Kewirausahaan Sosial Dalam Olahraga Profesional: Anteseden Dan Hasil Dari Persepektif Konsumen

Lontoh, Juan Brandon Emmanuel (2022) Kewirausahaan Sosial Dalam Olahraga Profesional: Anteseden Dan Hasil Dari Persepektif Konsumen. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh positif peluang inovasi terhadap kewirausahaan sosial, pengaruh positif tanggung jawab sosial perusahaan terhadap kewirausahaan sosial, pengaruh positif kewirausahaan sosial terhadap komitmen afektif kepada perusahaan induk, pengaruh positif komitmen afektif terhadap pembelian barang dagangan, pengaruh positif komitmen afektif terhadap pembelian acara. Penelitian ini menggunakan penelitian kuantitatif dengan melakukan pengumpulan data skala likert dari angka satu hingga lima. Objek penelitian yang diambil adalah pengguna aplikasi Ayo Indonesia. Teknik pengambilan data yang dilakukan pada penelitian ini adalah non probability sampling. Pengisian kuisioner yang dilakukan sebanyak 162 orang. Pengolahan data yang digunakan pada penelitian ini menggunakan software SMART PLS. Hasil yang diperoleh padapenelitian ini adalah peluang inovasi berpengaruh positif dan signifikan terhadap kewirausahaan sosial, tanggung jawab sosial perusahaan berpengaruh positif dan signifikan terhadap kewirausahaan, kewirausahaan sosial berpengaruh positif dan signifikan terhadap komitmen afektif dan komitmen afektif berpengaruh positif dan signifikan terhadap pembelian barang dagangan. Penelitian ini memberikan kontribusi yang berkaitan dengan inovasi dan peluang, tanggung jawab sosial perusahaan,, kewirausahaan sosial, komitmen afektif, pembelian barang dagangan,dan pembelian acara yang dijadikan sebagai referensi /This study aims to determine the positive influence of innovation opportunities on social entrepreneurship, the positive effect of CSR (Corporate Social Responsibility) on social entrepreneurship, the positive influence of social entrepreneurship on affective commitment to the parent company, the positive influence of affective commitment on the purchase of merchandise, the positive influence of affective commitment on event purchase. This study uses quantitative research by collecting Likert scale data from numbers one to five. The object of the research is who use the Ayo Indonesian application. The data collection technique used in thisstudy was non-probability sampling. The questionnaires were filled out by 198 people. Data processing used in this study using SMART PLS software. The results obtained in this study are innovation opportunities have a positive and significant effect on social entrepreneurship, CSR has a positive and significant effect on entrepreneurship, social entrepreneurship has a positive and significant effect on affective commitment to the parent company and affective commitment has a positive and significant effect on purchasing merchandise. This research provides contributions related to innovation and opportunities, corporate social responsibility, social entrepreneurship, affective commitment, purchase merchandise, and purchase events that are used as references./

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