ABSTRAKPenelitian ini bertujuan untuk mengetahui 1) pengaruh sikap berwirausaha terhadap intensi berwirausaha, 2) pengaruh efikasi diri terhadap intensi berwirausaha, 3) pengaruh norma subjektif terhadap intensi berwirausaha, 4) pengaruh kecenderungan mengambil risiko terhadap sikap berwirausaha, dan 5) pengaruh kecenderungan mengambil risiko terhadap efikasi diri.Penelitian ini bersifat kuantitatif dan merupakan penelitian cross-sectional. Populasinya adalah mahasiswa UNY. Teknik sampling menggunakan purposive sampling dengan kriteria mahasiswa semester akhir atau minimal semester 6 dengan pertimbangan pengambilan keputusan setelah lulus. Banyaknya sampel penelitian ini 436. Besaran sampel ditentukan secara proporsional pada semua fakultas di lingkungan UNY. Pengujian model analisis data dengan menggunakan persamaan struktural atau SEM yang dibantu dengan program AMOS.Hasil penelitian menunjukkan bahwa secara keseluruhan model intensi berwirausaha dalam penelitian ini memenuhi kaidah fit model yang berarti model yang dikembangkan dalam penelitian ini sesuai dengan kondisi empirik yang ada. Kecenderungan mengambil risiko memengaruhi self efficacy secara signifikan, kecenderungan mengambil risiko memengaruhi sikap berwirausaha secara signifikan, norma subjektif tidak memengaruhi intensi berwirausaha secara signifikan (norma subjektif sebagai faktor eksternal tidak memiliki kontribusi dalam mendorong minat mahasiswa untuk berwirausaha, mahasiswa lebih terdorong oleh aspek internal seperti kemampuan diri dan sikap dalam mengevaluasi kegiatan berwirausaha), dan efficacy memengaruhi intensi berwirausaha secara signifikan.Kata kunci: Intensi berwirausaha, risiko, self efficacy, norma subjektif.

The development of information technology has changed daily life patterns that tend towards digital. Differences across generations will result in understanding different behaviors and lifestyles, which are a challenge in this research. Lifestyle is needed in determining market segments of consumer behavior. Lifestyle understanding in Generation Z is expected to provide valuable information in various fields of socio-economic life. These findings are expected to provide an overview for marketers targeting the market in this segment. Understanding lifestyles can be an ingredient in developing marketing strategies according to the intended segment, especially Generation Z, which has identified a lifestyle following information technology or digital development. The research aimed to confirm e-lifestyle factors among Generation Z, especially university students, as members of the academic environment's dominant academic community. Specifically, the aim is to identify the pattern of elifestyle formation in Generation Z, especially among students and the information or social media used by Generation Z. This type of research is a survey. This research was initiated through empirical field observations. The study population used in this study was university students in Yogyakarta-Indonesia. The sampling technique uses a simple random sampling technique. The data used are primary: the response given by research subjects related to e-lifestyle factors. Data was collected through a survey using a questionnaire. The data analysis technique in this study uses a Confirmatory Factor Analysis (CFA). The results showed that the motives that became the basis of elifestyle in the Z generation corresponded to four factors

The research purpose is to explore the obstacles which faced by business practitioners of MSMEs to develop business. It is a relativism research by digging information based on their experience perspective. The research informants are the business practitioners of MSMEs in Yogyakarta who understand the conditions, problems and directly involved in MSMEs management. The primary data is obtained by in depth interview and analyzed by narrative technique. The problems faced in running the business are external factors such as situation and condition, location, business permit, competition and business information and internal factors such as management of the business, the less skilled workers, product/ production and supplier control, marketing and capital.

Abstrak: Studi Eksplorasi Perilaku Konsumsi Rokok: Perspektif Motif, Merek, dan Iklan Rokok. Penelitian ini bertujuan mengeksplorasi motif dasar perilaku konsumsi rokok, pendapat terkait merek dan iklan rokok, serta mengidentifikasi biaya yang dikeluarkan untuk konsumsi rokok. Penelitian ini bersifat kualitatif. Informan yang menjadi sumber informasi dalam penelitian mahasiswa di UNY yang merokok. Teknik analisis data dalam penelitian menggunakan deskriptif kualitatif. Penelitian ini menemukan bahwa secara internal alasan yang mendasari responden merokok adalah coba-coba dan iseng sedangkan faktor eksternal yang mendorong responden merokok adalah diajak teman, kerabat atau melihat orangtua, ikutan karena lingkungan rokok dan terlihat lebih menarik atau istilahnya terlihat keren menurut versi mahasiswa. Merek menjadi salah satu pertimbangan pemilihan rokok yang terkait dengan iklan. Iklan yang didominasi dari produsen rokok membawa dorongan yang lebih kuat bagi responden untuk merokok dibandingkan iklan layanan masyarakat tentang bahaya rokok. Harga rokok menjadi pertimbangan utama bagi responden untuk mengkonsumsi rokok. Biaya yang dikeluarkan per bulan untuk konsumsi rokok responden tergolong cukup besar. Kata-kata kunci: Motif, Konsumsi Rokok, Merek, Iklan Abstract: Exploratory Study of Cigarette Consumption Behavior: Perspective of Motive, Brand and Cigarette Advertisement. This study aims to explore the primary motives of cigarette consumption behavior, opinions related to the cigarette brand and advertisement as well as to identify the expense spent to consume cigarette. This study applied qualitative research. The sources of information were the students of Universitas Negeri Yogyakarta who were smokers. The technique of data analysis used in this study was qualitative descriptive. This study found that the reason underlined the respondents smoking, internally, were attempts, while the external factors that drove the respondent smoking were friends and relatives invitation, seeing the parents, joining the smoking environment or neighborhood, and looking cool according to the students. Brand was one of the considerations in choosing the cigarette related to the advertisement. Advertisement dominated by the cigarette producer brought more encouragement to the respondents than public service advertisements about the danger of smoking. The selling price of cigarette was also the main consideration by the respondent to smoke. The monthly expense spent for smoking was considerably high. Keywords: motive, cigarette consumptions, brand, advertisement

<p><span class="fontstyle0">The research aimed to identify and compare the ethical sensitivity level of<br />marketing student. This research is descriptive-comparative using primary<br />data. Sources of data in the study is a student of marketing management. The study used a saturated sample of all students who are still active (3 batches). Data collection techniques are surveys using questionnaires. Data analysis techniques in this study using descriptive statistics and analysis of variance. Based on the result of the research, it can be concluded that there is a significant difference in students' ethical sensitivity in 2</span><span class="fontstyle0" style="font-size: 8pt;">nd</span><span class="fontstyle0">, 4</span><span class="fontstyle0" style="font-size: 8pt;">th </span><span class="fontstyle0">and 6</span><span class="fontstyle0" style="font-size: 8pt;">th </span><span class="fontstyle0">semesters significantly. 6</span><span class="fontstyle0" style="font-size: 8pt;">th</span><span class="fontstyle0">-semester students have better ethical sensitivity than 4</span><span class="fontstyle0" style="font-size: 8pt;">th </span><span class="fontstyle0">and 2</span><span class="fontstyle0" style="font-size: 8pt;">nd </span><span class="fontstyle0">semester. 4</span><span class="fontstyle0" style="font-size: 8pt;">th</span><span class="fontstyle0">-semester students have better ethical sensitivity than 2</span><span class="fontstyle0" style="font-size: 8pt;">nd</span><span class="fontstyle0">semester.</span></p><p><span class="fontstyle0"><br /></span><span class="fontstyle2">Keywords: </span><span class="fontstyle0">ethical sensitivity, marketing students, semester</span></p>