AKBAR, MUHAMAD IQBAL (2025) DETERMINAN MINAT BELI MOTOR LISTRIK DI JAKARTA: PERAN PERSEPSI MANFAAT, PERSEPSI KEMUDAHAN, KEPEDULIAN LINGKUNGAN, DAN INSENTIF PEMERINTAH MELALUI SIKAP. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the determinants of electric motorcycle purchase intention, focusing on the mediating role of consumer attitude. Amidst urban air pollution issues and strong government initiatives towards clean energy, electric motorcycles emerge as a vital transportation alternative. However, the ambitious government target of 13 million electric vehicles by 2030 remains far from actual sales projections, indicating a significant adoption gap and challenges in increasing purchase intention among the public. This study examines the influence of Perceived Usefulness, Perceived Ease of Use, Environmental Concern, and Government Incentives on Purchase Intention, with Attitude as a mediator, utilizing an extended Technology Acceptance Model (TAM). A quantitative approach was applied. The study's population consists of Jakarta residents who regularly use motorcycles for daily transportation and plan to purchase an electric motorcycle. Non-probability sampling with a purposive sampling approach yielded 176 respondents. The majority of respondents were young adults, holding Bachelor's degrees, and working as private employees, representing a relevant market segment. Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Results show that Attitude strongly influences Purchase Intention, being shaped by Perceived Usefulness, Perceived Ease of Use, and Environmental Concern. Perceived Usefulness and Government Incentives directly and significantly influence Purchase Intention. Attitude fully mediates the relationship between Perceived Ease of Use and Purchase Intention, as well as Environmental Concern and Purchase Intention, emphasizing the importance of positive attitude formation. Interestingly, Government Incentives directly drive Purchase Intention without Attitude mediation, demonstrating their pragmatic function. This research provides theoretical contributions by confirming the central role of Attitude in consumer behavior models for green technology adoption, along with practical implications for government and manufacturers in formulating effective strategies to enhance electric motorcycle purchase intention in Indonesia Keywords: Purchase Intention, Perceived Usefulness, Perceived Ease of Use, Environmental Concern, Government Incentives, Attitude, Electric Motorcycle. Penelitian ini menganalisis determinan minat beli motor listrik, fokus pada peran mediasi sikap konsumen. Di tengah isu polusi udara perkotaan dan dorongan kuat pemerintah terhadap energi bersih, motor listrik menjadi alternatif transportasi vital. Namun, target ambisius 13 juta unit kendaraan listrik pada 2030 masih jauh dari proyeksi penjualan aktual, menunjukkan kesenjangan adopsi signifikan dan tantangan dalam meningkatkan minat beli di masyarakat. Studi ini menguji pengaruh Persepsi Manfaat, Persepsi Kemudahan, Kepedulian Lingkungan, dan Insentif Pemerintah terhadap Minat Beli, dengan Sikap sebagai mediator, menggunakan perluasan Technology Acceptance Model (TAM). Pendekatan kuantitatif diterapkan. Populasi penelitian adalah masyarakat Jakarta pengguna sepeda motor harian yang berencana membeli motor listrik. Pengambilan sampel non-probability dengan purposive sampling menghasilkan 176 responden. Mayoritas responden didominasi generasi muda, berpendidikan S1, dan pegawai swasta, merepresentasikan segmen pasar yang relevan. Data dianalisis menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) dengan SmartPLS 4.0. Hasil menunjukkan Sikap sangat memengaruhi Minat Beli, dibentuk oleh Persepsi Manfaat, Persepsi Kemudahan, dan Kepedulian Lingkungan. Persepsi Manfaat dan Insentif Pemerintah langsung memengaruhi Minat Beli secara signifikan. Sikap memediasi penuh pengaruh Persepsi Kemudahan dan Kepedulian Lingkungan terhadap Minat Beli, menegaskan pentingnya pembentukan sikap positif. Menariknya, Insentif Pemerintah secara langsung mendorong Minat Beli tanpa mediasi Sikap, menunjukkan fungsinya sebagai pendorong pragmatis. Penelitian ini memberikan kontribusi teoritis dengan mengkonfirmasi peran sentral Sikap, serta implikasi praktis bagi pemerintah dan produsen dalam merumuskan strategi efektif peningkatan minat beli motor listrik di Indonesia. Kata Kunci: Minat Beli, Persepsi Manfaat, Persepsi Kemudahan, Kepedulian Lingkungan, Insentif Pemerintah, Sikap, Motor Listrik
| Item Type: | Thesis (S2) |
|---|---|
| Call Number CD: | CD/551. 25 092 |
| NIM/NIDN Creators: | 55123120041 |
| Uncontrolled Keywords: | Minat Beli, Persepsi Manfaat, Persepsi Kemudahan, Kepedulian Lingkungan, Insentif Pemerintah, Sikap, Motor Listrik |
| Subjects: | 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 628 Sanitary Engineering and Environmental Protection Engineering/Rekayasa Sanitasi dan Teknik Perlindungan Lingkungan, Teknik Lingkungan 600 Technology/Teknologi > 620 Engineering and Applied Operations/Ilmu Teknik dan operasi Terapan > 629 Other Branches of Engineering/Cabang Teknik Lainnya > 629.2 Motor Land Vehicles and Cycles Engineering/Teknik Kendaraan Bermotor dan Teknik Sepeda |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | khalimah |
| Date Deposited: | 18 Oct 2025 05:26 |
| Last Modified: | 18 Oct 2025 05:26 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/99446 |
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