Citation:

Belva Damario Harsono, Pri Hermawan. "Predicting Consumer Preferences for Electric Vehicles in Indonesia Using Analytical Hierarchy Process (Case Study Hyundai Motor Indonesia)" International Research Journal of Economics and Management Studies, Vol. 3, No. 8, pp. 454-460, 2024.

Abstract:

Indonesia, the country with the fourth highest population globally, encounters distinct obstacles as it strives to achieve sustainable transportation solutions. Hyundai Motor Indonesia holds a significant portion of the market share for electric vehicles in Indonesia. This research aims to conduct a predictive analysis of electric vehicle purchase intentions in Indonesia. In this study, the method used was the concurrent mixed method, which integrates qualitative and quantitative data directly. The interviews conducted for this study captured detailed insights into the important aspects that potential customers consider while choosing their electric vehicle. AHP analysis for this research was done after gathering the interview data. The interviews had shown that for the interviewees, the criteria for buying electric cars include quality, pricing, battery guarantee, mileage, after-sales service, and design. The AHP analytical procedure presented Hyundai as fourth in the ranking of consumer purchase decisions. To this, Hyundai has devised a strategy for increasing sales growth by focusing on three major areas. They keep diversifying their product portfolio by introducing state-of-the-art technological advancements and adding features that match the market's demand. Second, Hyundai puts much emphasis on brand awareness through long-period publicity campaigns to strengthen the customers' perception of the brand. Lastly, Hyundai is planning to conduct product pricing by enhancing cost efficiency in production and providing more reasonable rates in conglomeration with the demands of consumers, who want electric vehicles to be cheaper.

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Keywords:

Hyundai, Electric Cars, AHP, Customer Preferences, Mix Methods.