@phdthesis{umbprints96731,
           month = {June},
           title = {PENGARUH GREEN AWARENESS, GREEN PRODUCT DAN
PERCEIVED PRICE TERHADAP MINAT BELI
MASYARAKAT PADA MOBIL LISTRIK DI DKI JAKARTA},
          school = {Universitas Mercu Buana Jakarta - Menteng},
          author = {Rt Vivi Alfiah},
            year = {2025},
        keywords = {Green Awareness, Green Product, Persepsi Harga, Minat Beli,
Manajemen Pemasaran

Green Awareness, Green Product, Perceived Price, Purchase
Interest, Marketing Management},
             url = {http://repository.mercubuana.ac.id/96731/},
        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.}
}