Abstract:
Various factors such as increasing number of industrial centers as well as higher usage
of motor vehicle for transportation, have contributed to the decreasing quality of air in
many cities over countries, including Indonesia. In other words, it can be said that the
existence of private transportation is still very close to the societies and could not be
separated from their daily life. This research was aimed to analyze factors influencing
Indonesian millennials purchase intention towards Hybird car. Moreover, this research
attempted to examine the significance of environmental awareness, green perceived
value, price sensitivity towards purchase intention among millennial of hybrid cars.
There were 160 millennials samples in this research with the population in Indonesia
collected using online questionnaires, and SSPS V.21 used to analyze the data. In this
research finding, Environmental awareness significant influence on purchase intention
among millennial of hybrid cars. Green-perceived value has significant influence on
purchase intention among millennial of hybrid cars. Price Sensitivity has significant
influence on purchase intention among millennial of hybrid cars. Environmental
awareness, Green-perceived value, and Price Sensitivity has simultaneously significant
influence on purchase intention among millennial of hybrid cars.
