Konsekuensi green marketing practices pada pemasar mobil listrik

DETAIL KOLEKSI

Konsekuensi green marketing practices pada pemasar mobil listrik

Oleh : Nadila Ivanka Kristin

Info Katalog

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2025

Pembimbing 1 : Ayu Ekasari

Pembimbing 2 : Mahasiswa

Kata Kunci : green marketing practices, green corporate image, customer loyalty, green self-identity, electric ve

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2025_SK_SMJ_022002101033_Halaman-Judul.pdf	12
2.	2025_SK_SMJ_022002101033_Surat-Pernyataan-Revisi-Terakhir.pdf	1
3.	2025_SK_SMJ_022002101033_Surat-Hasil-Similaritas.pdf	1
4.	2025_SK_SMJ_022002101033_Halaman-Pernyataan-Persetujuan-Publikasi-Tugas-Akhir-untuk-Kepentingan-Akademis.pdf	1
5.	2025_SK_SMJ_022002101033_Lembar-Pengesahan.pdf	4
6.	2025_SK_SMJ_022002101033_Pernyataan-Orisinalitas.pdf	1
7.	2025_SK_SMJ_022002101033_Formulir-Persetujuan-Publikasi-Karya-Ilmiah.pdf	1
8.	2025_SK_SMJ_022002101033_Bab-1.pdf	16
9.	2025_SK_SMJ_022002101033_Bab-2.pdf	23
10.	2025_SK_SMJ_022002101033_Bab-3.pdf	17
11.	2025_SK_SMJ_022002101033_Bab-4.pdf	22
12.	2025_SK_SMJ_022002101033_Bab-5.pdf	6
13.	2025_SK_SMJ_022002101033_Daftar-Pustaka.pdf	10
14.	2025_SK_SMJ_022002101033_Lampiran.pdf	45

Abstrak
Abstract

P Perkembangan industri kendaraan listrik di Indonesia menjadi salah satu solusi strategis untuk mengurangi emisi karbon. Penelitian ini bertujuan untuk menganalisis pengaruh Green Marketing Practices terhadap Green Corporate Image dan Customer Loyalty, dengan mempertimbangkan peran mediasi Green Coporate Image dan moderasi Green Self-Identity. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Teknik Pengambilan sampel pada penelitian ini menggunakan metode non probability sampling, dengan teknik puposive sampling. Data dikumpulkan dari 200 responden yang merupakan pengguna mobil listrik merek BYD, Wuling, dan Hyundai di Indonesia. Metode analisis data yang digunakan adalah SEM (Structural Equation Modeling) dengan menggunakan software SPSS 22 dan AMOS 22. Penelitian ini mengidentifikasi delapan variabel kunci: Green Advertisement, Credibility Of Eco-Labelling, Green Product Quality, Green Product Price, Salespersonâ€™s Green Expertise, Green Coporate Image, Green Self-Identity, dan Customer Loyalty. Penelitian ini menggunakan metode non probability sampling, dengan teknik puposive sampling. Hasil penelitian menunjukkan bahwa Green Advertisement, Credibility Of Eco-Labelling, Green Product Quality, dan Salespersonâ€™s Green Expertise memiliki pengaruh positif signifikan terhadap Green Corporate Image, sedangkan Green Product Price tidak berpengaruh. Selanjutnya, Green Corporate Image tidak memiliki pengaruh langsung signifikan terhadap Customer Loyalty. Mediasi oleh Green Corporate Image juga tidak terbukti signifikan dalam hubungan antara Green Marketing Practices dan Customer Loyalty. Namun, Green Self-Identity ditemukan memoderasi hubungan antara Green Corporate Image dan Customer Loyalty, dengan pengaruh yang lebih kuat pada konsumen dengan identitas ramah lingkungan yang rendah. Implikasi manajerial dari penelitian ini menunjukkan bahwa produsen mobil listrik perlu merancang strategi pemasaran yang lebih efektif dengan menekankan pada elemen-elemen yang meningkatkan citra ramah lingkungan perusahaan. Dengan demikian, perusahaan dapat menarik perhatian konsumen yang semakin peduli terhadap keberlanjutan lingkungan dan meningkatkan loyalitas pelanggan.

T The development of the electric vehicle industry in Indonesia is emerging as a strategic solution for reducing carbon emissions. This study aims to analyze the impact of Green Marketing Practices on Green Corporate Image and Customer Loyalty, considering the mediating role of Green Corporate Image and the moderating role of Green Self-Identity. The research adopts a quantitative approach using survey methods. A non-probability sampling technique, specifically purposive sampling, was employed. Data were collected from 200 respondents who are users of electric vehicle brands BYD, Wuling, and Hyundai in Indonesia. The data were analyzed using Structural Equation Modeling (SEM) with SPSS 22 and AMOS 22 software. The study identifies eight key variables: Green Advertisement, Credibility of Eco-Labelling, Green Product Quality, Green Product Price, Salespersonâ€™s Green Expertise, Green Corporate Image, Green Self-Identity, and Customer Loyalty. The results indicate that Green Advertisement, Credibility of Eco-Labelling, Green Product Quality, and Salespersonâ€™s Green Expertise have a significant positive impact on Green Corporate Image, while Green Product Price does not. Moreover, Green Corporate Image does not have a direct significant effect on Customer Loyalty. The mediating role of Green Corporate Image in the relationship between Green Marketing Practices and Customer Loyalty was also found to be insignificant. However, Green Self-Identity was found to moderate the relationship between Green Corporate Image and Customer Loyalty, with a stronger effect observed among consumers with lower levels of environmental identity. The managerial implications of this study suggest that electric car manufacturers should develop more effective marketing strategies by focusing on elements that strengthen the companyâ€™s eco-friendly image. This approach can help attract environmentally conscious consumers and enhance customer loyalty.