PREDIKTOR NIAT BELI KENDARAAN MOTOR LISTRIK DI PONTIANAK
Abstract
Salah satu sektor yang menyumbang emisi cukup besar adalah energi, khususnya transportasi. Kendaraan motor listrik merupakan salah satu produk kendaraan ramah lingkungan yang sudah banyak dipasarkan di Pontianak. Meski penjualan kendaraan motor listrik mengalami peningkatan setiap tahunnya, namun masih jauh dari tingkat kesuksesan kendaraan motor konvensional. Penelitian ini bertujuan untuk mengetahui pengaruh Sikap, Norma Subjektif, Kontrol Perilaku Yang Dirasakan, Environment Concern terhadap Niat Beli Kendaraan Motor Listrik di Pontianak. Penelitian ini merupakan penelitian kuantitatif dengan menggunakan metode survei. Jenis penelitian yang digunakan dalam penelitian ini adalah penelitian asosiatif kausal dan teknik pengumpulan data dilakukan menggunakan kuesioner melelui google form yang disebarkan kepada responden melalui sosial media. Populasi dalam penelitian ini adalah seluruh masyarakat Pontianak yang berusia lebih dari 18 tahun, sudah berkerja dan memiliki penghasilan minimal setingkat dengan Upah Minimum Provinsi (UMP) di Pontianak. Berdasarkan Teknik penarikan sampel menggunakan non probability sampling berupa purposive sampling dengan jumlah sampel sebanyak 102 responden. Metode analisis data yang digunakan pada penelitian ini terdiri dari analisis deskriptif, uji instrumen penelitian, uji asumsi klasik, analisis regresi linear berganda, uji koefisien determinasi (R2), uji kelayakan model (uji f) dan uji koefisien regresi parsial (uji t) dengan bantuan aplikasi IBM SPSS Versi 26. Pada hasil penelitian menunjukan bahwa variabel Norma Subjektif, Kontrol Perilaku Yang Dirasakan, Environment Concern berpengaruh positif dan signifikan terhadap Niat Beli Kendaraan Motor Listrik di Pontianak. Sedangkan variabel Sikap tidak berpengaruh signifikan terhadap Niat Beli Kendaraan Motor Listrik di Pontianak.
Kata Kunci: Sikap, Norma Subjektif, Kontrol Perilaku Yang Dirasakan, Environment Concern, Niat Beli, Kendaraan motor Listrik.
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