Author(s)

Xiaoxian Li^*, Rini Setiowati

Management Department, BINUS Business School Master Program, Bina Nusantara University, Jakarta, Indonesia.

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.

Chinese Electric Vehicles, Chinese Brands, Indonesian Market, Indonesian Consumers

Li, X. and 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, 618-635. doi: 10.4236/ojapps.2023.135049.