International Journal of Integrative Sciences
Vol. 3 No. 9 (2024): September 2024

Exploring the Role of Green Advertising in Shaping Generation Z’s Purchase Intentions for GESITS Electric Motorbikes: A TPB Perspective in JABODETABEK Area

Ali Hanafiah (Universitas Mercu Buana)
Renaldi Utama Djabbar (Universitas Mercu Buana)

Article Info

Publish Date
02 Oct 2024

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

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Journal Info
International Journal of Integrative Sciences
Website

Abbrev

ijis

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Industrial & Manufacturing Engineering Social Sciences

Description

International Journal of Integrative Sciences (IJIS) is an international peer-review, and double-blind review journal published by Formosa Publisher. The IJIS is aimed to provide a forum for review, reflection, and discussion informed by the results of recent and ongoing research from a ...