The Role of Awareness and Social Media in Shaping Generation Z’s Adoption Intention of Battery Electric Vehicles in Indonesia

Fairuz Azradia Priyatna; Arief Bowo Prayoga Kasmo

doi:10.61132/manuhara.v4i4.2747

Authors

Fairuz Azradia Priyatna Universitas Mercu Buana
Arief Bowo Prayoga Kasmo Universitas Mercu Buana

DOI:

https://doi.org/10.61132/manuhara.v4i4.2747

Keywords:

Battery Electric Vehicle Cars, Consumer Awareness, Generation Z, Purchase Intention, Social Media Campaign

Abstract

This research study examines the factors influencing the intention of Generation Z in Indonesia to adopt Battery Electric Vehicle cars in the future, focuses on the role of consumer awareness and social media campaigns in shaping attitudes towards BEV cars, which in turn affect purchase intentions. The design of this research study is using quantitative research and employed causal analysis. The data collection of this research study used a survey method and the questionnaire will be given criteria and evaluated using a Likert Scale. The sample of this research study consisted of 200 respondents and using Partial Least Square (PLS) for the data analysis. This research study also using descriptive analysis. The findings of this research study indicate that Consumer Awareness, Social Media Campaign, and Attitude have a positive and significant effect on Purchase Intention. The indirect effect analysis shows that Attitude does act as a mediator for Consumer Awareness and Purchase Intention. Similarly with the Attitude as a mediator for Social Media Campaign and Purchase Intention. This study contributes to the literature on consumer behavior and provides practical implications for policymakers and the electric vehicle industry in Indonesia.

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