The Impact of Green Marketing and Artificial Intelligence on Interest in Using the Grab Indonesia Application: Dampak Green Marketing dan Artificial Intelligence Terhadap Minat Penggunaan Aplikasi Grab Indonesia

Albert Nicholas; Desma Erica Maryati Manik

doi:10.47663/ibec.v4i1.343

Authors

Albert Nicholas Sekolah Tinggi Ilmu Ekonomi Eka Prasetya
Desma Erica Maryati Manik Sekolah Tinggi Ilmu Ekonomi Eka Prasetya

DOI:

https://doi.org/10.47663/ibec.v4i1.343

Keywords:

Artificial Intelligence, Grab, Green Marketing, Intention To Use, Technology

Abstract

It is impossible to stop advances in technology; instead, they should be improved to make things easier for those who use technology. The quick rise of digital technology has caused big changes in many fields, like transportation and delivery services that use application. In Indonesia, Grab is one of the first companies to offer transportation, food delivery, and digital payment services. This research looks at how green marketing and artificial intelligence affect people's interest in using the Grab Indonesia application. People who had used Grab in the last 30 days made up the study group, with an unknown number, and a sample of 120 people was taken using Hair et al.'s method. The study's findings show that green marketing has some effect on people's interest in using Grab. According to the study's findings, using artificial intelligence has a partial impact on people's interest in using Grab. The research also shows that green marketing and artificial intelligence together affect people's interest in using Grab.

Downloads

Download data is not yet available.

References

Abrilia, N. D. (2020). Pengaruh Persepsi Kemudahan dan Fitur Layanan Terhadap Minat Menggunakan e-Wallet Pada Aplikasi Dana di Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 8(3), 1006–1012. https://doi.org/https://doi.org/10.26740/jptn.v8n3.p1006-1012

Amrita, N. D. A., Suryawan, T. G. A. W. K., Idayanti, I. D. A. A. E., Putri, C. I. A. V. N., Suwastawa, I. P. A., Boari, Y., Daffa, F., & Judijanto, L. (2024). Green Marketing: Dunia Baru dalam Dunia Marketing. PT. Sonpedia Publishing Indonesia.

Amruddin, Priyanda, R., Agustina, T. S., Ariyantini, N. S., & Rusmayani, N. G. A. L. (2022). Metode Penelitian Kuantitatif. Penerbit Pradina Pustaka.

An, X., Chai, C. S., Li, Y., Zhou, Y., Shen, X., Zheng, C., & Chen, M. (2023). Modeling English teachers’ behavioral intention to use artificial intelligence in middle schools. Education and Information Technologies, 28(5), 5187–5208. https://doi.org/10.1007/s10639-022-11286-z

Annur, C. M. (2024). Grab Kuasai Pasar Online Food Delivery di Asia Tenggara, Kalahkan Gojek hingga Shopee. Databooks. https://databoks.katadata.co.id/teknologi-telekomunikasi/statistik/1d7108abadc99cc/grab-kuasai-pasar-online-food-delivery-di-asia-tenggara-kalahkan-gojek-hingga-shopee

Chakim, H. R. M., Kho, A., Santoso, N. P. L., & Agustian, H. (2023). Quality Factors of Intention To Use in Artificial Intelligence-Based AIKU Applications. ADI Journal on Recent Innovation (AJRI), 5(1), 72–85. https://doi.org/10.34306/ajri.v5i1.990

Desma Erica M Manik, Irvan Rolyesh Situmorang, & Muammar Rinaldi. (2022). The Influence of Consumer Motivation, Perception of Quality And Consumer Attitude Towards Buying Decision at PT. Unikitz United Group Medan. Jurnal Manajemen Bisnis Eka Prasetya Penelitian Ilmu Manajemen, 8(1), 30–48. https://doi.org/10.47663/jmbep.v8i1.223

Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 Edisi 10. Badan Penerbit Universitas Diponegoro.

Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.

