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This study aims to analyze the effect of price, green knowledge, and electronic word of mouth (eWOM) on purchase intention toward electric bicycles in Kediri City. A quantitative approach with a causal-comparative design was employed. Data were collected through an online questionnaire involving 112 respondents familiar with electric vehicle concepts, using purposive sampling. The validity and reliability tests confirmed that all research instruments were valid and reliable. Data analysis was performed using multiple linear regression with SPSS version 26. The results reveal that all independent variables have a positive and significant effect on purchase intention, with an R² value of 0.893. Among them, eWOM has the most dominant influence compared to price and green knowledge. These findings indicate that reasonable price perception, adequate environmental knowledge, and positive online reviews simultaneously enhance consumers’ purchase intention for electric bicycles. This study supports the Theory of Planned Behavior in explaining eco-friendly purchasing behavior and provides strategic implications for companies to apply value-based pricing, environmental education campaigns, and effective digital promotion strategies.

Service quality is one of the main things that are considered in the company. Customer assessment of service quality is very important for service providers, because it affects the company's performance and position in the market. Service quality as a result of the perception of the comparison between customer expectations with the actual performance of services. In other words, there are two main factors that affect service quality, namely expected service (expected experience) and perceived service (service received). Meanwhile, the total quality of a service consists of 3 main components, namely: technical quality (consisting of: search quality, experience quality, credence quality), functional quality, and corporate image. This study aims to determine the effect of Service Quality and Brand Image on Consumer Satisfaction and Consumer Loyalty. This type of research uses quantitative as many as 170 respondents. With the analysis technique in this study using SEM analysis. The results of this study partially show that the service quality variable has a positive effect on consumer satisfaction. Brand Image has no effect on Consumer Satisfaction. Service Quality has no effect on Consumer Loyalty. Brand image has no effect on Consumer Loyalty. Consumer Satisfaction has no effect on Consumer Loyalty.