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All Journal International Journal of Integrative Sciences
Djabbar, Renaldi Utama
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Industrial & Manufacturing Engineering Social Sciences

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Journal : International Journal of Integrative Sciences

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Exploring the Role of Green Advertising in Shaping Generation Z’s Purchase Intentions for GESITS Electric Motorbikes: A TPB Perspective in JABODETABEK Area Hanafiah, Ali; Djabbar, Renaldi Utama
International Journal of Integrative Sciences Vol. 3 No. 9 (2024): September 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijis.v3i9.11669

Abstract

This study seeks to examine the impact of Green Advertising, utilizing the Theory of Planned Behavior, on the purchasing intentions of Generation Z for GESITS Electric Motorbikes. This research targets Generation Z respondents residing in the JABODETABEK region of Indonesia. The research sample comprised 200 respondents. The sampling approach employed was purposive sampling, and the technology utilized was SEM-PLS with the SmartPLS 4 analytic tool. This research indicates that Attitude, Subjective Norm, Perceived Behavioral Control, and Green Advertising positively and significantly influence Generation Z's Purchase Intention for GESITS electric motorbikes
Co-Authors Ali Hanafiah