MENGUKUR PURCHASE INTENTION KONSUMEN MUDA UNTUK MEMBELI MOBIL LISTRIK

MUHAMMAD FARELLUDDIEN, . (2025) MENGUKUR PURCHASE INTENTION KONSUMEN MUDA UNTUK MEMBELI MOBIL LISTRIK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Mobil listrik merupakan produk berkelanjutan yang mengedepankan aspek ramah lingkungan. Keberlanjutan ini telah menjadi pertimbangan dalam minat beli terutama dalam industri otomotif yang kini lebih memperhatikan isu-isu terhadap lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh hubungan antara green product, country of origin, perceived quality, brand awareness, dan purchase intention. Metode pengumpulan data pada penelitian ini menggunakan metode survei dengan menyebar kuesioner yang dibuat melalui Google Form. Populasi yang digunakan pada penelitian ini adalah penduduk yang berusia 17 – 25 tahun, pernah menggunakan mobil dengan mesin konvensional, dan berdomisili di Jakarta. Penelitian ini menggunakan teknik pengambilan purposive sampling, dengan total 210 responden. Data yang digunakan pada penelitian ini bersifat kuantitatif, maka untuk uji validitas dan uji reliabilitas memanfaatkan perangkat lunak SPSS versi 25. Lalu untuk uji kelayakan model dan uji hipotesis menggunakan teknik Structural Equation Modelling (SEM) dengan AMOS versi 26. Berdasarkan dari beberapa tahapan pengujian yang dilakukan menunjukkan hasil bahwa green product berpengaruh positif dan signifikan terhadap purchase intention, green product tidak memiliki pengaruh positif dan signifikan terhadap brand awareness, country of origin berpengaruh positif dan signifikan terhadap brand awareness, perceived quality tidak memiliki pengaruh positif dan signifikan terhadap brand awareness, perceived quality berpengaruh positif dan signifikan terhadap purchase intention, dan brand awareness tidak memiliki pengaruh positif dan signifikan terhadap purchase intention. ***** Electric cars are sustainable products that prioritize environmentally friendly aspects. This sustainability has become a consideration in purchasing interest, especially in the automotive industry which is now paying more attention to environmental issues. This study aims to analyze the influence of the relationship between green products, country of origin, perceived quality, brand awareness, and purchase intention. The data collection method in this study used a survey method by distributing questionnaires created through Google Form. The population used in this study were residents aged 17-25 years, had used a car with a conventional engine, and were domiciled in Jakarta. This study used a purposive sampling technique, with a total of 210 respondents. The data used in this study are quantitative, so for validity and reliability tests, SPSS version 25 software was used. Then for model feasibility tests and hypothesis tests, the Structural Equation Modeling (SEM) technique was used with AMOS version 26. Based on several stages of testing conducted, the results show that green products have a positive and significant effect on purchase intention, green products do not have a positive and significant effect on brand awareness, country of origin has a positive and significant effect on brand awareness, perceived quality does not have a positive and significant effect on brand awareness, perceived quality has a positive and significant effect on purchase intention, and brand awareness does not have a positive and significant effect on purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Muhammad Fawaiq, M.Ec.Dev.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Muhammas Farelluddien .
Date Deposited:	03 Mar 2025 03:21
Last Modified:	03 Mar 2025 03:21
URI:	http://repository.unj.ac.id/id/eprint/54188

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