ANALISIS PENGARUH GREEN PERCEIVED RISK, GREEN PERCEIVED VALUE DAN GREEN PRODUCT KNOWLEDGE TERHADAP GREEN PURCHASE INTENTION PADA KENDARAAN LISTRIK (STUDI: MASYARAKAT JAWA TENGAH)
Keywords:
Green Purchase Intention, TAM-TPB Theory, Green Perceived Risk, Perceived ValueAbstract
Penelitian ini melihat hubungan antara Green Perceived Risk, Green Perceived Value, dan Green Product Knowledge dengan menggunakan metode TAM-TPB pada Kendaraan Listrik (Studi pada Masyrakat Jawa Tengah). Teknik penentuan sampel dalam Structural Equation Model (SEM) dengan Maximum Likelihood Estimation (MLE) adalah minimal 100 sampel dan data diolah menggunakan software SMART-PLS. Penelitian ini menggunakan dua variabel yaitu Perceived Usefulness dan Perceived Ease of Use dari Teori Acceotance Models (TAM), kemudian variabel Attitude, Subjective Norms, dan Perceived Behavioral Control dari Teori Perceived Behavioral, dan tiga variabel lainnya yaitu Green Perceived Risk, Green Perceived Value dan Green Product Knowledge terhadap Green Purchase Intention. Temuan dari hasil analisis ini menunjukkan bahwa secara parsial Perceived Usefulness, Attitude, Green Product Knowledge berpengaruh positif dan signifikan terhadap Green Purchase Intention, sementara Perceived Usefulness dan Perceived Ease of Use berpengaruh positif dan signifikan terhadap Atitude. Adapun variabel Perceived of Control, Subjective Norms, Green Perceived Risk, dan Green Perceived Value secara parsial tidak berpengaruh terhadap Green Purchase Intention (GPI).
References
[1] Aditi, B. , Surya, E.D. , Manullang, S.O, dan Juliana, J. 2020. “Green Trust Mediates the Effect of Green Perceived Value and Green Perceived Risk Against Green Purchase Intention.” International Journal of Advanced Science and Technology 29 (9): 354-365.
[2] Arifin, Samsul. 2022. “Pengaruh Halal Green Packaging, Green Halal Product, Green Perceived Value terhadap Green Purchase INtention.” Jurnal Ilmiah Ekonomi Islam 8 (02).
[3] Budiman, Johny, dan Novianti Andriani. 2021. “Analisis Pengaruh Subjective Norms, Perceived Behavioral Control melalui Attitude sebagai Intervening Terhadap Purchase Intention pada Coffee Shop di Batam.” Proceeding Seminar Nasional dan Call for Papers (ISSN Online: 2654-6590).
[4] Chaudhuri., A., dan M.B. Hoolbrook. 2001. “The Chain of Effect From Brands Trust and Brand Effect From Brand Trust and Brand Effect to Brand Performance: The Role of Brands and Brand Effect.” Journal of Brand Management 10 (1): 33-58.
[5] Davis, F. D. 1989. Perceived Usefuilness, Perceived Ease of Use, and User Acceptemce of Information Technology. Vol. 3. MIS Quarterly.
[6] Ghozali, Imam. 2014. Structural Equation Modelling Metode Alternatif Dengan Partial Alternatif Dengan Partial Least Square (PLS) . Semarang: Universitas Diponegoro .
[7] Haairudinor, dan Muhammad Rizki Fayad. 2024. “Pengaruh Green Packaging Terhadap Green Perceived Value dan Green Perceived Risk Serta Dampaknya pada Green Purchase Intention.” Jurnal Bisnis dan Pembangunan 3 (2).
[8] Hair, et al. 2010. Multivariate Data Analysis. 7th Edition. New Jersey: Pearson Education Inc.
