PENGARUH GREEN PERCEIVED VALUE DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION SEPEDA MOTOR LISTRIK PADA GENERASI Z

SALSABILA RIZKY ANDRIYANI, . (2025) PENGARUH GREEN PERCEIVED VALUE DAN GREEN BRAND IMAGE TERHADAP GREEN PURCHASE INTENTION SEPEDA MOTOR LISTRIK PADA GENERASI Z. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk melihat pengaruh green perceived value dan green brand image terhadap green purchase intention sepeda motor listrik pada generasi Z. Penelitian ini menggunakan pendekatan kuanititatif dengan pengisian kuesioner melalui google form. Subjek penelitian ini adalah 366 responden generasi Z dan memiliki SIM C. Analisis yang digunakan berupa analisis regresi linear berganda pada software IBM SPSS versi 26. Hasil penelitian menunjukkan bahwa terdapat pengaruh green perceived value terhadap green purchase intention secara positif, pengaruh green brand image juga ditemukan positif terhadap green purchase intention, dan green purchase intention juga dipengaruhi sebesar 32,6% oleh green perceived value dan green brand image secara simultan. Kata Kunci: green perceived value, green brand image, green purchase intention, sepeda motor listrik ***** This study aims to examine the influence of green perceived value and green brand image on green purchase intention for electric motorcycles among Generation Z. The research employs a quantitative approach, with data collected through a questionnaire distributed via Google Forms. The subjects of this study consist of 366 Generation Z respondents who possess a motorcycle driving license (SIM C). The data were analyzed using multiple linear regression with IBM SPSS version 26. The results indicate that green perceived value has a positive effect on green purchase intention, and green brand image also shows a positive influence on green purchase intention. Furthermore, green perceived value and green brand image simultaneously account for 32.6% of the variance in green purchase intention. Keywords: green perceived value, green brand image, green purchase intention, electric motorcycles.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Erik, M.Si ; 2). Fildzah Rudyah Putri, M.Si
Subjects:	Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FPPsi > S1 Psikologi
Depositing User:	Salsabila Rizky Andriyani .
Date Deposited:	12 Aug 2025 03:12
Last Modified:	12 Aug 2025 03:12
URI:	http://repository.unj.ac.id/id/eprint/59929

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