Anugrah, Erwin Putra (2023) Analisis Green Marketing: Transisi Ice (Internal Combustion Engine) Ke Ev (Electric Vehicle) Melalui Environmental Value, Green Product Terhadap Green Product Adoption Di Surabaya (Pengguna ICE dan EV pada driver Grab Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The purpose of this research is to determine the analysis of green marketing: the transition from ICE to EV through Environmental Value, green product, on green product adoption in Surabaya among Grab drivers. This type of research is a mix method or a combination method that combines or connects between quantitative and qualitative research methods. The mix method applied in this research is the Sequential Explanatory model. The sampling technique used is nonprobability sampling. 100 respondents were selected using the Isaac and Michael formula. The criteria for respondents in this study are Grab drivers of two-wheeled vehicles, both ICE (Internal Combustion Engine) and EV (Electric Vehicle) drivers. In this research, Partial Least Square Structural Equation Modeling (PLS-SEM) analysis was used with SmartPLS 4.0 software. The results of this research show that the Environmental Value variable has a positive and significant effect on Green Product Adoption. Meanwhile, Green Product has a positive but not significant effect on Green Product Adoption. Environmental value supports Grab drivers to adopt electric vehicles. On the other hand, the high level of Green Product does not make Grab drivers willing to adopt electric vehicles, supported by the results of interviews that there are concerns about the government's increase in electricity tariffs, the lack of vehicle leasing schemes, and the limited distribution of electric charging stations in all areas. Keywords: Green Marketing, Environmental Value, Green Product, Green Product Adoption, Grab Driver
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications T Technology > TL Motor vehicles. Aeronautics. Astronautics |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Erwin Putra Anugrah Zulkifli | ||||||||
| Date Deposited: | 30 May 2023 06:39 | ||||||||
| Last Modified: | 30 May 2023 06:39 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/13795 |
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