Peran Green Behavior dan Perceived Benefit Dalam Membentuk Green Buying Behavior Sepeda Motor Listrik Uwinfly: Environmental Awareness Sebagai Variabel Moderator - Lia Nur Ikasari; Muhammad Ali Fikri (Lembaga Penerbitan dan Publikasi Ilmiah (LPPI) Universitas Muhammadiyah Palopo, 2026)
ABSTRAKPenelitian ini bertujuan menganalisis pengaruh green behavior dan perceived benefit terhadap green buying behavior serta menguji peran environmental awareness sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 114 pengguna motor listrik Uwinfly di Yogyakarta. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4. Hasil penelitian menunjukkan bahwa green behavior berpengaruh positif dan signifikan terhadap green buying behavior, perceived benefit berpengaruh positif dan signifikan, dan environmental awareness berpengaruh positif dan signifikan. Namun, environmental awareness tidak terbukti memoderasi pengaruh green behavior maupun perceived benefit terhadap green buying behavior. Penelitian ini memberikan kontribusi teoretis dalam memahami faktor-faktor yang memengaruhi perilaku pembelian hijau pada pengguna kendaraan listrik serta memberikan implikasi praktis bagi produsen motor listrik dalam meningkatkan perilaku pembelian hijau konsumen.Kata Kunci: Green Behavior; Perceived Benefit; Green Buying Behavior; Environmental Awareness; Electric MotorcycleABSTRACTThis study aims to examine the effects of green behavior and perceived benefit on green buying behavior, as well as the moderating role of environmental awareness. A quantitative approach was used, with data collected from 114 Uwinfly electric motorcycle users in Yogyakarta through purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The findings show that green behavior, perceived benefit, and environmental awareness all have a positive and significant effect on green buying behavior. However, environmental awareness does not moderate the relationship between green behavior and green buying behavior or between perceived benefit and green buying behavior. This study provides a better understanding of the factors that influence green buying behavior among electric motorcycle users and offers practical insights for electric motorcycle manufacturers to encourage consumers to adopt more environmentally friendly purchasing behavior.Keywords: Green Behavior; Perceived Benefit; Green Buying Behavior; Environmental Awareness; Electric Motorcycle