Adienma, Ardra Orvala and Nugraha, Hari Susanta (2026) THE INFLUENCE OF PRICE PERCEPTION, TECHNOLOGY PERCEPTION, CHARGING INFRASTRUCTURE AVAILABILITY, AND BRAND TRUST ON BYD ELECTRIC VEHICLE PURCHASE DECISIONS IN SEMARANG. Undergraduate thesis, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Diponegoro.

	Text Ardra Orvala_14030122190055_COVER.pdf - Submitted Version Restricted to Repository staff only Download (947kB)
	Text Ardra Orvala_14030122190055_BAB 1.pdf - Submitted Version Download (579kB)
	Text Ardra Orvala_14030122190055_BAB 2.pdf - Submitted Version Download (207kB)
	Text Ardra Orvala_14030122190055_BAB 3.pdf - Submitted Version Restricted to Repository staff only Download (220kB)
	Text Ardra Orvala_14030122190055_BAB 4.pdf - Submitted Version Download (21kB)
	Text Ardra Orvala_14030122190055_Dafpus.pdf - Submitted Version Download (130kB)
	Text Ardra Orvala_14030122190055_Lampiran.pdf - Submitted Version Restricted to Repository staff only Download (646kB)

Abstract

The rapid escalation of the electric vehicle (EV) market and the growing interest
in sustainable transportation have made it increasingly important to understand
what drives consumers when deciding whether to purchase an EV. This study
examines the effects of Price Perception, Technology Perception, Charging
Infrastructure Availability, and Brand Trust on Consumer Purchase Decisions for
BYD electric vehicles in Semarang. A quantitative approach was applied using an
explanatory research design. Data were obtained from 91 respondents living in
Semarang who had some form of knowledge, experience, or direct engagement
with BYD electric vehicles. These respondents included BYD owners, test-drive
participants, showroom visitors, prospective buyers, and individuals who had
explored information about BYD through online sources.
The data were analyzed with Multiple Linear Regression with the support of SPSS
software. The results show that Price Perception has a positive and significant
effect on Consumer Purchase Decisions. In contrast, Technology Perception,
Charging Infrastructure Availability, and Brand Trust each show a positive
relationship with purchase decisions, but their individual effects are not
statistically significant. When considered together, the four independent variables
have a significant effect on Consumer Purchase Decisions. However, the model
accounts for only 15.0% of the variation in consumers’ purchase decisions.
These findings indicate that price remains important for most of the consumer
when evaluating or deciding buying EV. Therefore, maintaining competitive price
and values of BYD that consumers receive from their purchase may be
particularly relevant for BYD. At the same time, improving access to charging
availability, providing clearer information about EV technology, and continuing to
build consumer trust in the brand can help support the wider adoption of electric
vehicles in the Semarang market.
Keywords: Price Perception, Technology Perception, Charging Infrastructure
Availability, Brand Trust, Consumer Purchase Decision, BYD Electric Vehicles.
199 Administrasi Bisnis 2026

Actions (login required)

View Item