Abstract
The purpose of this study was to determine the role of subjective norms as a mediation between the relationship opportunity to donate and agreeableness personality on intention to donate. This research includes a quantitative approach with a survey method distributed to 400 participants of BPJAMSOSTEK East Java Province using a Likert scale. Data analysis using SEM using WarpPLS 6.0 software. The results of this study state that subjective norms can be a link between the opportunity to donate and in accordance with the intention to donate. This can increase the intention to donate for BPJAMSOSTEK participants. The increased intention to donate owned by participants will increase participants who donate.
Highlights
Human behavior is something that always exists in every aspect of human life
It is expected that BPJAMSOSTEK participants will have a greater perception of social pressure to make donations.The variable measurement model shows that Opportunity to Donate (X1) is significantly and positively reflected by two indicators, namely Availability of services (X1.1) and Ease of accessing services (X1.2)
The variable measurement model shows that the Subjective Norm (Y1) is significantly reflected by three indicators, namely the role of the family (Y1.1), the support of people who are considered important (Y1.2), and the support of friends (Y1.3). )
Summary
Human behavior is something that always exists in every aspect of human life. human behavior is something important and needs to be well understood. One of the first theories to study the factors driving behavior is the Theory of Reasoned Action (TRA) by Fishbein & Ajzen (1975). In this theory, it is explained that human behavior is preceded by an intention, where the intention is determined by subjective attitudes and norms. It is explained that human behavior is preceded by an intention, where the intention is determined by subjective attitudes and norms This theory was further developed by Ajzen (1991) into Theory of Planned Behavior (TPB). TPB complements TRA, namely by having behavioral control as one of the determinants of human intentions and human behavior. Several studies that use TPB as a grand theory that are relevant to the behavior of donating are research by Pauli et al (2017) on organ donation behavior and Pérez and Egea (2019) on behavior
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