PENGARUH GREEN AWARENESS, GREEN PRODUCT DAN PERCEIVED PRICE TERHADAP MINAT BELI MASYARAKAT PADA MOBIL LISTRIK DI DKI JAKARTA

Alfiah, Rt Vivi (2025) PENGARUH GREEN AWARENESS, GREEN PRODUCT DAN PERCEIVED PRICE TERHADAP MINAT BELI MASYARAKAT PADA MOBIL LISTRIK DI DKI JAKARTA. S1 thesis, Universitas Mercu Buana Jakarta - Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Green Awareness, Green Product, dan Perceived Price terhadap minat beli mobil listrik di DKI Jakarta. Penelitian ini berfokus pada konsumen di wilayah Jakarta yang menghadapi tantangan polusi udara akibat emisi kendaraan. Pendekatan yang digunakan adalah metode kuantitatif deskriptif, dengan pengumpulan data melalui kuesioner yang disebarkan kepada 150 responden. Metode analisis yang digunakan dalam penelitian ini adalah Structural Equation Modeling-Partial Least Squares (SEM-PLS), sedangkan pengolahan data dilakukan dengan bantuan software SmartPLS 4. Hasil penelitian menunjukkan bahwa Green Awareness, Green Product, dan Perceived Price berpengaruh positif dan signifikan terhadap minat beli mobil listrik. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengambil kebijakan dan pelaku industri otomotif dalam meningkatkan adopsi kendaraan listrik di Indonesia melalui strategi harga, peningkatan kesadaran lingkungan, serta pengembangan produk hijau yang berkualitas. This study aims to analyze the influence of Green Awareness, Green Product, and Perceived Price on the interest in buying electric cars in DKI Jakarta. This study focuses on consumers in the Jakarta area who face the challenge of air pollution due to vehicle emissions. The approach used is a descriptive quantitative method, with data collection through questionnaires distributed to 150 respondents. The analysis method used in this study is Structural Equation Modeling-Partial Least Squares (SEM-PLS), while data processing is carried out with the help of SmartPLS 4 software. The results of the study indicate that Green Awareness, Green Product, and Perceived Price have a positive and significant effect on the interest in buying electric cars. This study is expected to contribute to policy makers and automotive industry players in increasing the adoption of electric vehicles in Indonesia through pricing strategies, increasing environmental awareness, and developing quality green products.

Item Type:	Thesis (S1)
NIM/NIDN Creators:	43120120080
Uncontrolled Keywords:	Green Awareness, Green Product, Persepsi Harga, Minat Beli, Manajemen Pemasaran Green Awareness, Green Product, Perceived Price, Purchase Interest, Marketing Management
Subjects:	600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	Maulana Arif Hidayat
Date Deposited:	11 Aug 2025 01:28
Last Modified:	11 Aug 2025 01:28
URI:	http://repository.mercubuana.ac.id/id/eprint/96731

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