ELECTRIC CAR PENETRATION POTENTIAL IN INDONESIA

• Main Author: Budi Wicaksono, Kresno
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/57342
• Institution: Institut Teknologi Bandung

Automotive industry is one of the pillars that support GDP in Indonesia. Moreover, despite of the pandemic condition, unlike internal combustion engine car, the sales of electric car is increasing both in Indonesia and global. This signs that there may be transformation in automotive industry in Indonesia towards electric car. As a result, company needs to comprehend the growth potential, and the factor that influence purchase intention of electric car. In this study, the growth potential of electric car in Indonesia is analysed though Market Development Index (MDI) and Share Development Index (SDI) analysis, while understanding the factor is done with Theory of planned behaviour (TPB). The result of this study shows that the value of MDI is 0.002%, while the value of SDI is 5.75%. Combining both value results in a “very high growth potential” quadrant. Thus, electric car has a big growth potential in Indonesia. In addition, it was found that purchase intention of electric car (PI) is greatly influenced by attitude (AT). While attitude to purchase electric car (AT) itself is greatly influenced by environment value (NV). Finally, author provide 2 suggestions to companies in the industry. Firstly, producing or selling an affordable electric car. Secondly, marketing campaign emphasizing in electric car for environment. To sum up, it is shown in this study that electric car has a big growth potential in Indonesia. Moreover, it is also shown the factors that influence customer purchase intention towards electric car in Indonesia. Also, the study provide suggestion for the company in automotive industry in Indonesia.