DETERMINAN KEPUTUSAN PEMBELIAN MOBIL LISTRIK DI INDONESIA: PERAN PRODUK, HARGA, PROMOSI, DAN KENAIKAN HARGA BBM PADA ERA TRANSISI ENERGI

Badrus  Firmansyah; Neta Mirda Santi; Ayu Lestari Purnamasari

doi:10.53067/ijebef.v6i2.332

Authors

Badrus Firmansyah Universitas Insan Pembangunan Indonesia
Neta Mirda Santi Universitas Insan Pembangunan Indonesia
Ayu Lestari Purnamasari Universitas Insan Pembangunan Indonesia

DOI:

https://doi.org/10.53067/ijebef.v6i2.332

Keywords:

Purchasing Decision, Electric Vehicle, Product, Price, Promotion, Energy Transition, Keputusan Pembelian, Mobil Listrik, Produk, Harga, Promosi, Transisi Energi

Abstract

The acceleration of electric vehicle adoption has become an essential component of Indonesia's national energy transition strategy to reduce carbon emissions, improve energy efficiency, and decrease dependence on fossil fuels. Despite various government incentives and policies supporting the development of the electric vehicle ecosystem, the adoption rate of electric cars in Indonesia remains relatively low compared to conventional vehicles. Therefore, this study aims to examine the effects of product, price, promotion, and fuel price increases on consumers' purchasing decisions for electric vehicles in Indonesia, both partially and simultaneously. This study employed a quantitative approach using an explanatory research design. Data were collected through questionnaires distributed to 98 respondents consisting of electric vehicle owners, members of the Hyundai IONIQ Indonesia and Wuling Air EV Indonesia communities, and visitors to the Gaikindo Indonesia International Auto Show (GIIAS). Data were analyzed using validity and reliability tests, descriptive statistics, classical assumption tests, multiple linear regression analysis, coefficient of determination, t-test, and F-test with IBM SPSS Statistics version 25. The findings reveal that product, price, promotion, and fuel price increases have positive and significant effects on electric vehicle purchasing decisions. Among these variables, price is identified as the most influential factor, followed by product quality and fuel price increases, while promotion demonstrates the weakest influence. Simultaneously, the four independent variables explain 91.2% of the variance in purchasing decisions. These findings suggest that accelerating electric vehicle adoption requires the integration of effective marketing strategies, particularly competitive pricing and product quality improvement, along with continuous government support in strengthening the national electric vehicle ecosystem during the energy transition era.

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