STATEMENT BY THE AUTHOR

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INTENTION OF ELECTRIC MOTORCYCLE: CASE STUDY OF SELIS

By Devin Pathavi

21954006

MASTER’S DEGREE in

MASTER OF ARTS

BUSINESS AND COMMUNICATION

SWISS GERMAN UNIVERSITY The Prominence Tower

Jalan Jalur Sutera Barat No. 15, Alam Sutera Tangerang, Banten 15143 - Indonesia

August 2020

Revision after Thesis Defense on August 11, 2020

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Devin Pathavi

STATEMENT BY THE AUTHOR

I hereby declare that this submission is my own work and to the best of my knowledge, it contains no material previously published or written by another person, nor material which to a substantial extent has been accepted for the award of any other degree or diploma at any educational institution, except where due acknowledgement is made in the thesis.

Devin Pathavi S.T., B.Sc.

_____________________________________________

Student Date

Approved by:

Dr. Ir. Yosman Bustaman, M.Buss

_____________________________________________

Thesis Advisor Date

Mochammad Riyadh Rizky Adam, S.T, M.S.M _____________________________________________

Thesis Co-Advisor Date

Dr. Nila Krisnawati Hidayat, S.E., M.M

_____________________________________________

Dean Date

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Devin Pathavi

ABSTRACT

Analysis of Factors Affecting the Green Purchase Intention of Electric Motorcycle

By

Devin Pathavi S.T., B.Sc.

Dr. Ir. Yosman Bustaman, M.Buss, Advisor

Mochammad Riyadh Rizky Adam, S.T, M.S.M, Co-advisor

SWISS GERMAN UNIVERSITY

Although Selis brand under PT.JUARA BIKE has been the pioneer of electric bicycle in Indonesia since 2011, the brand still has lack of demand on the electric motorcycle. The objective of this research is to analyze the factors affecting the green purchase intention of electric motorcycle. Some logical frameworks of this research are Subjective Norms, Aesthetic Value, Green Value, Perceived Price, and Perceived Quality. By using an online survey, a total of 300 respondents from people live in Jabodetabek region were collected. The findings showed that subjective norms, aesthetic value, green value, Perceived Price, and perceived quality influenced green purchase intention positively. The findings also revealed that green value, perceived quality and aesthetic value made the largest contribution in influencing green purchase intention among consumers. On the other hand, Perceived Price and subjective norms had a lesser significant impact on consumer intention to purchase green products.

Keywords: Subjective Norms, Aesthetic Value, Green Value, Perceived Price, Perceived Quality, Green Purchase Intention.

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Devin Pathavi

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Devin Pathavi

DEDICATION

I dedicate this works for my families, girlfriend, friends and lecturers that always support me.

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Devin Pathavi

ACKNOWLEDGEMENTS

First of all, I praise God, the almighty for His guidance throughout the months and successfully accomplish the thesis work.

I want to express my deepest gratitude and special thanks to my advisor Dr. Ir.

Yosman Bustaman M,Buss, for the patience and guidance during my thesis work.

Also, to my Co-Advisor Mochammad Riyadh Rizky Adam, S.T, M.S.M for being really kind and helpful for discussion and consultation.

Another big gratitude for all of the lecturers and staffs of Magister Management who always helped and support me, especially Meyrasari Dewi that always responsible and care about us.

To the class of Master of Arts in Business 2019 for the holidays, friendship, laugh and tears during my study in Swiss German University.

Last but not least, to my beloved girlfriend and family for always supporting me and give motivation in my hard times during thesis.

