Studi Preferensi Desain Electric Medium Scooter dengan Pendekatan Mix Method

Rahmawati, Widya Dwi (2022) Studi Preferensi Desain Electric Medium Scooter dengan Pendekatan Mix Method. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Tingginya mobilitas dan transportasi umum yang kurang memadai menyebabkan sepeda motor menjadi kendaraan favorit masyarakat Indonesia untuk mendukung aktivitas. Jumlah kepemilikan sepeda motor hingga pertengahan tahun 2021 mencapai 133 juta unit dan menyebabkan emisi gas buang internal combustion engine (ICE) berdampak buruk bagi kualitas udara, sehingga pemerintah mengeluarkan regulasi untuk mendorong masyarakat beralih pada penggunaan sepeda motor battery electric vehicle (BEV). Minimnya pasar sepeda motor listrik di Indonesia menyebabkan kurangnya minat konsumen untuk melakukan pembelian. Penelitian ini bertujuan untuk mengidentifikasi customer journey pembelian serta preferensi pengguna terhadap desain, harga, dan fitur electric medium scooter. Metode yang digunakan yaitu kuantitatif dengan responden kuisioner sebanyak 152 orang kemudian diolah menggunakan bantuan software IBM SPSS dan Microsoft Excel. Dilanjutkan dengan penelitian kualitatif menggunakan metode Design Thinking tahap discover dan define terhadap 4 narasumber dan 2 expert. Hasilnya ditemukan bahwa terdapat peluang bagi produk electric medium scooter yang difokuskan pada pasar high-end dengan segmentasi laki-laki. Selain itu, didapatkan temuan bahwa trend desain retro classic inspired dengan spesifikasi menyerupai produk Kymco Like 125 EV paling disukai oleh masyarakat Pulau Jawa dengan willingness to pay berkisar antara 20-25 juta. Temuan penelitian ini dapat dijadikan acuan bagi produsen dalam mengembangkan produk electric medium scooter kedepannya agar mendapatkan penerimaan yang lebih luas di pasar Indonesia.

Kata Kunci: Baterry electric vehicle (BEV), Electric Medium Scooter, Design Thinking, Product Attributes, Consumer Preferences
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High mobility and inadequate public transportation have caused motorbikes become a favorite vehicle for the Indonesian people to support activities. The number of motorcycle ownership until mid-2021 reaches 133 million units and causes internal combustion engine (ICE) exhaust gas emissions to have a negative impact on air quality, so the government issues regulations encourage people to switch the use of battery electric vehicle (BEV) motorcycles. The lack of electric motorcycle market in Indonesia causes a lack of consumer interest in making purchases. This study aims to identify the customer's purchase journey and user preferences for the design, price, and features of an electric medium scooter. The method used is quantitative with 152 questionnaire respondents then processed using IBM SPSS and Microsoft Excel software. Qualitative research using the Design Thinking method in the discover and define stages of 6 resource persons. The results found there are opportunities for electric medium scooter products which focused on the high-end market with male segmentation. In addition, the insight of the retro classic inspired design trend with specifications similar to the Kymco Like 125 EV product is the most preferred by the people of Java Island with a willingness to pay ranging from 20-25 million. The findings of this study can be used as a reference for manufacturers in developing electric medium scooter products in the future in order to gain wider awareness in the Indonesian market.

Keywords: Baterry electric vehicle (BEV), Electric Medium Scooter, Design Thinking, Product Attributes, Consumer Preference

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kata Kunci: Baterry electric vehicle (BEV), Electric Medium Scooter, Design Thinking, Product Attributes, Consumer Preferences
Subjects:	H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences T Technology > TL Motor vehicles. Aeronautics. Astronautics > TL220 Electric vehicles and their batteries, etc. T Technology > TS Manufactures > TS171 Product design
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Widya Dwi Rahmawati
Date Deposited:	11 Feb 2022 01:14
Last Modified:	02 Nov 2022 00:56
URI:	http://repository.its.ac.id/id/eprint/93556

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