Teuku Athallah Afif, . (2025) MINAT BELI MOBIL LISTRIK WULING (STUDI PADA DKI JAKARTA). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
This study employs a quantitative approach to examine the influence of brand image, electronic word of mouth (EWOM), and pricing on consumers’ purchase intention toward Wuling electric vehicles in DKI Jakarta. A total of 115 respondents were selected through purposive sampling, targeting individuals who are familiar with and interested in Wuling electric Vehicles. Data were collected through an online questionnaire and analyzed using SmartPLS 4 through descriptive analysis and structural model testing. The results indicate that brand image and pricing have a positive influence on purchase intention, whereas e-WOM does not show a significant effect. These findings highlight that consumers’ perceptions of brand reputation and price suitability play an essential role in shaping purchase interest, while digital word-of-mouth communication does not contribute significantly in this context.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil (2210111246] [Pembimbing: Prasetyo Hadi] [Penguji 1: Alfatih Sikki Manggabarani] [Ketua Penguji: Guntur Syahputra Saragih] |
| Uncontrolled Keywords: | This study employs a quantitative approach to examine the influence of brand image, electronic word of mouth (EWOM), and pricing on consumers’ purchase intention toward Wuling electric vehicles in DKI Jakarta. A total of 115 respondents were selected through purposive sampling, targeting individuals who are familiar with and interested in Wuling electric Vehicles. Data were collected through an online questionnaire and analyzed using SmartPLS 4 through descriptive analysis and structural model testing. The results indicate that brand image and pricing have a positive influence on purchase intention, whereas e-WOM does not show a significant effect. These findings highlight that consumers’ perceptions of brand reputation and price suitability play an essential role in shaping purchase interest, while digital word-of-mouth communication does not contribute significantly in this context. |
| Subjects: | H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | TEUKU ATHALLAH AFIF |
| Date Deposited: | 25 Mar 2026 02:50 |
| Last Modified: | 25 Mar 2026 02:50 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41691 |
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