- 6281260272238
- alam.amiki@gmail.com
- Mon - Sat: 08:00 - 15:00
_
Articles
Articles
Analysis of Potential, Obstacles, and Strategies of Conventional and Electric Car Marketing
Ferdi Antonio, Nurlina, Elizabeth, Musran Munizu, Chanissa Purwaningrum
View Author Affiliations
- Ferdi Antonio: Universitas Pelita Harapan, Indonesia
- Nurlina: Politeknik LP3I Jakarta, Indonesia
- Elizabeth: Universitas Budi Luhur, Indonesia
- Musran Munizu: Universitas Hasanuddin Makassar, Indonesia
- Chanissa Purwaningrum: Universitas Bina Sarana Informatika, Indonesia
Share Article:
Abstract
The purpose of this study is to analyze the potential, obstacles, and strategies of conventional and electric car marketing. The analytical method in this study uses comprehensive analysis with the help of secondary data such as scientific books and journal articles from national and international journals. The research results show that the automotive market is currently in a very interesting transition period. On the one hand, conventional cars still dominate the roads thanks to their mature ecosystem. On the other hand, electric cars are emerging as the future of mobility, driven by sustainability issues and strict regulations. The main strategy for conventional cars should focus on the narrative of advanced fuel efficiency, engine reliability on all terrains, and ease of routine maintenance that is widespread even in remote areas. Conventional car manufacturers also need to package their campaigns by emphasizing the value of high functionality and unit readiness without having to worry about the availability of electricity during long-distance trips. Conversely, the marketing strategy for electric cars must shift from simply selling products to educating people about a new, sustainable lifestyle. Marketers must more actively promote long-term benefits such as significantly lower daily operating costs, instant, silent acceleration, and the convenience of being free from regional restrictions.
Author Biographies
Ferdi Antonio
Universitas Pelita Harapan
Hospital Administration Study Program, Universitas Pelita Harapan, South Jakarta, Special Capital Region of Jakarta, Indonesia.
Nurlina
Politeknik LP3I Jakarta
Business Administration Study Program, Politeknik LP3I Jakarta, Central Jakarta City, Special Capital Region of Jakarta, Indonesia.
Elizabeth
Universitas Budi Luhur
Management Study Program, Universitas Budi Luhur, South Jakarta, Special Capital Region of Jakarta, Indonesia.
Musran Munizu
Universitas Hasanuddin Makassar
Management Study Program, Universitas Hasanuddin Makassar, South Sulawesi, Indonesia.
Chanissa Purwaningrum
Universitas Bina Sarana Informatika
Management Study Program, Universitas Bina Sarana Informatika, Central Jakarta City, Special Capital Region of Jakarta, Indonesia.
Article Identifiers
- Article Title: Analysis of Potential, Obstacles, and Strategies of Conventional and Electric Car Marketing
- DOI: 10.59431/ijer.v6i2.841
- Publication Date: 2026-06-28
- Journal: Indonesian Journal Economic Review (IJER)
- Volume: 6
- Issue: 2
- Pages: 699–706
References
-
Kurdhi, N. A., Sunarta, D. A., SH, M., Nur, N., Jenita, S. E., Hatta, I. H. R., ... & Rahman, A. (2023). Statistika Ekonomi. Cendikia Mulia Mandiri.
-
Mariani Alimuddin, S. E., Jana Sandra, S. E., Sarce Babra Awom, S. E., Pandiangan, S. M. T., Solehudin, M. M., Ahmad, S. E., ... & SE, M. (2023). Pengantar Ekonomika. Cendikia Mulia Mandiri.
-
Pandiangan, S. M. T. (2022). Analysis of Factors Affecting Interest in Buying a House. Journal of Innovation Research and Knowledge, 2(6), 2615-2620.
-
Pandiangan, S. M. T. (2023). Effect of Packaging Design and E-Satisfaction on Repurchase Intention with Quality of Service as an Intervening Variable to the Politeknik Unggulan Cipta Mandiri Students Using E-Commerce Applications. Journal of Production, Operations Management and Economics (JPOME), 3(4), 51-58.
-
Pandiangan, S. M. T., Dharmawan, D., Hariyanto, M., Pujiastuti, E., & Zalogo, E. F. (2025). Resilience Management in Generation Z Entrepreneurs in Medan City. International Journal Of Education, Social Studies, And Management (IJESSM), 5(1), 19-26.
-
Pandiangan, S. M. T., Fachrurazi, I., & Kevin, N. Yulia, & Dharmawan, Donny.(2024). Increasing Learning Achievement through the Application of Inquiry Methodsin Entrepreneurship Courses. Edumaspul: Jurnal Pendidikan, 8(1), 2471-2476.
-
Pandiangan, S. M. T., Lumbanraja, P. C., Lumbanraja, P. L., Gultom, J. A., & LC, M. A. (2024). Effect of Service Quality on Hotel Guest Loyalty with Hotel Guest Satisfaction as an Intervening Variable in Five-Star Hotel. Journal of Social Responsibility, Tourism, and Hospitality (JSRTH), 4(3), 33-41.
