Determinants of Purchase Intention: Product Quality, Brand Image, and Price Perception Towards the Purchase of Wuling Air EV Electric Cars in Indonesia
DOI:
https://doi.org/10.38035/dijefa.v6i4.4788Keywords:
Product Quality, Brand Image, Price Perception, Purchase IntentionAbstract
The purpose of this study is to analyze the factors that influence the intention to purchase the Wuling Air EV electric car in Indonesia. The data analysis method used is quantitative primary data. The data used in this study used a questionnaire instrument via Google Form from 100 respondents. The research data was processed using the SPSS Program application. The sampling method in this study was non-probability sampling with a purposive sampling technique. The results showed that product quality, brand image, and price perception influenced the purchase intention of the Wuling Air EV electric car in Indonesia.
References
Agung, A., Abidzarr, N., Kusuma, D., & Kusumastuti, R. D. (2025). Analysis of factors that influence consumers ’ purchase intention of electric cars : Economic and business perspectives in emerging markets. Journal of Economic, Business & Accounting Research, 2(2), 104–119.
Alif, N. N., & Prasetio, A. (2024). The Effect Of Perceived Value Towards Purchase Intention Using Information Overload As Moderating Variable In Electric Vehicle. International Journal of Science, Technology & Management, January-ISSN : 2722-4015, 111–119.
Andre Martinus, Fathorrahman, & Pradiani, T. (2023). Pengaruh Brand Image dan Harga Terhadap Minat Beli Mobil Listrik Melalui Gaya Hidup Sebagai Variabel Intervening Di Area Kota Malang Jawa Timur. Jurnal Ilmiah Administrasi Bisnis Dan Inovasi, 7(2), 115–130. https://doi.org/10.25139/jiabi.v7i2.6592
Ardiansyah, G. T., Santosa, S., Hasibuan, M. S., & Heikal, J. (2024). Mapping the Wuling vehicle market with K-Means Clustering : An effective digital marketing strategy. Jurnal Fokus Manajemen Bisnis, 14(2), 136–150.
Assidiq H Aditya dan Dessyarti S. Robby. (2024). Pengaruh Persepsi Konsumen, Persepsi Harga Dan Brand Image Terhadap Minat Beli. SIMBA, 6(September 2024-E ISSN : 2686-1771).
Astaginy, N. (2025). Dampak Citra Merek dan Pengetahuan Lingkungan terhadap Minat Beli Mobil Hybrid. INNOVATIVE: Journal Of Social Science Research, 5(Volume 5 Nomor 2 Tahun 2025 Page 1277-1287 E-ISSN 2807-4238), 1277–1287.
Cahyati, T., & Munandar, D. (2023). The Roles of Awareness, Interest, Evaluation, Trial on Adoption and its Impact on Purchase Decision: Study on New Product of ”Wuling” Electric Car Consumers in Bandung. Jurnal Soshum Insentif, 6(2), 152–161. https://doi.org/10.36787/jsi.v6i2.1216
Ekyawan, F., & Rahman, M. F. (2022). The Effects of Country of Origin and Social Media Opinion Leaders on Purchase Intention for Wuling Vehicles. ASEAN Marketing Journal, 14(2). https://doi.org/10.21002/amj.v14i2.1203
Gunawan, I., Redi, A. A. N. P., Santosa, A. A., Maghfiroh, M. F. N., Pandyaswargo, A. H., & Kurniawan, A. C. (2022). Determinants of Customer Intentions to Use Electric Vehicle in Indonesia: An Integrated Model Analysis. Sustainability (Switzerland), 14(4), 1–22. https://doi.org/10.3390/su14041972
Hidayat, R., Menhard, M., Chintya Ones Charli, Ariyanto Masnum, & Budi Hartoyo. (2023). Determination Purchase Intention and Purchase Decision: Brand Image and Promotion Analysis (Marketing Management Literature Review). Dinasti International Journal of Economics, Finance & Accounting, 4(1), 152–165. https://doi.org/10.38035/dijefa.v4i1.1749
Hidayatulloh, F., & Susila, I. (2024). The Effect of Brand Image, Brand Trust and Price on Repurchase Interest. Jurnal Ilmiah Manajemen Kesatuan, 12(2), 469–480. https://doi.org/10.37641/jimkes.v12i2.2518
Irpan, I., & Ruswanti, E. (2020). Analysis of Brand Awareness and Brand Image on Brand Equity Over Customer Implications to Purchase Intention at PT. SGMW Motor Indonesia (Wuling, Indonesia). Journal of Multidisciplinary Academic, 4(3), 127–134. https://digilib.esaunggul.ac.id/public/UEU-Journal-20584-11_1609.pdf
Kotler, P. (2017). Marketing 4.0. In John Wiley & Sons, Inc., Hoboken, New Jersey Published. http://scioteca.caf.com/bitstream/handle/123456789/1091/RED2017-Eng-8ene.pdf?sequence=12&isAllowed=y%0Ahttp://dx.doi.org/10.1016/j.regsciurbeco.2008.06.005%0Ahttps://www.researchgate.net/publication/305320484_SISTEM_PEMBETUNGAN_TERPUSAT_STRATEGI_MELESTARI
Li, X., & Setiowati, R. (2023). The Influence of Country of Origin, Brand Awareness, Perceived Risk and Brand Image on Purchase Intention on China Wuling Air Electric Vehicles. Open Journal of Applied Sciences, 13(05), 618–635. https://doi.org/10.4236/ojapps.2023.135049
Munthe, K., Simanihuruk, P., Sitinjak, C., Ober, J., & Kochmańska, A. (2024). Optimization of Financial Management for Enhancing the Electric Vehicle Market in Medan, Indonesia. Management Systems in Production Engineering, 32(2), 212–225. https://doi.org/10.2478/mspe-2024-0021
Muntu M, Mevander, et. a. (2025). Pengaruh Bauran Pemasaran Dan Citra Merek Terhadap Minat Beli yang Dimediasi Oleh Efek Pa aer Pada Mobil Listrik Wuling Di Kumala Manado. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulagi ( JMBI UNSRAT ), 12(ISSN 2356-3966), 53–62.
