Pengembangan Model Minat Beli Mobil Listrik (BEV) Menggunakan Theory of Planned Behavior & Marketing Mix

Kawi, Clarissa (2025) Pengembangan Model Minat Beli Mobil Listrik (BEV) Menggunakan Theory of Planned Behavior & Marketing Mix. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Salah satu cara mengurangi pemanasan global adalah menggunakan mobil listrik. Indonesia sudah berkomitmen untuk mencapai Net Zero Emission paling lambat di tahun 2060 dan didukung juga oleh kebijakan pemerintah, membuat semakin banyak merek mobil listrik yang ada di Indonesia. Namun, persentase penjualan mobil listrik di Indonesia hanya sebesar 3,6% dari total penjualan mobil nasional per tahun dan masih tergolong rendah. Untuk dapat meningkatkan daya beli terhadap mobil listrik, maka perlu dilakukan analisis terhadap faktor yang mempengaruhi minat beli mobil listrik (BEV). Tujuan penelitian ini adalah mengembangkan model dan menganalisis terkait minat beli mobil listrik (BEV) dengan menggunakan theory of planned behavior (sikap, norma subjektif dan persepsi kontrol perilaku) dan marketing mix 7P (produk, harga, tempat, promosi, proses, bukti fisik, orang). Metode penelitian ini adalah kuantitatif dengan pendekatan SEM dan pengambilan sampel acak sebanyak 276 responden berusia 25-55 tahun yang sudah mengetahui tentang mobil listrik dan memiliki minat membeli mobil listrik di daerah Jabodetabek. Hasil penelitian ini menjelaskan bahwa norma subjektif, persepsi kontrol perilaku, harga, tempat, proses dan orang berpengaruh langsung positif terhadap minat beli mobil listrik. Namun disisi lain dikarenakan responden sudah mengetahui tentang mobil listrik dan memiliki minat membeli mobil listrik, untuk sikap, produk, bukti fisik, promosi tidak berpengaruh terhadap minat beli. Hasil penelitian ini dapat menjadi rekomendasi dalam pengembangan model minat beli mobil listrik di Indonesia dan memberikan analisis yang komprehensif bagi perumusan strategi perusahaan dan pemerintah.
Kata Kunci: marketing mix, minat beli, mobil listrik BEV, SEM-PLS, theory of planned behavior
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One of way to reduce global warming is by using electric cars. Indonesia has committed to achieve Net Zero Emission by 2060 and supported by government policies, making competition of more electric car brands in Indonesia. However, the percentage of electric car sales in Indonesia is only 3.6% of the total national car sales and relatively low. To increase the purchasing power of electric cars, it is necessary to conduct an analysis of the factors that can affect electric cars (BEV) purchase intention. The purpose of this study is to develop a model and analyze factors that influence purchase intention in buying electric cars (BEV) using theory of planned behavior (attitudes, subjective norms and perception of behavioral control) and 7P marketing mix (product, price, place, promotion, process, physical evidence, and people). The method of this study was quantitative using SEM approach and random sampling of 275 respondents, aged 25-55 years, who already know and have interest in buying electric cars in Greater Jakarta area. The results of this study explains that subjective norms, perception of behavioral control, price, place, process and people have direct positive effect and influence the purchase intention in buying electric cars. However, since respondents already know about electric cars, for attitudes, product, physical evidence, and promotion have no effect to the purchase intention. The results of this study can be recommendations in the development of the electric car buying interest model in Indonesia and provide a comprehensive analysis for the strategy formulation to corporate and government.
Keywords: BEV electric car, marketing mix, purchase intention, SEM-PLS, theory of planned behavior.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	marketing mix, minat beli, mobil listrik BEV, SEM-PLS, theory of planned behavior
Subjects:	T Technology > T Technology (General) > T56.8 Project Management T Technology > T Technology (General) > T58.8 Productivity. Efficiency
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Clarissa Edwina Kawi
Date Deposited:	01 Feb 2025 10:27
Last Modified:	01 Feb 2025 10:27
URI:	http://repository.its.ac.id/id/eprint/117756

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