PENGARUH ATTITUDE TOWARD BEHAVIOR SUBJECTIVE NORMS, PERCEIVED BEHAVIORAL CONTROL, SOSIAL INFLUENCE TERHARAP NIAT BELI PADA GREEN CAR (Studi Pada Low Cost Green Car Toyota Agya)

Penelitian ini dilatarbelakangi dengan adanya fenomena kerusakkan pada lingkungan yang disebabkan oleh emisi kendaraan serta penurunan penjualan yang dialami mobil LCGC jenis Toyota Agya yang terus menurun dari tahun 2020 hingga 2024. Penurunan yang menimpa mobil LCGC jenis Toyota Agya bisa terjadi akibat adanya dampak yang berasal dari faktor internal yaitu Attitude Toward Behavior Subjective Norms, Perceived Behavioral Control dan Faktor eksternal yaitu Sosial Influence. Studi ini bertujuan untuk menganalisis dampak Attitude Toward Behavior Subjective Norms, Perceived Behavioral Control, Sosial Influence Terharap Niat Beli Pada Green Car (Studi Pada Low Cost Green Car Toyota Agya). Penelitian ini merupakan studi kuantitatif dengan sampel sebanyak 220 responden berusia 25–39 tahun, yang tergolong sebagai keluarga muda dari kelas sosial menengah dan berencana membeli Low-Cost Green Car untuk pertama kalinya. Data dikumpulkan dengan cara menyebarkan kuisoner secara online dan diolah memakai metode analisis regresi berganda. Temuan penelitian ini memperlihatkan bahwa Attitude Toward Behavior , Perceived Behavioral Control ,Sosial Influence berdampak positif dan signifikan pada niat beli mobil LCGC jenis Toyota Agya, sedangkan pada subjective norms berdampak negative dan tidak singnifikan pada niat beli mobil LCGC jenis Toyota Agya.

Kata Kunci : Attitude Toward Behavior Subjective Norms, Perceived Behavioral Control, Sosial Influence, Niat Beli, LCGC, Toyota Agya

This study  is motivated by the phenomenon of damage to the environment caused by vehicle emissions and the decline in sales experienced by Toyota Agya LCGC cars which continue to decline from 2020 to 2024. The decline that befell the Toyota Agya LCGC car could occur due to the impact of internal factors, namely Attitude Toward Behavior Subjective Norms, Perceived Behavioral Control and external factors, namely Social Influence. This study aims to analyze the impact of Attitude Toward Behavior Subjective Norms, Perceived Behavioral Control, Social Influence on Green Car Purchase Intention (Study on Low Cost Green Car Toyota Agya). This research is a quantitative study with a sample of 220 respondents aged 25-39 years, who are classified as young families from the middle social class and plan to buy a Low-Cost Green Car for the first time. Data was collected by distributing questionnaires online and processed using multiple regression analysis method. The findings of this study show that Attitude Toward Behavior, Perceived Behavioral Control, Social Influence have a positive and significant impact on the intention to purchase the Toyota Agya LCGC car, while subjective norms have a negative and insignificant impact on the intention to purchase the Toyota Agya LCGC car.

Keywords : Attitude Toward Behavior Subjective Norms, Perceived Behavioral Control, Sosial Influence, Purchase Intention, LCGC, Toyota Agya