Influence of Product Quality , Price and Supporting Infrasturcture to Perceived Value and Interest in Buying of Electric Motorcycle

Energy consumption in Indonesia always increase every year. Transportation sector is the highest energy increase among other sector, totally transportation sector consump 35% energy. Motorcycle, especially automatic type is dominate population of vehicle. This research want to know the influence of several factor to the interest of buying electric motorcycle. From research result we can conclude that product quality, price and supporting infrastructure have positive influence to both of perceived value and interest in buying of electric motorcycle. Direct relation between those three factors to interest in buying electric motorcycle is higher than indirect relation when through perceived value. For example comparing direct effect of product quality is 0,147 to indirect effect is 0,04674. Other data from this research, 91% of the respondents can accept if the speed of an electric motorcycle under 100 km / hour. In general most respondents or 97.5% of respondents require mileage > 50 km for one time battery charging. Total 85% of respondents can accept charging time over 1 hour. Total 95% of respondents can accept a price range between 10 30 million rupiah for each unit of electric motorcycle. For infrastructure, respondents who want a feature of charging directly (charging) and replacement batteries (swap) on electric motorcycle, desired by more than 86% of respondents.


Introduction
Energy consumption in Indonesia always increase every year.Transportation sector is the highest energy increase among other sector, with 6,46% average.Totally transportation sector consump 35% energy, second highest after industrial sector.This is because of vehicle population increase 13,7% every year.
The bad news is to fulfill this needs Indonesia still depend on gasoline and other non renewable energy.It is very risky for Indonesia's future energy sutainability.Refer to BPS data at 2014, total vehicle population in Indonesia is 104.118.969vehicles.And the bigest population is Jakarta, with 14.734.601vehicles.Form this population 75% are motorcycle.Matic type motorcycle is dominate almost 72,9% market share of motorcycle sales in the year of 2016.There is alternative vehicle to overcome from gasoline dependency, we can use electric vehicle.In motorcycle sector there is also electric motorcyle or electric scooter.China is dominate electric motorcycle sales around the world.In Indonesia electric motorcycle sales is at small amount.Refer to National Energy Council target, there is 2.200 units of electric vehicle and 8.000.000units of electric motorcycle in Indonesia at 2025.
To fulfill this target is not only to develop product, industry and other infrastructure, but need to have a strategy to sale electric motorcycle at Indonesian market.We need to understand what market need and what is market perception to electric motorcycle.This research want to know the influence of several factor to the interest of buying electric motorcycle.To build interest of buying there is perceived value factor in buyer perception.In the term of electric motorcycle there is 3 dominant factor, refer to previous research at other country, product quality, pice and supporting infrastructure.
1 Research methodology

Interest in Buying
According to Kinnear and Taylor [3], buying interest is the stage of respondent's tendency to act before the buying decision is actually implemented.
According to Ferdinand [4], buying interest can be identified through the following indicators: 1. Transactional interest, namely the tendency of someone to buy the product.
2. Referential interest, the tendency of a person to reference the product to others.
3. Preferential interest, this interest is describes the behavior of someone who has a primary preference for the product.This preference can only be changed if something happens with its preference product.
4. Explorative interest, this interest describes the behavior of a person who is always looking for information about the product he is interested in and seeking information to support the positive traits of the product.

Perceived Value
According to Kotler [5] "customer perceived value is the difference between the perspective of customer's evaluation of all benefits and all the costs of an offering and the perceived alternatives".
Sanchez, et al [6], explains that there is a benefit component and sacrifice component in assessing perceived value.Benefit components consist of: 1. Economic benefit: relates to what customers get from the product.
2. Emotional benefit: shows the affective benefits that customers get from the product.
3. Social benefits: show positive recognition of the brand that will recommend to relatives / friends.
4. Relationship benefits: the state where the expectations of customers in accordance with the needs of customers.
For sacrifice component consists of: 1. Price sacrifice: related to monetary costs as perceived by customers.
2. Time sacrifice: relates to the customer in spending time looking for, buying or consuming products / services.
3. Effort sacrifice: related to the energy customers spend to find and buy products / services.
4. Risk: the probability of negative consequences of purchasing products / services.