Hakim, L. N. (2024). Grab Cetak Laba Rp 236 Miliar Kuartal III/2024, Kelola 42 Juta Transaksi Bulanan. Tekonologi.Bisnis.Com. https://teknologi.bisnis.com/read/20241113/266/1815705/grab-cetak-laba-rp236-miliar-kuartal-iii2024-kelola-42-juta-transaksi-bulanan

Hendra, & Elisabeth Nainggolan. (2020). Pengaruh Personal Selling Dan Direct Marketing Yang Efektif Untuk Meningkatkan Volume Penjualan Pakaian Anak Pada Toko Rezeki Wijaya. Jurnal Manajemen Bisnis Eka Prasetya : Penelitian Ilmu Manajemen, 6(1), 12–21. https://doi.org/10.47663/jmbep.v6i1.42

Majeed, M. U., Aslam, S., Murtaza, S. A., Attila, S., & Molnár, E. (2022). Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment. Sustainability, 14(18), 11703. https://doi.org/10.3390/su141811703

Manik, D. E. M., Gultom, P., Sebayang, Y. B., & Felix. (2022). The Effect Of Facilities And Trust On Customer Satisfaction In The Use Of Digital Facilities At Pt. Bank Central Asia Tbk Kcu Asia Branch. Enrichment : Journal of Management, 12(2), 2465–2468. https://doi.org/https://doi.org/10.35335/enrichment.v12i2.562

Nekmahmud, M., & Fekete-Farkas, M. (2020). Why Not Green Marketing? Determinates of Consumers’ Intention to Green Purchase Decision in a New Developing Nation. Sustainability, 12(19), 7880. https://doi.org/10.3390/su12197880

Nursiah, N., Ferils, M., & Kamarudin, J. (2022). Analisis minat menggunakan mobile banking. Akuntabel, 19(1), 91–100. https://doi.org/10.30872/jakt.v19i1.10711

Pratama, F., & Sarudin, R. (2023). Pengaruh Green Marketing Terhadap Minat Beli Produk Food and Beverage di Starbucks BSD. Jurnal Ilmiah Global Education, 4(4), 2447–2454. https://doi.org/10.55681/jige.v4i4.1361

Rizal, M., & Harsono, M. (2022). Green Marketing Dalam Kajian Filsafat Ilmu. Jurnal Ekobis : Ekonomi Bisnis & Manajemen, 12(1), 116–136. https://doi.org/10.37932/j.e.v12i1.547

Roy, R., Babakerkhell, M. D., Mukherjee, S., Pal, D., & Funilkul, S. (2022). Evaluating the Intention for the Adoption of Artificial Intelligence-Based Robots in the University to Educate the Students. IEEE Access, 10, 125666–125678. https://doi.org/10.1109/ACCESS.2022.3225555

Sahir, S. H. (2022). Metodologi Penelitian. Universitas Medan Area.

Santoso, J. T. (2023). Kecerdasan Buatan (Artificial Intelligence). Yayasan Prima Agus Teknik.

Sharma, A. P. (2021). Consumers’ purchase behaviour and green marketing: A synthesis, review and agenda. International Journal of Consumer Studies, 45(6), 1217–1238. https://doi.org/10.1111/ijcs.12722

Siahaan, M., Jasa, C. H., Anderson, K., Rosiana, M. V., Lim, S., & Yudianto, W. (2020). Penerapan Artificial Intelligence (AI) Terhadap Seorang Penyandang Disabilitas Tunanetra. Journal of Information System and Technology, 1(2), 186–193.

Situmorang, I. R., & Pane, Y. (2024). Dampak Harga Dan Kualitas Rasa Terhadap Loyalitas Masyarakat Dalam Berbelanja Di Tau Kua Heci Medan. Journal of Society Bridge, 2(1), 12–22. https://doi.org/10.59012/jsb.v2i1.36

Sugiyono. (2022). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. CV. Alfabeta.

Sutrisno, D., Susanti, A., & Hermanto. (2023). Mengoptimalkan Pembelajaran: Peran Transformasi AI dalam Dunia Pendidikan. Mutiara Intelektual Indonesia.

Syamsuddin, N., Dewantara, R., Pramana, I. B. B. S. A., & Maryari, D. E. (2023). Metode Penelitian Kuantitatif. Sanabil.

Thoibah, W., Arif, M., & Harahap, R. D. (2022). Implementasi Green Marketing Pada UMKM Upaya Memasuki Pasar Internasional (Studi Kasus pada Creabrush Indonesia). JEBS: Jurnal Ekonomika Dan Bisnis, 2(3), 798–805.

Wahyudi, T. (2023). Studi Kasus Pengembangan dan Penggunaan Artificial Intelligence (AI) Sebagai Penunjang Kegiatan Masyarakat Indonesia. Indonesian Journal on Software Engineering (IJSE), 9(1), 28–32. https://doi.org/10.31294/ijse.v9i1.15631

Yuliati, K. (2023). Panduan Pengembangan Bakat dan Minat Melalui Pemilihan Konsentrasi Keahlian dan Ekstrakurikuler. Direktorat Jendral Pendidikan Vokasi Kementerian Pendidikan, Kebudayaan, Riset, dan Teknologi.