Citation:

Indah Ramadhani, Dr. Mustika Sufiati Purwanegara. "Marketing Strategy Improvement for Hyundai's Electric Vehicle in JABODETABEK" International Research Journal of Economics and Management Studies, Vol. 5, No. 7, pp. 122-130, 2026. Crossref. http://doi.org/10.56472/25835238/IRJEMS-V5I7P116

Abstract:

Indonesia is experiencing rapid growth in electric vehicles. Hyundai, one of the country's most popular electric car brands, has seen its sales decline over the past three years despite the national electric vehicle market expanding rapidly. This condition indicates challenges in motivation, attitude, and social influence toward the Hyundai brand compared to its competitors. This study aims to identify the characteristics and motivations of prospective Hyundai electric vehicle buyers, to understand how consumer belief-based attitude and social influence are formed, and to formulate an appropriate marketing strategy through a Segmentation, Targeting, and Positioning (STP) approach integrated with Importance-Performance Analysis (IPA). An exploratory sequential mixed-methods design was used, beginning with qualitative thematic-coded interviews of 15 informants (eight prospective buyers and seven Hyundai EV owners), followed by a quantitative survey of 400 respondents in the JABODETABEK area, analysed using the Perceived Value Framework, the Extended Fishbein Multi-Attribute Attitude Model, Subjective Norm, and Importance-Performance Analysis. The findings show that consumer motivation is dominated by Performance Value (56.2% of coded motivation mentions) and Price Value (23.6%), from which four psychographically distinct segments were identified: Performance-Driven Pragmatists, Value-Conscious Calculators, Design-Oriented Aesthetes, and Status-Seeking Prestige Buyers. Consumer beliefs toward Hyundai EV attributes are very positive (Ao = 78.17), and social influence is strong (SN = 41.71), driven by automotive influencers/reviewers and friends. IPA classification identifies the charging ecosystem, value for money, and vehicle technology as top priorities (Concentrate Here), while safety, brand image, and design should be maintained (Keep Up the Good Work). A perceptual map further shows that Hyundai leads its competitors in trust, safety, and design, while BYD and Denza lead in technology and value for money. The study recommends targeting Performance-Driven Pragmatists as the primary segment and Value-Conscious Calculators as the secondary segment, positioning Hyundai as "The Trusted Choice for Indonesia's Practical Drivers," supported by priority programs addressing the charging-ecosystem belief gap, the value-for-money perception gap, and family-level advocacy.

References:

[1] Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. Prentice-Hall.
[2] Ardiyanti, D., Kurniawan, F., Raokter, U., & Wikansari, R. (2023). Analisis penjualan mobil listrik di Indonesia dalam rentang waktu 2020–2023. ECOMA: Journal of Economics and Management, 1(3), 114–122. https://doi.org/10.55681/ecoma.v1i3.26
[3] Automotive Business. (2025). Data penjualan mobil listrik di Indonesia Januari–Agustus 2025.
[4] Camilleri, M. A. (2021). Market segmentation, targeting and positioning. Springer.
[5] CNN Indonesia. (2025). Populasi kendaraan listrik Indonesia capai 207 ribu unit.
[6] DetikOto. (2024, October 10). Kini dijegal BYD, ternyata segini penjualan mobil Hyundai di Indonesia. https://oto.detik.com
[7] Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behaviour: An introduction to theory and research. Addison-Wesley.
[8] Hyundai Depok. (2023). Rapor penjualan mobil listrik semester I 2023. https://www.hyundai-depok.com
[9] Ivanova, G., & Moreira, A. C. (2023). Antecedents of electric vehicle purchase intention: A systematic literature review. Sustainability, 15(4), 2878. https://www.mdpi.com/2071-1050/15/4/2878
[10] Jung, T., Tom Dieck, M. C., Lee, H., & Chung, N. (2020). Relationships among beliefs, attitudes, and intentions to use augmented reality. Sustainability, 12(20), 8628. https://doi.org/10.3390/su12208628
[11] Kementerian Perindustrian Republik Indonesia. (2024). Perkembangan industri kendaraan listrik Indonesia. https://kemenperin.go.id
[12] Kotler, P., & Keller, K. L. (2022). Marketing management. Pearson.
[13] Lee, S. S., Kim, Y., & Roh, T. (2023). Pro-environmental behaviour on EV intention. Journal of Cleaner Production.
[14] Lemeshow, S., Hosmer, D. W., Klar, J., & Lwanga, S. K. (1997). Adequacy of sample size in health studies. World Health Organisation.
[15] Martilla, J. A., & James, J. C. (1977). Importance-performance analysis. Journal of Marketing, 41(1), 77–79. https://doi.org/10.1177/002224297704100112
[16] Otomotif Bisnis. (2025). Penjualan mobil listrik Hyundai Januari–Juni 2025.
[17] Sharp, B., Romaniuk, J., & Vinh Truong. (2024). How brands grow: Segmentation, targeting and positioning in practice. Oxford University Press.
[18] Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value scale development. Journal of Retailing, 77(2), 203–220. https://doi.org/10.1016/S0022-4359(01)00041-0
[19] Wardhana, A. (2024). Perilaku konsumen dan pengambilan keputusan pembelian. Alfabeta.
[20] Xing, Y., & Jing, Z. (2023). Antecedents of brand attitude formation: Experience, information, and social environmentJournal of Consumer Marketing.
[21] Zhao, H., et al. (2024). Perceived green value and EV purchase intention. World Electric Vehicle Journal, 15(6), 267. https://doi.org/10.3390/wevj15060267

Keywords:

Extended Fishbein Model, Importance-Performance Analysis (IPA), Perceived Value, STP, Subjective Norm.