5.
Inconvenience: related to the customer having a bad experience of purchasing products / services.

Product Quality
In electric motorcycle there is 3 important items related to product quality : vehicle speed, driving range and charging time.As we know there is a worries about vehicle speed of electric motorcycle comparing to gasoline motorcyle, so we need to know this factor influencies for cutomer.
As limitation of battery capacity as energy storage at electric motorcycle, it will take effect to vehicle driving range.Comparing to gasoline motorcycle, electric motorcycle have less driving range.As a consequence of the current technological limitations, only average electric vehicles have a distance of about 160 km for a one-time filling.For electric motorcycle even far below that number.The ability of electric vehicle mileage at this time has not been able to meet the desires of customers.For example, nearly 60% of respondents in a survey that requires a minimum mileage of 160 km.(Deloitte, [7]) For gasoline motorcycle we only need several minute to refueling gasoline.But, for electric vehicle we need several hours to recharge the battery.Therefore, refueling time becomes a more important factor than vehicle mileage.(Segal,[8]).So, we need to know cuctomer perception on these three factors.

Price
Electric vehicle are still more expensive than gasoline vehicle.Price is important factor influencing customer on interest in buying of electric motorcycle.According to Greene [10] and Mau et al. [11] purchase price is the most important factor in determining purchasing decisions, as all other factors depend on price.

Supporting Infrastructure
Based on the American Public Works Association, infrastructure is defined as the physical facilities developed or required by public agencies for government functions in water supply, electric power, waste disposal, transportation and similar services to Facilitate economic and social objectives.
For electric motorcycle the supporting infratructure is charging infrastructure.There is also another alternative of infrastructure, by swapping the battery.This battery swap station is alternative infrastructure, this method is quicker than charging station.Ning Wang and Yafei Liu [13] from the School of Automotive Studies, Tongji University, Shanghai, in his journal entitled "Key factors influencing customers' willingness to purchase electric vehicles in China", citing the results of his research that there is a positive relationship between the readiness of supporting infrastructure Electric vehicle (electric vehicle) with customer buying interest in China.
In the Thesis entitled "Analysis of Factors Influencing Interest in Buying New Yamaha Motorcycles in Semarang City", Agus Sukasman Hidayat [14], from Master Program Management of Postgraduate Program of Diponegoro University of Semarang, said that there is a positive influence on competitive prices with an interest in purchasing a motorcycle.In addition, this study also mentions that there is a positive influence between the quality of motorcycle products with buying interest.Surya Danu Kusmono [15] from Master Program of Postgraduate Program Management of Widya Mandala Catholic University Surabaya, on his thesis entitled "The Influence of Marketing Mix Against Perceived Value and Purchasing Decision of ACR Brand Energy Saving Lamp Products in Surabaya", stated that there is influence between product , price, promotion and place against perceived value.
William Sierzchula, Sjoerd Bakker, et.al [16] from Delft University of Technology, Faculty of Technology, Policy, and Management, The Netherlands, on his research paper, entitled "The influence of financial incentives and other socio-economic Factors on electric vehicle adoption ", states that charging infrastucture has a positive influence on customer adoption of electric vehicles (electric vehicle).

