| dc.contributor.author | Anantha, Cevin | |
| dc.date.accessioned | 2026-03-14T04:58:56Z | |
| dc.date.available | 2026-03-14T04:58:56Z | |
| dc.date.issued | 2023 | |
| dc.identifier.uri | https://dspace.uc.ac.id/handle/123456789/9304 | |
| dc.description | Hybrid and electric car technology is growing as one of the solutions to save the earth from air pollution. This paper examines green purchase intention on used car products in Indonesia which adopts several variables from previous studies, including price, green brand positioning, attitude towards green products, and green brand knowledge. This study examines generation Z as the research subject. This type of research uses survey research, where data collection is carried out through distributing online questionnaires distributed by researchers using Google Form. The population in this study was addressed to all respondents in the Java-Bali region. The results of this study state that the variables of green brand positioning, attitude towards green products, green brand knowledge have a significant effect on purchase intention except for the price variable which has no significant effect. | en_US |
| dc.description.abstract | Teknologi mobil hybrid dan mobil listrik semakin berkembang sebagai salah satu solusi untuk menyelamatkan bumi dari polusi udara. Tulisan ini meneliti green purchase intention pada produk mobil bekas di Indonesia yang mengadopsi beberapa variabel dari penelitian sebelumnya, diantaranya price, green brand positioning, attitude towards green product, dan green brand knowledge. Penelitian ini mengkajinya pada generasi Z sebagai subyek penelitian. Jenis penelitian ini menggunakan penelitian survey, dimana pengumpulan data dilakukan melalui penyebaran kuesioner secara online yang didistribusikan oleh peneliti menggunakan Google Form. Adapun populasi pada penelitian ini ditujukan kepada seluruh responden yang berada di wilayah Jawa-Bali. Analisis data dilakukan dengan metode Partial Least Square (PLS) menggunakan software SmartPLS versi 3. Hasil penelitian ini menyatakan bahwa variabel green brand positioning, attitude toward green product, green brand knowledge berpengaruh significant terhadap purchase intention kecuali variabel price yang berpengaruh tidak significant | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra | en_US |
| dc.subject | price | en_US |
| dc.subject | green brand positioning | en_US |
| dc.subject | attitude toward green product | en_US |
| dc.subject | green brand knowledge | en_US |
| dc.subject | purchase intention | en_US |
| dc.title | Analisa Price dan Green Brand Knowledge Terhadap Purchase Intention Pada Produk Mobil Bekas Dengan Green Brand Positioning dan Attitude Towards Green Product Sebagai Variabel Mediasi | en_US |
| dc.title.alternative | Analysis Of Price and Green Brand Knowledge On Purchase Intention In Used Car Products With Green Brand Positioning and Attitude Of Towards Green Products As Mediation Variables | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
| dc.identifier.dosenpembimbing | Tommy C. Efrata | |
