Faktor-Faktor yang Mempengaruhi Niat Konsumen untuk Menyewa dan Menggunakan Mobil Listrik: Pendekatan UTAUT dan SEM
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Pemerintah dan sektor swasta telah mempromosikan penggunaan mobil listrik untuk mengurangi polusi udara, emisi karbon, dan ketergantungan pada bahan bakar minyak. Beberapa perusahaan juga telah memperkenalkan layanan penyewaan mobil listrik kepada konsumen. Namun demikian, penggunaan mobil listrik melalui sistem sewa belum memenuhi target. Penelitian ini berupaya mengisi kesenjangan dalam literatur dengan memeriksa faktor-faktor yang mempengaruhi penggunaan mobil listrik melalui sistem sewa. Untuk mencapai tujuan ini, penelitian ini telah melakukan survei terhadap 126 responden pada April s/d Mei 2026 di Jakarta Selatan sebagai area penelitian. Secara khusus, penelitian ini telah memadukan model UTAUT dan SEM berbasis PLS untuk memeriksa pengaruh empat faktor (yaitu ekspektasi kinerja, ekspektasi upaya, pengaruh sosial, dan kondisi pendukung) terhadap niat konsumen untuk menyewa dan menggunakan mobil listrik secara aktual. Temuan penelitian ini menunjukan bahwa meskipun mempunyai bobot pengaruh yang berbeda-beda, keempat variabel tersebut mempunyai pengaruh yang positif dan signifikan terhadap niat konsumen untuk menyewa mobil listrik dan menggunakan mobil listrik secara aktual. Temuan ini memberikan kontribusi penting bagi pengembangan literatur tentang model penerimaan teknologi, baik dari sisi teori maupun praktis. Dari aspek teoritis, temuan penelitian ini berkontribusi pada peningkatan dan perluasan kerangka kerja UTAUT melalui perluasan aplikasi teknologi, validasi variabel, dan pengembangan metodologis. Dari perspektif praktis, temuan ini memberikan implikasi berharga bagi para pembuat kebijakan, produsen otomotif, pemasar, dan perusahaan rental mobil yang terlibat dalam ekosistem mobil listrik. Temuan penelitian ini juga memberikan beberapa implikasi manajerial bagi perusahaan penyewaan mobil listrik dalam mengembangkan strategi bisnis yang efektif dan meningkatkan penerimaan konsumen terhadap layanan sewa mobil listrik.
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