Faktor-faktor psikologis yang mempengaruhi niat beli kendaraan listrik masyarakat Kota Batam
Keywords:
Resistance to Change, Need for Uniqueness, Environmental Concern, Perceived Trust in Evs, Personal Norms, Perceived Value, Willingness to Pay, Purchase IntentionAbstract
Penelitian ini bertujuan menguji peran resistensi terhadap perubahan dan kebutuhan akan keunikan terhadap niat membeli kendaraan listrik, serta peran nilai yang dirasakan dan norma pribadi. Menggunakan pendekatan deskriptif-kuantitatif, penelitian ini melibatkan 150 responden dengan analisis Structural Equation Model (SEM) melalui SmartPLS 3.0. Hasil penelitian menunjukkan willingness to pay secara langsung memengaruhi purchase intention kendaraan listrik secara positif dan signifikan. Resistance to change memiliki pengaruh langsung dan tidak langsung yang signifikan terhadap willingness to pay dan purchase intention. Need for uniqueness dan environmental concern juga berpengaruh signifikan secara langsung maupun tidak langsung terhadap kedua variabel tersebut. Selain itu, perceived trust in EVs, norma pribadi, dan nilai yang dirasakan terbukti memiliki pengaruh positif dan signifikan, baik secara langsung maupun tidak langsung, terhadap willingness to pay dan purchase intention. Temuan ini menyoroti pentingnya faktor psikologi dan nilai dalam membentuk niat membeli kendaraan listrik.
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