ANALISIS FAKTOR YANG MEMPENGARUHI MINAT BELI MOBIL RAMAH LINGKUNGAN DI KOTA BATAM

Abstract

ABSTRAK Peningkatan produksi otomotif di Indonesia berdampak pada pengunaan energi yang berlebihan dan mengancam kelestarian lingkungan melalui polusi udara dan efek rumah kaca. Penelitian ini menginvestigasi faktor-faktor yang mempengaruhi minat beli (Purchase Intention) terhadap kendaraan listrik dan kendaraan hybrid di Kota Batam. Faktor-faktor yang diteliti meliputi Perceived Behavioral Control, Moral Norm, Environmental Concern, Trust, Subjective Norm, dan Attitude. Data dikumpulkan melalui survei kepada responden di Kota Batam. Hasil analisis data menunjukkan bahwa Perceived Behavioral Control, Moral Norm, Environmental Concern, dan Trust memiliki pengaruh yang signifikan dan positif terhadap minat beli kendaraan listrik dan kendaraan hybrid. Namun, Subjective Norm dan Attitude tidak memiliki pengaruh yang signifikan terhadap minat beli di kalangan masyarakat Kota Batam. Selain itu, Attitude tidak berperan sebagai mediator dalam hubungan antara Subjective Norm dan minat beli. Temuan ini memberikan pemahaman yang lebih baik tentang faktor-faktor yang memengaruhi minat beli kendaraan ramah lingkungan di Kota Batam dan dapat digunakan untuk mengembangkan kebijakan promosi dan pemasaran kendaraan listrik dan hybrid. Kata Kunci: Kendaraan Listrik, Minat Beli, Kendaraan Hybrid. ABSTACT The increase in automotive production in Indonesia has resulted in excessive energy use and threatens environmental sustainability through air pollution and the greenhouse effect. This study investigates the factors influencing Purchase Intention toward electric and hybrid vehicles in Batam City. The factors under investigation include Perceived Behavioral Control, Moral Norm, Environmental Concern, Trust, Subjective Norm, and Attitude. Data were collected through surveys of respondents in Batam City. The results of data analysis indicate that Perceived Behavioral Control, Moral Norm, Environmental Concern, and Trust have a significant and positive influence on the purchase intention of electric and hybrid vehicles. However, Subjective Norm and Attitude do not have a significant influence on purchase intention among the residents of Batam City. Furthermore, Attitude does not mediate the relationship between Subjective Norm and purchase intention. These findings provide a better understanding of the factors affecting the purchase intention of environmentally friendly vehicles in Batam City and can be used to develop promotion and marketing policies for electric and hybrid vehicles. Keywords: Electric Vehicles, Purchase Intention, Hybrid Vehicles.