Donating blood is still become a big problem in under-develop country, specifically Indonesia, because the blood supply is always deficit (www.udd.pmi-jateng.or.id). Thus, the hospital always lacks blood when it will provide relief to patients who need transfusions. This study wants to give insight about how to increase the awareness of people through intention for donating blood. Of the 200 donators as a sample, the result of study explains that incentive is the most interesting variable that can influence individual in donating blood. While the risk is not variable that affects individual in donating blood. In this study also found that the awareness of people in donating blood depends on altruism. It means that in high altruism, both incentive and risk are not variables that influence attitude and intention in donating blood, while in low altruism, both incentive and risk influence attitude and intention in donating blood. This study gives some suggestions that in promoting blood donors, the Government should give the full attention towards individuals with the different of altruism in building the strategies to increase the blood donors. Key words - Donating Blood, Altruism, Incentive, Risk, Intention, Attitude.

1. Proceedings of 87th
The IRES International Conference, Tokyo, Japan, 6th
-7th
November, 2017
20
BUILDING THE AWARENESS OF INDONESIAN PEOPLE FOR
BLOOD DONORS (IN A STUDY OF CONSUMER BEHAVIOR)
1
BUDHI HARYANTO, 2
BUDI SETYANTA
1
MM. Universitas Sebelas Maret Surakarta, Indonesia
2
SE. MM. Universitas Sebelas Maret Surakarta, Indonesia
1
MM. FEB-UNS Surakarta, Indonesia.
E-mail: 3
budhiharyanto@yahoo.com
Abstract - Donating blood is still become a big problem in under-develop country, specifically Indonesia, because the blood
supply is always deficit (www.udd.pmi-jateng.or.id). Thus, the hospital always lacks blood when it will provide relief to
patients who need transfusions. This study wants to give insight about how to increase the awareness of people through
intention for donating blood. Of the 200 donators as a sample, the result of study explains that incentive is the most
interesting variable that can influence individual in donating blood. While the risk is not variable that affects individual in
donating blood. In this study also found that the awareness of people in donating blood depends on altruism. It means that in
high altruism, both incentive and risk are not variables that influence attitude and intention in donating blood, while in low
altruism, both incentive and risk influence attitude and intention in donating blood. This study gives some suggestions that in
promoting blood donors, the Government should give the full attention towards individuals with the different of altruism in
building the strategies to increase the blood donors.
Key words - Donating Blood, Altruism, Incentive, Risk, Intention, Attitude.
I. INTRODUCTION
In increasing the awareness of people in Indonesia to
be willing for donating blood is through building the
positive attitude and the intention of individuals in its
in donating blood (Greinacher et al., 2007; Volken et
al., 2013). There are 2 variable conceptualized as a
treatment variables, namely perceived risk and the
perceived of incentive received. These two variables
will influence the positive attitude of individuals for
donating blood, and in the end will influence
individuals for donating blood. In forming process of
attitude and intention towards blood donor will
depend on the feel of altruism. This study wants to
explain the relationship among of these variables
(Masser et al., 2008; Gader et al., 2011).
II. LITERATURE AND HYPOTHESIS
Risk perception is first factor conceptualized as a
treatment variable. There are some of risks perceived
by individuals. Among of them is fear of losses
emergence (Slovic et al., 2005; Ngo et al., 2013),
individual's abilities to control risk (Ngo et al., 2013),
and individual attentions, that is not necessarily true
(Slovic et al., 2005), to the loss consequences
(Sjöberg et al., 2004) that are influenced by
knowledge, experience, value, attitude and feeling
(Wachinger & Renn, 2010). Previous studies have
indicated that risk perception is significantly negative
effect on positive attitude toward blood donor (Adam
and Soutar, 1999; Shashahani, 2008; Abderrahman
and Saleh, 2014), so that if the perception of risk
increases, the attitude toward blood donor
decreases.Hypothesis 1: The perception of risk has a
negative influence on attitude toward blood donor.
Incentive is second variable conceptualized as
variable influence the positive attitude and intention
to donate blood. Incentive means here is the
individual's perception of certain rewards both
material and non-material received by individual after
finishing for donating blood (Buchan et al., 2000).
Previous studies indicated inconsistency the
relationship between incentive and positive attitude to
donate blood (Bénabou and Tirole, 2005; Goette and
Stutzer, 2008; Mellström and Johannesson, 2008;
Lacetera and Macis, 2009; shi, 2011; Yuan et al.,
2011; Kasraian and Maghsudlu, 2012). However, the
regularity of phenomenon explains that the higher the
incentive the higher the positive attitude to donate
blood. Hypothesis 2: Incentive has a positive
influence on attitude toward blood donor.
Past studies indicated that attitude has a relationship
with the social behavior (Wicker, 1969), because the
attitude has an important role to predict the behavior
(Ajzen, 2005). The attitude is a positive or negative
disposition responds to evaluative things of an object
(Fishbein, 1963; Ajzen, 2005). The attitude has a
dynamic influence on behavior, because the attitude
is a reaction to the environment and the response of
an object or situation and in turn will be continued to
influence intention (Jain, 2014). Hypothesis 3: the
attitude toward blood donation has a positive
influence on the intention to blood donors. Previous
studies also described that all of the relation among of
variables depend on altruism (Rushton, 2004; Carlo et
al., 1991; Záškodná 2010; Bierhoff and Rohmann,
2004; Guzman et al., 2013; Oda et al., 2014).
Individuals who have a personality altruistic concern
for the problems of others or someone who has the
personality traits altruistic will has the ability to
recognize the emotional state of others (Haas et al.,
2015), or will have the social responsibility and the

