Small Medium Business Marketing Through E-Commerce (Theory of Planned Behavior Approach)
Journal Title: IOSR journal of Business and Management - Year 2018, Vol 20, Issue 10
Abstract
Theory of Planned Behavior (Ajzen, 1991) has emerged as one of the most influential and popular conceptual frameworks for studying human action. Human behavior is guided by three types of considerations, namely: attitudes toward behavior, subjective norms, behavioral control and the formation of intentions. Spiritual intelligence is the ability of the soul that is owned by a person to establish himself as a whole which is related to awareness and willingness to face challenges (Zohar at al., 2001). Spiritual intelligence affects intentions (Hage et al., 2015). Someone who has high spiritual intelligence will influence behavior in every decision making (Sina et al., 2012). The objectives of this study are: (1) Analyze the influence of attitudes, subjective norms, behavioral control, and spiritual intelligence on intentions in marketing through e-commerce by SMEs; (2) Analyzing the influence of behavioral control and spiritual intelligence on behavior in marketing through e-commerce by SMEs; (3) Analyzing the influence of behavioral control, and spiritual intelligence on behavior and intentions as mediation in marketing through e-commerce by SMEs. Based on data at the Malang City Office of Cooperatives and SMEs, a total of 2,764 SMEs were assisted. The sample size in this study uses the formula of the number of indicators multiplied (5-10) = 18x7 = 126. While the sampling technique is Simple Random Sampling. Data analysis techniques using PLS (Partial Least Square) modeling resulted in the development of the Theory of Planned Behavior model in marketing through e-commerce by SMEs. The results of this study are attitudes, subjective norms, behavioral control, and spiritual intelligence affecting intentions. Behavioral control, spiritual intelligence, and intentions influence behavior. Behavioral control and spiritual intelligence affect the behavior of SMEs in marketing through e-commerce by SMEs in Malang City and the intention to mediate.
Authors and Affiliations
Junianto Tjahjo Darsono, Erni Susana, EkoYuni Prihantono
Keywords
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- EP ID EP413073
- DOI 10.9790/487X-2010045866.
- Views 88
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