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"ABSTRACTThe aims of this study is to investigate the role of product innovation portfolio and customer value creation in bridging the gap of research entrepreneurial risk-taking orientation and marketing. Wood crafts firms that are in the city of Bandung, Yogyakarta and Solo which has been regarded as a creative city in Indonesia used as a sample. Sampling was done by using a combination of purposive sampling and convenience sampling. Data were collected using a questionnaire given directly to the respondent. The total data used for analysis about 172 respondents. Data analysis used in this research is Structural Equation Modeling (SEM) with the AMOS program. The results show that product innovation portfolio serves as mediating on the relationship between entrepreneurial risk-taking orientation and marketing performance. Futhermore, the results also find that customer value creation has a positive effect on marketing performance."

"ABSTRAKDalam kondisi lingkungan dinamis dan cenderung turbulent, perusahaan harusbertahan dan memimpin pasar dengan sustainable competitive advantage.Dikarenakan turbulensi, perubahan pasar semakin sengit, cepat dan terkadangunpredictable. Dengan demikian, perusahaan memerlukan tingkat marketorientation yang tinggi untuk memahami pasar. Secara internal, seluruh anggotaperusahaan perlu mengembangkan Entrepreneurial Attitude Orientation yangseringkali dianggap hanya ada di perusahaan start ups. EAO dapat pula muncul diperusahaan besar dalam bentuk yang berbeda. Interface kewirausahaan denganpemasaran dikenal dengan Entrepreneurial Marketing (EM). Ada dugaan bahwatingginya kadar MO dan tingginya EAO akan mengakibatkan EM yang tinggipula. Penelitian ini dimaksudkan menggali hal tersebut.

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ABSTRACTIn dynamic and turbulent environment, company needs to survive and lead themarket by achieving sustainable competitive advantage. Due to the turbulence,changes in market become severe, faster, and sometimes unpredicted. Thus,company needs a high market orientation to understand the market. Internally, allcompany members need to improve Entrepreneurial Attitude Orientation which isoften misinterpreted to apply only in startup business ventures. EAO might appearin big companies, in different forms. The interface between entrepreneurial andmarketing is known as Entrepreneurial Marketing (EM). It is suspected that higherMO and EAO level will impact on higher EM. This research intends to dig thismatter."

"The purpose-driven strategy telah menjadi salah satu keunggulan kompetitif yang digunakan oleh bisnis untuk menarik pasar. Meningkatnya minat terhadap produk yang berkelanjutan dan ramah lingkungan terlihat dalam perilaku konsumen, menunjukkan kesadaran mereka yang semakin meningkat terhadap fenomena terkini. Studi saat ini meneliti pengaruh green marketing awareness, perceived innovation, dan perceived price terhadap niat beli pelanggan dengan mempertimbangkan perceived value dari produk sebagai mediator di industri peralatan rumah tangga. Hipotesis yang diajukan diuji dengan menggunakan pendekatan structural equation modeling (PLS-SEM) terhadap total 282 responden yang dikumpulkan menggunakan teknik purposive sampling dan convenience sampling. Temuan menunjukkan bahwa green marketing awareness dan perceived innovation memiliki hubungan positif dengan niat beli konsumen melalui nilai yang dirasakan. Namun, hasilnya juga menyiratkan bahwa persepsi konsumen tentang harga produk peralatan rumah tangga hijau tidak memiliki hubungan dengan niat beli konsumen. Studi ini menawarkan wawasan praktis bisnis dalam mengembangkan strategi pemasaran hijau sebagai langkah strategis.

