Escalation of Investment Decision Commitment on Micro, Small, and Medium Enterprises (MSMEs) Bandeng Presto in Semarang

MSME entrepreneurs in running a business are likely to face risks, so that the expected results are not appropriate and the business suffers big losses and even goes bankrupt. MSME entrepreneurs who choose to stick to this commitment are the beginning, which is called the phenomenon of commitment escalation. The method used in this research is qualitative method. The qualitative method was chosen because the research will explore human behavior (that is, why MSME entrepreneurs maintain the experience of experiencing losses), and find motives that are committed to conducting in-depth interviews. The results showed that the increase in MSME commitment was due to several factors such as personal responsibility in the initial business, excessive trust supported by extensive experience, self-esteem (avoiding being considered incompetent) and to protect reputation.