PENGETAHUAN KENDARAAN HIBRIDA DAN KEPERDULIAN LINGKUNGAN MEMPENGARUHI NIAT PEMBELIAN TERHADAP KENDARAAN HIBRIDA

Sylvia Samuel, Daniel Widjaja

Abstract


Kendaraan hibrida merupakan salah satu solusi untuk mengurangi ancaman degradasi lingkungan. Penelitian ini bertujuan untuk menganalisis pengaruh kepedulian lingkungan dan pengetahuan kendaraan hibrida terhadap niat beli kendaraan hibrida di Indonesia. Sampel sebanyak 396 pemilik mobil di Indonesia telah dikumpulkan untuk memprediksi niat membeli kendaraan hibrida dengan menggunakan Theory Planned Behavior. Hasil empiris menunjukkan bahwa kepedulian lingkungan dan pengetahuan kendaraan hibrida secara langsung mempengaruhi niat beli yang dimediasi oleh sikap, dan persepsi kontrol perilaku.


Keywords


Environmental Concern; Knowledge of Hybrid Vehicle; Purchase Intention

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