Research Conceptual Model & Variables
Refer to literature study this research conceptual model refer to  This research has 7 hypothesis as follows: 1. Ha: There is a positive influence between electric motor technology with perceived value 2. Hb: There is a positive influence between price and perceived value 3. Hc: There is a positive influence between supporting infrastructure and perceived value 4. Hd: There is a positive influence between perceived value and buying interest 5. He: There is a positive influence between electric motor technology with buying interest 6.Hf: There is a positive influence between price and buying interest 7. Hg: There is a positive influence between supporting infrastructure and buying interest

Unit Analysis, Population & Samples
In this research is determined his unit of analysis is a motorcycle rider in Jakarta.The population of motorcycle users of automatic type in Jakarta in this study can not be known with certainty.
The population of this research is all owners and users of motorcycle type automatic in Jakarta.Because the amount is not known for certain then used sampling technique for infinite population as follows : Based on the above calculation results obtained a good number of samples of the population at least 96.04 people.But to facilitate the calculation and because of the elements of rounding, so that in this study targeted the sample used at least amounted to 100 respondents.
Sampling in this research will use non-probability sampling approach that is sampling technique that does not give equal opportunity or opportunity for every element or member of population to be chosen as sample.The sampling used is purposive sampling technique.In this technique, the writer approached the prospective respondents.Then the authors asked whether the prospective respondent is a motorcycle user type matic and meet the specified sample requirements, in accordance with specific objectives in this study.If true candidate respondents qualify then the author asked the person's permission to become respondents.

Validity & Reliability Test
This research tested the validity using product moment correlation, the formula is: Where : r = Product moment correlation x = Score of each question N = total sample y = total score Furthermore, by statistical methods, the correlation value obtained must be tested first by stating whether the value is significant or not.The correlation test is done by comparing r obtained with product moment r in table, seen from n = number of respondents with α = 5% or at 95% confidence level, then r table (0,05,30) = 0,361.

Basic decision making:
• If r count> r table, then the questionnaire question is valid.
• If r arithmetic <r table, then the questionnaire question is invalid.
Reliability test is an instrument used to indicate the extent to which a measurement result is relatively consistent if the measuring device is used repeatedly.Of the many techniques to measure reliability, the authors used the Cronbach Alpha technique, the formula is as follows:

Classic Assumption Test
There

Validity & Realiability Test Result
From the validity test conducted through SPSS, with data from 110 respondents, the whole research instrument has r value exceeding r table value at n = 110, ie 0.1874.So, can be concluded that the data on the main test of this study with 110 respondents valid and can be used as data on further analysis.The results of the validity test on the main test can be seen in Table 4.1.
Table3.1Validity TestResult (respondent n=110) In the test of reliability using SPSS, for the number of respondents 110, obtained the value of Cornbach's Alpha is 0.738 and more than 0.1874, so it can be concluded that the kusioner used is reliable or reliable to be continued as a research instrument.The results of the test reliability on the main test can be seen in Table 4.2.

Classic Assumption Test Result
From the normality test results obtained significance value of 0.200 where the value is greater than 0.05, it can be concluded that the research data is normally distributed.
From result of heterocedasticity test of significance variable of Quality (K) equal to 0,488, Price variable (H) equal to 0,099, Infrastructure variable (I) 0,573 and variable Perceived Value (PV) 0,932.The significance value of all variables is greater than 0.05, so it can be concluded that the research data does not occur heterocedasticity.
From the result of multicolinearity test of tolerance value of Quality variable (K) 0,884 and VIF value 1,131, Price variable (H) tolerance value 0,803 and VIF value 1,246, Infrastructure variable (I) tolerance value 0,725 and VIF value 1,379.As for the variable Perceived Value (PV) tolerance value of 0.924 and VIF value of 1.082.The tolerance value of all variables is greater than 0.10 and the VIF value is less than 10.0, so it can be concluded that the research data does not occur multicollinearity.

Hypothesis Test Result
From regression test result all significancy value is under 0,05, it means that all hypothesis can be accepted that there is positive relationship between each variables.

