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Abstrak :
This article is dedicated to the late Prof. Koentjaraningrat. It attempts to trace the history and the source of a concept and method used by Koentjaraningrat in a research and many of his speeches in the period of 1960-70s. The concept is called 'orientasi nilai-budaya'. The author finds that the concept was borrowed from the concept 'value orientation' used by Florence Kluckhohn and Fred Strodbeck, which was printed in their book, Variations in Value Orientation (1961). The concept 'value orientation' was originally stems from the concept 'value', which was once developed by Clyde Kluckhohn, the husband of Florence Kluckhohn, at Harvard University USA. This explanation, according to the author, is important for the student of anthropology in Indonesia. In the final of the article, the author attempts to apply the concept to the socio-cultural changes in contemporary Indonesia, particularly among the members of Islamic community.

Abstrak :
Tujuan penelitian ini adalah membuktikan model konseptual yang menjelaskan bagaimana peranan orientasi nilai, kebahagiaan psikologis dan keyakinan efikasi dalam perilaku menolong saksi perundungan. Pertanyaan penelitian ini dijawab melalui perhitungan struktural dari dua model konseptual. Responden penelitian adalah siswa dan orang dewasa misalnya guru, orang tua siswa . Penelitian dilakukan melalui dua studi. Pada studi pertama didapatkan 2.765 kuesioner dan pada studi dua didapatkan 2.387 kuesioner yang dapat diolah. Selain penyebaran kuesioner, juga dilakukan FGD untuk memperkaya hasil penelitian. Hasil perhitungan SEM menunjukkan model konseptual 2 lebih baik daripada model konseptual 1. Terbukti bahwa orientasi nilai, kebahagiaan psikologis, keyakinan efikasi komunitas dan keyakinan efikasi diri berperan bersama-sama dalam perilaku menolong saksi. Keyakinan efikasi diri ditemukan memediasi kebahagiaan psikologis dan keyakinan efikasi komunitas. Dari analisa kualitatif diketahui bahwa saksi bersedia membela korban, namun ragu untuk bertindak. Salah satu kekhawatiran saksi adalah ia tidak didukung komunitas sekolah dan dianggap ingin muncul sebagai pahlawan sendiri. Implikasi untuk intervensi perundungan dibahas.

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The purpose of this research is to prove the conceptual model, that explains the role of value orientation, psychological well being, and efficacy beliefs on bullying bystander rsquo s helping behavior. The research question is being obtained through structural equation modeling SEM of two conceptual models. The research respondents are students and adults such as teachers, parents . Two studies were completed, with 2.765 questionnaires from the first study and 2.387 questionnaires from the second study. Besides using questionnaires, FGD was executed to enrich the results of the research.The result of SEM rsquo s showed that the second conceptual model is a better fit than the first conceptual model. It is proved that value orientation, psychological well being, collective efficacy and self efficacy beliefs have a role together in determining the bystander rsquo s helping behavior. Self efficacy has been found to mediate psychological well being and collective efficacy. Based on the qualitative analysis, it has been known that the bystanders would defend the victim, but hesitated in taking actions. One of the bystander rsquo s concern was whether he she is supported or not by the school community and was judged as being a ldquo single hero rdquo . Implications for bulying intervention are discussed.

Abstrak :
ABSTRAK
Perilaku peduli lingkungan merupakan salah satu aktivitas umat manusia untuk mencapai sustainability keberlanjutan . Untuk mendorong orang melakukannya, diperlukan kontribusi disiplin ilmu pemasaran, khususnya pemasaran sosial. Melalui pemberian informasi menggunakan iklan sosial diharapkan terjadi respons positif dari khalayak sasaran untuk mau melakukan perilaku peduli lingkungan. Penelitian ini menguji pengaruh iklan sosial terhadap respons konsumen, yaitu sikap dan intensi melakukan perilaku peduli lingkungan. bagian.Hasil penelitian membuktikan iklan menggunakan tingkat abstraksi norma konkrit digabung dengan pembingkaian pesan menggunakan tiga orientasi nilai ekologis biospheric, egoistic dan altruistic memperoleh respons lebih positif dibanding jika pesan menampilkan norma abstrak. Temuan lain menunjukkan tidak ada perbedaan signifikan orientasi nilai ekologis egoistic dan altruistic terhadap respons akan iklan sosial berbingkai konkrit-egoistic dan konkrit-altruistic, baik sikap mengenai iklan maupun intensi melakukan perilaku peduli lingkungan.

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ABSTRACT
Pro environmental behavior is one of human activities to achieve sustainability. In order to encourage people to do so, it needs contribution of marketing discipline, especially social marketing. By using social advertising, it is expected that the target audience are willing to do pro environmental behavior. This research examined the effect of social advertising on consumer responses, which are attitude towards the advertisement and intention to do pro environmental behavior.The result indicated that the level of concrete norm abstraction combined with message framing using three ecological value orientation biospheric, egoistic and altruistic gained a more positive response than the use of abstract norm. The result also showed thate there is no significant differences in ecological value orientation egoistic and altruistic on responses toward social advertising using concrete egoistic and concrete altruistic message framing.

Abstrak :
Novel Pulung Gantung Tali Pati karya Iman Budhi Santosa merupakan novel yang membahas mengenai fenomena bunuh diri di Gunungkidul, yang disertakan dengan mitos dan kepercayaan masyarakat Gunungkidul. Fenomena bunuh diri beserta mitos dan kepercayaan pada masyarakat Gunungkidul telah menjadi bagian dari memori kolektif yang jika dipahami dapat menguak orientasi nilai budaya masyarakatnya. Penelitian ini bertujuan untuk mengungkap apa yang dianggap bernilai, berharga, dan penting oleh masyarakat Gunungkidul dalam novel PGTP melalui mitos dan kepercayaannya. Penelitian ini menggunakan pendekatan deskriptif analitik kualitatif dan teori orientasi nilai budaya Kluckhohn (dalam Koentjaraningrat, 1990). Hasil penelitian menunjukkan bahwa seluruh mitos dan kepercayaan yang ada dalam novel memiliki struktur hubungan keterkaitan dan hubungan kronologis satu dengan lainnya. Selain itu, kelima orientasi nilai budaya Kluckhohn yaitu HK, MK, MW, MA, dan MM ditemukan pada mitos dan kepercayaan masyarakat Gunungkidul dalam novel PGTP. ......The novel Pulung Gantung Tali Pati by Iman Budhi Santosa is a novel that discusses the phenomenon of suicide in Gunungkidul, which is included with the myths and beliefs of the Gunungkidul people. The phenomenon of suicide along with the myths and beliefs of the Gunungkidul people have become part of the collective memory which, if understood, can reveal the orientation of the cultural values of the people. This study aims to reveal what is considered worth, valuable, and important by the people of Gunungkidul in the PGTP novel through their myths and beliefs. This study uses a qualitative analytical descriptive approach and Kluckhohn's cultural value orientation theory (in Koentjaraningrat, 1990). The results of the study show that all the myths and beliefs in the novel have a structure of related relationships and chronological relationships with one another. In addition, the five orientations of Kluckhohn's cultural values, namely HK, MK, MW, MA, and MM, are found in the myths and beliefs of the Gunungkidul people in the PGTP novel.