Pengaruh Hedonic dan Utilitarian Motivation Terhadap Purchase Intention Mobil Listrik

Dewantara, Norman (2025) Pengaruh Hedonic dan Utilitarian Motivation Terhadap Purchase Intention Mobil Listrik. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Sektor transportasi menghadapi tantangan besar yang berfokus pada parameter lingkungan. Mobil listrik dinilai sebagai solusi mobilitas ramah lingkungan. Penelitian ini bertujuan untuk menganalisis motivasi yang mempengaruhi purchase intention terhadap mobil listrik. Model penelitian ini dibangun berdasarkan Theory of Planned Behaviour yang dikombinasikan dengan motivasi hedonic dan utilitarian sebagai anteseden. Hasil penelitian ini menunjukkan utilitarian motivation secara signifikan memengaruhi environmental attitude, yang kemudian memediasi pengaruhnya terhadap purchase intention. Sebaliknya, hedonic motivation memengaruhi environmental attitude tetapi tidak berdampak langsung pada purchase intention, sedangkan environmental consciousness memengaruhi hedonic motivation, tanpa pengaruh langsung pada purchase intention. Temuan ini mendukung Theory of Planned Behaviour dan Maslow’s hierarchy of needs dalam pemasaran mobil listrik. Secara praktis, perusahaan disarankan menonjolkan manfaat utilitarian dalam pemasaran, sementara pemerintah dapat memperkuat insentif finansial dan mengembangkan infrastruktur pendukung untuk mempercepat adopsi mobil listrik di Indonesia.
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The transportation sector faces significant challenges, particularly in addressing environmental concerns. Electric cars are seen as a sustainable mobility solution. This study aims to analyze the motivations influencing purchase intention. The research model is based on the Theory of Planned Behavior, combined with hedonic and utilitarian motivations as antecedents. The findings indicate that utilitarian motivation significantly affects environmental attitude, which subsequently mediates its influence on purchase intention. In contrast, hedonic motivation impacts environmental attitude but does not have a direct effect on purchase intention, while environmental consciousness influences hedonic motivation without directly affecting purchase intention. These findings support the Theory of Planned Behavior and Maslow’s hierarchy of needs in the context of electric cars’ marketing. Practically, companies are advised to emphasize utilitarian benefits in their marketing strategies, while policymakers are encouraged to strengthen financial incentives and develop supporting infrastructure to accelerate electric cars’ adoption in Indonesia.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	hedonic, utilitarian, purchase intention, theory of planned behaviour, Maslow’s hierarchy of needs.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Norman Dewantara
Date Deposited:	28 Jan 2025 02:28
Last Modified:	28 Jan 2025 02:28
URI:	http://repository.its.ac.id/id/eprint/116966

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