students'
entrepreneurial intention. Perceived value actually has a
significant effect in encouraging entrepreneurial intention.
The entrepreneurship program is also able to encourage
undergraduate students' intentions to become an
entrepreneur. However, other marketing mixes are not
able to encourage respondents' intentions to become
entrepreneur except through perceived value mediation
Keywords :
Social Marketing, Marketing Mix, Entrepreneurial Intention, Perceived Value
The purpose of this study was to analyze the
role of perceived value in the effect of the social marketing
mix on the entrepreneurial intention. The population of
this research is undergraduate students from several
public and private universities in Jakarta and its
surrounding, with a total sample of 280 respondents. Data
analysis used Structural Equation Model-Partial Least
Square (SEM-PLS) with SmartPLS 3.3.3 software. The
results of the study found that the social marketing mix did
not have a significant effect on undergraduate students'
entrepreneurial intention. Perceived value actually has a
significant effect in encouraging entrepreneurial intention.
The entrepreneurship program is also able to encourage
undergraduate students' intentions to become an
entrepreneur. However, other marketing mixes are not
able to encourage respondents' intentions to become
entrepreneur except through perceived value mediation
Keywords :
Social Marketing, Marketing Mix, Entrepreneurial Intention, Perceived Value
