Yehezkiel, Michael (2024) Pengaruh social influence, environmental concern, functional value, dan price terhadap purchase intention kendaraan listrik dengan mediasi attitude di Jabodetabek. Masters thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh faktor Social influence, Environmental concern, Functional value, dan Price terhadap Attitude dan Purchase intention kendaraan listrik dengan Attitude sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif dengan data survei yang diperoleh dari responden di Indonesia. Metode pengumpulan data dilakukan secara purposive sampling melalui kuesioner daring, menghasilkan 170 sampel yang valid untuk dianalisis menggunakan teknik PLS-SEM. Hasil penelitian menunjukkan bahwa faktor Social influence dan Environmental concern memiliki pengaruh signifikan terhadap Attitude. Selain itu, Attitude dan Price juga memiliki kontribusi yang kuat terhadap Purchase intention. Hasil ini mengindikasikan bahwa sikap terhadap kendaraan listrik merupakan faktor kunci dalam meningkatkan minat beli, yang dipengaruhi oleh nilai fungsional, kekhawatiran lingkungan, dan pengaruh sosial. Penelitian ini memberikan implikasi praktis bagi produsen kendaraan listrik untuk memprioritaskan komunikasi nilai fungsional dan aspek ramah lingkungan dalam strategi pemasaran. / This study aims to examine and analyze the influence of Social influence, Environmental concern, Functional value, and Price on Attitude and Purchase intention of electric vehicles, with Attitude as the mediating variable. A quantitative approach was adopted, utilizing survey data collected from respondents in Indonesia. Data collection was conducted through purposive sampling via an online questionnaire, yielding 170 valid samples for analysis using the PLS-SEM technique. The results indicate that Social influence and Environmental concern significantly affect Attitude. Furthermore, Attitude and Price strongly contribute to Purchase intention. These findings suggest that attitude toward electric vehicles is a key factor in enhancing purchase intention, influenced by functional value, environmental concerns, and social influence. This study offers practical implications for electric vehicle manufacturers to prioritize the communication of functional value and environmental friendliness in their marketing strategies.
Item Type: | Thesis (Masters) |
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Creators: | Creators NIM Email ORCID Yehezkiel, Michael NIM01619230017 YEHEZKIELMICHAEL220799@GMAIL.COM UNSPECIFIED |
Contributors: | Contribution Contributors NIDN/NIDK Email Thesis advisor Wuisan, Dewi Sri Surya NIDN0431107004 dewi.wuisan@uph.edu |
Uncontrolled Keywords: | social influence ; environmental concern ; functional value ; price ; attitude ; purchase intention ; pls-sem |
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Master of Management Current > Faculty/School - UPH Karawaci > Business School > Master of Management |
Depositing User: | Michael Yehezkiel |
Date Deposited: | 23 Apr 2025 07:24 |
Last Modified: | 23 Apr 2025 07:24 |
URI: | http://repository.uph.edu/id/eprint/68137 |