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Abstrak :
ABSTRAK
Pengguna di ruang lingkup online saat ini dapat memiliki kekuatan untuk mempengaruhi masyarakat luas dengan memunculkan komunikasi di ruang virtual yang dinamakan eWOM, dimana eWOM dibutuhkan dalam suatu program kampanye organisasi non-profit untuk mempengaruhi keterlibatan khalayak dalam mencapai misi suatu organisasi sampai pada tahap niat perilaku. Penelitian ini bertujuan untuk medeskripsikan pengaruh electronic word of mouth kampanye DietKantongPlastik terhadap pengetahuan, sikap, dan niat perubahan perilaku seseorang dalam mengurangi penggunaan plastik. Penelitian ini menggunakan konsep electronic word of mouth, knowledge, attitude, intention to change behavior, serta teori planned behavior dengan menggunakan metode penelitian kuantitatif dan survey pada 149 responden yang mengetahui gerakan diet kantong plastik. Hasilnya, penelitian menunjukkan bahwa model yang diajukan pada awal penelitian tidak dapat diaplikasikan sepenuhnya dan terdapat modifikasi model, karena terdapat pengaruh antara eWOM terhadap knowledge pengurangan penggunaan plastik sebesar 43,7, terdapat pengaruh eWOM terhadap attitude towards reduce plastic sebesar 19,8, tidak terdapat pengaruh antara eWOM terhadap intention to change behavior diet kantong plastik, terdapat pengaruh knowledge terhadap attitude towards reduce plastic sebesar 69,8, tidak terdapat pengaruh knowledge terhadap intention to change behavior dalam mengurangi penggunaan plastik, dan terdapat pengaruh attitude towards reduce plastic terhadap intention to change behavior dengan besar pengaruh 72,3. Satu-satunya yang mempengaruhi variabel intention to change behavior adalah variabel attitude towards reduce plastic, hal ini mengkonfirmasi teori planned behavior (TPB), dimana adanya pengaruh attitude terhadap intention yang akan mengarahkan kepada perilaku seseorang.

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ABSTRACT
Users in online media have the power to influence the wider community by doing communication in virtual space called eWOM, where eWOM is needed in a campaign for non profit organizations to influence audience involvement in achieving an organizations mission to the point of behavior intention. The objective of this research is to describe the influence of eWOM DietKantongPlastik campaign on peoples knowledge, attitude, and intention to change behavior in order to reduce plastic. The research used the concept of eWOM, knowledge, attitude, intention to change behavior, planned behavior theory and used quantitative approach. The sample was selected using the purposive sampling for which the sample consisted of 149 respondents who were familiar with gerakan diet kantong plastik. The data was analyzed using SEM-PLS. The result of this research showed that the proposed model in the beginning of the study cannot be fully applied and there is a modification of model, whereas eWOM has significant impact on knowledge 43,7, eWOM has significant impact to attitude towards reduce plastic 19,8, eWOM has no significant impact to intention to change behavior, knowledge has significant impact to attitude 69,8, knowledge has no significant impact to intention to change behavior, and attitude has significant impact to intention to change behavior 72,3. The only variables that has impact to intention is the attitude towards reduce plastic, this confirms the planned behaviour theory (TPB), whereas the influence of attitude towards intention will lead to ones behaviour.

Abstrak :
Penelitian ini bertujuan untuk melihat dampak kebijakan publik dalam hal ini kebijakan upah minimum terhadap kinerja perusahaan sektor industri padat karya serta tindakan yang direncanakan oleh perusahaan agar kinerja perusahaan tetap tumbuh. Kenaikan upah minimum yang tinggi dan tidak dapat terprediksi membuat perusahaan harus merencanakan keputusan untuk melakukan perubahan, perencanaan tersebut mengadopsi Theory of Planned Behavior yang di implementasikan dalam Strategic Decision Making. Attitude to Paying Minimum Wage, Interest Group Pressure yaitu serikat pekerja, pemerintah, konsumen; dan Projected Law Enforcement atas peraturan ketenagakerjaan; mendorong keinginan perusahaan untuk mengubah Intention to Change strategi perusahaan dan kemudian mengambil keputusan untuk melakukan perubahan Decision to Change dengan organizational downsizing, relocation dan penggunaan teknologi untuk meningkatkan efisiensi perusahaan.Penelitian dilakukan terhadap 206 perusahaan industri padat karya dengan jumlah karyawan minimal 100 orang setiap perusahaan, pengolahan data menggunakan Structural Equation Modelling. Hasil penelitian menunjukkan bahwa Attitude to Paying Minimum Wage dan Interest Group Pressure berpengaruh positif terhadap Intention to Change dari perusahaan, sedangkan Projected Law Enforcement tidak berpengaruh terhadap Intention to Change perusahaan. Intention to Change perusahaan berpengaruh positif terhadap Decision to Change, dan ternyata Decision to Change berpengaruh negatif terhadap kinerja perusahaan untuk jangka waktu tertentu karena biaya untuk melakukan perubahan cukup tinggi. Kontribusi teoritikal penelitian ini adalah menggabungkan teori psikologi dengan teori strategic management dan melakukan investigasi penerapan multi behavior pada level perusahaan. Implikasi praktikal bagi perusahaan adalah untuk merencanakan perubahan strategi terkait efisiensi biaya ketenagakerjaan secara matang karena biaya perubahan yang tinggi dan bagi pemerintah agar berhati-hati dalam menentukan kebijakan upah minimum karena akan berdampak tidak saja pada penyerapan tenaga kerja namun juga berkurangnya industri padat karya

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This research is aimed to observe the impacts of public policy in this case, the minimum wage policy, towards the performances of companies in labor-intensive industry sector, and the measures planned by those companies to maintain performance growth. The high and unpredictable increase of minimum wage force the companies to plan and change their strategy. This study is combining strategic management and the theory of Planned Behavior to asses company Strategic Decision Making that consist of organizational downsizing, relocation and use of technology to increase efficiency.This research is conducted to 206 labor intensive companies in the industry with minimum employees of 100 persons. The data processing is done using Structural Equation Modeling. The result shows that Attitude to Paying Minimum Wage and Interest Group Pressure have positive impacts towards Intention to Change of the companies, while Projected Law Enforcement has no bearing whatsoever towards Intention to Change. Companies rsquo; Intention to Change has positive impacts towards the Decision to Change. The Decision to Change of organizational downsizing, relocation and use of technology to increase efficiency turns out to have negative impacts on performances for a certain length of time, due to the costs required to do those changes are quite high. Theoretical contribution from this research comes from the combination of psychological theory and strategic management theory and the investigation of multi behavior implementations at company level. Practical implications for the companies comes in the form of the changing of strategic plan due to the efficiency of labor cost and the high cost of changing investment. In determining minimum wage policy, Government should have careful thought because it is not only have an impact on labor absorption but also likely decreasing in labor intensive industries.