Pratiwi, Ade Ana (2020) Pengaruh Persepsi Manfaat dan Kepribadian Calon Konsumen Terhadap Niat Membeli Sepeda Motor Listrik: Kasus di Indonesia. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Sepeda motor menjadi alat transportasi yang banyak digunakan di Asia Tenggara. Salah satunya di negara Indonesia. Penggunaan sepeda motor merupakan salah satu penyumbang gas emisi buang yang dapat mencemari lingkungan. Munculnya sepeda motor listrik sebagai produk inovasi menjadi salah satu cara dalam menyelesaikan permasalahan tersebut. Pada penelitian bertujuan untuk mengidentifikasi karakteristik calon pelanggan, menganalisis persepsi manfaat dan kepribadian calon konsumen dalam memiliki niat pembelian terhadap sepeda motor listrik. Selain itu juga untuk mengetahui atribut yang mempengaruhi calon konsumen dalam mengadopsi sepeda motor listrik. Untuk mencapai tujuan penelitian, maka teknik pengolahan dan analisis data yang digunakan adalah analisis deskriptif, PLS-SEM, dan Multriatribut. Pengumpulan data dilakukan menggunakan kuesioner online yang disebarkan kepada 300 sampel yang tersebar di 34 provinsi yang ada di Indonesia. Penelitian ini menemukan adanya pengaruh signifikan positif antara perceived monetary benefit, perceived symbol dan personal innovativeness yang dapat mempengaruhi niat membeli sepeda motor listrik. Selain itu terdapat temuan yang menunjukkan bahwa atribut yang memiliki kepentingan paling tinggi adalah keamanan dan waktu pengisian baterai. Terdapat implikasi manajerial yang dapat diaplikasikan oleh pemasar produk sepeda motor listrik dengan memperhatikan karakteristik konsumen, diantaranya adalah menyelenggarakan acara yang bertujuan untuk memberikan informasi pengetahuan produk kepada para calon konsumen.
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Motorcycle has become a widely used transportation in Southeast Asia, especially in Indonesia. The use of motorcycle is one of the contributors that exhaust emissions and will pollute the environment. This condition has increased the urgency of electric motorcycle as one of innovation to solve these problem. This research aims to identify the characteristics of prospective customers, analyze the perceptions of benefits and personality of prospective consumers in developing purchase intentions on electric motorcycles. In addition, this research also aim to find out the attributes that influence potential consumers in adopting electric motorcycles. To achieve the research objectives, PLS-SEM and Multi-attribute would be applied in processing data and analysis techniques. Data collection was carried out using an online questionnaire distributed to 300 samples in 34 provinces in Indonesia. This study found a significant positive effect between perceived monetary benefits, perceived symbols and personal innovativeness that could influence the intention to buy an electric motorcycle. In addition there are findings that show that the attributes that have the highest importance are safety and battery charging time. There are managerial implications that can be applied by marketers of electric motorcycle products by taking into account the characteristics of consumers, including organizing events aimed at providing information on product knowledge to potential consumers.
| Item Type: | Thesis (Other) |
|---|---|
| Additional Information: | RSMB 658.834 3 Pra p-1 |
| Uncontrolled Keywords: | Multiatribut, Niat Membeli, Persepsi, Kepribadian, PLS-SEM, Sepeda Motor Listrik |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HE Transportation and Communications > HE311.I4 Urban transportation |
| Divisions: | Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis |
| Depositing User: | Pratiwi Ade Ana |
| Date Deposited: | 26 Mar 2024 02:55 |
| Last Modified: | 19 Mar 2025 03:57 |
| URI: | http://repository.its.ac.id/id/eprint/73585 |
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