Unpacking Consumer Shift to Electric Motorcycles in Jabodetabek: An Extended Push-Pull-Mooring Framework

This study aims to determine the effect of push, pull, and mooring factors on the adoption intention of electric motorbikes in Jakarta. This study employed a quantitative approach using primary data collected through an online survey with a research instrument measured using a Likert scale. The sampling technique used was purposive sampling, involving 240 respondents who were individuals aged 17 years and above, owned a motorcycle, had either adopted or had the potential to switch to an electric motorcycle, and were domiciled in Jakarta. The results indicate that the push factor has a positive and significant effect on the adoption intention of electric motorbikes, with a path coefficient (β) of 0.215 and a t-value of 3.389. The pull factor also has a positive and significant effect on adoption intention, with a path coefficient (β) of 0.362 and a t-value of 4.533. Similarly, the mooring factor has a positive and significant effect on adoption intention, with a path coefficient (β) of 0.266 and a t-value of 4.171. The coefficients of determination (R²) for the push, pull, and mooring factors are 0.059, 0.135, and 0.113, respectively. Furthermore, the mooring factor is able to moderate the relationship between the push factor and the intention to adopt electric motorbikes. However, the mooring factor is unable to moderate the relationship between the pull factor and the intention to adopt electric motorbikes in Jakarta.