Assessing factors determining people’s decision to adopt electric motorcycles (EMs) through the lens of the technology acceptance model (TAM)
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Abstract
Over recent years, the Indonesian government has been consistently encouraging its citizens to transition from traditional, fuel-based vehicles to environmentally friendly electric-powered vehicles. Among these electric vehicles, Electric Motorcycles (EMs) have made their way into the Indonesian market. However, the adoption of EMs remains relatively low compared to conventional motorcycles due to various factors. This study aims to comprehensively analyze the determinants affecting individuals’ decisions to adopt EMs, focusing on the Technology Acceptance Model (TAM) framework. Next, to collect data from respondents, a survey method employing questionnaires was utilized, employing a purposive sampling technique to ensure that all participants met the predetermined criteria. Specifically, respondents were individuals who had adopted EMs from various brands within the past year. A 5-point Likert scale was employed to gauge respondents’ opinions and perceptions. Over approximately four months, from March 2023 to July 2023, questionnaires were distributed, resulting in the successful collection of 58 valid responses. Subsequently, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to analyze the gathered data. The findings of the analysis reveal that two key factors, namely, perceived ease of use and perceived usefulness, exert significant and positive influence on individuals’ decisions to adopt electric motorcycles (EMs).
Dalam kurun waktu beberapa tahun terakhir, pemerintah Indonesia secara aktif dan masif mendorong masyarakatnya untuk mulai beralih dari kendaraan BBM konvensional ke kendaraan listrik (electric vehicle) yang lebih ramah lingkungan. Adapun salah satu jenis kendaraan listrik (electric vehicle) yang dijual (dan tersedia) di Indonesia adalah motor listrik (electric motorcycle). Namun, terlepas dari berbagai usaha yang telah dilakukan oleh pemerintah, serta dikarenakan oleh satu dan lain hal, jumlah masyarakat yang telah membeli dan menggunakan motor listrik ini cenderung masih sangat sedikit dibandingkan dengan jumlah masyarakat yang membeli motor konvensional berbahan bakar minyak. Alhasil, berdasarkan pada fenomena ini, maka studi ini mencoba untuk menganalisis faktor-faktor yang cenderung mampu memengaruhi keputusan masyarakat di dalam mengadopsi motor listrik di Indonesia dari perspektif Technology Acceptance Model (TAM). Mengimplementasikan metode survei dengan kuesioner digunakan sebagai alat untuk mengumpulkan data dari para responden, metode sampling berupa purposive sampling diterapkan dengan tujuan untuk memastikan agar seluruh responden yang berpartisipasi telah memenuhi kriteria yang ditentukan dalam penelitian ini. Adapun kriteria responden yang ditetapkan adalah masyarakat Indonesia yang telah mengadopsi motor listrik (merek apa pun) dalam kurun waktu 1 tahun terakhir. Berikutnya, sebanyak 58 data berhasil dikumpulkan dari para responden, dimana, seluruh data ini kemudian dianalisis dengan menggunakan metode PLS-SEM. Berdasarkan pada hasil analisis data yang telah dilakukan, peneliti menyimpulkan bahwa kedua faktor yang diuji, yaitu perceived usefulness dan perceived ease of use, secara signifikan memengaruhi keputusan seseorang di dalam mengadopsi motor listrik.
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