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All Journal JURNAL MANAJEMEN MOTIVASI
Safitri, Nadila Dewi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Analysis of the Influence of Green Marketing on Purchase Intention and Purchase Decision for Battery Electric Vehicles (BEVs) in Jabodetabek Nikitamara; Safitri, Nadila Dewi; Risqiani, Renny
JURNAL MANAJEMEN MOTIVASI Vol 22 No 2 (2026): Jurnal Manajemen Motivasi
Publisher : Universitas Muhammadiyah Pontianak

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29406/jmm.v22i2.9457

Abstract

This study examines the influence of green marketing on purchase intention and purchase decisions for battery electric vehicles (BEVs) in Jabodetabek. It evaluates green product, green price, green place, and green promotion, with purchase intention as a mediating variable. A cross-sectional explanatory survey using purposive sampling was conducted among BEV purchasers or owners. The results indicate that green product, green price, and green promotion positively influence purchase intention, whereas green place does not. Purchase intention positively influences purchase decisions and mediates the effects of the three significant green marketing dimensions. These findings provide implications for developing effective BEV marketing strategies. Keywords: Green Marketing; Green Product; Green Price; Green Promotion; Purchase Intention; Purchase Decision; Battery Electric Vehicle (BEV).
Co-Authors Nikitamara Renny Risqiani