Analisis Minat Beli Sepeda Motor Listrik pada Generasi Milenial Menggunakan Extended Theory of Planned Behavior

Abstract

Sepeda motor listrik menawarkan solusi ramah lingkungan dalam mobilitas. Generasi milenial memiliki potensi untuk keberlanjutan lingkungan di masa depan dari perilaku konsumsi ramah lingkungan. Penelitian ini menggunakan extended theory of planned behavior yang menjelaskan dan memprediksi perilaku seseorang berdasarkan niat untuk mengadaptasi perilaku tersebut. Penelitian ini bertujuan untuk mengidentifikasi dan menganalisis pengaruh environmental awareness, sikap, norma subyektif, perceived behavioral control, perceived value, dan reasonable price terhadap minat beli sepeda motor listrik pada generasi milenial. Penelitian kuantitatif menggunakan kuesioner ini melibatkan sebanyak 245 responden dengan rentang usia 29 hingga 44 tahun di seluruh Indonesia. Data dianalisis dengan statistik deskriptif Structural Equation Modelling (SEM) untuk menjawab seluruh tujuan penelitian. Hasil penelitian menunjukkan environmental awareness berpengaruh signifikan terhadap sikap dan perceived behavioral control. Perceived behavioral control, reasonable price, dan perceived value berpengaruh signifikan terhadap minat beli, sementara sikap dan norma subyektif tidak berpengaruh signifikan terhadap minat beli sepeda motor listrik.

Electric motorcycles offer an environmentally friendly mobility solution. The millennial generation holds significant potential in promoting sustainability through eco-friendly consumption behavior. This study applies the Extended Theory of Planned Behavior to explain and predict behavior based on intention. The aim is to examine the influence of environmental awareness, attitude, subjective norms, perceived behavioral control, perceived value, and reasonable price on the purchase intention of electric motorcycles among millennials. Using a quantitative approach, data were collected from 245 respondents aged 29–44 across Indonesia through a questionnaire. The data were analyzed using descriptive statistics and Structural Equation Modeling (SEM). The results show that environmental awareness significantly affect attitude and perceived behavioral control. Meanwhile, perceived behavioral control, reasonable price, and perceived value significantly affect purchase intention, meanwhile attitude and subjective norms do not.