Table 3.3 Regression Test Result with Interest in
Buying as Dependent Variable.Also form Table 3.3 and 3.4, we can see that T value is over t tabel (n=110) value : 1,65950.So, it can be concluded that all hypothesis can be accepted.
For path analysis test, the direct effect of quality variables on buying interest is 0.147.While the indirect effect of quality variable on buying interest if through perceived value is: 0,228 x 0,205 = 0,04674.So it can be concluded if the direct influence of quality variables on buying interest is more significant if compared indirect influence if through perceived variable value.The direct effect of price variables on buying interest by 0.277.While the indirect effect of price variable on buying interest if through perceived value is: 0,236 x 0,205 = 0,04838.So it can be concluded if the direct influence of quality variables on buying interest is more significant if compared indirect influence if through perceived variable value.
The direct effect of quality variables on buying interest is 0.147.While the indirect effect of quality variables on buying interest if through perceived value is: 0,235 x 0,205 = 0,0517.So it can be concluded if the direct influence of quality variables on buying interest is more significant if compared indirect influence if through perceived variable value.

Discussion
From hypothesis test we can conclude that all hypotesis can be accepted.For further analysis, this research also ask respondent for the deeper data of independent variables.

Product Quality on Customer Perception
• The distance of motorcycle for one battery charge For the distance from the electric motorcycle, if asked further to the respondents about the acceptable mileage, 37.5% of respondents can accept the distance between 80-100 km.For the distance of 50-80 km and also> 100 km respectively 30% of respondents who can accept it.And the remaining 2.5% of respondents can accept 20 -50 km.In general most respondents or 97.5% require mileage> 50 km for one battery charge.

No
Mileage Expected Percentage (%) From the results of this survey the possibility of respondents still compare with the ability of a motorcycle with gasoline, which has a distance of up to 232 km for a one-time full tank of gasoline fuel.
However, when compared with the daily needs of motorcycle riders from respondents in the table 4:31, 40% of respondents traveled 5-20 km per day.Or if totaled 79% of respondents daily mileage less than 30 km.Only 21% exceed 30 km.
This means that there is a gap between the desire of the customer with the actual needs of customers.This matter need to be paid attention by automotive motorcycle industry producer so that can do education to society if want to market electric motorcycle.For this energy charging habits 50% of respondents to fill up to full, so this habit will be in line with the habits to be formed on charging electric motorcycle batteries that will tend to fill up to full.If this data is linked to monthly income data from the respondents found a close relationship, of which 89% of respondents earn <10 million rupiah.With that income the ability to buy respondents in the price range 10 -30 million rupiah.

Supporting Infratructure
If experienced to respondents mengalam this infrastructure can be seen through the data charging method of electric motorcycle product.Seen from the results of deepening of respondents who want a feature of charging directly (charging) and replacement batteries (swap) on electric motorcycle, desired by more than 86% of respondents.

Conclussion
From the data and discussion we can conclude that : 1. Ha hypothesis is acceptable, there is a positive influence between quality with perceived value.
2. Hb hypothesis is acceptable, there is a positive influence between price and perceived value.
3. Hc hypothesis is acceptable, there is positive influence between infrastructure with perceived value.
4. Hd hypothesis is acceptable, there is positive influence between perceived value with buying interest.
5.He hypothesis is acceptable, there is a positive influence between quality with buying interest.
6. Hf hypothesis is acceptable, there is a positive influence between price and buying interest.
7. Hg hypothesis is acceptable, there is a positive influence between infrastructure and buying interest.
From the results of this study there are some suggestions from the author: 1. Suggestions for further research Because of the limitations of this study only has 110 respondents, according to the authors in the next study should increase the number of respondents so that the accuracy of research is better.
Should also at the time of conducting research with an example of electric motorcycle products that can be tested by respondents in advance so that respondents better understand the statements that exist in the research questionnaire because it can be directly explained through existing products.
In addition it should be considered to conduct research on other variables that may affect both perceived value and on buying interest.

Suggestions for industry
From the results of this study can be seen that the quality, price and infrastructure have a good influence on perceived value and the interest in buying electric motorcycles.With the order of its biggest influence is price, then infrastructure and quality.
The price that can be accepted by respondents for electric motorcycle ranges between 10-30 million rupiah.For the desired infrastructure are battery charging facilities and also battery replacement (most respondents want both to exist).
While in terms of product quality, most respondents want the ability of their electric motorcycle: maximum speed 50-80 km / hour, mileage once charging 80 -100 km battery and battery charging time is 3 -7 hours.This is a challenge for the automotive industry in general in order to meet the expectations of consumers.

