PENGARUH MARKETING CAMPAIGN PADA MINAT BELI MOTOR LISTRIK PROGRAM SUBSIDI MOTOR LISTRIK GESITS G1 (PT WIKA INDUSTRI MANUFAKTUR)

Abstract

. Indonesia, as one of the major contributors to carbon emissions in the world, has a significant responsibility towards long-term environmental improvement. Based on data on carbon contributions per sector nationally, it is known that the transportation sector is the second-largest carbon contributor. This situation has prompted motorcycle manufacturers to innovate by developing electric motorcycles, both by private companies and State-Owned Enterprises. One such effort is undertaken by PT. Wika Manufaktur, which has produced the electric motorcycle Gesits G1. To increase sales and public interest, the sales of the Gesits G1 motorcycle receive government subsidies amounting to seven million Indonesian rupiah. The purpose of this research is to explore the impact of marketing campaigns from the Gesits G1 electric motorcycle subsidy program on purchasing interest among the residents of Depok City. The research method applied is quantitative descriptive with a positivism paradigm approach, involving the population of Depok city residents and obtaining a sample of 100 respondents meeting the criteria of individuals showing interest or inclination to purchase electric motorcycles selected using purposive sampling techniques. Data were collected through Google Form questionnaires and evaluated using a Likert Scale ranging from 1 to 5. The research results indicate that marketing campaigns have a positive impact on the purchasing interest of the Gesits G1 electric motorcycle in Depok city, with a contribution of 67.4%.