Muslim, et. a. (2024). Pengaruh Kualitas Produk , Citra Merek Dan Harga Terhadap Keputusan Pembelian Mobil Elektrik Wulling Air EV. Journal Of Metaverse Adpertisi ( JMA), e-ISSN:2961-8037.
Myers, Jerome L., Arnold D. Well, Robert F. Lorch, J. (2010). Research desain and statisticalanalysis (Third). Routledge.
Napitupulu, R. B. (2023). Brand Image Antecedents to Enhance Consumer Trust. Dinasti International Journal of Management Science, 4(6), 1073–1088. https://doi.org/10.31933/dijms.v4i6.1941
Nugraha, A. K. N. A., Krista, C. E., & Huruta, A. D. (2024). The effect of country image, brand image, and warranty knowledge on car purchase intentions: a comparison of use situations. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2332498
Oktaviani, A., & Hilal, N. (2024). Pengaruh Brand Image dan Kualitas Produk terhadap Keputusan Konsumen Membeli Mobil Merek Hyundai pada PT. Sinar Galesong Pratama Kota Palu. Jurnal Kolaboratif Sains, 7(3-e ISSN 2623-2022), 1151–1156. https://doi.org/10.56338/jks.v2i1.938
Rachmawati, I., & Rahardi, R. A. M. (2023). Analysis of Electric Vehicle Purchase Intentions in Indonesia Using the Extension C-TAM-TPB Model. International Journal of Current Science Research and Review, 06(12), 8065–8078. https://doi.org/10.47191/ijcsrr/v6-i12-61
Rahman, D., Rizal, S., & Yunus, M. (2023). Strategi komunikasi bisnis dalam upaya meningkatkan minat. Jurnal Komunikasi, 16(1), 1–14. http://journal.unifa.ac.id/index.php/jku/article/view/476%0Ahttp://journal.unifa.ac.id/index.php/jku/article/download/476/338
Rahmi Rahayu, D., Pratikto, H., & Siswanto, E. (2023). the Influence of Price and Product Innovation on the Purchase Intention of Wuling Electric Cars With Brand Image As an Intervening Variable: a Study on Prospective Electric Car Consumers in East Java. International Journal of Business, Law, and Education, 4(2), 517–525. https://doi.org/10.56442/ijble.v4i2.207
Ramadhani, S., & Yuliana, L. (2023). Pengaruh Persepsi Konsumen Terhadap Minat Beli Mobil Listrik Mercedes-Benz EQS. Jurnal Orientasi Bisnis Dan Entrepreneurship (JOBS), 4(1), 35–44. https://doi.org/10.33476/jobs.v4i1.3614
Rayhan, Widitya, A., Widitya, R. A., Satrio, F., Yuwono, P., & Saleh, M. Z. (2024). Strategi Pemasaran Mobil Konvensional dan Mobil Listrik Di Pasar Indonesia. Trending: Jurnal Ekonomi, Akuntansi Dan Manajemen, 2(1), 37–54. https://doi.org/10.30640/trending.v2i1.1910
Triyono, R., Mutia, Y. A., Purwansya, Y. G., & Hidayati, N. (2022). Strategi Social-Interactive Marketing Dalam Rangka Menciptakan Brand Awareness dan Brand Image Produk Mobil BEV (Battery Vehicle) Indonesia. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 5(4), 505–520. https://doi.org/10.31842/jurnalinobis.v5i4.247
Verado, V., Budiarsi, S. Y., & Handayani, Y. I. (2023). Pengaruh Brand Awareness Dan Brand Image Terhadap Purchase Intention Pada Wuling Air Ev Melalui Mediasi Customer Trust. Jurnal Ilmiah Mahasiswa Manajemen : JUMMA, 12(2), 125–142. https://doi.org/10.33508/jumma.v12i2.4791
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Farza Wirawan Ekhsan, Misdiyono Misdiyono, Titi Nugraheni, Sri Hermawati, Desi Pujiati
This work is licensed under a Creative Commons Attribution 4.0 International License.
Authors who publish their manuscripts in this journal agree to the following conditions:
- The copyright on each article belongs to the author(s).
- The author acknowledges that the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) has the right to be the first to publish with a Creative Commons Attribution 4.0 International license (Attribution 4.0 International (CC BY 4.0).
- Authors can submit articles separately, arrange for the non-exclusive distribution of manuscripts that have been published in this journal into other versions (e.g., sent to the author's institutional repository, publication into books, etc.), by acknowledging that the manuscript has been published for the first time in the Dinasti International Journal of Economics, Finance & Accounting (DIJEFA).