Suggestions for the government
Due to the most influential factor is the price and infrastructure, the authors suggest to the government to consider the existence of a subsidized policy for electric vehicles in order to meet consumer expectations.It also takes the role of government together with industry to provide battery charging infrastructure and battery exchange.

Fig 2 . 2 . 1 . 6
Fig 2.2.Illustration of Charging Station (left) dan Battery Swap Station (right) 1.6 Correlation Between Each Variable Base on Previous Research Rachmad Dodi Triawan [12] from the Department of Management, Faculty of Economics, State University of Surabaya in a journal entitled: "The Influence of Brand Image and Perception Value Against Motorcycle Buying Purpose Brand Honda Type PCX 150 (Study on Cafe Visitor at Tunjungan Plaza Surabaya), which Published in Journal of Management Sciences Volume 05 Number 01 -Department of Management Faculty of Economics, State University of Surabaya, said that there is a positive relationship between perceived value (purchase perceived value) and purchase intention (buying interest).Where the higher the perception of the value of motorcycle products will increase purchasing intentions against the motorcycle.Ning Wang and Yafei Liu[13] from the School of Automotive Studies, Tongji University, Shanghai, in his journal entitled "Key factors influencing customers' willingness to purchase electric vehicles in China", citing the results of his research that there is a positive relationship between the readiness of supporting infrastructure Electric vehicle (electric vehicle) with customer buying interest in China.In the Thesis entitled "Analysis of Factors Influencing Interest in Buying New Yamaha Motorcycles in Semarang City", Agus Sukasman Hidayat[14], from Master Program Management of Postgraduate Program of Diponegoro University of Semarang, said that there is a positive influence on competitive prices with an interest in purchasing a motorcycle.In addition, this study also mentions that there is a positive influence between the quality of motorcycle products with buying interest.Surya Danu Kusmono[15] from Master Program of Postgraduate Program Management of Widya Mandala Catholic University Surabaya, on his thesis entitled "The Influence of Marketing Mix Against Perceived Value and Purchasing Decision of ACR Brand Energy Saving Lamp Products in Surabaya", stated that there is influence between product , price, promotion and place against perceived value.William Sierzchula, Sjoerd Bakker, et.al[16] from Delft University of Technology, Faculty of Technology, Policy, and Management, The Netherlands, on his research paper, entitled "The influence of financial incentives and other socio-economic Factors on electric Fig 3.1.

Fig 2 . 3
Fig 2.3 Research Conceptual Model From this conceptual model, there is 4 independent variables : Product Quality, Price, Infrastructure and Perceived Value.Interest in Buying is dependent variable.


Moe = Margin of ErrorWith a confidence level of 95% or Z = 1.96 and a maximal sample error rate that can still be tolerated or moe by 10% then the sample size can be determined as follows:

Table 3 .
4 Regression Test Result with Perceived Value as Dependent Variable.

Table 3 .
5 Mileage of electric motorcycles expected by costumer

Table 3 .
7Battery charging time that customers expect Respondents can still accept and understand that electric motorcycles with batteries do take longer in charging.However, it is still necessary to socialize the users of motorcycles if you want to switch to electric motorcycle related recharging habits of energy.Because if it is only 7% of the respondents who fill the gasoline motorcycle every day.93% of the rest fill gasoline motorcycle 2 days or more.

Table 3 .
12. Acceptable Price to customer electric motorcycle

Table 3 .
13. Income per month of respondents

Table 3 .
14. Electric motor batteries charging method desired by respondents Availability of battery replacement location can disiasati automotive industry by exploiting the mushrooming mini market in Indonesia.So it can cover the lack of availability of charging infrastructure by replacing it into a reliable and available replacement battery replacement line across the region.