PENGARUH ECO FRIENDLY CLAIM DAN BRAND REPUTATION TERHADAP WILLINGNESS TO USE TRANSPORTASI UMUM LISTRIK DIMEDIASI OLEH TRUST
Keywords:
Klaim RamahLingkungan, Reputasi Merek, Kepercayaan, Kemauan Menggunakan, Transportasi Umum ListrikAbstract
serius, terutama di kota-kota besar seperti Medan. Penelitian ini bertujuan untuk menganalisis pengaruh eco-friendly claim dan brand reputation terhadap willingness to use transportasi umum berbasis listrik, dengan trust sebagai variabel mediasi. Metode yang digunakan adalah kuantitatif dengan pendekatan survei terhadap 220 responden yang pernah menggunakan moda transportasi umum listrik di Kota Medan, seperti bus listrik, GoRide Electric, dan Grab Electric. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa eco-friendly claim dan brand reputation memiliki pengaruh positif dan signifikan terhadap trust dan willingness to use. Trust juga memberikan dampak langsung terhadap willingness to use. Selain itu, trust terbukti memediasi sebagian pengaruh antara eco-friendly claim dan brand reputation terhadap willingness to use. Nilai R-square yang tinggi, yaitu 0,955 untuk trust dan 0,961 untuk willingness to use, menunjukkan bahwa model memiliki kemampuan prediksi yang sangat kuat. Temuan ini menegaskan pentingnya membangun kepercayaan publik melalui strategi keberlanjutan dan penguatan reputasi merek dalam upaya mendorong penggunaan transportasi umum listrik.
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