PENGARUH GREEN MARKETING DAN ELECTRONIC WORD-OF MOUTH (E-WOM) TERHADAP PURCHASE INTENTION PADA MOBIL LISTRIK

Aditya Akbar Prasetyo, - and Adam Hermawan, - and Muhammad Rizki Nugraha, - (2025) PENGARUH GREEN MARKETING DAN ELECTRONIC WORD-OF MOUTH (E-WOM) TERHADAP PURCHASE INTENTION PADA MOBIL LISTRIK. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Penelitian ini membahas pengaruh strategi green marketing dan electronic word-of mouth (E-WOM) terhadap purchase intention konsumen mobil listrik di wilayah Bandung Raya. Penetrasi mobil listrik di Indonesia terus berkembang seiring meningkatnya kesadaran lingkungan dan dukungan regulasi, namun adopsi massal masih menghadapi tantangan berupa harga, infrastruktur, dan persepsi konsumen. Studi ini menggunakan pendekatan kuantitatif dengan survei terhadap 96 responden yang telah terekspos pada iklan atau ulasan mobil listrik, serta diuji melalui serangkaian analisis statistik seperti uji validitas, reliabilitas, dan regresi linear berganda. Hasil penelitian menunjukkan bahwa baik green marketing yang meliputi produk ramah lingkungan, harga wajar dengan insentif, promosi edukatif, serta kemudahan akses digital dan E-WOM yang meliputi intensitas, kualitas ulasan, serta rekomendasi konsumen yang memiliki pengaruh positif dan signifikan terhadap niat beli, dengan kontribusi bersama mencapai 81,7%. Temuan ini menegaskan pentingnya integrasi komunikasi pemasaran berkelanjutan dan pengelolaan pesan digital dalam membangun citra serta motivasi membeli di segmen otomotif hijau. Implikasi praktis penelitian ini adalah perlunya produsen mobil listrik mengoptimalkan strategi pemasaran yang pro-lingkungan serta aktif mendorong interaksi digital positif untuk memperluas adopsi kendaraan ramah lingkungan. Penelitian selanjutnya direkomendasikan untuk memasukkan variabel baru seperti citra merek dan memperluas cakupan geografis guna memperoleh analisis yang lebih komprehensif. This study examined the impact of green marketing strategies and electronic word of-mouth (e-WOM) on consumers’ purchase intentions for electric cars in the Greater Bandung area. With rising environmental awareness and regulatory support, the penetration of electric vehicles in Indonesia is steadily increasing, yet mass adoption remains constrained by challenges such as high prices, limited infrastructure, and consumer perceptions. Adopting a quantitative research approach, data were collected through surveys from 96 respondents who had been exposed to electric car advertisements or consumer reviews, and analyzed using validity tests, reliability assessments, and multiple linear regression. The empirical results indicated that both green marketing, encompassing eco-friendly product attributes, reasonable pricing supported by incentives, educational and awareness-focused promotions, and ease of digital access, as well as E-WOM, reflected in the intensity of discussions, the quality of online reviews, and consumer recommendations, exert a positive and significant influence on consumers’ purchase intentions, jointly explaining 81.7% of the variance. These findings emphasize the strategic importance of integrating sustainable marketing communications with digital engagement to build consumer trust, enhance brand image, and encourage the adoption of green automotive solutions. From a managerial perspective, electric car manufacturers are encouraged to align pro-environmental marketing efforts with the facilitation of positive online interactions to expand consumer acceptance of eco-friendly vehicles. For future research, incorporating variables such as brand image and expanding the geographical context is recommended to produce a broader and more comprehensive understanding of factors shaping purchase intention in the growing electric vehicle market.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?user=3kWplygAAAAJ&hl=en ID SINTA Dosen Pembimbing: Adam Hermawan: 6681172 Muhammad Rizki Nugraha: 6770726
Uncontrolled Keywords:	Electronic Word-of-Mouth (E-WoM), Green Marketing, Konsumen, Mobil Listrik, Purchase Intention. Consumer, Electric cars, Electronic Word-of-Mouth (E-WoM), Green Marketing, Purchase Intention
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Aditya Akbar Prasetyo
Date Deposited:	22 Oct 2025 01:51
Last Modified:	22 Oct 2025 01:51
URI:	http://repository.upi.edu/id/eprint/141370

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