CONSUMER JOURNEY DALAM PEMBELIAN KENDARAAN LISTRIK

Abstract

As the world moves towards a more sustainable development, electric vehicles (cars) are gaining popularity. The aim of the current study is to understand the factors influencing consumer acceptance of electric vehicles. Using a qualitative approach, it conducted in-depth interviews with six hybrid vehicle users. They were chosen as participants on the assumption that they would be more receptive to electric vehicles. The results show that the factors influencing the purchase of electric vehicles are the awareness of the environmental benefits and cost savings of electric vehicles. Other factors include facilities to promote EVs and subsidies to reduce acquisition costs.