The Social Construction of the Reality of Electric Car Brand Equity: A Study of the Management of Taman Mini Cultural Tourism Indonesia Indah Jakarta

Abstract

This study explores the social construction of electric vehicle (EV) brand equity within the framework of national cultural tourism at Taman Mini Indonesia Indah (TMII), Jakarta, utilizing a qualitative case study approach. Empirical field observations reveal that EVs operate not merely as technological artifacts, but rather as salient symbols of value transformation, ecological nationalism, and destination branding strategies. Data were garnered through in-depth interviews, participatory observation, and documentation. The fieldwork engaged seven key operational and management informants, specifically the Head of Human Capital, Corporate Secretary, and managers overseeing transportation, promotion, infrastructure, and public relations, complemented by three visitors as research participants. The findings indicate that EV brand equity is collectively forged through three dialectical moments: externalization (positioning EVs as symbols of ecotourism transformation), objectification (institutional discourse and pervasive visual promotion policies), and internalization (the pragmatic meanings constructed by internal actors). Regarding the technical dimensions of brand equity, brand awareness is firmly established due to mandatory usage policies and high-visibility visual campaigns. Perceived quality yields positive assessments concerning passenger comfort, yet remains critically constrained by technical limitations in battery capacity and speed. Conversely, brand association remains narrowly tied to global technological imagery and fails to integrate local cultural values. Meanwhile, brand loyalty remains markedly low, primarily because the implementation is perceived as a prescriptive, top-down mandate rather than an organically driven organizational initiative. To bridge these empirical gaps, this study integrates Rogers’ Diffusion of Innovation theory, specifically leveraging innovation attributes and the optimization of communication channels to accelerate user adoption. Through this theoretical synthesis, this study conceptualizes a socio-cultural communication model engineered to reconcile top-down narrative tensions and internalize indigenous wisdom within cultural tourism missions. Ultimately, these insights underscore the strategic imperative of aligning brand management, national identity, and sustainable transport agendas within Indonesia’s emerging greenomics framework.