Authors:
Puji Prabowo
1
and
Chandrasa Soekardi
2
Affiliations:
1
Entrepreneurship Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, Indonesia
;
2
Mechanical Engineering Department Mercu Buana University, Jakarta, Indonesia
Keyword(s):
Electric Vehicle, Online Video Advertising, Advertising, Green Message, Purchase Intention, Environmentally Friendly.
Abstract:
Previous research has shown that there are factors that influence the buying process of a product. This also happens in the green advertising process. This is related to the development of the electric vehicle industry in Indonesia with various brands. Currently, many brands are doing online video advertising for their electric car products. The purpose of this study is to see the effect of online video advertising of electric cars and green messages on purchase intention. This study uses SmartPLS to conduct PLS-SEM analysis. Through data analysis, the results showed a significant effect of online video advertising and green messages on purchase intention. There are several indicators that influence online video advertising, green messages, and purchase intention. The benefit of this research is to provide scientific development on electric vehicles, especially in Indonesia. In addition, the benefits of this research help manufacturers consider important factors that influence custom
er purchases towards electric vehicle.
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