TITLE:
The Influence of Country of Origin, Brand Awareness, Perceived Risk and Brand Image on Purchase Intention on China Wuling Air Electric Vehicles
AUTHORS:
Xiaoxian Li, Rini Setiowati
KEYWORDS:
Chinese Electric Vehicles, Chinese Brands, Indonesian Market, Indonesian Consumers
JOURNAL NAME:
Open Journal of Applied Sciences,
Vol.13 No.5,
May
12,
2023
ABSTRACT: In 2019, Indonesia was ranked second with 619,840.03 carbon emissions,
after India. Therefore, the Indonesian government issued a zero emission plan
in 2022 and encouraged Indonesians to
purchase electric vehicles, striving to achieve zero
emissions by 2060. Facing the huge potential market for the development of
electric vehicles in Indonesia, the Chinese brand Wuling took this opportunity
to launch its first electric vehicle, Wuling Air EV, in Indonesia. This study
aims to analyze the influence of the brand image of Wuling electric vehicles,
brand awareness, country of origin and perceived risk on the purchase intention
of Indonesian consumers. Data collection in this study was carried out through
offline and online questionnaires which were distributed to 150 respondents who
met the research criteria in the JABODETABEK area, and they all owned cars and
had driving experience. Partial Least Squares-Structural
Equation Modeling (PLS-SEM) was adopted for data analysis. The results of this
study indicate that country of origin, perceived risk, and brand image have a
significant effect on consumer purchase intention. In addition, perceived risk
also has a significant positive impact on brand image. However, the influence
of country of origin and brand awareness has no significant effect on brand
image.