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All Journal Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis
Fairuz Azradia Priyatna
Universitas Mercu Buana
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Awareness and Social Media in Shaping Generation Z’s Adoption Intention of Battery Electric Vehicles in Indonesia Fairuz Azradia Priyatna; Arief Bowo Prayoga Kasmo
Jurnal Manuhara : Pusat Penelitian Ilmu Manajemen dan Bisnis Vol. 4 No. 4 (2026): Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen dan Bisnis
Publisher : Asosiasi Riset Ilmu Manajemen Kewirausahaan dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61132/manuhara.v4i4.2747

Abstract

This research study examines the factors influencing the intention of Generation Z in Indonesia to adopt Battery Electric Vehicle cars in the future, focuses on the role of consumer awareness and social media campaigns in shaping attitudes towards BEV cars, which in turn affect purchase intentions. The design of this research study is using quantitative research and employed causal analysis. The data collection of this research study used a survey method and the questionnaire will be given criteria and evaluated using a Likert Scale. The sample of this research study consisted of 200 respondents and using Partial Least Square (PLS) for the data analysis. This research study also using descriptive analysis. The findings of this research study indicate that Consumer Awareness, Social Media Campaign, and Attitude have a positive and significant effect on Purchase Intention. The indirect effect analysis shows that Attitude does act as a mediator for Consumer Awareness and Purchase Intention. Similarly with the Attitude as a mediator for Social Media Campaign and Purchase Intention. This study contributes to the literature on consumer behavior and provides practical implications for policymakers and the electric vehicle industry in Indonesia.
Co-Authors Arief Bowo Prayoga Kasmo