ANALISIS MASYARAKAT UNTUK MENGUNAKAN KENDARAAN RAMAH LINGKUNGAN
DOI:
https://doi.org/10.32509/jmb.v3i2.3415Keywords:
kualitas, harga produk, marketing, penggunaan kendaraan, dan ramah lingkunganAbstract
Saat ini semakin banyak dan masif masyarakat melakukan gerakan sadar akan lingkungan, untuk itu dalam penelitian ini bermaksud melakukan penelusuran tentang kualitas produk, marketing yang dilakukan dan penetapan harga jual terhadap dorongan masyarakat mengunakan kendaraan ramah lingkungan.
Design penelitian dilakukan dengan menetapkan sejumlah sampel pengguna kendaraan listrik pada sejumlah lokasi diwilayah DKI Jakarta khususnya pada lingkungan pendidikan perguruan tinggi secara acak, dengan mengunakan kuesioner sebagai media pengumpulan data. Pengujian hipotesis mengunakan uji statistik t melalui fungsi regresi linear berganda pada SPSS, sebelumnya dilakukan uji instrumen dengan validitas, reliabilitas.
Hasil penelitian menunjukkan keseluruhan variabel yang diobservasi yaitu kualitas produk yang ditawarkan, metode marketing dan penetapan terhadap harga produk berkontribusi secara positif dan signifikan pada masyarakat untuk mengunakan kendaraan ramah lingkungan diwilayah DKI Jakarta.
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