JURNAL MANAJEMEN MOTIVASI
Vol 22 No 2 (2026): Jurnal Manajemen Motivasi

Analysis of the Influence of Green Marketing on Purchase Intention and Purchase Decision for Battery Electric Vehicles (BEVs) in Jabodetabek

Nikitamara (Unknown)
Safitri, Nadila Dewi (Unknown)
Risqiani, Renny (Unknown)

Article Info

Publish Date
29 Sep 2026

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).

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...