Pengaruh Sikap, Norma Subjektif, dan Kendali Perilaku yang Dipersepsi terhadap Perilaku Affordable Loss melalui Intensi Perilaku pada Terwaralaba Usaha Kecil di Jabodetabek

Selamat, Frangky (2023) Pengaruh Sikap, Norma Subjektif, dan Kendali Perilaku yang Dipersepsi terhadap Perilaku Affordable Loss melalui Intensi Perilaku pada Terwaralaba Usaha Kecil di Jabodetabek. Doctoral thesis, Universitas Tarumanagara.

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Abstract

This study explores how attitudes, subjective norms, and perceived behavioral control affect the affordable loss behavior of small business franchisees in Jakarta Greater Area, Indonesia. The research examines the relationship between intention and affordable loss behavior and how perceived uncertainty and learning from crisis experiences impact this relationship. The stability of conditions in the period between intention and behavior determines the ability of intention to predict the behavior.
Factors such as perceived uncertainty and learning from crisis experiences can influence the perceptions. While affordable loss behavior is suggested as a step that entrepreneurs can take when facing an unstable business environment, not much research has been done on small business franchisees' affordable loss behavior. The sample size for this research comprised 200 respondents who were selected purposively, and the data was analyzed using Partial Least Square (PLS). The findings indicate that attitudes and perceived behavioral control significantly influence affordable loss behavior through intention, while subjective norms do not. Perceived behavioral control does not directly impact affordable loss behavior. Finally, the moderating effect of perceived uncertainty and learning from crisis experiences on the relationship between intention and affordable loss behavior is positive but weak. The results of this research can add references in terms of the application of the Theory of Planned Behavior which is related to the affordable loss behavior of small business franchisees. Apart from that, it is also hoped that it can provide input to regulators regarding strategies and programs for small business franchisees based on entrepreneurial behavior

KEYWORDS : Affordable loss, Attitude, Subjective norms, Perceived behavioral control, Perception of uncertainty, Learning from crisis experience

Item Type:	Thesis (Doctoral)
Additional Information:	Promotor: Prof. Dr. Haris Maupa, S.E., M.Si
Uncontrolled Keywords:	KEYWORDS : Affordable loss, Attitude, Subjective norms, Perceived behavioral control, Perception of uncertainty, Learning from crisis experience
Subjects:	Disertasi Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	23 Apr 2026 07:59
Last Modified:	27 Apr 2026 08:29
URI:	https://repository.untar.ac.id/id/eprint/48699

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