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Abstract
Safer car is one of the five pillars in reducing traffic accidents. Hence, this paper is an attempt to analyze consumers' preferences in safer car purchasing within Indonesia. Primary data were collected and 500 respondents were selected. The data were analyzed using Multiple Linear Regression in IBM SPSS Statistic 23 to determine the relationship between attitude, subjective norm, and perceived behavioral control towards intention to purchase safer car. The findings are attitude, subjective norm and perceived behavioral control positively influence the intention in buying safer cars.
Purpose: This paper aims to establish the relationship between attitude, subjective norms, and perceived behavioral control towards behavioral intention to purchase safer cars.
Design/methodology/approach: Survey is conducted on 500 Indonesians about their behavior in safer car purchasing by using self-administered questionnaires.
Findings: Attitudes, subjective norm and perceived behavioral control influence the purchase intention positively. Attitude have the strongest influence, followed by perceived behavioral control and subjective norm.
Research limitations/implications: Other factors that may also contribute to safer car purchase intention may not be taken into account since this paper is conducted within theory of planned behavior context.
Practical implications: The result of this findings confirm that positive attitude will increase the intention to buy safer cars. Government, car manufacturers, media, and road safety stakeholders that are wishing to improve lives can use this outcome to improve positive attitude among consumers.
Originality/value: This study is one of the few to examine what influences consumers to have the intention to buy safer cars in Indonesia.
Keywords: ASEAN NCAP; Car Safety; Purchase Intention; Road Traffic Accident; Theory of Planned Behavior
Introduction
Road accidents have been and will continue to be one of the world's most critical problems that can put life of many people in jeopardy. Indonesia is listed under the traffic-related death countries with 31,234 death rates reported and according to World Health Organization (WHO), the real figure could be as high as 47,673 (Indriyatno, 2013). Approximately 104,211,132 vehicles in Indonesia were registered in 2013. The highest registered vehicles are motorized 2- and 3-wheelers, followed by cars and 4-wheeled light vehicles, heavy trucks, buses and others (Broderick, 2016).
In 2017, residents in West Java were both surprised and disturbed when 13 people died due to a road accident involving...