INOVASI PRODUK DAN GREEN MARKETING SEBAGAI FAKTOR PENENTU MINAT BELI MOBIL HYBRID: STUDI MEDIASI ECO-LIFESTYLE PADA KONSUMEN DIGITAL

Abstract

This study aims to examine the effect of product innovation and green marketing on hybrid car purchase intention with eco-lifestyle as a mediating variable among digital consumers in Solo Raya. This research applies a quantitative approach with explanatory research design. Data were collected from 175 respondents selected using purposive sampling based on the following criteria: aged 20–50 years, actively seeking information about hybrid cars, and concerned about sustainability. Data were gathered using a Likert-scale questionnaire (1–5) and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that product innovation and green marketing have a positive and significant effect on eco-lifestyle and purchase intention. Eco-lifestyle also positively affects purchase intention and partially mediates the relationship between product innovation and green marketing on purchase intention. The research model explains 63% of the variance in purchase intention (R² = 0.63), indicating strong predictive power. This study contributes to the literature on green consumer behavior and provides practical recommendations for manufacturers and marketers to integrate product innovation with eco-lifestyle-based green marketing campaigns.