Marketing Research Spesifikasi Produk Sepeda Motor Listrik (Studi Kasus: Perkotaan di Jawa)

Berdasarkan Rencana Aksi Nasional Penurunan Emisi Gas Rumah Kaca (RAN-GRK) 2020— 2030, pemerintah Indonesia berkomitmen untuk menurunkan emisi gas rumah kaca (GRK) dengan menargetkan penurunan emisi sebesar 29%—41% pada tahun 2030. Sektor transportasi sendiri berkomitmen untuk mengurangi emisi GRK sebesar 11%. Sepeda motor listrik memiliki potensi besar dalam market Indonesia dan akan berkembang dengan CAGR sebesar 67% pada tahun 2021—2030. Akan tetapi, pada realitanya populasi sepeda motor listrik di Indonesia hanya mencapai 31.827 unit pada Oktober 2022, dimana nilai tersebut sangat kecil jika dibandingkan dengan populasi sepeda motor berbahan bakar fosil yang mencapai 127 juta unit. Melihat peluang market sepeda motor listrik, PT. X akan melakukan pengembangan produk pada sektor bisnis kendaraan listrik khususnya pada produk sepeda motor listrik. Untuk memahami selera pasar sepeda motor listrik, PT. X memerlukan analisis marketing research guna memberikan informasi terkait kebutuhan dan preferensi market. Dengan hal ini, disusunlah penelitian marketing research dengan menggunakan metode penelitian deskriptif yaitu menggunakan survei kuesioner. Melalui penelitian ini, diharapkan dapat memberikan wawasan terkait segmentasi pasar, aspek-aspek yang diminati dan dibutuhkan untuk meningkatkan potensi market, serta menjadi landasan dalam pengambilan keputusan terkait pengembangan produk sepeda motor listrik di PT. X. Dari kuesioner yang telah disebarkan, didapatkan market size sebanyak 99.866 unit pada tahun 2030 di perkotaan di Jawa. Didapatkan juga spesifikasi dari tujuh variabel yang meliputi kecepatan maksimal, jarak tempuh maksimal, kapasitas baterai, fasilitas dan layanan pendukung, desain dan tampilan, harga pembelian, serta upaya pemasaran yang diminati dan dibutuhkan oleh masyarakat perkotaan di Jawa. =============================================================================================================================== According to the National Action Plan for decreasing Greenhouse Gas Emissions (RAN-GRK) 2020–2030, the Indonesian government is dedicated to decreasing greenhouse gas (GHG) emissions and has set a target of 29%–41% reductions by 2030. The transportation industry has set a goal to cut GHG emissions by 11%. Electric motorcycle sales in Indonesia have enormous potential and are expected to increase at a CAGR of 67% between 2021 and 2030. In contrast, just 31.827 electric motorbikes were really in use in Indonesia as of October 2022, a very small number when compared to the 127 million fossil fuel motorcycle that were in use. Recognizing a market opportunity for electric motorcycles, PT. X determine to create goods for the electric vehicle industry with an emphasis on electric motorcycles. Analysis of marketing research is needed to provide information about market needs and preferences in order for PT. X to comprehend the electric motorcycle market. With this in mind, a marketing research study was created using descriptive research techniques, specifically using survey questionnaires. It is believed that this research will shed light on the marketing segmentation of the product, as well as the main aspect that market wants and needed to increase purchasing power of the market, and serve as the foundation for decisions about the creation of electric motorcycle products at PT. X. According to the questionnaire that has been distributed, cities regions in Java will have a market size of 99,866 units in 2030. Maximum speed, maximum mileage, battery capacity, supporting infrastructure and services, design and look, purchase price, as well as marketing initiatives that are required and wanted by Javan cities populations were also gathered