Track: e-Business/e-Service/e-Commerce

Abstract

In previous studies, there are studies that focus on the factors that influence the desire to buy electric car products in a country and research on the effect of advertising and environmentally friendly marketing on product purchases. The purpose of this research is to focus on what aspects shape the younger generation's perception of electric cars through advertising. In particular, how is the response of the younger generation in Indonesia to the use of electric cars. This study uses a qualitative approach to 73 respondents (from 5 cities in Indonesia) through online open-ended questions. The electric car advertisement selected from YouTube is an electric car marketed in The results of the study show that most of the respondents are interested in buying the product after seeing the advertisement. Then the respondents gave their opinions about the factors that affect the selling power of electric car advertisements and opinions about the development of electric cars. The theoretical benefit is that it can contribute to aspects of consumer acceptance of electric cars through advertising, as well as practical benefits that can help industry and manufacturers to consider ways of communicating in environmentally friendly marketing for electric cars.

Keywords

Electric Vehicle, young generation, youtube ads, environmentally friendly, green ads