Pengaruh consumer perception dan consumer personality terhadap purchase intention kendaraan listrik di Indonesia
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Abstract
The purpose of this study was to determine whether consumer personality, namely personal innovativeness and environmental concern, is mediated by consumer perceptions in terms of positive utility, namely perceived monetary benefit, perceived environment, and perceived symbol, and negative utility, namely perceived risk and perceived fee, influence the intention to purchase an electric car in Indonesia. The research data used primary data with a questionnaire method consisting of 257 respondents, but only 238 respondents were valid. The results showed that consumer personality has a positive influence on the intention to purchase an electric car both directly and through positive and negative consumer perceptions, consumer personality has a positive influence on consumers’ positive perceptions, and consumers’ positive perceptions have a positive influence on the intention to purchase an electric car except perceived environment, then consumer personality has a negative effect on consumers’ negative perceptions and consumers’ negative perceptions have a negative effect on the intention to purchase an electric car.
Tujuan dari penelitian ini adalah untuk mengetahui apakah kepribadian konsumen, yaitu inovasi pribadi dan kepedulian lingkungan yang dimediasi oleh persepsi konsumen dari segi utilitas positif, yaitu perceived monetary benefit, perceived environment, dan perceived symbol dan segi utilitas negatif, yaitu perceived risk dan perceived fee terhadap niat pembelian mobil listrik di Indonesia. Data penelitian menggunakan data primer dengan kuesioner yang terdiri dari 257 data responden, tetapi hanya 238 data responden yang valid. Hasil penelitian menunjukkan bahwa kepribadian konsumen berpengaruh positif terhadap niat pembelian mobil listrik baik secara langsung maupun melalui persepsi positif dan negatif konsumen, kepribadian konsumen berpengaruh positif terhadap persepsi positif konsumen, dan persepsi positif konsumen berpengaruh positif terhadap niat pembelian mobil listrik kecuali perceived environment, kemudian kepribadian konsumen berpengaruh negatif terhadap persepsi negatif konsumen, dan persepsi negatif konsumen berpengaruh negatif terhadap niat pembelian mobil listrik.
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