Analisis Preferensi dan Segmentasi Majority Adopter Battery Electric Vehicle di Jabodetabek untuk Strategi Pemasaran Terdiferensiasi

Anggi Pardede; Hasrini Sari

doi:10.61221/jriem.v4i1.77

Penulis

Anggi Pardede Teknik dan Manajemen Industri FTI ITB
Hasrini Sari Teknik dan Manajemen Industri FTI ITB

DOI:

https://doi.org/10.61221/jriem.v4i1.77

Kata Kunci:

mobil listrik, preferensi konsumen, adopsi inovasi, analisis konjoin, analisis klaster

Abstrak

Industri otomotif Indonesia saat ini sedang mengalami transisi menuju elektrifikasi dengan battery electric vehicle (BEV) sebagai fokus utama pengembangan kendaraan masa depan. Meskipun penjualan BEV menunjukkan tren peningkatan dalam beberapa tahun terakhir, pasar otomotif nasional masih didominasi oleh kendaraan berbasis internal combustion engine (ICE) dan persaingan yang semakin ketat antarprodusen BEV. Berakhirnya berbagai insentif pemerintah pada tahun 2025 turut mengubah dinamika pasar sehingga keberhasilan produk tidak lagi hanya ditentukan oleh aspek harga atau inovasi teknologi, tetapi juga oleh kemampuan produsen memahami preferensi konsumen secara lebih mendalam. Oleh karena itu, pemahaman mengenai preferensi dan segmentasi konsumen menjadi penting dalam perumusan strategi pemasaran yang efektif. Namun, hingga saat ini, penelitian yang mengintegrasikan analisis preferensi atribut BEV dengan kategori adopter dalam kerangka difusi inovasi masih terbatas sehingga segmentasi pasar yang dihasilkan belum sepenuhnya mampu menggambarkan keragaman preferensi konsumen. Oleh karena itu, penelitian ini bertujuan untuk menganalisis preferensi konsumen terhadap atribut BEV, mengidentifikasi segmentasi pasar berdasarkan pola preferensi dan kategori adopter, serta merumuskan strategi pemasaran yang relevan bagi industri. Penelitian menggunakan pendekatan kuantitatif melalui choice-based conjoint analysis (CBCA) dan analisis klaster terhadap 197 responden di Jabodetabek. Atribut yang dianalisis meliputi ketahanan baterai, harga, tingkat keselamatan, konsumsi energi, dan akses layanan servis. Hasil penelitian menunjukkan bahwa ketahanan baterai menjadi atribut paling penting, diikuti akses layanan servis, keselamatan, harga, dan konsumsi energi. Analisis klaster menghasilkan dua segmen utama, yaitu Value-Oriented Pragmatists dan Risk-Averse Safekeepers. Kedua segmen didominasi kelompok early majority dan late majority, yang menunjukkan bahwa pasar BEV Indonesia telah memasuki tahap adopsi arus utama. Temuan ini mengindikasikan bahwa strategi pemasaran perlu berfokus pada pengurangan risiko, pembuktian manfaat nyata, dan diferensiasi proposisi nilai sesuai karakteristik masing-masing segmen.

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