AFFORDABLE LOSS OF SMEs FRANCHISEE: THE ROLE OF PERCEIVED UNCERTAINTY AND LEARNING FROM CRISIS EXPERIENCE
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Abstract
Penelitian ini menginvestigasi pengaruh attitudes, subjective norms dan perceived behavioral control terhadap perilaku affordable loss melalui intensi dan efek moderasi dari persepsi ketidakpastian dan pembelajaran dari pengalaman krisis dalam hubungan antara intensi dengan perilaku affordable loss dari terwaralaba usaha kecil dan menengah (UKM) di Jakarta, Bogor, Depok, Tangerang dan Bekasi (Jabodetabek). Kemampuan intensi untuk memprediksi perilaku, bergantung pada kestabilan kondisi dalam rentang waktu antara intensi dengan perilaku yang terjadi. Faktor yang dapat memengaruhi adalah persepsi ketidakpastian dan pembelajaran dari pengalaman krisis. Sejumlah peneliti menyarankan tindakan efektual yang salah satunya adalah perilaku affordable loss sebagai langkah yang dapat dijalankan oleh wirausaha ketika menghadapi situasi lingkungan bisnis yang tidak stabil. Penelitian mengenai perilaku affordable loss dari terwaralaba UKM belum banyak dilakukan. Populasi dari penelitian ini adalah terwaralaba yang merupakan pemilik UKM di Jabodetabek. Ukuran sampel ditentukan sebesar 200 responden yang dipilih secara purposif dan data dianalisis dengan menggunakan Partial Least Square (PLS). Hasil analisis menunjukkan bahwa attitudes dan perceived behavioral control memengaruhi perilaku affordable loss melalui intensi, sementara subjective norms tidak demikian. Perceived behavioral control tidak memengaruhi perilaku affordable loss secara langsung. Efek moderasi dari persepsi ketidakpastian dan pembelajaran dari pengalaman krisis dalam hubungan antara intensi dengan perilaku affordable loss bersifat positif namun lemah. Hasil penelitian ini diharapkan dapat menambah referensi dalam hal aplikasi Theory of Planned Behavior yang dikaitkan dengan perilaku affordable loss terwaralaba UKM. Selain itu juga diharapkan dapat memberikan masukan bagi regulator mengenai strategi dan program bagi terwaralaba usaha kecil yang berbasis pada perilaku wirausaha.
This study explores how attitudes, subjective norms, and perceived behavioral control affect the affordable loss behavior of small and medium-sized enterprise (SME) 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 SME 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 SME 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.
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