ANALYSIS OF PRICE FAIRNESS AND GREEN ATTITUDE TO FORM CONTINUANCE TO USE WITH PERCIVED VALUE AS MEDIATOR (A Study in Trans Jakarta BRT 2022)
Abstract
This study aims to test the analysis of price fairness and green attitude to form continuance to use with perceived value as mediator a study in Trans Jakarta BRT 2022. The method used in this study is a quantitative method with descriptive analysis. Data collection is carried out by distributing questionnaires online to Trans Jakarta users or those who have used Trans Jakarta services. The population taken are Trans Jakarta users or those who have used Trans Jakarta. The sample was taken as many as 100 respondents. The data analysis technique used is to use the Structural Equation Model or SEM method based on variants. The results of this study show that price fairness has a positive effect on perceived value, green attitude has a positive effect on perceived value, price fairness has appositive effect on continuing to use, green attitude has a positive effect on continuing to use, perceived value has a positive effect on continuing to use, price fairness has a positive effect on continuing to use through perceived value mediation, green attitude positively affects continue to use through perceived value mediation on Trans Jakarta services.
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DOI: https://doi.org/10.25292/atlr.v5i0.545
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