Pengaruh Green Brand Image dan Green Perceived Quality terhadap Green Purchase Intention Mobil Listrik BYD melalui Green Trust

Abstract

Emisi karbon dari sektor transportasi terus mengalami peningkatan sehingga mendorong percepatan adopsi kendaraan listrik sebagai alternatif transportasi yang lebih ramah lingkungan. Meskipun pasar mobil listrik di Indonesia mengalami pertumbuhan yang pesat, faktor-faktor yang memengaruhi niat pembelian konsumen terhadap merek tertentu, khususnya BYD, masih belum banyak dikaji. Penelitian ini bertujuan menganalisis pengaruh green brand image dan green perceived quality terhadap green purchase intention mobil listrik BYD dengan green trust sebagai variabel mediasi. Data penelitian diperoleh dari 200 responden dan dianalisis dengan menggunakan metode PLS-SEM. Hasil penelitian menunjukkan bahwa green brand image dan green perceived quality berpengaruh positif dan signifikan terhadap green purchase intention serta green trust. Selain itu, green trust juga terbukti berpengaruh positif dan signifikan terhadap green purchase intention. Hasil pengujian mediasi menunjukkan bahwa green trust mampu memediasi pengaruh green brand image dan green perceived quality terhadap green purchase intention.

Carbon emissions from the transportation sector have continued to increase, driving the accelerated adoption of electric vehicles as a more environmentally friendly mode of transportation. Although the electric vehicle market in Indonesia has grown rapidly, studies examining the factors influencing consumers' purchase intentions toward specific brands, particularly BYD, remain limited. This study aims to analyze the effects of green brand image and green perceived quality on the green purchase intention of BYD electric cars, with green trust serving as a mediating variable. Research data were collected from 200 respondents and analyzed using the PLS-SEM method. The results indicate that green brand image and green perceived quality have positive and significant effects on both green purchase intention and green trust. In addition, green trust was found to have a positive and significant effect on green purchase intention. The mediation analysis further reveals that green trust mediates the effects of green brand image and green perceived quality on green purchase intention.