<![CDATA[Purpose: This study aims to analyze how perceived value, self-efficacy, and social influences affect attitudes and brand trust, and how these factors impact the online purchase intention for plant-based foods among Generation Z in Batam City.Research Methodology: This study employs a quantitative approach and purposive sampling. The sample consisted of 223 Generation Z consumers in Batam City who had purchased plant-based food online. The data were analyzed using Structural Equation Modeling (SEM) with SmartPLS.Results: Perceived value significantly influences attitude, and self-efficacy significantly influences brand trust. Furthermore, only attitude has been proven to have a significant effect on online purchase intention. On the other hand, social influencedid not affect attitude; perceived value did not affect brand trust; and brand trust did not significantly influence online purchase intention.Conclusions: These findings indicate that, in the context of plant-based foods, fostering positive internal attitudes among consumers is far more crucial for driving online purchase intent than relying solely on external social influences or brand trust.Limitations: This study's limitations include the absence of other variables, such as electronic word of mouth (e-WOM), and the research's scope, which remains limited to Batam City.Contributions: This study contributes to the understanding of digital marketing strategies, particularly in the field of plant-based foods, by targeting Generation Z. This contribution is important for marketers, food companies, and researchers in management and marketing disciplines to develop more effective strategies in building positive attitudes, brand trust, and online purchase intent.]]>
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