Citation:

Toni Ardiyanto, Putu Nina Madiawati, Nurafni Rubiyanti. "The Influence of Green Product, Perceived Quality, and Perceived Price on Purchase Intention through Brand Image: A Case Study on Wuling Electric Vehicles" International Research Journal of Economics and Management Studies, Vol. 4, No. 5, pp. 98-105, 2025.

Abstract:

This research investigates how green products, perceived quality, and price perceptions affect consumers’ intention to purchase, with brand image acting as a mediating factor, specifically within the case of Wuling’s electric vehicle lineup. Heightened environmental awareness and the implementation of fiscal policies, such as tax incentives, have played a vital role in stimulating the adoption of electric vehicles in Indonesia. However, factors such as product quality, affordability, and brand image still play a pivotal role in shaping consumer intentions. Employing a quantitative method supported by Structural Equation Modeling (SEM), the study explores direct and indirect associations among the proposed variables. The findings reveal that green product attributes, perceived quality, and price perceptions significantly influence brand image, mediating their impact on purchase intention. The results provide insights for industry players to optimize their marketing strategies and enhance brand positioning in the electric vehicle market. The study offers theoretical contributions by linking green marketing factors to purchase intention through the mediating effect of brand image, specifically in Indonesia’s electric vehicle market.

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Keywords:

Brand image, electric vehicle, green product, perceived price, perceived quality, purchase intention.