-
Pandiangan, S. M. T., Sigalingging, L., Nafisa, L., Tasrim, T., & Santosa, S. (2025). PELATIHAN PENGGUNAAN FITUR SPSS KEPADA WIRAUSAHA SEBAGAI SARANA PROMOSI BISNIS. J-ABDI: Jurnal Pengabdian kepada Masyarakat, 4(8), 1585-1592.
-
Pandiangan, S. M. T., Sintesa, N., MM, C. P., Tarmin Abdulghani, S. T., MT, C., Ayi Muhiban, S. E., ... & Ak, M. (2024). PENGANTAR BISNIS DIGITAL. Cendikia Mulia Mandiri.
-
Pandiangan, S. M. T., Tambunan, H. N., Gultom, J. A., & Hutahaean, T. F. (2024). Analysis of Asset Management Ratio and Solvency Management Ratio. Journal of Corporate Finance Management and Banking System (JCFMBS), 4(2), 25-36.
-
Pandiangan, Saut Maruli Tua, Gultom, Josua Alexander, Lumbanraja, Pretty Luci, Tambunan, Hotbona Novandi, & Simamora, Sarah Betty Tiomsi. (2025). The Impact of Green Marketing on Environmentally Friendly Consumer Behavior in Restaurants in Medan City. International Journal of Science and Environment (IJSE), 5(4), 361–368.
-
Pandiangan, Saut Maruli Tua, Syaiful, Muhammad, Kundhani, Eranus Yoga, Elizabeth, Roosganda, Atmaja, Unang, Hatta, Muhammad, Kotngoran, Wiljan Atfentia, & Febrian. (2025). Pengantar Ekonomi Makro (Konsepsi dan Implementasinya). ISBN: 978-634-255-105-9. Padang: Penerbit Get Press Indonesia.
-
Rahman, G. A., Chandra, A., & Saleh, M. Z. (2024). Strategi Pemasaran Dan Harga Mobil Honda Dalam Mencapai Kesuksesan Di Indonesia. Jurnal Riset Manajemen, 2(2), 235-248.
-
Sofian, A. (2017). Manajemen pemasaran. Jakarta: PT. Rajagrafindo Persada.
-
Tambunan, H. N., Haribowo, R., Akbar, A., Munizu, M., & Pandiangan, S. M. T. (2025). Operational Management for Business Production Processes. International Journal of Education, Social Studies, and Management (IJESSM), 5(1), 161-169.
-
Tambunan, H. N., Hutasoit, D. T. M., Julyarman, N., Nathaniel, R., Fakih, C., & Pandiangan, S. M. T. (2025). Talent Management Strategy to Face the Challenges of the Industrial Revolution 5.0 Era. International Journal Of Education, Social Studies, And Management (IJESSM), 5(2), 1109-1120.
-
Tambunan, Hotbona Novandi, Candra, & Pandiangan, Saut Maruli Tua. (2025). Strategi Manajemen Sumber Daya Manusia Hijau untuk Mengatasi Tantangan Keberlanjutan Organisasi. ProBisnis: Jurnal Manajemen, 16(6), 3064-3071.
-
Widitya, R. A., Yuwono, F. S. P., & Saleh, M. Z. (2024). Strategi pemasaran mobil konvensional dan mobil listrik di pasar Indonesia. Trending: Jurnal Manajemen Dan Ekonomi, 2(1), 37-54.
-
Wijaya, S. M., Kevin, N., & Ie, M. (2023). Potensi dan hambatan pemasaran mobil listrik di indonesia: dampak ekonomi dan transportasi ramah lingkungan. Jurnal Serina Ekonomi Dan Bisnis, 1(2), 316-328.
-
Yoppy, I., Hartono, I. A., Hutahaean, T. F., & Pandiangan, S. M. T. (2023). Influence Profitability, Policy debt, Policy Dividend, Investment Decision, And Firm Size to Company Value Manufacture Sub Sector Food And Drink Which Registered In the Indonesian Stock Exchange. International Journal of Economics Social and Technology, 2(3), 175-183.
Issue Information
Article Details
| Volume: | 6 |
| Issue: | 2 |
| Year: | 2026 |
| Published: | 2026-06-28 |
| Pages: | 699–706 |
| Section: | Articles |
Additional Information
How to Cite
Antonio, F., Nurlina, Elizabeth, Munizu, M., & Purwaningrum, C. (2026). Analysis of Potential, Obstacles, and Strategies of Conventional and Electric Car Marketing. Indonesian Journal Economic Review (IJER), 6(2), 699–706. https://doi.org/10.59431/ijer.v6i2.841
License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons License.
Find This Article
Track citations and research impact
Dimensions
Scientific Connections
Scite
Citation Insights
Google Scholar
Find Articles
ResearchGate
Research Network
Semantic Scholar
Insights & Analytics
Connected Papers
Research Visualization
Crossref
DOI & Metadata
Garuda
Indonesian Journals
Scilit
Scientific Publications
BASE
Open Access Search
Zenodo
Open Repository
Unpaywall
Open Access Finder
OpenCitations
Citation Database
Click to explore metrics and citations
Our News & Similar Articles
Similar Articles
You may also start an advanced similarity search for this article.
Author Publications