DEVELOPMENT OF CONSUMER’ PURCHASE INTENTION MODEL FOR ELECTRIC MOTORCYCLE ON JAVA ISLAND, INDONESIA

• Main Author: El Haq, Fatih
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/84103
• Institution: Institut Teknologi Bandung

As an effort to reduce carbon emissions, the Indonesian government has been committed to the electrification of electric motorcycles as the dominant mode of transportation since 2019. However, by mid-2024, electric motorcycle sales only accounted for 1.3% of national motorcycle sales. Additionally, the realization of price subsidies for electric motorcycles only reached 5.77% of the target. The government and manufacturers need to accelerate the penetration of electric motorcycles. Understanding consumer’ intention to purchase electric motorcycles is crucial to identify the factors that can drive purchases. Therefore, this study aims to develop a model of consumer intention to purchase electric motorcycles on the island of Java, which has the highest motorcycle ownership in Indonesia. The developed model is an extension of Theory of Planned Behavior (TPB) and examines the influence of nine variables, including social influence, environmental concern, perceived economic benefits, infrastructure, consumer attitudes toward purchasing electric motorcycles, perceived behavioral control, electric vehicle performance, monetary incentive policies, and market perceptions on consumer intention to purchase electric motorcycles. Thirty-nine indicators are used to measure the variables examined in the research model. Data was collected using an online questionnaire and consisted of 368 valid responses. Data analysis was conducted using the PLS-SEM method with the help of SmartPLS 3 software. Based on data analysis, social influence and perceived economic benefits are the strongest factors affecting consumer attitudes toward purchasing electric vehicles, while social influence and consumer attitudes are the strongest factors affecting consumer purchase intentions. The study also found that monetary incentive policies and market perceptions significantly influence consumer purchase intentions. Infrastructure was found not to affect consumer attitudes and purchase intentions. Based on these research findings, manufacturers need to adjust their marketing strategies by focusing on conveying messages to consumers that emphasize financial benefits and incentives to be gained and using public figures such as automotive influencers and reviews from direct vehicle owners as marketing media. The government also needs to increase awareness and accessibility of monetary incentives so that more consumers can utilize them. iv Finally, manufacturers need to increase the number of showrooms and dealers, the quality of sales service, and the delivery of electric motorcycles, while the government needs to support manufacturers through regulations and incentives to boost consumer confidence in the electric motorcycle market.