THE DETERMINANT FACTORS OF MILLENNIAL GENERATION’S PURCHASE INTENTION ON ELECTRIC CARS

Abstract

This research examines the determinant factors of the millennial generation's purchase intention on electric cars, which include functional value, social value, conditional value, emotional value, and epistemic value. Primary data was collected through an online survey of 271 millennial generation respondents who knew about electric cars but had never bought one. Purposive sampling was used in taking research samples. The results of data processing and analysis using multiple regression prove that functional value, social value, emotional value, and epistemic value influence purchase intention, while conditional value does not influence purchase intention. Social value was found to be the strongest determinant factor in the millennial generation's purchase intention on electric cars.