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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) JURNAL LENTERA BISNIS Community Development Journal: Jurnal Pengabdian Masyarakat International Journal of Business, Law, and Education Indonesian Journal of Islamic Economics and Business Jurnal Manajemen Retail Indonesia (JMARI) Abdimas Awang Long: Jurnal Pengabdian dan Pemberdayaan Masyarakat Jurnal Pengabdian Masyarakat : Pemberdayaan, Inovasi dan Perubahan Journal Of Human And Education (JAHE) Jurnal Pengabdian Kolaborasi dan Inovasi IPTEKS
Annisa Anindya
Universitas Ichsan Satya
Religion Agriculture, Biological Sciences & Forestry Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Public Health Social Sciences Other

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PENGARUH PERSEPSI KUALITAS PRODUK, PERSEPSI HARGA DAN GAYA HIDUP HIJAU TERHADAP MINAT BELI MELALUI CITRA MEREK SEBAGAI VARIABEL INTERVENING PADA KENDARAAN SEPEDA MOTOR LISTRIK DI JAKARTA Saputra, Sandi Mega; Annisa Anindya; Arslan, Rijal; Arsyad, Aisyah Tiar; Riyansa, Ditha
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 1 (2026)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i1.3699

Abstract

Introduction: Worsening air pollution and high exhaust emissions from fossil-fueled motor vehicles have become an urgent environmental issue. The use of electric motorcycles is viewed as a solution to reduce those emissions, yet adoption in Indonesia remains low due to factors such as high initial costs, limited charging infrastructure, and a lack of consumer awareness. Methods: A quantitative approach using Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed. Data were collected via a questionnaire distributed to 110 respondents in Jakarta. Data analysis evaluated construct validity and reliability, as well as the relationships among variables in the research model.Results: The findings demonstrate that perceived product quality and perceived price significantly impact brand image, yet do not exert a direct influence on purchase intention. A green lifestyle also significantly affects brand image, yet it does not directly influence purchase intention. Brand image was identified as a significant intervening variable that mediates the relationships among perceived product quality, perceived price, and green lifestyle regarding purchase intention.Conclusion and suggestion: Brand image plays a key role in enhancing purchase intention for electric motorcycles. Therefore, manufacturers are advised to strengthen brand image through effective branding strategies and product quality improvements. This study contributes to the development of marketing strategies for electric motorcycles in Indonesia. Keywords: Brand image, green lifestyle, perceived price, perceived product quality, purchase intention
Co-Authors Ahmad Kamal Jama Amy Septrina Tampubolon Anastasia Soo Arslan, Rijal Arsyad, Aisyah Tiar Devid Saputra Ersanti, Ersanti Hermaya, Gading Octorio Hilda Nanda Priyatna Ibnu Suryadi Irma Shantilawati Kristiurman Jaya Mendrofa Muhammad Muhklas Paskalis Dakhi Rebeka Meidiana Purba Rebeka Meidiana Purba Riyansa, Ditha Saputra, Sandi Mega Siti Rahayu Siti Rahayu Tampubolon, Amy Septrina