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All Journal Interdisciplinary Social Studies Jurnal Pengabdian Masyarakat Bhinneka
Allamin, Muchamad
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Agriculture, Biological Sciences & Forestry Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media 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.
Co-Authors Amelia, Najwa Anggini, Laura Puti Arrafi, Hisyam Bayu Choirunisa, Aura Fathurrahman, Firman Firdaus, Muhammad Rafli Lis Tatin Hernidatiatin, Lis Tatin Mulyawan, Zaki Januar Najiyah, Sayyidah Fitri Noviniya, Selvy Nurhabibah, Zaenab Ramdani, Alpan Bismarullah Ramdhani, Fadan Anugerah Rossa, Desti Viandari Sutarjo, Moh