STRATEGI BISNIS, MARKETPLACE, IDE BISNIS DAN MENTAL ACCOUNTING

Authors

  • Erni Hernawati Universitas Media Nusantara Citra
  • Darlin Aulia Universitas Media Nusantara Citra

DOI:

https://doi.org/10.25273/capital.v6i1.13704

Keywords:

Strategi Bisnis, Marketplace, Ide Bisnis, Mental Accounting

Abstract

Riset ini bertujuan buat menguji pengaruh variabel strategi bisnis dan marketplace terhadap ide bisnis dan dampak moderasi mental accounting pada pengaruh variabel strategi bisnis dan marketplace terhadap ide bisnis. sampel pada riset ini adalah 86 responden yang berada di Jakarta dan terdampak covid- 19. Riset ini memakai model Moderated Regression Analysis (MRA) serta dianalisis menggunakan SPSS Tipe 25. Hasil riset merupakan hipotesis 1 dan 2 diterima yaitu variabel strategi bisnis mempengaruhi ide bisnis dan marketplace mempengaruhi ide bisnis. Tetapi hipotesis 3 serta 4 tidak diterima yaitu mental accounting tidak memoderasi pengaruh strategi bisnis terhadap ide bisnis dan mental accounting tidak memoderasi pengaruh marketplace terhadap ide bisnis

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Published

2022-09-01

Issue

Vol. 6 No. 1 (2022)

Section

Articles

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