Determinants of Consumer Satisfaction in Increasing Electric Car Purchase Decisions: The Role of Technology Adoption as a Moderating Variable in Jakarta
Keywords:
Costumer Satisfaction, Product Innovation, Purchase Desicion, Service Quality, Technolgy Adoption
Abstract
Background: The electric vehicle (EV) market in Jakarta has grown rapidly, with BEV sales increasing significantly between 2020 and 2025. However, the factors influencing consumer satisfaction and purchase decisions remain unclear, particularly regarding service quality, product innovation, price, and technology adoption in the EV market context.
Method: This study employed a quantitative approach with an explanatory research design. A total of 224 respondents were selected using purposive sampling from BEV users in Jakarta. Data were collected through structured online questionnaires consisting of 65 items. Data analysis was conducted using Moderated Regression Analysis (MRA) and the Sobel Test to examine mediation and moderation effectsare.
Results: The findings reveal that service quality (β = 0.411; p = 0.000), product innovation (β = 0.280; p = 0.019), and price (β = 0.188; p = 0.048) have significant positive effects on consumer satisfaction. Furthermore, service quality (p = 0.035), product innovation (p = 0.049), and price (p = 0.000) significantly influence purchase decisions. Consumer satisfaction significantly mediates the relationship between service quality and purchase decisions (p = 0.029), as well as product innovation and purchase decisions (p = 0.090). Technology adoption was found to significantly moderate the relationships between service quality, product innovation, price, and purchase decisions (p < 0.05). The model demonstrated strong explanatory power with an Adjusted R² value of 0.617, indicating that 61.7% of the variance in purchase decisions is explained by the proposed model.
Conclusion: The study concludes that service quality, product innovation, and price significantly influence consumer satisfaction and EV purchase decisions in Jakarta. Consumer satisfaction mediates these relationships, while technology adoption strengthens the influence of marketing factors on purchase decisions. The novelty of this study lies in the role of technology adoption as a moderating variable in the EV market context.
References
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Featherman, M., Miyazaki, A., & Sprott, D. (2021). Reducing online privacy risk to facilitate e-service adoption. Journal of Services Marketing, 24(3), 165–178.
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Huang, L., & Ge, H. (2023). Service quality and customer satisfaction in electric vehicle charging services. Energy Policy, 175, 113–127.
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Phillips, R., & Hallman, W. K. (2013). Consumer risk perceptions and marketing strategy: The case of genetically modified food. Psychology & Marketing, 30(9), 739–748.
Putra, D., Haryanto, R., & Wijaya, T. (2025). Electric vehicle market dynamics in Indonesia: Policy and consumer behavior. Asian Journal of Sustainability, 3(1), 20–38.
Rahman, F., & Millanyani, H. (2025). The influence of e-service quality and perceived value on customer loyalty through e-trust and customer satisfaction. Journal of Business and Management, 27(1), 45–62.
Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The impact of product quality and price on customer satisfaction with the mediator of customer value. Journal of Marketing and Consumer Research, 30(1), 59–68.
Riyadi, S. (2021). Marketing management in the digital era. Universitas Dr. Soetomo Press.
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Samarasinghe, G. D., et al. (2024). Factors influencing purchase intention toward electric vehicles: A non-user perspective. Journal of Cleaner Production, 350, 131–147.
Sambo, F., Damayanti, R., & Assagaf, S. (2022). Product quality and customer satisfaction: A study in the automotive industry. Journal of Marketing Research and Application, 15(2), 148–160.
Sayida, M., & Assagaf, S. (2020). Technology adoption factors in consumer behavior: Evidence from Indonesia. International Journal of Innovation Management, 24(3), 1–22.
Serrano, C. (2022). Price perception and EV customer satisfaction in Indonesia. Asia Pacific Journal of Marketing and Logistics, 34(1), 1–18.
Shrestha, R. (2021). The effect of service quality on customer satisfaction and loyalty. Journal of Quality Assurance in Hospitality & Tourism, 22(1), 68–89.
Sitinjak, E., Simangunsong, B., & Manurung, R. (2025). Service quality and customer satisfaction in electric vehicle adoption: Evidence from Jakarta. Journal of Consumer Research in Emerging Markets, 8(1), 50–68.
Tjiptono, F. (2014). Pemasaran jasa – prinsip, penerapan, penelitian. Andi Publisher.
Trott, P. (2022). Innovation management and new product development (7th ed.). Pearson Education.
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Wang, Y., Chen, H., & Liu, J. (2022). Service quality, customer satisfaction, and purchase intention for electric vehicles. Frontiers in Psychology, 13, 890–905.
Wicaksono, A., Putri, D., & Rahmawati, T. (2022). Service quality and consumer satisfaction: Empirical study in the transportation industry. Jurnal Manajemen Pemasaran, 16(2), 90–105.
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Zhao, X., et al. (2024). Perceived green value and EV purchase intention: The role of environmental consciousness. Journal of Environmental Management, 325, 116–132.