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The purpose-driven strategy has become one of the competitive advantages employed by businesses to attract the market. The increasing interest in sustainability and eco-friendly products is perceptible in the behavior of consumers, indicating their growing awareness of recent phenomena. The current study examined the effect of green marketing awareness, perceived innovation, and perceived price towards customer's purchase intention by considering consumers' perceived value of a product as the mediator in the home appliances industry. The proposed hypothesis was tested using the structural equation modelling (PLS-SEM) approach on a total of 282 respondents who were collected using both purposive and convenience sampling techniques. The findings indicated that the green marketing awareness and perceived innovation have a positive relationship with consumers purchase intention through perceived value. However, the result also implies that consumer's perception of green home appliances products' pricing has no relation to consumers purchase intention. This study offers businesses practical insights in developing a green marketing strategy as a strategic move."

"Lingkungan stratejik perusahaan di era disruptive ini, menunjukkan ketidak pastian. Organisasi dituntut untuk metransformasi aktivitasnya bila ingin tetap bertahan pada peta persaingan. Dengan menggunakan perspektif kewirausahaan stratejik, dan metodologi mixed method, penelitian ini mengkaji peran orientasi kewirausahaan dalam mencapai kinerja terbaik perusahaan melalui mediasi inovasi model bisnis dan aset relasional stratejik sebagai intangible asset yang inimitable. Penelitian ini dilakukan pada 105 rumah sakit swasta di Indonesia pada konteks masa transisi reformasi kebijakan, yang mencetuskan disruptive innovation, serta efek digital disruption. . Dari hasil penelitian ini dapat disimpulkan bahwa orientasi kewirausahaan pada organisasi rumah sakit berpengaruh signifikan positif terhadap pencapaian kinerja organisasi, baik secara langsung maupun mediasi inovasi model bisnis. Kekuatan kolaborasi manajemen rumah sakit dengan profesi dokter terbukti merupakan aset relasional yang bersifat kritis bagi tercapainya kinerja terbaik rumah sakit, yang sangat mempengaruhi inovasi model bisnis rumah sakit. Hasil penelitian ini memperkuat bukti penerimaan konsep kewirausahaan dalam industri perumah sakitan, karena sering dianggap bertentangan dengan sifat produk jasa kesehatan sebagai public service.

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The strategic environment of the firms in this disruptive era indicate the uncertainty, so that all firms are required to make a transformation of the business in order to maintain its position on the competition map. By using a strategic entrepreneurship perspective and mixed method, this study examines the role of entrepreneurial orientation in achieving the best performance of the firm through the mediation of business model innovation and strategic relational assets as intangible assets that are inimitable. This study was conducted at 105 private hospitals in Indonesia, in the context of the transition period of policy reform, which sparked disruptive innovation, as well as digital disruption effects.

The results of this study concluded that entrepreneurial orientation in hospital organizations has a significant positive effect on the achievement of organizational performance, both directly and through the mediation of the business model innovations. The strength of the collaboration of hospital - physician relation is proven to be a critical relational asset for achieving the best performance of hospitals, which greatly influences the innovation of hospital business models. This study reinforce the evidence of acceptance of the concept of entrepreneurship in the hospital industry, which is considered contrary to the nature of health care service as a public service."

"ABSTRAKPenelitian ini bertujuan menemukan pengaruh Other Customer Effect pada Corporate Marketing dalam konteks perusahaan Apple & Telkomsel (diwakili Apple & simPati). Penelitian ini bersifat konklusif dan desktiptif dengan desain cross-sectional. Pengumpulan data dilakukan dengan convenience sampling dan menghasilkan 235 responden yang terbagi atas pengguna produk Apple & pengguna layanan simPati. Dilakukan uji validitas, reliabilitas, analisis model pengukuran, model struktural, dan analisis multisample melalui Lisrel 8.8. Hasil penelitian menemukan bahwa Other Customer Effect yang dipersepsikan konsumen secara signifikan mempengaruhi emotional attachment dan consumercompany identification yang mempengaruhi pembentukan corpowrate image, serta mempengaruhi behavioural loyalty, purchase intention, dan customer extrarole behavior.

