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All Journal Jurnal Mantik Dinasti International Journal of Digital Business Management Journal of Management - Small and Medium Enterprises (SME's) International Journal of Business, Economics, and Social Development Devotion: Journal of Research and Community Service Interdisciplinary Social Studies Jurnal Ilmu Multidisplin Indonesian Journal of Advanced Research (IJAR)
Lis Tatin Hernidatiatin, Lis Tatin
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Agriculture, Biological Sciences & Forestry Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Public Health Social Sciences

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Journal : Interdisciplinary Social Studies

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The Influence of Green Marketing and Green Consumers on the Interest in Buying Electric Motorcycles in Cirebon City Allamin, Muchamad; Hernidatiatin, Lis Tatin
Interdisciplinary Social Studies Vol. 5 No. 3 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i3.1086

Abstract

The development of electric motorcycles in Indonesia shows rapid growth until 2023, but has decreased in 2024. This condition indicates that there is a gap between increasing public environmental awareness and the realization of buying interest in environmentally friendly vehicles. One of the factors that is suspected to affect the buying interest is the implementation of Green Marketing by the company and the characteristics of Green Consumer in consumers. This research aims to analyze the influence of Green Marketing and Green Consumer on the Interest in Buying Electric Motorcycles in the community in Cirebon City, both partially and simultaneously. This research uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). Data were collected through a Likert scale questionnaire to 115 respondents who were selected using purposive sampling techniques. The results of the study show that Green Marketing has a positive and significant effect on the Buying Interest of electric motorcycles, as well as Green Consumers which also have a positive and significant effect. Simultaneously, Green Marketing and Green Consumer were able to explain 69.6% of the variation in Buying Interest, with Green Marketing having a more dominant influence. The results of this study show that an effective green marketing strategy, supported by consumer environmental awareness, plays an important role in increasing buying interest in electric motorcycles.
The Influence of Live Streaming and Online Customer Reviews on Purchase Decisions on Tiktok Shop Muhzianareva, Andien; Hernidatiatin, Lis Tatin
Interdisciplinary Social Studies Vol. 5 No. 3 (2026): Interdisciplinary Social Studies
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v5i3.1092

Abstract

The development of social media–based e-commerce is driving changes in customer behavior when shopping. One example is TikTok Shop, which relies on live streaming and online customer reviews. However, differences remain in the level of consumer confidence when making purchasing decisions. Therefore, this study aims to analyze the influence of Live Streaming and Online Customer Reviews on Purchase Decisions on TikTok Shop. This study uses a quantitative approach with the Structural Equation Modeling method based on Partial Least Squares (SEM-PLS). The research sample consisted of 120 respondents who were TikTok Shop users and had purchased products, watched live streams, and read product reviews. SmartPLS was used to analyze data collected through questionnaires using a Likert scale. The results of the study show that Live Streaming has a positive and significant effect on purchase decisions, with a coefficient of 0.572. In addition, Online Customer Reviews have a positive and significant effect, with a coefficient of 0.370 on purchase decisions. Both variables simultaneously account for 78.8% of the variation in purchase decisions. The results indicate that the interactive experience provided through live streaming and the information derived from consumer reviews are important factors in purchase decisions on TikTok Shop. This study is expected to help businesses and platform developers improve their digital marketing strategies, particularly by managing consumer reviews and optimizing live-streaming features.
Co-Authors Agnain, Muhammad Agustin, Nengliya Allamin, Muchamad Azzahra, Fairuzzia Fatmawati, Taffana Gita Fauziah, Erika Hermawan, Fery Julianti, Rosita Lestari, Sephia Dewi Muhzianareva, Andien Nabilah, Nanda Noveria Susijawati Nurhapipah, Nurhapipah Pasaribu, Lukas Natanael Ramadhan, Maulana RR. Ella Evrita Hestiandari Salsabila, Nadia Shabihah, Iona