FACTORS AFFECTING INDONESIAN MILLENNIALS PURCHASE INTENTION TOWARDS HYBRID CAR (A Study of Millennials in Indonesia)

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.