RAMADHAN, ACHMAD RIZKY (2025) PENGARUH BRAND IMAGE, ATTITUDE, DAN PERCEIVED USEFULNESS TERHADAP PURCHASE INTENTION MOBIL LISTRIK WULING AIR EV. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The phenomenon of low purchase intention for electric vehicles in Indonesia, particularly in Jakarta, remains a challenge despite government subsidies and tax incentives. Since its launch in August 2022, the Wuling Air EV has captured 68.7% of the national electric vehicle market share, yet its sales still lag far behind conventional cars. This study aims to analyze the influence of brand image, attitude, and perceived usefulness on consumers’ purchase intention of the Wuling Air EV. This quantitative research employed SEM-PLS with the assistance of SmartPLS 4.1.1.2. The sample consisted of 190 respondents who were familiar with the Wuling Air EV and resided in Jakarta, selected through purposive sampling. The results indicate that all three independent variables have a positive and significant effect on purchase intention. The R² value of 0.898 shows that 89.8% of the variance in purchase intention is explained by brand image, attitude, and perceived usefulness. The Q² value of 0.893 indicates that the model has good predictive relevance. Path analysis shows the effects of brand image (β = 0.426; t = 5.782; p = 0.000), attitude (β = 0.263; t = 3.927; p = 0.000), and perceived usefulness (β = 0.289; t = 3.379; p = 0.001). The brand image variable is proven to be the most dominant factor influencing consumers’ purchase intention. Theoretically, this study reinforces the grand theory of brand image proposed by Aaker and Biel, showing that it strongly influences the purchase intention of Jakarta consumers toward the Wuling Air EV. Keywords: Brand Image, Attitude, Perceived Usefulness, Purchase Intention, Wuling Air EV. Fenomena rendahnya minat beli kendaraan listrik di Indonesia, khususnya di Jakarta, masih menjadi tantangan meskipun pemerintah telah memberikan subsidi dan insentif pajak. Mobil listrik Wuling Air EV sejak diluncurkan Agustus 2022 mampu menguasai 68,7% pangsa pasar kendaraan listrik nasional, namun penjualannya tetap jauh tertinggal dibanding mobil konvensional. Penelitian ini bertujuan menganalisis pengaruh brand image, attitude, dan perceived usefulness terhadap purchase intention konsumen Wuling Air EV. Penelitian kuantitatif ini menggunakan SEM-PLS dengan bantuan SmartPLS 4.1.1.2. Sampel terdiri dari 190 responden yang mengetahui Wuling Air EV dan berdomisili di Jakarta, dipilih melalui purposive sampling. Hasil penelitian menunjukkan ketiga variabel independen berpengaruh positif signifikan terhadap purchase intention. Nilai R² = 0,898 menunjukkan 89,8% variasi purchase intention dijelaskan oleh brand image, attitude, dan perceived usefulness. Nilai Q² = 0,893 menandakan model memiliki prediksi baik. Analisis jalur menunjukkan pengaruh brand image (β = 0,426; t = 5,782; p values 0,000), attitude (β = 0,263; t = 3,927; p values 0,000), dan perceived usefulness (β = 0,289; t = 3,379; p values 0,001). Variabel brand image terbukti paling dominan memengaruhi niat beli konsumen. Penelitian ini secara teoretis memperkuat grand theory brand image yang dikemukakan oleh Aaker dan Biel secara kuat dapat memperngaruhi niat beli masyarakat Jakarta terhadap mobil listrik Wuling Air EV. Kata Kunci : Brand Image, Attitude, Perceived Usefulness, Purchase Intention, Wuling Air EV.
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