Hartanto, Lilik Budhi (2026) Pengaruh Digital Marketing, Perceived Risk, User experience, Dan Brand Trust Terhadap Purchase Intention Motor Listrik Dengan Consumer Trust Sebagai Variabel Intervening. Masters thesis, Institut Teknologi Sepuluh November.
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Abstract
Kendaraan listrik (electric vehicle atau EV) menjadi salah satu fokus utama dalam transformasi industri otomotif global serta mendukung agenda transisi energi menuju target Net Zero Emission Indonesia tahun 2060. Meskipun berbagai kebijakan dan insentif telah diterapkan pemerintah, tingkat adopsi kendaraan listrik, khususnya sepeda motor listrik, masih relatif rendah dibandingkan potensi pasar yang tersedia. Kondisi tersebut menunjukkan perlunya pemahaman yang lebih mendalam mengenai faktor-faktor yang memengaruhi niat beli konsumen terhadap kendaraan listrik. Penelitian ini bertujuan untuk menganalisis pengaruh digital marketing, perceived risk, user experience, dan brand trust terhadap purchase intention sepeda motor listrik dengan consumer trust sebagai variabel intervening. Penelitian menggunakan pendekatan kuantitatif melalui metode survei terhadap responden yang berdomisili di Kota Surabaya. Pengumpulan data dilakukan menggunakan kuesioner dan dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS) untuk menguji hubungan langsung maupun tidak langsung antarvariabel. Hasil penelitian menunjukkan bahwa digital marketing, user experience, dan brand trust terbukti meningkatkan consumer trust dan berpengaruh positif dan signifikan terhadap purchase intention, sedangkan perceived risk menurunkan consumer trust dan berpengaruh negatif dan signifikan terhadap purchase intention. Penelitian ini juga menemukan bahwa consumer trust berpengaruh positif dan signifikan terhadap purchase intention serta berperan sebagai variabel intervening yang memediasi pengaruh digital marketing, perceived risk, user experience, dan brand trust terhadap purchase intention. Penelitian ini menegaskan bahwa consumer trust merupakan faktor kunci dalam meningkatkan purchase intention sepeda motor listrik. Oleh karena itu, strategi percepatan adopsi kendaraan listrik perlu diarahkan pada penguatan digital marketing yang transparan, peningkatan user experience, pengelolaan perceived risk, serta penguatan brand trust.
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Electric vehicles (EVs) have become one of the main focuses of the global automotive industry transformation and play an important role in supporting Indonesia’s energy transition agenda toward achieving the Net Zero Emission target by 2060. Despite various government policies and incentives to encourage EV adoption, the adoption rate of electric vehicles, particularly electric motorcycles, remains relatively low compared to the existing market potential. This condition highlights the need for a deeper understanding of the factors influencing consumers’ purchase intention toward electric vehicles. This study aims to analyze the influence of digital marketing, perceived risk, user experience, and brand trust on the purchase intention of electric motorcycles, with consumer trust serving as an intervening variable. This research employed a quantitative approach using a survey method involving respondents residing in Surabaya. Data were collected through questionnaires and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) to examine both direct and indirect relationships among variables. The results indicate that digital marketing, user experience, and brand trust positively and significantly influence consumer trust and purchase intention, while perceived risk negatively and significantly affects consumer trust and purchase intention. The findings also reveal that consumer trust has a positive and significant effect on purchase intention and acts as an intervening variable, mediating the relationships between digital marketing, perceived risk, user experience, and brand trust and purchase intention. This study confirms that consumer trust is a key determinant in enhancing consumers’ purchase intention toward electric motorcycles. Therefore, strategies to accelerate EV adoption should focus on implementing transparent digital marketing practices, improving user experience, reducing perceived risk, and strengthening brand trust.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | brand trust, consumer trust, digital marketing, perceived risk, purchase intention, sepeda motor listrik, user experience. brand trust, consumer trust, digital marketing, electric motorcycles, perceived risk, purchase intention, user experience. |
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products |
| Divisions: | 61101-Magister Management Technology |
| Depositing User: | Lilik Budhi Hartanto |
| Date Deposited: | 29 Jul 2026 06:41 |
| Last Modified: | 29 Jul 2026 06:41 |
| URI: | http://repository.its.ac.id/id/eprint/139511 |
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