PENGARUH INTERPERSONAL INFLUENCE TERHADAP GREEN PURCHASE INTENTION PENGGUNA POTENSIAL SEPEDA MOTOR LISTRIK

OSSE PERDANA PUTRA, . (2025) PENGARUH INTERPERSONAL INFLUENCE TERHADAP GREEN PURCHASE INTENTION PENGGUNA POTENSIAL SEPEDA MOTOR LISTRIK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui pengaruh interpersonal influence terhadap green purchase intention pada pengguna potensial sepeda motor listrik. Meskipun isu lingkungan semakin meningkat dan pentingnya adopsi kendaraan ramah lingkungan makin disorot, tingkat adopsinya masih tergolong rendah. Gen Z, Sebagai generasi melek digital dan kritis terhadap isu lingkungan, memiliki potensi besar sebagai pengguna motor listrik. Oleh karena itu, pemerintah dan perusahaan perlu memahami faktor-faktor yang mendorong niat konsumen dalam membeli produk ramah lingkungan, salah satunya faktor interpersonal influence. Penelitian ini menggunakan metode kuantitatif dengan teknik survei online. Instrumen penelitian berupa kuesioner dengan skala Likert 5 poin yang disebarkan kepada responden berusia 17–28 tahun, memiliki SIM C, dan termasuk dalam kelompok Gen Z. Teknik pengambilan sampel menggunakan non-probability sampling, dengan total 171 responden. Analisis data dilakukan melalui uji asumsi dan uji hipotesis menggunakan analisis regresi linear sederhana. Hasil penelitian menunjukkan bahwa interpersonal influence berpengaruh positif dan signifikan terhadap green purchase intention. Artinya, semakin tinggi pengaruh interpersonal yang diterima individu, semakin besar pula niatnya untuk membeli dan menggunakan sepeda motor listrik. Kata kunci: interpersonal influence, green purchase intention, sepeda motor listrik, pengaruh sosial, perilaku ramah lingkungan. ***** This study aims to determine the effect of interpersonal influence on green purchase intention in potential users of electric motorcycles. Although environmental issues are increasing and the importance of adopting environmentally friendly vehicles is increasingly highlighted, the adoption rate is still relatively low. Gen Z, as a digitally literate generation and critical of environmental issues, has great potential as electric motorcycle users. Therefore, the government and companies need to understand the factors that drive consumer intentions to buy environmentally friendly products, one of which is the interpersonal influence factor. This study uses a quantitative method with an online survei technique. The research instrument was a questionnaire with a 5-point Likert scale distributed to respondents aged 17–28 years, had a Class C driving license, and were included in the Gen Z group. The sampling technique used non-probability sampling, with a total of 171 respondents. Data analysis was carried out through assumption testing and hypothesis testing using simple linear regression analysis. The results showed that interpersonal influence had a positive and significant effect on green purchase intention. This means that the higher the interpersonal influence received by an individual, the greater their intention to buy and use an electric motorcycle. Keywords: interpersonal influence, green purchase intention, electric motorcycles, social influence, environmentally friendly behavior.

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Erik, M.Si. ; 2.) Liza Yudhita Widyastuti, M.Psi, Psikolog.
Subjects:	Filsafat, Psikologi & Agama > Psikologi, Ilmu Jiwa Ilmu Sosial > Industri, Buruh, Produksi Ilmu Sosial > Perdagangan, e-commerce Ilmu Sosial > Kewirausahaan Ilmu Sosial > Komunikasi
Divisions:	FPPsi > S1 Psikologi
Depositing User:	Osse Perdana Putra .
Date Deposited:	14 Aug 2025 02:02
Last Modified:	14 Aug 2025 02:02
URI:	http://repository.unj.ac.id/id/eprint/60846

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