INFLUENCE OF ELECTRIC VEHICLE ATTRIBUTES ON ITS PURCHASE DECISION: CASE STUDY OF INDONESIAN CAR CONSUMER

• Main Author: Chandra Wiguna, Arif
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/80267
• Institution: Institut Teknologi Bandung

In 2019, the Indonesian government reaffirmed its commitment to vehicle electrification through Presidential Regulation No. 55 of 2019, which concerns the acceleration program for battery electric vehicles (BEV) in transportation. This regulation serves as the foundation for automotive industry players in Indonesia to build and develop electric vehicles. Despite electric vehicles being a relatively new technology in Indonesia, the trend in electric vehicle adoption has been steadily increasing each year since they were first sold en masse in 2020. Given that electric vehicles are still a new technology in the Indonesian market, automotive industry players in Indonesia are not yet fully aware of the attributes that influence consumer decisions when purchasing electric vehicles. With this in mind, research is needed to understand which attributes significantly influence consumer decisions when buying electric vehicles, in order to create a product with proportional value that meets consumer needs. The method used in this research follows the marketing research framework (Maholtra, 2019). The approach taken in this study uses the discrete choice model method to understand and predict consumer choices from a discrete set of available options (Train, 2009). In creating the questionnaire, the researcher used a D-efficient design with the NGENE software. There were thirty-two combinations generated by NGENE and divided into four blocks (each questionnaire block consisting of eight questions). Data were collected using an online questionnaire and distributed to 200 respondents, resulting in 1600 observation data. To analyze the survey results, the BIOGEME software was used to estimate the Multinomial Logit Model (MNL). There are four attributes that significantly influence consumer decisions: features (t-test value = 22.6), drive range (14.3), exterior design (-5.99), and price (-10.6). Features and drive range are elastic in consumer decisions, while the other attributes are not elastic. The product strategy will focus on the significant attributes that will be enhanced in existing products as well as in new products. Additionally, it is necessary to create a product map at the early stage of product development before it is finally launched.