The Effect of Innovation Barrier and Trust on The Loyalty of Electric Motorcycle User: The Moderating Role of Environmental Concern and Incentive Policy
Abstract
The transition toward environmentally friendly transportation has encouraged the adoption of electric motorcycles; however, their usage remains relatively low due to consumer resistance to innovation. This study aims to examine the effects of traditional barrier, image barrier, and trust on the loyalty of electric motorcycle users in the Special Region of Yogyakarta, as well as the moderating roles of environmental concern and incentive policy, grounded in the Innovation Resistance Theory (IRT). An explanatory quantitative approach was employed. Data were collected through questionnaires from 400 electric motorcycle users selected using a purposive sampling technique, and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with SmartPLS. The results show that traditional barrier (β = -0.235) and image barrier (β = -0.277) have a negative and significant effect on loyalty, with image barrier being the strongest inhibitor, whereas trust (β = 0.360) has a positive and significant effect and serves as the most dominant predictor. Environmental concern significantly moderates all relationships in the model, while incentive policy is not proven to be a moderator despite having a positive direct effect on loyalty. The model explains 50.8% of the variance in loyalty (adjusted R² = 0.508) with good predictive relevance (Q² = 0.477). Theoretically, this study extends the application of IRT from adoption intention to post-purchase loyalty and distinguishes the roles of internal and external moderators
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
