BAKHOUR, ALYSSA EDWINA IMAD KHALID (2025) PENGARUH PERCEPTION OF INCENTIVE POLICIES DAN ENVIRONMENTAL CONCERN, TERHADAP PURCHASE INTENTION KENDARAAN LISTRIK DENGAN GREEN ATTITUDE SEBAGAI MEDIATOR (Studi Kasus pada Generasi Milenial). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study analyzes the influence of Perception of Incentive Policies and Environmental Concern on the Purchase Intention of electric vehicles, with Green Attitude serving as a mediating variable, among millennials in the Jabodetabek region. The research was motivated by the persistently low adoption rate of electric vehicles in Indonesia, despite government efforts to provide fiscal and non-fiscal incentives as well as environmental campaigns. A quantitative approach was applied, using purposive sampling on 158 millennial respondents. Data analysis was conducted through Partial Least Squares–Structural Equation Modeling (PLSSEM). The results indicate that Perception of Incentive Policies has a significant direct effect on Purchase Intention and an indirect effect through Green Attitude (partial mediation). In contrast, Environmental Concern does not directly influence purchase intention but does so indirectly via Green Attitude (full mediation). These findings underscore the pivotal role of Green Attitude in linking environmental awareness and incentive perceptions to actual purchase intentions. The study reinforces the relevance of the Theory of Planned Behavior (TPB) and the Value – Belief – Norm (VBN) Theory in explaining sustainable consumption behavior. It also highlights the importance of cultivating pro-environmental attitudes to strengthen consumer intent in adopting green technologies such as electric vehicles. Practical implications suggest that stakeholders should design incentive and communication strategies that are not only economically persuasive but also psychologically resonant with sustainability values. Key words : Perceptions of Incentive Policies, Environmental Concern, Green Attitude, Purchase Intention, Electric Vehicle, Millennial Generations. Penelitian ini menganalisis pengaruh Perception of Incentive Policies dan Environmental Concern terhadap Purchase Intention kendaraan listrik, dengan Green Attitude sebagai variabel mediasi, pada generasi milenial di wilayah Jabodetabek. Penelitian ini dilatarbelakangi oleh rendahnya tingkat adopsi kendaraan listrik di Indonesia, meskipun pemerintah telah mengimplementasikan berbagai insentif fiskal maupun non-fiskal serta kampanye lingkungan. Pendekatan penelitian yang digunakan adalah kuantitatif, dengan teknik purposive sampling terhadap 158 responden milenial. Pengolahan dan analisis data dilakukan menggunakan metode Partial Least Squares–Structural Equation Modeling (PLSSEM). Hasil penelitian menunjukkan bahwa Perception of Incentive Policies memiliki pengaruh langsung yang signifikan terhadap Purchase Intention, dan juga berpengaruh secara tidak langsung melalui Green Attitude (mediasi parsial). Sementara itu, Environmental Concern tidak menunjukkan pengaruh langsung terhadap niat beli, namun memiliki pengaruh secara tidak langsung melalui Green Attitude (mediasi penuh). Temuan ini menegaskan bahwa Green Attitude berperan sebagai mediator penting yang menghubungkan kesadaran lingkungan dan persepsi terhadap kebijakan insentif dengan intensi membeli kendaraan listrik. Secara implikatif, hasil ini memperkuat relevansi Theory of Planned Behavior (TPB) dan Value – Belief – Norm (VBN) Theory dalam menjelaskan perilaku konsumsi berkelanjutan, serta menyoroti pentingnya pembentukan sikap hijau dalam mendorong niat beli kendaraan ramah lingkungan. Penelitian ini juga memberikan rekomendasi bagi pemangku kepentingan untuk merancang strategi komunikasi dan kebijakan insentif yang tidak hanya ekonomis, tetapi juga menyentuh dimensi psikologis dan nilai-nilai keberlanjutan. Kata Kunci : Perceptions of Incentive Policies, Environmental Concern, Green Attitude, Purchase Intention, Electric Vehicle, Generasi Milenial.
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