CD Skripsi

Pengaruh Green Product Dan Harga Terhadap Citra Merek Dan Minat Beli Motor Listrik Gesits Di Kota Pekanbaru

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ABSTRACT
This study aims to examine the influence of Green Product on Purchase Intention
of Gesits electric motorcycles in Pekanbaru, with Brand Image as an intervening
variable. The population of this research consists of residents of Pekanbaru City
who are aware of the Gesits electric motorcycle brand but have never purchased
one. Sampling was conducted using non-probability sampling techniques with the
Lemeshow formula, resulting in a sample size of 100 respondents. The data analysis
method employed Partial Least Square-Structural Equation Modeling (PLS-SEM)
using SmartPLS software version 4.1.1.1. The results indicate that Green Product
has no direct or indirect effect (through Brand Image) on Purchase Intention.
However, Green Product significantly influences Brand Image. Meanwhile, Price
has a direct effect on Purchase Intention and Brand Image but does not indirectly
influence Purchase Intention (through Brand Image). Brand Image itself does not
significantly affect Purchase Intention. These findings provide strategic
implications for Gesits in formulating marketing strategies, particularly in
strengthening brand positioning through Green Product and Price aspects, even
though Brand Image has not yet been a determining factor for Purchase Intention.
This study emphasizes the importance of a holistic approach in developing effective
marketing strategies for Gesits electric motorcycles.
Keywords: Green Product, Price, Brand Image, Purchase Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2102110170

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2102110170

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

MANAJEMEN

Info Detail Spesifik

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Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

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