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ABSTRACTThe purpose of this research is to find the role of Other Customer Effect in Corporate Marketing in the case of Apple dan Telkomsel (represented by Apple & simPati). This is a conclusive and descriptive study with cross sectional design. Data is generated through convenience sampling which resulted in 235 responses divided into users of Apple products and simPati cellular services. Lisrel 8.8 is used in validity & reliability testing, measurement & structural model analysis, and multisample analysis. Results show that other customer effect perceived by consumers significantly affect emotional attachment and consumer-company identification which contribute to company image generation; moreover it is also found to influence behavioural loyalty, purchase intention, and customer extrarole behavior."

"[Kerusakan pada lingkungan memancing kekhawatiran dunia dan menjadi titik tolak munculnya green consumerism yang dimulai dengan kesadaran konsumen akan hak-haknya untuk memperoleh produk yang layak, aman, dan ramah lingkungan. Hal tersebut memicu perusahaan untuk melakukan inovasi terhadap produk yang dihasilkannya dan melakukan pemasaran terhadap produk tersebut dengan menggunakan strategi green marketing. Penelitian ini bertujuan untuk mengetahui pengaruh dari green marketing dan perceived innovation terhadap intensi membeli green product dengan mengangkat lampu LED Panasonic. Dengan adanya perceived factors sebagai variabel mediator antara green marketing dan perceived innovation terhadap intensi membeli, yaitu perceived quality, perceived price, perceived risk, dan perceived value, penelitian ini menemukan bahwa perceived innovation memiliki pengaruh negatif yang signifikan terhadap perceived risk dan perceived risk secara signifikan berpengaruh negatif terhadap intensi membeli green product. Hasil lainnya menunjukkan green marketing awareness memiliki pengaruh negatif terhadap perceived quality, sedangkan perceived innovation memiliki pengaruh positif yang signifikan terhadap perceived quality.

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The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer's realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality., The damage of environment has provoked the world concern and it has become the turning point of green consumerism appearance, which was begin with the consumer?s realization of their rights to get worthy, safe, and environmental- friendly products. It also encouraged company to do an innovation to their product and start using green marketing as their strategy to sell it. The purpose of this research is knowing the impact of green marketing and perceived innovation on purchase intention for green product which is Panasonic LED Lamp. By using perceived factors as mediator variabels between green marketing and perceived innovation on purchase intention for green product, which are perceived quality, perceived price, perceived risk, and perceived value, this research found that perceived innovation has a negative and significant impact on perceived risk and perceived risk significantly has a negative impact on purchase intention for green product. Others result show that green marketing awareness has a negative and significant impact on perceived quality, but perceived innovation significantly has positive impact on perceived quality.]"

"Penelitian ini bertujuan untuk meneliti hubungan entrepreneurial leadershipterhadap business performance melalui entrepreneurial orientation dan teamcreativity sebagai variabel mediasi. Berdasarkan penelitian-penelitian sebelumnya,keberhasilan kinerja bisnis skala kecil dan menengah khususnya, sangatdipengaruhi oleh kapabilitas pemilik usaha. Namun demikian, penelitiansebelumnya terkait variabel entrepreneurial leadership, entrepreneurialorientation dan team creativity terhadap business performance belum banyakditeliti. Penelitian ini menggunakan variabel entrepreneurial leadership sebagaivariabel yang memengaruhi business performance, dengan mediasi variabelentrepreneurial orientation dan team creativity. Penelitian ini menggunakanpendekatan kuantitatif dengan instrumen kuesioner. Data penelitian diperoleh dari105 usaha berskala kecil dan menengah di area Jabodetabek. Data dianalisismenggunakan partial least squares - structural equation modeling (PLS-SEM).Hasil penelitian menunjukkan bahwa entrepreneurial leadership memilikihubungan positif dengan business performance, namun variabel EntrepreneurialOrientation tidak berperan sebagai mediator antara variabel entrepreneurialleadership dengan business performance, dan variabel Team Creativity juga tidakberperan sebagai mediator antara variabel entrepreneurial leadership denganbusiness performance.