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Devin Pathavi

LIST OF FIGURES

Figures Page

Figure 1.1 Top Cities of worst air quality index ... 14

Figure 2.1 Theory Reasoned Action ... 24

Figure 4. 1 Selis Electric Motorcycle ... 65

Figure 4. 2 Selis Partners... 66

Figure 4. 3 Normality Test Histogram ... 69

Figure 4. 4 Normal P-Plot of Regression Standardized Residual ... 71

Figure 4. 5 Scatterplot of Dependent Variable GPI ... 72

Figure 5. 1 Advertisement by Selis ... 100

Figure 5. 2 Selis Electric Motorcycle ... 102

Figure 5. 3 Cost Comparison... 104

Figure 5. 4 Bundling Promotion by Erafone ... 106

Figure 5. 5 Selis testimonial ... 109

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Devin Pathavi

LIST OF TABLES

Table Page

Table 3.1 Likert Scale ... 41

Table 3.2 Variable Operationalization ... 44

Table 3.3 Construct Validity Parameters ... 48

Table 3.4 Pre-test: KMO and Bartlett’s Test of Subjective Norms ... 49

Table 3.5 Pre-test: Anti-Image Matrices of Subjective Norms ... 50

Table 3.6 Pre-test: Communalities of Subjective Norms ... 50

Table 3.7 Pre-test: Component Matrix of Subjective Norms... 51

Table 3.8 Pre-test: Reliability Test of Subjective Norms... 51

Table 3.9 Pre-test: KMO and Bartlett’s Test of Aesthetic Value... 52

Table 3.10 Pre-test: Anti- image Matrices of Aesthetic Value ... 52

Table 3.11 Pre-test: Communalities of Aesthetic Value ... 53

Table 3.12 Pre-test: Component Matrix of Aesthetic Value ... 53

Table 3.13 Pre-test: Reliability of Aesthetic Value... 54

Table 3.14 Pre-test: KMO and Bartlett’s Test of Green Value ... 54

Table 3.15 Pre-test: Anti-Image Matrices of Green Value ... 54

Table 3.16 Pre-test: Communalities of Green Value ... 55

Table 3.17 Pre-test: Component Matrix of Green Value ... 55

Table 3.18 Pre-test: Reliability of Green Value ... 56

Table 3.19 Pre-test: KMO and Bartlett’s Test of Perceived Price ... 56

Table 3.20 Pre-test: Anti-Image Matrices of Perceived Price... 56

Table 3.21 Pre-test: Communalities of Perceived Price... 57

Table 3.22 Pre-test: Component Matrix of Perceived Price... 57

Table 3.23 Pre-test: Reliability of Perceived Price ... 58

Table 3.24 Pre-test: KMO and Bartlett’s Test of Perceived Quality ... 58

Table 3.25 Pre-test: Anti-Image Matrices of Perceived Quality ... 59

Table 3.26 Pre-test: Communalities of Perceived Q uality ... 59

Table 3.27 Pre-test: Component Matrix of Perceived Quality ... 60

Table 3.28 Pre-test: Reliability of Perceived Quality ... 60

Table 3.29 Pre-test: KMO and Bartlett’s Test of Green Purchase Intention... 61

Table 3.30 Pre-test: Anti-Image Matrices of Green Purchase Intention ... 61

Table 3.31 Pre-test: Communalities of Green Purchase Intention ... 61

Table 3.32 Pre-test: Component Matrix of Green Purchase Intention ... 62

Table 3.33 Pre-test: Reliability of Green Purchase Intention... 62

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Devin Pathavi

Table 4. 1 Demographic Profile 67

Table 4. 2 One-Sample Kolmogorov-Smirnov Test 70

Table 4. 3 Spearman’s Rho Test 73

Table 4. 4 Multicollinearity Test 74

Table 4. 5 KMO and Bartlett’s test of Subjective Norms 75

Table 4. 6 Anti- image Matrices of Subjective Norms 75

Table 4. 7 Communalities of Subjective Norms 76

Table 4. 8 Component Matrix of Subjective Norms 77

Table 4. 9 Reliability Test of Subjective Norms 77

Table 4. 10 KMO and Bartlett’s Test of Aesthetic Value 78

Table 4. 11 Anti- Image Matrices of Aesthetic Value 78

Table 4. 12 Communalities of Aesthetic Value 79

Table 4. 13 Component Matrix of Aesthetic Value 79

Table 4. 14 Reliability Test of Aesthetic Value 80

Table 4. 15 KMO and Bartlett’s Test of Green Value 80

Table 4. 16 Anti- Image Matrices of Green Value 81

Table 4. 17 Communalities of Green Value 81

Table 4. 18 Component Matrix of Green Value 82

Table 4. 19 Reliability Test of Green Value 82

Table 4. 20 KMO and Bartlett’s Test of Perceived Price 83

Table 4. 21 Anti- image Matrices of Perceived Price 83

Table 4. 22 Communalities of Perceived Price 84

Table 4. 23 Component Matrix of Perceived Price 84

Table 4. 24 Reliability Test of Perceived Price 85

Table 4. 25 KMO and Bartlett’s Test of Perceived Quality 85

Table 4. 26 Anti- Image Matrices of Perceived Quality 86

Table 4. 27 Communalities of Perceived Quality 86

Table 4. 28 Component Matrix of Perceived Quality 87

Table 4. 29 Reliability Test of Perceived Q uality 87

Table 4. 30 KMO and Bartlett’s Test of Green Purchase Intention 88 Table 4. 31 Anti- Image Matrices of Green Purchase Intention 88

Table 4. 32 Communalities of Green Purchase Intention 89

Table 4. 33 Component Matrix of Green Purchase Intention 89

Table 4. 34 Reliability Test of Green Purchase Intention 90

Table 4. 35 Regression Analysis Test 90

Table 4. 36 Multiple Regression Test 91

Table 4. 37 T-Test (Partial) 92

Table 4. 38 F-Test (Simultaneously) 92

Table 4. 39 Hypothesis Results 93

Table 5. 1 Majority Result of Subjective Norms 99

Table 5. 2 Majority Result of Aesthetic Value 101

Table 5. 3 Majority Result of Green Value 103

Table 5. 4 Majority Result of Perceived Price 105

Table 5. 5 Majority Result of Perceived Quality 107

Table 5. 6 Majority Result of Green Purchase Intention 110

STATEMENT BY THE AUTHOR

STATEMENT BY THE AUTHOR

ABSTRACT

DEDICATION

ACKNOWLEDGEMENTS

TABLE OF CONTENTS

LIST OF FIGURES

LIST OF TABLES