Aktavika, Hilda Fiki (2025) Analisis Niat Pembelian Mobil Listrik berdasarkan Financial Attributes melalui Technical Attributes dengan Moderasi Infrastructure dan Compatibility: Pendekatan Moderated Mediation. Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Niat beli mobil listrik di Indonesia masih tergolong rendah menjadi tantangan besar dalam upaya transisi menuju kendaraan ramah lingkungan. Data dari Gaikindo menunjukkan bahwa penjualan mobil listrik hanya mencapai sekitar 1,48% dari total penjualan mobil di Indonesia, jauh lebih rendah dibandingkan dengan mobil konvensional. Berbagai studi sebelumnya telah menganalisis niat beli mobil listrik, namun belum secara komprehensif mengintegrasikan peran mediasi dan moderasi menggunakan attribution theory dalam membentuk niat beli di Indonesia. Oleh karena itu, penelitian ini bertujuan untuk menganalisis pengaruh financial attributes terhadap niat pembelian mobil listrik dengan peran mediasi technical attributes serta moderasi charging infrastructure dan technology compatibility. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling, melibatkan 200 responden yang merupakan pemilik mobil dan pernah mempertimbangkan membeli mobil listrik. Data dikumpulkan menggunakan kuesioner online melalui komunitas mobil dan dianalisis menggunakan metode Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil dari penelitian menunjukkan bahwa financial attributes berpengaruh positif dan signifikan terhadap purchase intention, baik secara langsung maupun melalui mediasi technical attributes. Variabel moderasi charging infrastructure dan technology compatibility tidak signifikan yang mengindikasikan persepsi ini belum cukup kuat dalam memengaruhi niat beli mobil listrik. Temuan ini mengindikasikan pentingnya membangun persepsi positif terhadap aspek harga dan teknis mobil listrik. Implikasi praktis yang disarankan meliputi penguatan program insentif pajak, promosi efisiensi biaya jangka panjang, serta perluasan jaringan SPKLU secara merata guna meningkatkan niat beli konsumen terhadap mobil listrik.
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The low purchase intention of electric cars in Indonesia is a major challenge in the transition to environmentally friendly vehicles. Data from Gaikindo indicates that electric car sales account for only around 1.48% of total car sales in Indonesia, significantly lower than conventional cars. Although various previous studies have examined consumers purchase intention toward electric car, few have comprehensively integrated the roles of mediation and moderation using attribution theory to explain consumer behaviour in the Indonesian context. Therefore, this study aims to analyze the effect of financial attributes on electric car purchase intention with the mediating role of technical attributes and moderation of charging infrastructure and technology compatibility. This research uses a quantitative approach with purposive sampling technique, involving 200 respondents who own a cars and have considered purchasing an electric car. Data were collected through an online questionnaire distributed via automotive communities and analyzed using the Partial Least Squares-Structural Equation Modeling (PLS-SEM) method with SmartPLS 4 software. The results show that financial attributes significantly influence purchase intention, both directly and indirectly through the mediation of technical attributes. Meanwhile, the moderating effects of charging infrastructure and technology compatibility were found to be insignificant, indicating that consumer perceptions of these factors are not yet strong enough to influence purchase intention. These findings indicate the importance of fostering positive consumer perceptions regarding the price and technical performance of electric car. The practical implications include strengthening tax incentive programs, promoting long-term cost efficiency, and expanding the nationwide network of public charging stations (SPKLU) to increase consumers’ purchase intention toward electric car.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Keywords: charging infrastructure, financial attributes, purchase intention, technical attributes, technology compatibility. |
| Subjects: | T Technology > T Technology (General) > T58.62 Decision support systems |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Hilda Fiki Aktavika |
| Date Deposited: | 01 Aug 2025 06:12 |
| Last Modified: | 01 Aug 2025 06:12 |
| URI: | http://repository.its.ac.id/id/eprint/124169 |
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