Dimas, Aryaputra Pratama (2025) Pengaruh Green Marketing terhadap Purchase Intention pada Mobil Listrik BYD. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The climate crisis caused by carbon emissions has driven a shift toward environmentally friendly vehicles such as electric cars. BYD, as a global electric car manufacturer, has successfully attracted the attention of Indonesian consumers, but experienced a decline in purchase intention at the beginning of 2025. The following study aims to examine the influence of green marketing—which consists of green product, green price, green place, and green promotion—on purchase intention toward BYD electric cars BYD electric vehicles. The approach used is quantitative, employing a survey method on 102 respondents interested in BYD electric vehicles but who have not yet made a purchase. Data was analyzed using the Partial Least Squares - Structural Equation Modeling (PLS-SEM) method. The research findings indicate that green product and green promotion have a positive and significant influence on purchase intention. Conversely, green price and green place do not show a significant influence. These findings confirm that the quality of environmentally friendly products and promotions emphasizing sustainability are more effective in influencing purchase intention than price or product availability. Therefore, BYD is advised to strengthen its promotional strategies and product innovations to enhance market appeal. This study contributes to the development of green marketing strategies in the Indonesian automotive industry.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Mohammad Dimas Aryaputra Pratama | ||||||||
| Date Deposited: | 17 Jul 2025 07:45 | ||||||||
| Last Modified: | 17 Jul 2025 07:45 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/39362 |
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