Abstrak

Pemerintah Indonesia melalui Peraturan Presiden (Perpres) Nomor 55 Tahun 2019 tentang Percepatan Program Kendaraan bermotor Listrik Berbasis Baterai untuk Transportasi Jalan telah mendukung perkembangan kendaraan listrik secara nasional di Indonesia. Meskipun penggunaan kendaraan listrik telah didukung dengan baik oleh pemerintah melalui banyak program dan kebijakan, perlu adanya informasi dari perspektif sosial mengenai penerimaan publik kendaraan listrik. Kendaraan listrik merupakan teknologi yang relatif baru di Indonesia. Masih sedikit studi penelitian sebelumnya atau analisis yang dilakukan untuk mengukur penerimaan publik serta niat penggunaan dari teknologi inovatif kendaraan listrik ini. Pada penelitian ini mengembangkan model penelitian dengan mempertimbangkan faktor-faktor perilaku untuk mengetahui perilaku konsumen yaitu model Theory of Planned Behaviour (TPB). Perilaku konsumen penting untuk diketahui sebelum benar-benar akan memasarkannya ke pasaran. Theory of Planned Behaviour dapat menjelaskan bahwa perilaku seseorang (behaviour) dipengaruhi oleh niat berperilaku (Intention to Behaviour), sedangkan niat berperilaku dipengaruhi oleh sikap terhadap perilaku (Attitude Toward Behaviour), norma subjektif (Subjective Norm), dan kontrol terhadap keperilakuan yang dirasakan (Perceived Behavioural Control). Survei dilakukan secara online melalui Facebook Advertisement dan media sosial menghasilkan 1.223 responden valid dari 10 provinsi dengan distribusi penjualan sepeda motor terbesar di Indonesia. Pada penelitian menggunakan dua metode analisis data yaitu analisis regresi logistik ordinal dan analisis Structural Equation Model (SEM). Analisis regresi logistik ordinal digunakan untuk mengetahui faktor – faktor yang mempengaruhi intensi adopsi dan fungsi probabilitas dari intensi adopsi. Sedangkan SEM digunakan untuk mengetahui model struktural dan signifikansi hubungan langsung atau tidak langsung faktor-faktor dalam mempengaruhi intensi adopsi sepeda motor listrik di Indonesia. Berdasarkan temuan penelitian ini, dapat kemudian memberikan rekomendasi kebijakan bagi pemerintah dan pihak perusahaan. Rekomendasi kebijakan tersebut digunakan sebagai strategi pengembangan penerapan adopsi sepeda listrik di Indonesia dan memberikan strategi yang tepat untuk memasarkan sepeda motor listrik di Indonesia.
Kata kunci: Sepeda motor listrik, model adopsi, TPB, regresi logistik, SEM

Abstract

The Government of Indonesia through Presidential Regulation (Perpres) No. 55 of 2019 concerning the Acceleration of the Battery-Based Electric Vehicle Vehicle Program for Road Transportation has supported the development of electric vehicles nationwide in Indonesia. Although the use of electric vehicles has been well supported by the government through many programs and policies, there needs to be information from a social perspective regarding the public acceptance of electric vehicles. Electric vehicles are a relatively new technology in Indonesia. There are still few previous research studies or analyzes conducted to measure public acceptance and intention to use this innovative electric vehicle technology. In this study, developing a research model by considering behavioral factors to determine consumer behavior, namely the Theory of Planned Behavior (TPB) model. Consumer behavior is important to know before actually going to market it. Theory of Planned Behavior can explain that a person's behavior (behavior) is influenced by intention to behave (Intention to Behavior), whereas intention to behave is influenced by attitudes towards behavior (Attitude Toward Behavior), subjective norms (Subjective Norm), and control of perceived behavior (behavior) Perceived Behavioral Control). The survey was conducted online through Facebook Advertisement and social media produced 1,223 valid respondents from 10 provinces with the largest motorcycle sales distribution in Indonesia. In the study using two data analysis methods, namely ordinal logistic regression analysis and Structural Equation Model (SEM) analysis. Ordinal logistic regression analysis is used to determine the factors that influence adoption intentions and the probability function of adoption intentions. While SEM is used to determine the structural model and the significance of the direct or indirect relationship of factors in influencing the intention to adopt an electric motorcycle in Indonesia. Based on the findings of this study, it can then provide policy recommendations for the government and the company. The policy recommendations are used as a strategy for developing the adoption of electric bicycles in Indonesia and providing appropriate strategies for marketing electric motorcycles in Indonesia.

Keywords: Electric motorcycle, adoption model, TPB, logistic regression, SEM