2. Building the Awareness of Indonesian People for Blood Donors (In A Study of Consumer Behavior)
Proceedings of 87th
The IRES International Conference, Tokyo, Japan, 6th
-7th
November, 2017
21
high empathy to others (Bierhoff and Rohmann,
2004). It would be different if the individual had a
low altruism, which in behavior would be expressed
in a low sense of empathy, and would tend to be
apathetic to matters of a human nature. It can be said
that at high altruism, the relationship between the
perceived of risk and positive attitude to blood donors
is lower than that of low altruism. (Schwartz and
Howard, 1981; Steg and Groot, 2010).H4: Altruism
moderates the effect of the perceived of risk on
positive attitude toward blood donor. Associated to
the perceived of incentives, it would be said that at
high altruism, the relationship between the perceived
of incentives and positive attitude to blood donors is
lower than that of low altruism. As well as
individuals who have high altruism, the relationship
between the perceived of incentives and the intention
to blood donors is lower than that of low altruism.H5:
Altruism moderates the effect of the perceived of
incentives on positive attitude toward blood donor.
H6: Altruism moderates the effect of the perceived of
risks on intention toward blood donor.
Associated to the relationship between attitudes and
intentions, previous studies indicate a positive
relationship between positive attitudes and intentions
for blood donors (Bagozzi, 1981; Adam and Soutar,
1999; Giles et al., 2004; Ajzen, 2005). This explains
that the higher the positive attitude the higher the
intention for blood donors. When individuals have
high altruism, the positive relationship between this
two variables is higher, and the relationship becomes
lower when altruism is also low. Hypothesis 6:
Altruism moderates influence of attitude toward
blood donation on the intention to blood donors.
Table 1. Results of SEM (before Moderation)
III. RESEARCH METHOD
A sample of 200 people domiciled in Surakarta
Indonesia, within 2 months. In practice, respondents
were selected when they wanted to donate blood. data
is taken through a questionnaire that must be filled in
directly, and immediately withdrawn when it has
answered the question completely. Then the collected
data is analyzed by using analysis of Structural
Equation Model (SEM).
IV. RESULTS AND DISCUSSIONS
Table 1 describes that perceived risk is not significant
in influencing positive attitude towards blood donor,
so hypothesis 1 is not supported(β = -0,192, SE =
1,214 and CR = -1,091). While incentive is variable
which is significant in influencing the positive
attitude toward blood donor, so the hypothesis 2 is
supported (β = 0.165, SE = 0.057 and CR = 2.266).
This means that individuals in donating blood still
considering incentives as an attracting variable to
stimulate Indonesian people for donating blood.
While the positive attitude of individuals to blood
donor increased, the intention to donate blood
increased also. This is described by the findings of a
significant relationship between attitudes and
intentions, so the hypothesis is supported (β = 0.616,
SE = 0.068; CR = 9.584).
Table 2 describes that in high altruism, the perceived
of risk is found not variable in influencing the
positive attitude of individuals towards donate blood
(β = -.068, SE = .034; CR = -1.42). Otherwise, the
relationship between incentives and intention to
donate blood is also found not significant (β = -.127;
SE = .121 and CR = -1.045). This means that
individuals who have high altruism do not consider
the risks and incentives for blood donors. Further in a
low altruism, people would like to consider the risk as
the variable in influencing intention to donate blood
(β = -.258, SE = 0.044; C.R = -2.996), as well as
incentives in influencing the positive attitude towards
donate blood (β = .442, SE = .125; CR = 2.202). This
means that the individual with low altruism usually
the people who has low education, low income, and
low in social class, and usually they live in all of
limitations, and in turn this condition influence in all
activities in live, including in donating blood. For this
context, individuals who has low altruism, the risk
and incentives are both variables to influence the
attitude towards donate blood.
Otherwise altruism is also found as variable that can
moderate the relationship between attitude and
intention to donate blood. In low altruism, the
relationship between attitude and intention is stronger
than in high altruism (β = .640, SE = .165; CR =
4.659 versus β = .576, SE = .092; CR = 7.112).

3. Building the Awareness of Indonesian People for Blood Donors (In A Study of Consumer Behavior)
Proceedings of 87th
The IRES International Conference, Tokyo, Japan, 6th
-7th
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V. IMPLICATIONS
Altruism is the feeling of the individual to empathize
with the suffering of others. In developing countries,
the majority of the population still has relatively low
altruism. In the context of blood donors, altruism will
affect the process of forming positive attitudes and
intentions for blood donors. Individuals who have
low altruism, risks and incentives are significant
variables affecting positive attitudes toward blood
donors, while individuals with high altruism. These
two variables are not significant considerations for
blood donors. Related to these findings, the
government is expected to campaign for blood
donors, it is advisable to pay attention to the factors
of altruism in mobilizing individual awareness to be
willing to donor blood.
ACKNOWLEDGEMENTS
Indonesian public awareness of blood donors is
relatively low. various efforts are being undertaken
by Palang Merah Indonesia (PMI) as a government
agency authorized to manage blood supply
throughout Indonesia. This research was conducted to
provide an understanding of the strategy that should
be done to make people aware of Indonesia to be
willing to donor blood. Thanks to PMI for allowing
the collection of research data. Similarly, to the
Director of Master of Management, Universitas
Sebelas Maret Surakarta has allowed its students in
conducting this research.
Table 2. Results of SEM (Altruism as Moderator)
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