EXPLORING POTENTIAL FACTORS ON THE PURCHASE INTENTION OF BATTERY ELECTRIC VEHICLES (BEVS) AMONG MILLENNIALS TO EXPAND MARKET SHARE IN AUTOMOTIVE INDUSTRY

• Main Author: Nur Indriani, Fitria
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75318
• Institution: Institut Teknologi Bandung

Several countries have initiated the process of transitioning to electric vehicles in order to reduce pollution and emissions. However, Indonesia, a country with a significant automotive market, currently accounts for less than 2% of the market share in electric car sales compared to overall market sales. Therefore, the purpose of this study is to investigate the potential factors that influence consumer purchase intention and attitude specifically to Generation Y or millennials, with the aim of increasing market sales. Previous research has indicated that attitude plays a significant role in purchase intention, which forms the theoretical foundation for this study. The extended variables include price value, perceived risk, perceived benefit, government policy, infrastructure barriers, instrumental attributes, perceived technology, and environmental concern. Both qualitative and quantitative methods were employed to collect data. The qualitative method involved a netnography analysis of by random sampling from gathering social media discussion to validate consumer’s perceptions of electric vehicles. On the other hand, a questionnaire also distributed online to 230 respondents, by non- probability sampling especially purposive sampling by targeting individuals born between 1981 and 1996. To analyze the data, multiple linear regression was performed using SPSS. The results indicate that price value, perceived benefit, government policy, infrastructure barrier, instrumental attribute and attitude significantly influence electric vehicles purchase intention. Additionally, price value, perceived risk, perceived benefit, infrastructure barrier, instrumental attribute and environmental concern impact consumer attitudes.