Adani, Jovita Rahma (2026) Pengaruh Green Marketing, Perceived Sustainability, dan Consumer Attitude terhadap Niat Penggunaan Gojek Motor Listrik di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine and analyze the influence of green marketing, perceived sustainability, and consumer attitude on the usage intention of Gojek electric motorbike services in Surabaya. This study employed a quantitative approach with an associative research type. The sampling technique used was non probability sampling through purposive sampling, involving 120 respondents who were residents of Surabaya and had knowledge of or experience using Gojek electric motorbike services. Data were collected through questionnaires and analyzed using SPSS software. The results of the study indicate that: (1) Green Marketing (X1), Perceived Sustainability (X2), and Consumer Attitude (X3) simultaneously have a significant effect on Usage Intention (Y), as evidenced by a significance value of <0.001 < 0.05 and an Fcount value of 94.527 > Ftable 2.68. (2) Green Marketing (X1) partially does not have a significant effect on Usage Intention (Y), as evidenced by a tcount value of 1.019 < ttable 1.980 and a significance value of 0.311 > 0.05. (3) Perceived Sustainability (X2) partially has a positive and significant effect on Usage Intention (Y), as evidenced by a tcount value of 2.483 > ttable 1.980 and a significance value of 0.014 < 0.05. (4) Consumer Attitude (X3) partially has a positive and significant effect on Usage Intention (Y), as evidenced by a tcount value of 5.030 > ttable 1.980 and a significance value of <0.001 < 0.05. Keywords: Green Marketing, Perceived Sustainability, Consumer Attitude, Usage Intention, Electric Vehicles, Consumer Behavior.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | JOVITA RAHMA ADANI | ||||||||
| Date Deposited: | 13 May 2026 03:56 | ||||||||
| Last Modified: | 13 May 2026 03:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51734 |
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