Email this article Kendaraan listrik di mata gen y: faktor apa yang menjelaskan minat belinya?
Abstract
Perkembangan dibidang teknologi serta semakin meningkatnya isu lingkungan telah mendorong terciptanya kendaraan listrik sebagai solusi dalam masyarakat. Meskipun demikian, tingkat penerimaan kendaraan listrik khususnya di Indonesia masih dalam kategori rendah. Penelitian ini bertujuan untuk mengkaji determinan yang berperan penting dalam minat beli generasi Y terhadap kendaraan listrik melalui aspek persepsi kemudahan, kegunaan, kepedulian lingkungan, serta persepsi harga. Target populasi dalam penelitian ini merupakan seluruh masyarakat generasi Y di Indonesia. Melalui purposive sampling, diperoleh sebanyak 278 responden. Data empiris dikumpulkan secara online melalui platform Google form, dan kemudian dianalisis melalui pendekatan SEM dengan SmartPLS 3.2.9. Temuan penelitian mengkonfirmasikan bahwa tiga faktor utama yang dapat mempengaruhi minat beli kendaraan listrik yaitu persepsi kegunaan, kepedulian terhadap lingkungan, serta persepsi harga. Sedangkan persepsi kemudahan gagal dalam memprediksi minat beli konsumen. Studi ini diharapkan dapat memberikan kontribusi positif bagi literatur terkait perilaku masyarakat terhadap perkembangan teknologi, serta secara praktis bagi developer kendaraan listrik untuk menghadirkan solusi bagi permasalahan di masayrakat.
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DOI: https://doi.org/10.30872/jfor.v24i4.10436
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