The Influence of Attitude, Subjective Norm, Perceived Behavioral Control and Knowledge Environment on Purchase Intention of Hybrid Cars

Abstract

Sales of hybrid cars experienced a significant increase globally as well as in Indonesia. This was due to a shift in consumer buying interest from conventional cars to hybrid cars due to the increase in fuel oil for vehicles. The purpose of this study was to examine: the effect of Attitude, Subjective Norms, Perceived Behavioral Control and Knowledge Environment on Purchase Intention of Hybrid Cars. The sample used in this study were 125 samples with the criteria of consumers living in the Jabodetabek area and having bought a hybrid car at least once. The sampling technique was purposive sampling. Data analysis used in this study was descriptive analysis, classical assumption test, multiple linear regression test, research instrument test, hypothesis testing with SPSS version 25 software. The results of this study are: Attitude has a significant effect on Purchase Intention, Subjective Norm has a significant effect on Purchase Intention, Perceived Behavioral Control has a significant effect on Purchase Intention and Knowledge Environment has a significant effect on Purchase Intention.