PENGARUH ENVIRONMENTAL CONCERN DAN PRICE TERHADAP PURCHASE INTENTION MELALUI USER EXPERIENCE

Abin Muhamad Farhan, - (2024) PENGARUH ENVIRONMENTAL CONCERN DAN PRICE TERHADAP PURCHASE INTENTION MELALUI USER EXPERIENCE. S2 thesis, Universitas Pendidikan Indonesia.

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Abstract

ABSTRAK Abin Muhamad Farhan (2105291) “Pengaruh Environmental Concern Dan Price Terhadap Purchase Intention Melalui User Experience”, di bawah bimbingan Prof. Dr. H. Agus Rahayu, M.P dan Dr. Puspo Dewi Dirgantari, M.T., M.M. Pasar motor listrik di Indonesia terus meningkat setiap tahunnya, meskipun demikian niat untuk membeli motor listrik masyarakat masih rendah. Rendahnya minat beli masyarakat di Indonesia dikarenakan masyarakat masih memilih untuk menggunakan motor berbahan bakar fosil untuk sehari hari. Purchase intention dapat tercipta melalui environmental concern, price dan user experience. Penelitian ini bertujuan untuk memperoleh gambaran environmental concern, price dan user experience dan purchase intention serta bagaimana environmental concern dan price berpengaruh terhadap purchase intention melalui user experience pada penyewa motor listrik Grab Indonesia. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif verifikatif. Teknik sampel menggunakan purposive sampling sebanyak 200 responden penyewa motor listrik Grab Indonesia dan teknik analisis data menggunakan Structural Equation Modeling (SEM). Hasil temuan penelitian ini menunjukkan gambaran environmental concern yang memiliki dimensi cognitive dengan tingkat ketercapaian tertinggi dan affective dengan tingkat ketercapaian terendah, gambaran price yang memiliki dimensi price consciousness dengan tingkat ketercapaian tertinggi dan value for money dengan tingkat ketercapaian terendah, gambaran user experience yang memiliki dimensi usability dengan tingkat ketercapaian tertinggi dan desirability dengan tingkat ketercapaian terendah dan gambaran purchase intention yang memiliki dimensi preference intent dengan tingkat ketercapaian tertinggi dan intention of exploration dengan tingkat ketercapaian terendah. Selain itu hasil penelitian ini menunjukan bahwa terdapat pengaruh positif antara variabel environmental concern terhadap user experience, environmental concern terhadap purchase intention, price terhadap user experience, adapun variabel yang tidak berpengaruh yakni variabel price terhadap purchase intention, user experience terhadap purchase intention, environmental concern terhadap purchase intention melalui user experience, price terhadap purchase intention melalui user experience. Perusahaan motor listrik dan Grab Indonesia diharapkan dapat lebih memaksimalkan indikator-indikator price dan user experience selaku faktor yang berpengaruh dalam pembentukan purchase intention. Kata Kunci: environmental concern, price, user experience, purchase intention, motor listrik. The electric motorbike market in Indonesia continues to increase every year, however, people's intention to buy electric motorbikes is still low. The low buying interest of people in Indonesia is because people still choose to use fossil fuel motorbikes every day. Purchase intention can be created through environmental concerns, price and user experience. This research aims to obtain an overview of environmental concerns, price and user experience and purchase intention as well as how environmental concerns and price influence purchase intention through user experience for Grab Indonesia electric motorbike renters. This research uses a quantitative approach with descriptive verification methods. The sampling technique used purposive sampling of 200 respondents who rented Grab Indonesia electric motorbikes and the data analysis technique used Structural Equation Modeling (SEM). The findings of this research show a picture of environmental concern which has a cognitive dimension with the highest level of achievement and affective with the lowest level of achievement, a picture of price which has a price consciousness dimension with the highest level of achievement and value for money with the lowest level of achievement, a picture of user experience which has a usability dimension with the highest level of achievement and desirability with the lowest level of achievement and a description of purchase intention which has the dimension of preference intent with the highest level of achievement and intention of exploration with the lowest level of achievement. Apart from that, the results of this study show that there is a positive influence between environmental concern variables on user experience, environmental concern on purchase intention, price on user experience, while variables that have no effect are price variables on purchase intention, user experience on purchase intention, environmental concern on purchase intention through user experience, price versus purchase intention through user experience. It is hoped that electric motorbike companies and Grab Indonesia can further maximize price and user experience indicators as influential factors in forming purchase intention. Keywords: environmental concern, price, user experience, purchase intention, electric motorbike

Item Type:	Thesis (S2)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=d5JFI-UAAAAJ ID SINTA Dosen Pembimbing: Agus Rahayu : 5985049 Puspo Dewi Dirgantari : 5980376
Uncontrolled Keywords:	environmental concern, price, user experience, purchase intention, motor listrik environmental concern, price, user experience, purchase intention, electric motorbike
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > S2 Manajemen
Depositing User:	Abin Muhamad Farhan
Date Deposited:	21 Jun 2024 07:33
Last Modified:	21 Jun 2024 07:33
URI:	http://repository.upi.edu/id/eprint/118371

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