EXPLORING THE PURCHASE INTENTIONS AND PERCEPTIONS OF GENERATION Z TOWARDS ELECTRIC VEHICLES IN JAKARTA: INSIGHTS AND RECOMMENDATIONS

• Main Author: Wulandari, Hesti
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/73993
• Institution: Institut Teknologi Bandung

This research aimed to explore the factors contributing to purchase intent towards electric vehicles (EVs) among Generation Z in Jakarta, as well as their perceptions of electric vehicle marketing efforts from manufacturers and government programs. Through a combination of qualitative open-ended questionnaire and sentiment analysis from Twitter, and quantitative structural equation modeling, the study aimed to provide recommendations for manufacturers and government to promote EVs. The qualitative open-ended questionnaire provided insights into Generation Z's purchase intention towards EVs, their knowledge and concern for environmental issues related to EVs, and their perceptions of marketing efforts from manufacturers and government programs. The sentiment analysis from Twitter revealed positive sentiment towards electric cars, electric motorcycles, Hyundai Ioniq 5, and Wuling Air EV. The quantitative structural equation modeling revealed that personal norms were a significant predictor of purchase intention, with a significant relationship between personal norms and both environmental concern and peer effect. However, the relationship between environmental concern and peer effect with purchase intention was not significant. Based on the findings, the study recommends that manufacturers develop marketing strategies that target personal norms and increase awareness of EVs among Generation Z, while the government develops programs and socialization efforts to promote EVs. In light of these findings, there is a need for further research to better understand the impact of cultural and social factors on purchase intention towards EVs in Jakarta. This research could include an in-depth study of the effect of financial incentives for electric vehicles on the purchase intention of Generation Z in Jakarta. In addition, a further study could focus on the impact of personal norms on purchase intention towards EVs and investigate the impact of advertising and marketing campaigns for EVs on Generation Z. Furthermore, an analysis of the impact of charging infrastructure on purchase intention could also provide valuable insights for promoting the adoption of EVs.