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This research is aimed at examining the relationship between entrepreneurial

leadership and business performance through entrepreneurial orientation and team

creativity as mediating variables. Based on previous studies, successful

performance of small and medium enterprises is strongly influenced by the

capabilities of the business owner. However, studies related to entrepreneurial

leadership, entrepreneurial orientation, and team creativity variables on business

performance have been scarce. Thus, this study applies all aforementioned

variables. This study uses a quantitative approach with a questionnaire as an

instrument. Research data were obtained from 105 small and medium enterprises’

owners in the Jabodetabek Area. Data were analyzed using partial least squares -

structural equation modeling (PLS-SEM). The results of the study show that

entrepreneurial leadership has a positive relationship on business performance.

However entrepreneurial orientation variable does not act as a mediator between

entrepreneurial leadership and business performance, and the team creativity

variable also does not act as a mediator between entrepreneurial leadership and

business performance variable."

"Entrepreneurial intention merupakan aspirasi pribadi pada individu untuk memulai suatu proyek atau usaha. Pentingnya aktivitas kewirausahaan dan peran mahasiswa dalam membentuk orientasi dan merangsang niat untuk menentukan karir kewirausahaan dan memulai bisnis baru di masa mendatang dipengaruhi oleh perilaku kewirausahaan dimana perilaku tersebut ditentukan oleh personality traits. Penelitian ini bertujuan untuk menganalisis pengaruh entrepreneurial orientation terhadap entrepreneurial intention dengan personality traits sebagai variabel mediasi pada mahasiswa tingkat akhir Universitas Indonesia dan perbedaan pengaruh tersebut pada mahasiswa tingkat akhir Universitas Indonesia yang berasal dari jurusan bisnis dengan mahasiswa dari jurusan non-bisnis. Penelitian ini menggunakan pendekatan kuantitatif dengan melakukan survei pada 100 mahasiswa tingkat akhir jurusan bisnis dan 100 mahasiswa tingkat akhir jurusan non-bisnis di Universitas Indonesia. Analisis data pada penelitian ini menggunakan SEM-PLS (Structural Equation Modeling-Partial Least Square) dengan pengolahan data menggunakan software IBM SPSS Statistics 26 dan SmartPLS 3.2.9. Hasil dari penelitian ini menunjukkan variabel personality traits mampu berperan baik dalam memediasi pengaruh entrepreneurial orientation dan entrepreneurial intention pada mahasiswa tingkat akhir di Universitas Indonesia. Selain itu, seluruh hubungan antar variabel juga memiliki pengaruh yang signifikan satu sama lain dan terdapat perbedaan pengaruh pada mahasiswa tingkat akhir yang berasal dari jurusan bisnis dan jurusan non-bisnis di Universitas Indonesia.

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Entrepreneurial intention is the personal aspiration of individuals to initiate a project or business. The significance of entrepreneurial activities and the role of students in shaping orientation and stimulating the intention to pursue entrepreneurial careers and start new businesses in the future are influenced by entrepreneurial behavior, which is determined by personality traits. This study aims to analyze the influence of entrepreneurial orientation on entrepreneurial intention, with personality traits as a mediating variable, among final-year students at the University of Indonesia, and to examine the differences in these influences between business and non-business majors. The research employs a quantitative approach, conducting a survey on 100 final-year business students and 100 final-year non-business students at the University of Indonesia. Data analysis is conducted using SEM-PLS (Structural Equation Modeling Partial Least Square) with data processing performed using IBM SPSS Statistics 26 and SmartPLS 3.2.9. The results of this study indicate that personality traits play a significant mediating role in the influence of entrepreneurial orientation on entrepreneurial intention among final-year students at the University of Indonesia. Furthermore, all relationships between variables are mutually significant, and there are differences in influence between final-year students majoring in business and non-business at the University of Indonesia."