[9] Keni, Keni, Andreas Asali, A Ping Teoh, dan Ranjendran Muthuveloo. 2020. “Factors Influencing Green Purchase Intention.” Proceedings of the 2nd Tarumanegara International Conference on the Applications of Social Science and Humanities (TICASH) 478.
[10] Kucukusta, D., Law, besbes, A. , dan Legoherel, P. . 2015. “Re-Examining Perceived Usefulness and Ease of Use in Online Booking.” International Journal of Contemporary Hospitality Management 27 (2): 185-198.
[11] Jain, S. 2020. “Assessing the Moderating Effect of Subjective Norm on Luxury Purchase Intention: A Study of Gen Y consumers in India.” International Journal of Retail and Distribution Management 48 (5): 517-536.
[12] Littlejohn, Stephen W, dan Foss Karen A. 2009. Teori Komunikasi Edisi 9. Jakarta: Salemba Humanika.
[13] Mahendra, I Made Gilang, I Gst Agu Kt Giantari , I Gst Ngurah Jaya Agung Widgda, dan Ni Wayan Ekawati . 2024. “The Role of Green Trust In Mediating Green Perceived Value, Green Perceived Risk on Green Purchase Intention of Electric Cars in Denpasar City.” International Journal of Economic Literature (INJOLE) 2 (8): 2463-2476.
[14] Permana, Ridwan,. 2023. “Analisis Faktor-faktor yang Mempengaruhi Konsumen terhadap Purchase Intention Kendaraan Listrik di Indonesia.” INOBIS: Jurnal Inoveasi Bisnis dan Manajemen Indonesia.
[15] Pop, R. A. , Saplacan Z, dan M. A. Alt. 2018. “Social Media Goes Green the Impact of Social on Green Cosmetics Purchase Motivation and Intention.” Information (Switzerland 11 (9).
[16] Rashid, N. N. 2009. “Awareness of eco-label in Malaysia's Green Marketing Initiative.” International Journal of Management 4 (8): 132-141.
[17] Rehman, Z. Khyzer., M. 2018. “Conceptualizing Green purchase Intention in Energing Markets: An Empirical Analysis on Pakistan.” International Academic Conference.
[18] Santosa. 2018. Metode Penelitian Kuantitatif - Pengembangan Hipotesis dan Pengujiannya Menggunakan SmartPLS. Yogyakarta: ANDI.
[19] Suprihartini , Lia, Dedi Hardiansyah, dan Meizi Fahrizal . 2022. “The Effects of Green Product Knowledge, Perceived Price, and Government Policy on Green Purchase Intention in Buying Hybrid Motor Vehicles.” Enrichment: Journal of Management 12 (5).
[20] Thomas, C. and Sharp, V. 2018. “Understanding the Normalisation of Recycling Behaviour and Its Complications for Other Pro-Enviromental Behaviours: A-Review of Social Norms and Recycling.” Resources, Conservation, and Recycling 79: 11-20.
[21] Udayana, I., dan Ramadhan, D. 2019. “Pengaruh Perceived Usefullness, Perceived Ease of Use, dan Subjective of Norm terhadap Purchase Intention melalui Attitude sebagai Mediasi (studi Kasus pada Konsumen Gudang Digital Online Yogyakarta).” Jurnal EBBANK 10 (2).
[22] Veza, I., Abas, M.A., Djamari, D.W., Tamaldin, N. , dan Endasari, F. . 2022. “Electric Vehicles in Malaysia and Indonesia: Opportunities and Challenges.” MDPI Energies Journal.
[23] Wu, X, X Hu, Q Qi, D Marinova, dan X Shi. 2018. “Risk Knowledge, Product Knowledge, and Brand Benefits for Purchase Intentions: Experience for Purifiers Agints City Song in China.” Human and Ecological Risk Assessment: An International Journal.
[24] Wang, H, B Ma, dan R Bai. 2018. “How Does Green Product Knowledge Effectively Promote Green Purchase Intention?” Sustainability 1-13.
