STUDI EKSPLORASI MINAT BELI MOBIL LISTRIK PADA GENERASI MILENIAL DI JABODETABEK

ADELIA NUR APRILI, . (2023) STUDI EKSPLORASI MINAT BELI MOBIL LISTRIK PADA GENERASI MILENIAL DI JABODETABEK. Diploma thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor apa saja yang mempengaruhi minat beli mobil listrik pada generasi milenial di Jabodetabek dan faktor apa yang paling berkontribusi terhadap minat beli tersebut. Sampel dan populasi dalam penelitian ini yaitu 334 generasi milenial di Jabodetabek dengan metode purposive sampling dan penyebaran kuesioner secara daring melalui berbagai platform sosial media. Penelitian ini menggunakan teori TAM dan TPB dan metode analisis melalui pendekatan exploratory factor analysis (EFA) untuk mengolah data dalam penelitian ini melalui software SPSS 25. Hasil penelitian menemukan bahwa terdapat sembilan faktor yang mempengaruhi minat beli mobil listrik pada generasi milenial di Jabodetabek. Kesembilan faktor tersebut adalah faktor product knowledge, perceived behavioral control, harga dan iklan, pengaruh sosial, persepsi produk, kepedulian lingkungan, kemudahan penggunaan, persepsi manfaat, dan biaya. Kata Kunci: mobil listrik, minat beli, TAM, TPB, exploratory factor analysis (EFA). *** This study aims to find out what factors that influence the purchase intention of electric vehicles on millennials in Jabodetabek and what factors contribute the most to the purchase intention. The sample and population in this study were 334 millennials in Jabodetabek using the purposive sampling method and distributing questionnaires through various social media platforms. This study uses the theory of TAM and TPB with the analytical method through Exploratory Factor Analysis (EFA) approach to process the data through SPSS 25. The result of the study found that there were nine factors that influence the purchase intention of electric cars on millennials in Jabodetabek. The ninth factor is product knowledge, perceived behavioral control, price and advertising, social influence, product perception, environmental concern, ease of use, perceived benefits, and costs. Keywords: electric car, purchase intention, TAM, TPB, exploratory factor analysis (EFA)

Item Type:	Thesis (Diploma)
Additional Information:	1) Andi Muhammad Sadat, SE., M.Si., Ph.D ; 2) Agung Kresnamurti Rivai P., ST, M.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Users 20786 not found.
Date Deposited:	29 Sep 2023 02:05
Last Modified:	29 Sep 2023 02:05
URI:	http://repository.unj.ac.id/id/eprint/43003

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