The Effect of Green Awareness, Green Product and Perceived Price on Public Buying Interest in Electric Cars in DKI Jakarta
DOI:
https://doi.org/10.66755/belacoss.v2i2.124Keywords:
Green Awareness, Green Product, Perceived Price, Purchase Interest, Marketing ManagementAbstract
This study aims to analyze the influence of Green Awareness, Green Product, and Perceived Price on the interest in buying electric cars in DKI Jakarta. This study focuses on consumers in the Jakarta area who face the challenge of air pollution due to vehicle emissions. The approach used is a descriptive quantitative method, with data collection through questionnaires distributed to 150 respondents. The analysis method used in this study is Structural Equation Modeling-Partial Least Squares (SEM-PLS), while data processing is carried out with the help of SmartPLS 4 software. The results of the study indicate that Green Awareness, Green Product, and Perceived Price have a positive and significant effect on the interest in buying electric cars. This study is expected to contribute to policy makers and automotive industry players in increasing the adoption of electric vehicles in Indonesia through pricing strategies, increasing environmental awareness, and developing quality green products.
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