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All Journal International Journal of Indonesian Business Review
Adlani, Muhammad faisal
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Role of WOM, Green Marketing, Environmental Knowledge on Purchase Intention : Mediated Role of Attitude Adlani, Muhammad faisal; Asih, Daru
International Journal of Indonesian Business Review Vol. 4 No. 1 (2025)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/ijibr.v4i1.1179

Abstract

Purpose – This research focuses on the phenomenon of environmental sustainability, especially in the context of air pollution due to motor vehicle emissions in DKI Jakarta. This study aims to analyse the effect of word of mouth, green marketing, environmental knowledge on purchase intention mediated by attitudes in electric GrabBike customers. Methodology/approach – The research design used is quantitative descriptive research using the total population of 168 respondents. Data analysis using the Smart PLS 4.0 application which consists of testing the inner model and outer model. Findings – It The results found that Green Marketing has a positive and significant impact on Attitudes and Purchasing Intentions. The results found that Environmental Knowledge has a positive and significant impact on Attitudes and Purchasing Intentions. The results of the study found that Attitude has a positive and significant impact on Purchasing Intention.
Co-Authors Daru Asih