Safitri, Aiko Nisa (2024) The Influence of Exposure to Green Advertising and Perceived Risk on Smoot Purchase Intention. Undergraduate thesis, FAKULTAS ILMU SOSIAL DAN ILMU POLITIK.

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Abstract

Smoot is a smart electric motorcycle brand that aims to tackle the air pollution issue in Indonesia. Smoot applies green advertising tactic on their Instagram (@smootmotor), which is targeted to Indonesians who are found to care about the environment. However, Smoot sales are still fluctuating and way under its target. It is found that there is a number of risks that is perceived by Indonesian citizens toward the usage of electric motorcycle. This study aims to find the influence of exposure to green advertising (X1) and perceived risk (X2) on Smoot purchase intention (Y). This study utilizes a quantitative method. The theories used in this study are Cognitive Response Approach and Theory of Planned Behavior. This study used a non-probability sampling that took 100 respondents as its sample, which was then analyzed with simple linear regression.
The result showed that there is a positive significant influence of exposure to green advertising on Smoot purchase intention, which is shown by the coefficient value of 76.4% that provides an understanding that exposure to green advertising influences Smoot purchase intention by 76.4%. The significant value of <0.001 in simple linear regression test and the value of Unstandardized B of X1 being 1.115 means when exposure to green advertising increases, Smoot purchase intention significantly increases by 1.115. There is also a negative significant influence of perceived risk on Smoot purchase intention, which is shown by the coefficient value of 86.7%, meaning perceived risk influences Smoot purchase intention by 86.7%. The significant value of <0.001 and the value of Unstandardized B of -0.965 in the simple linear regression test also explains that when perceived risk increases, Smoot purchase intention significantly decreases by 0.965. Based on these results, the influence perceived risk on Smoot purchase intention is bigger than the influence of exposure to green advertising on Smoot purchase intention. This study recommends future academicians to investigate other variables that may influence Smoot purchase intention.
Keywords: exposure to green advertising, perceived risk, purchase intention, electric motorcycle

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