INFLUENCE OF PRICE AND ENVIRONMENTAL CONCERN TOWARDS PURCHASE INTENTION (A STUDY CASE OF HONDA CR-Z IN BEKASI)

Abstract

Populations in Indonesia are ranked fourth with a total population of 255 million people in 2016. The impact of high population not always give a good effect such as of the economic growth and else, but also give a bad effect such as the increasing poverty and pollution. One of the most influencing factors to the high number of air pollution is the traffic; nowadays people think that car is the essential part of everyday life. However they do not realize that cars are the major factor contributes to the pollution and cause damages to our natural environment. The solution for decrease the pollution are using Hybrid car. One of the most popular Hybrid cars in Indonesia is Honda CR-Z. This research was aimed to analyze the influence of price and environmental concern towards purchase intention of Honda CR-Z in bekasi. There were 180 respondents in this research with the limitation of an automotive enthusiast in bekasi. This research are Quantitative research and using Binary Logistic Regression to assumed the two categories of a person to belong : Purchase / Not Purchase Honda CR-Z. In this research finding, price and environmental concern are significantly affecting the purchase intention of Honda CR-Z in bekasi.