The Effect of Online Video Advertising and Green Message on Electric Car Purchase Intention

Puji Prabowo, Chandrasa Soekardi

2023

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 customer purchases towards electric vehicle.

Paper Citation

in Harvard Style

Prabowo P. and Soekardi C. (2023). The Effect of Online Video Advertising and Green Message on Electric Car Purchase Intention. In Proceedings of the 3rd International Conference on Advanced Information Scientific Development - Volume 1: ICAISD; ISBN 978-989-758-678-1, SciTePress, pages 149-153. DOI: 10.5220/0012445400003848

in Bibtex Style

@conference{icaisd23,
author={Puji Prabowo and Chandrasa Soekardi},
title={The Effect of Online Video Advertising and Green Message on Electric Car Purchase Intention},
booktitle={Proceedings of the 3rd International Conference on Advanced Information Scientific Development - Volume 1: ICAISD},
year={2023},
pages={149-153},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0012445400003848},
isbn={978-989-758-678-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 3rd International Conference on Advanced Information Scientific Development - Volume 1: ICAISD
TI - The Effect of Online Video Advertising and Green Message on Electric Car Purchase Intention
SN - 978-989-758-678-1
AU - Prabowo P.
AU - Soekardi C.
PY - 2023
SP - 149
EP - 153
DO - 10.5220/0012445400003848
PB - SciTePress