ABDILLAH, PUTRI SHAHDIA (2025) PENGARUH SOCIO-DEMOGRAPHIC, ENVIRONMENTAL CONCERN DAN TECHNOLOGY INNOVATION TERHADAP PURCHASE INTENTION ELECTRIC VEHICLE DI MEDIASI PERCEIVED RISK DI DAERAH SURABAYA. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study examines the determinants of electric vehicle (EV) purchase intention in Surabaya, focusing on socio-demographic characteristics, environmental concern, and technology innovation. The perceived risk variable, including financial, performance, psychological, and time risks, is tested as a mediating variable. Based on the Diffusion of Innovation (DOI) framework, structural equation modeling (SEM) with SmartPLS 4.0 is used to analyze the data. The results show that environmental concern has a positive and significant impact on purchase intention, both directly and through perceived risk. Technology innovation also has a positive impact, where performance expectations and battery reliability can reduce perceived risk and increase purchase intention. In contrast, socio-demographics show a negative and insignificant effect on perceived risk. The study uses 200 respondents, selected through purposive sampling, with criteria of consumers who have knowledge or experience with electric vehicles. G*Power was used to calculate the ideal sample size, resulting in a minimum of 119 respondents. Descriptive analysis was performed to check the data quality, with adequate standard deviation ensuring response variation. This study provides strategic implications for electric vehicle policy and marketing in Surabaya, emphasizing the importance of technology innovation and environmental awareness in accelerating EV adoption. Keyword: Socio-demographic, environmental concern, innovation technology, purchase intention, electric vehicle, Diffusion of Innovation (DOI) Penelitian ini mengkaji determinasi niat pembelian kendaraan listrik (EVs) di Surabaya, dengan fokus pada karakteristik sosio-demografis, kepedulian lingkungan, dan inovasi teknologi. Variabel persepsi risiko, yang mencakup risiko finansial, kinerja, psikologis, dan waktu, diuji sebagai variabel mediasi. Berdasarkan kerangka Diffusion of Innovation (DOI), metode pemodelan persamaan struktural (SEM) dengan SmartPLS 4.0 digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa kepedulian lingkungan berpengaruh positif dan signifikan terhadap niat pembelian, baik secara langsung maupun melalui persepsi risiko. Inovasi teknologi juga memiliki pengaruh positif, di mana ekspektasi kinerja dan keandalan baterai dapat menurunkan persepsi risiko dan meningkatkan niat pembelian. Sebaliknya, sosio-demografi menunjukkan pengaruh negatif dan tidak signifikan terhadap persepsi risiko. Penelitian ini menggunakan 200 responden yang dipilih dengan teknik purposive sampling, dengan kriteria konsumen yang memiliki pengetahuan atau pengalaman terkait kendaraan listrik. G*Power digunakan untuk menghitung ukuran sampel yang ideal, menghasilkan 119 responden sebagai minimum. Analisis deskriptif dilakukan untuk memeriksa kualitas data, dengan standar deviasi yang memadai untuk memastikan variasi respons. Penelitian ini memberikan implikasi strategis bagi kebijakan dan pemasaran kendaraan listrik di Surabaya, menekankan pentingnya inovasi teknologi dan kesadaran lingkungan dalam mempercepat adopsi kendaraan listrik. Kata kunci: Sosio-demografi, kepedulian lingkungan, inovasi teknologi, minat pembelian, kendaraan listrik, Diffusion of Innovation (DOI)
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