CUSTOMERS MOTIVATION TO PURCHASE LOW COST GREEN CAR IN INDONESIA

• Main Author: Kynan Sanjaya, Kevin
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/72371
• Institution: Institut Teknologi Bandung

Automotive industry in Indonesia keeps increasing year by year. Many of giant cars manufacturer such as Toyota, Honda, Mitsubishi, and even BMW and Mercedes-Benz built their own factory in Indonesia. This indicates the potential of Indonesia automotive industry to have a bright and promising future. Low cost green car program, is launched so that Indonesia can develop automotive industry. The purpose of this low cost green car program is to provide affordable cars for middle-low class Indonesian people. With this low cost green car program, it is expected that could provide affordable transportation and to make Indonesia automotive industry more competitive along with the increasing number of low energy and affordable price cars. The purpose of this research is to get the information the relation between customers knowledge about low cost green car with their motivation to purchase low cost green car in Indonesia. Financially benefit, care to environment health, self-image, social norm and pressure, and interested with new technology is some of the main motivation to purchase low cost green car. This research is using the data which is collected by using questionnaire to the owner of low cost green car in Bandung and Jakarta. The result of this research indicates that the customers motivation to purchase low cost green car is financially benefit. To analyze the data which is gathered by using questionnaire, this research is using descriptive analysis and crosstabs analysis.