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All Journal Advances: Jurnal Ekonomi & Bisnis
Garneta Dinarsuci
Universitas Kebangsaan Republik Indonesia, Bandung, Indonesia
Economics, Econometrics & Finance

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Analysis of the Development of Electric Car Marketing in Indonesia in Encouraging Consumer Purchasing Interest Garneta Dinarsuci; Yulianah Yulianah; Mohammad Nabilulhaq Diforama; Putri Pratiwi; Shahnawaaz Kiara Amanda; R. Dewi Pertiwi
Advances: Jurnal Ekonomi & Bisnis Vol. 4 No. 3 (2026): May - June
Publisher : Yayasan Pendidikan Bukhari Dwi Muslim

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60079/ajeb.v4i3.847

Abstract

Purpose: This study analyzes the development of electric-car marketing strategies in Indonesia and examines how green marketing, government incentives, infrastructure readiness, and consumer behavioral factors influence purchase intention for electric vehicles. Research Method: This study employed a qualitative descriptive approach using literature review and document analysis. Data were collected from GAIKINDO reports, Scopus- and SINTA-indexed journals, government regulations, business publications, and observations of digital marketing campaigns from 2022 to 2025. Data were analyzed using thematic coding, data reduction, and triangulation. Results and Discussion: The findings indicate that consumer purchase intention is influenced by economic efficiency, technological innovation, environmental awareness, social influence, and perceived behavioral control. Government incentives, charging infrastructure expansion, battery warranty schemes, and omnichannel marketing strategies contributed to increasing consumer confidence and market acceptance of electric vehicles. Implications: The study highlights the importance of integrating green marketing communication, ecosystem readiness, and infrastructure support to strengthen sustainable electric vehicle adoption in Indonesia. Originality: This study integrates green marketing and the Theory of Planned Behavior to explain electric vehicle purchase intention in the Indonesian market.
Co-Authors Mohammad Nabilulhaq Diforama Putri Pratiwi R. Dewi Pertiwi Shahnawaaz Kiara Amanda Yulianah Yulianah