Zhu, Y., & Lamsali, H. (2024). Infrastructure risk and EV purchase decisions in developing markets. Energy Research & Social Science, 98, 103–117.
Zubaydah, A., Sabilah, A. Z., Sari, D. P., & Hidayah, F. N. A. (2024). Reducing emissions: Promoting the transition to clean energy to address air pollution. BIOCHEPHY: Journal of Science Education, 4(1), 11–21.
Aryanto, R., Setyanto, R. P., & Agung, I. G. N. (2022). Electric vehicle adoption and technology acceptance in Indonesia. Journal of Sustainable Mobility, 5(2), 140–155.
Astuti, R., & Susanto, H. (2024). Challenges of electric vehicle adoption in Indonesia and hidden factors influencing purchase intention. Jurnal Manajemen Indonesia, 24(1), 45–63.
Billyarta, N., & Sudarusman, E. (2021). Customer service expectations and satisfaction. Journal of Management Studies, 10(1), 45–59.
Bryła, P., et al. (2023). Consumer decision-making for electric vehicles: Economic, psychological, and environmental determinants. Transportation Research Part A, 168, 103–117.
Chaiyasut, C., et al. (2018). Service quality dimensions and customer satisfaction in the automotive industry. International Journal of Marketing Studies, 10(3), 1–15.
Chukwunwem, I. G., & Ndubueze, K. (2021). Innovation in product presentation and its effect on customer satisfaction. African Journal of Marketing, 12(3), 430–445.
Creswell, J. W. (2013). Research design: Qualitative, quantitative, and mixed methods approaches (4th ed.). Sage Publications.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
De Miguel, S., et al. (2022). Impact of dynamic capabilities on customer satisfaction through digital transformation in the automotive sector. Journal of Business Research, 140, 432–444.
Egim, A. S., et al. (2021). Product innovation and market performance. Journal of Innovation Management, 9(2), 45–62.
Fadillah, A., Rachman, F., & Sulaiman, A. (2022). The effect of product innovation on consumer satisfaction. Jurnal Ekonomi dan Manajemen, 18(2), 290–305.
Featherman, M., Miyazaki, A., & Sprott, D. (2021). Reducing online privacy risk to facilitate e-service adoption. Journal of Services Marketing, 24(3), 165–178.
Ferdinand, A. T. (2019). Metode penelitian manajemen (5th ed.). Badan Penerbit UNDIP.
Gaikindo. (2026). Battery electric vehicle sales data. Gabungan Industri Kendaraan Bermotor Indonesia.
Ghozali, I. (2021). Aplikasi analisis multivariate dengan program IBM SPSS 26 (10th ed.). Badan Penerbit UNDIP.
Gnann, T., et al. (2022). Price sensitivity in EV adoption: A systematic review. Energy Economics, 107, 105–124.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2014). Multivariate data analysis (7th ed.). Pearson Education.
Ho, S., Lim, W., & Wong, J. (2025). Mobile banking customer satisfaction and loyalty: The roles of technology readiness. Journal of Financial Services Marketing, 30(1), 88–102.
Hu, X., et al. (2025). Perceived value, social norms, and electric vehicle purchase decisions. Transportation Research Part D, 98, 103–118.
Huang, L., & Ge, H. (2023). Service quality and customer satisfaction in electric vehicle charging services. Energy Policy, 175, 113–127.
Indajang, K., Jufrizen, J., & Juliandi, A. (2023). Price and customer satisfaction: A meta-analysis. Journal of Consumer Behavior, 22(4), 938–952.
Ismunandar. (2021). The effect of product innovation on consumer satisfaction in the automotive industry. Jurnal Ilmiah Manajemen Bisnis, 7(1), 88–100.
Kotler, P., & Armstrong, G. (2012). Principles of marketing (14th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Kottala, S. Y., et al. (2025). Digital innovation and consumer behavior in electric vehicle purchase. Journal of Cleaner Production, 380, 134–148.
Liao, Y., Liu, X., & Yao, H. (2023). Service quality of EV charging stations and its impact on user satisfaction. Transportation Research Part D: Transport and Environment, 118, 103–118.
Lovelock, C., & Lauren, J. (2005). Manajemen pemasaran jasa. Indeks.
Malhotra, N. K. (2012). Basic marketing research (4th ed.). Pearson Education.
Manalu, G., et al. (2020). Model inovasi teknologi dalam industri otomotif. Jurnal Inovasi Bisnis, 8(2), 28–42.
Morgeson, F. V., Mithas, S., Keiningham, T. L., & Aksoy, L. (2023). An investigation of the relationship between employee satisfaction and customer satisfaction. Journal of Service Research, 14(1), 22–37.
Munizu, M., Alam, S., Pono, M., & Riyadi, S. (2024). Do digital marketing, integrated supply chain, and innovation capability affect competitiveness, and creative industry performance? Journal of Indonesian Economy and Business, 39(2), 115–135.
