Indonesian Journal of Business Analytics (IJBA)
Vol. 6 No. 1 (2026): February 2026

The Influence of Green Marketing, Content Marketing, and Environmental Awareness on the Purchase Decision of Honda Electric Cars in West Java

Medina Rachmadini (Unknown)
Zico Subekti (Unknown)
Rahmadi (Unknown)

Article Info

Publish Date
04 Mar 2026

Abstract

This community service activity aims to increase consumer understanding of the role of green marketing, content marketing, and environmental awareness in encouraging the purchase decision of Honda electric cars in West Java. The service was carried out through educational socialization accompanied by the distribution of questionnaires to 150 respondents as an evaluation of the impact of the activity. The implementation method uses a quantitative approach with Partial Least Squares–Structural Equation Modeling (PLS-SEM) analysis. The activity will be held in November 2025 in Cirebon. The results show that all three variables have a significant effect on purchasing decisions. These findings imply the importance of strengthening sustainable marketing strategies and environmental literacy to encourage environmentally friendly consumption behavior.

Copyrights © 2026




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...