Model Analysis of Millennials' Purchase Intention Electric Cars in JABODETABEK

Abstract

This study explores a model of customer purchase intention in millennial segment electric car buyers in Jabodetabek using a modified Theory of Planned Behavior (TPB) and analyzed by Structural Equation Modeling using Smart-PLS 3.2.9. Although sales of electric cars in Indonesia are increasing, consumer purchase interest, especially the millennial generation, is still low compared to other Asian countries. This study examines the influence of factors in the modified TPB, including Attitude, Subjective Norms, Perceived Behavioral Control, Government Policy and Environmental Concern on the purchase intention of electric cars. Data was collected through a survey of millennials in Jabodetabek. The results of SEM analysis show that Attitude and Environmental Concern have a positive and significant influence on the purchase intention of electric cars. Meanwhile, Subjective Norms, Perceived Behavioral Control and Government Policy have a positive but insignificant impact on the purchase intention of electric cars for millennials in Jabodetabek. The findings of this study provide insights for manufacturers, policymakers and marketers on how to increase the adoption of electric cars among millennials. Appropriate strategies can be designed to drive electric car market growth and overcome existing barriers.