Pengaruh Attitude Toward Buying dalam Memediasi Pengaruh Environment Knowledge terhadap Niat Pembelian Produk Kendaraan Listrik Ramah Lingkungan di Denpasar
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Abstract
Penelitian ini bertujuan menganalisis pengaruh Environment Knowledge terhadap Purchase Intention produk kendaraan listrik ramah lingkungan dengan Attitude Toward Buying sebagai variabel mediasi pada masyarakat Kota Denpasar. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Sampel penelitian berjumlah 120 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert empat poin dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa Environment Knowledge berpengaruh positif dan signifikan terhadap Attitude Toward Buying (β = 0,852; t = 43,376; p = 0,000) dan terhadap Purchase Intention (β = 0,498; t = 6,126; p = 0,000). Attitude Toward Buying juga berpengaruh positif dan signifikan terhadap Purchase Intention (β = 0,432; t = 5,220; p = 0,000). Selain itu, Attitude Toward Buying terbukti memediasi secara parsial pengaruh Environment Knowledge terhadap Purchase Intention dengan nilai pengaruh tidak langsung sebesar β = 0,368 (t = 5,166; p = 0,000). Nilai R² sebesar 0,726 pada Attitude Toward Buying dan 0,800 pada Purchase Intention menunjukkan kemampuan model yang kuat dalam menjelaskan variabel endogen. Temuan ini mengindikasikan bahwa peningkatan pengetahuan lingkungan dan pembentukan sikap positif terhadap kendaraan listrik merupakan faktor penting dalam meningkatkan niat masyarakat untuk membeli kendaraan listrik ramah lingkungan.
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