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All Journal Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Ade Fariz Iskandar
Politeknik Negeri Jakarta

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Pengaruh Kebijakan Insentif dan Harga terhadap Keputusan Pembelian Motor Listrik dengan Strategi Resiliensi Sebagai Variabel Moderasi di Wilayah DKI Jakarta Ade Fariz Iskandar; Taufik Akbar
Seminar Nasional Riset Terapan Vol. 15 No. 01 (2026): SNRT XV TAHUN 2026
Publisher : Administrasi Niaga Politeknik Negeri Jakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32722/snrtbisnis.v15i01.8037

Abstract

The discontinuation of Indonesia's IDR 7 million purchase subsidy for battery electric motorcycles in early 2026 caused electric motorcycle sales in DKI Jakarta to fall by nearly 70% within the first quarter, leaving producers and dealers with unsold inventory. This study aims to examine the effect of incentive policy and price on the purchase decision of electric motorcycles in DKI Jakarta, and to test whether resilience strategy moderates these relationships. A quantitative explanatory approach was used, with data collected through an online questionnaire distributed to 219 respondents, of which 185 met the purposive sampling criteria (electric motorcycle owners/prospective buyers residing in the five administrative cities of DKI Jakarta). Data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. The results show that incentive policy (β = 0.133; p = 0.044) and price (β = 0.432; p = 0.000) both have a significant positive effect on purchase decision, with price being the dominant predictor. Resilience strategy significantly moderates the effect of price on purchase decision, but in a weakening (negative) direction (β = -0.122; p = 0.016), while its moderating effect on incentive policy is not statistically significant (p = 0.053). The model explains 85.8% of the variance in purchase decision (R² = 0.858). These findings suggest that in the post-subsidy market, strengthening after-sales resilience strategies can reduce consumers' price sensitivity and sustain purchase decisions.
Co-Authors Taufik Akbar