Electronic Theses and Dissertation

Perkembangan industri hijau membawa banyak dampak positif dalam
pengembangan pasar di Indonesia, salah satunya pengembangan kendaraan
berbasis listrik sebagai alternatif kendaraan berbahan bakar fosil. Hal ini berperan
penting dalam mengurangi emisi karbon dan mendukung tujuan pembangunan
berkelanjutan (SDGs). Namun, minat beli masyarakat terhadap mobil listrik masih
tergolong rendah, khususnya di Banda Aceh. Penelitian ini bertujuan untuk
menganalisis faktor-faktor yang mempengaruhi minat beli mobil listrik, meliputi
variabel fasilitas, harga, kepedulian lingkungan, kepercayaan terhadap merek, dan
manfaat. Metode yang digunakan adalah Structural Equation Modelling (SEM)
dengan pendekatan Partial Least Square (PLS), menggunakan software SmartPLS.
Data
dikumpulkan
melalui
kuesioner
kepada
113
responden
yang
terdiri
dari

calon

konsumen mobil listrik, pemilik mobil Bahan Bakar Minyak (BBM), dan
pengguna awal mobil listrik. Hasil penelitian menunjukkan bahwa fasilitas,
kepedulian lingkungan, kepercayaan terhadap merek, dan manfaat memiliki
pengaruh positif dan signifikan terhadap minat beli mobil listrik. Sebaliknya,
variabel harga tidak berpengaruh signifikan. Model penelitian memiliki tingkat
kecocokan yang baik berdasarkan uji validitas dan reliabilitas dimana seluruh
indikator memiliki nilai loading factor ≥ 0,70, nilai cronbach’s alpha dan
composite reliability ≥ 0,70. Selain itu, nilai R-square 46,7% dan F-Square dengan
sebagian besar nilai memiliki pengaruh kecil (0,02). Goodness of Fit dengan SRMR
0,079 (0,70). Penelitian ini diharapkan dapat memberikan
implikasi bagi pengembangan strategi pemasaran kendaraan listrik di Banda Aceh.

The development of the green industry has brought many positive impacts on market growth in Indonesia, including the introduction of electric vehicles as an alternative to fossil fuel-based transportation. This plays a crucial role in reducing carbon emissions and supporting the Sustainable Development Goals (SDGs). However, consumer interest in purchasing electric cars remains relatively low, particularly in Banda Aceh. This study aims to analyze the factors influencing the intention to purchase electric cars, including variables such as facilities, price, environmental concern, brand trust, and perceived benefits. The research employed Structural Equation Modelling (SEM) with a Partial Least Squares (PLS) approach using Smart-PLS software. Data were collected through questionnaires distributed to 113 respondents, consisting of potential electric car buyers, conventional fuel car owners, and early adopters of electric vehicles. The results indicate that facilities, environmental concern, brand trust, and perceived benefits have a positive and significant effect on purchase intention, whereas price does not have a significant effect. The research model demonstrates a good level of fit, as indicated by validity and reliability tests where all indicators achieved a loading factor ≥ 0.70, and Cronbach’s alpha as well as composite reliability values ≥ 0.70. Moreover, the model yielded an R-square value of 46.7%, with most f-square effect sizes being small (0,02). The Goodness of Fit is also confirmed by SRMR = 0.079 (< 0.08) and NFI = 0.702 (> 0.70). This study is expected to provide valuable implications for developing marketing strategies for electric vehicles in Banda Aceh.