Pengaruh Faktor Marketing Mix dan Theory Of Planned Behavior Terhadap Willingness To Pay Motor Listrik dengan Pendekatan Hybrid Choice Model

Oleh :
Fitri Nidhomun Ni'mah - I0322046 - Fak. Teknik

Indonesia, as one of the countries with the largest carbon emissions in the world, has committed to reducing emission levels, one of the efforts that has been made is the policy of developing the use of renewable energy in the form of electric motorcycles. This study aims to determine the influence of the marketing mix (4P) and Theory of Planned Behavior (TPB) on willingness to pay (WTP), with the object of study is electric motorcycles in Indonesia, through a Hybrid Choice Model (HCM) approach. Based on the findings, it was found that the product variable in the atribute of distance traveled on a single charge, the price variable in the atribute of purchase price and maintenance cost, the place variable in the attribute of availability and location of service centers, and the TPB variable in the atribute of subjective norms had a significant effect on willingness to pay for electric motorcycle in Indonesia. Otherwise, the promotion variable does not significantly affect the decision. Therefore, the appropriate policy recommendation for the government is to establish quality standards for electric motorcycles, provide price incentives through subsidies or tax reductions, expand the availability of service centers, and conduct educational campaigns, so that the number of electric motorcycle usesrs can be increased, thereby reducing emission levels in Indonesia