Nazaruddin, I., & Basuki, A. T. (2015). Analisis statistik dengan SPSS. Danisa Media.
Novirani, D., & Adianto, H. (2020). The effect of service quality on consumer satisfaction. Jurnal Teknik Industri, 21(2), 190–200.
Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460–469. https://doi.org/10.2307/3150499
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41–50. https://doi.org/10.1177/002224298504900403
Permana, A., Situmorang, M., & Setiawan, B. (2023). Price, consumer satisfaction, and purchase decisions for electric vehicles in Indonesia. Jurnal Pemasaran Indonesia, 17(2), 220–232.
Phillips, R., & Hallman, W. K. (2013). Consumer risk perceptions and marketing strategy: The case of genetically modified food. Psychology & Marketing, 30(9), 739–748.
Putra, D., Haryanto, R., & Wijaya, T. (2025). Electric vehicle market dynamics in Indonesia: Policy and consumer behavior. Asian Journal of Sustainability, 3(1), 20–38.
Rahman, F., & Millanyani, H. (2025). The influence of e-service quality and perceived value on customer loyalty through e-trust and customer satisfaction. Journal of Business and Management, 27(1), 45–62.
Razak, I., Nirwanto, N., & Triatmanto, B. (2016). The impact of product quality and price on customer satisfaction with the mediator of customer value. Journal of Marketing and Consumer Research, 30(1), 59–68.
Riyadi, S. (2021). Marketing management in the digital era. Universitas Dr. Soetomo Press.
Rogers, E. M. (2023). Diffusion of innovations (6th ed.). Free Press.
Samarasinghe, G. D., et al. (2024). Factors influencing purchase intention toward electric vehicles: A non-user perspective. Journal of Cleaner Production, 350, 131–147.
Sambo, F., Damayanti, R., & Assagaf, S. (2022). Product quality and customer satisfaction: A study in the automotive industry. Journal of Marketing Research and Application, 15(2), 148–160.
Sayida, M., & Assagaf, S. (2020). Technology adoption factors in consumer behavior: Evidence from Indonesia. International Journal of Innovation Management, 24(3), 1–22.
Serrano, C. (2022). Price perception and EV customer satisfaction in Indonesia. Asia Pacific Journal of Marketing and Logistics, 34(1), 1–18.
Shrestha, R. (2021). The effect of service quality on customer satisfaction and loyalty. Journal of Quality Assurance in Hospitality & Tourism, 22(1), 68–89.
Sitinjak, E., Simangunsong, B., & Manurung, R. (2025). Service quality and customer satisfaction in electric vehicle adoption: Evidence from Jakarta. Journal of Consumer Research in Emerging Markets, 8(1), 50–68.
Tjiptono, F. (2014). Pemasaran jasa – prinsip, penerapan, penelitian. Andi Publisher.
Trott, P. (2022). Innovation management and new product development (7th ed.). Pearson Education.
Vargo, S. L., Koskela-Huotari, K., & Vink, J. (2020). Service-dominant logic: Foundations and applications. Journal of Service Management, 31(4), 874–905.
Wang, Y., Chen, H., & Liu, J. (2022). Service quality, customer satisfaction, and purchase intention for electric vehicles. Frontiers in Psychology, 13, 890–905.
Wicaksono, A., Putri, D., & Rahmawati, T. (2022). Service quality and consumer satisfaction: Empirical study in the transportation industry. Jurnal Manajemen Pemasaran, 16(2), 90–105.
Zhao, H., Yao, X., Liu, Z., & Yang, Q. (2021). Impact of pricing and product information on consumer buying behavior with customer satisfaction in a mediating role. Frontiers in Psychology, 12, 1–11. https://doi.org/10.3389/fpsyg.2021.720151
Zhao, X., et al. (2024). Perceived green value and EV purchase intention: The role of environmental consciousness. Journal of Environmental Management, 325, 116–132.
Zhu, Y., & Lamsali, H. (2024). Infrastructure risk and EV purchase decisions in developing markets. Energy Research & Social Science, 98, 103–117.
Zubaydah, A., Sabilah, A. Z., Sari, D. P., & Hidayah, F. N. A. (2024). Reducing emissions: Promoting the transition to clean energy to address air pollution. BIOCHEPHY: Journal of Science Education, 4(1), 11–21.
Published
2026-06-19
How to Cite
Manalu, G., Riyadi, S., Sukesi, & Purnomo, B. R. (2026). Determinants of Consumer Satisfaction in Increasing Electric Car Purchase Decisions: The Role of Technology Adoption as a Moderating Variable in Jakarta. Sharia Economic and Management Business Journal (SEMBJ), 7(2), 339-352. https://doi.org/10.62159/sembj.v7i2.2291
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Articles
Copyright (c) 2026 Gibson Manalu, Slamet Riyadi, Sukesi, Bambang Raditya Purnomo
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