THE INFLUENCE OF EXTERNAL AND INTERNAL FACTORS THAT AFFECT TO PERCEIVED BENEFITS AND PERCEIVED RISK OF OTOP ENTREPRENEURS IN RENTING SPACE OF SHOPPING MALL IN THE PERSPECTIVE OF SOR THEORY
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Abstract
Introduction: The gaps of this research are the study of the effect of Intra-group influence among OTOP entrepreneurs to perceived benefits and perceived risks in mall space rental and employing the S-O-R theory for explaining the influence of external and internal factors affecting to perceived benefits and perceived risk of OTOP entrepreneurs in mall space rental. Objective: The purpose of this research was to study the influence of external and internal factors that affect to perceived benefits and perceived risk of OTOP entrepreneurs in mall space rental in the perspective of SOR theory. Method: The research is quantitative research by employing descriptive research technique. This research employed questionnaire to collect data from OTOP entrepreneurs. Samples of this study are 270 samples. For the sampling technique, this research employed non-probability sampling via purposive sampling technique. Results: The research found that payment flexibility, service quality, the Intra-group influence among OTOP entrepreneurs, integrity communication, perceived rental fee, trust with the shopping mall affect to perceived benefits in in mall space rental. In addition, this research also found the influence among the group of OTOP entrepreneurs affect to perceived risk in in mall space rental. Conclusion: The effects of internal factors and external factors to perceived benefits and perceived risks in mall space rental with the perspective of S-O-R theory were found. In addition, this research also proposes the academic contributions, managerial implications and future research.
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