Faktor-Faktor yang Memengaruhi Intensi Konsumen untuk Merekomendasikan Sepeda Motor Listrik di Indonesia
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Abstract
Penelitian ini bertujuan mengidentifikasi faktor-faktor yang memengaruhi Electric Vehicle Consumer AWE Experience serta dampaknya terhadap Intention to Recommend pada pengguna motor listrik di Jakarta. Metode kuantitatif digunakan dengan menyebarkan kuesioner kepada 268 responden yang dipilih melalui purposive sampling. Data diukur dengan skala Likert lima poin dan dianalisis menggunakan statistik deskriptif, exploratory factor analysis, serta regresi berganda. Hasil menunjukkan bahwa Anticipated Emotions, Perceived Enjoyment, Face Consciousness, Perceived Relative Advantages, dan Cognitive Environmental Benefits berpengaruh signifikan terhadap Electric Vehicle Consumer AWE Experience, sedangkan Eco-Friendly Label, dan Perceived Risk of Privacy Safety tidak signifikan. Selain itu, Electric Vehicle Consumer AWE Experience meningkatkan Intention to Recommend Electric Vehicle.
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