Perceived usefulness, brand identity, dan purchase intention mobil listrik Korea: Brand image sebagai mediator
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Abstract
This study investigates the influence of perceived usefulness and brand identity on the purchase intention of Korean electric vehicles (EVs), with brand image as a mediating variable. Utilizing a quantitative approach, data were collected from 213 prospective EV consumers in Indonesia and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results reveal that perceived usefulness and brand identity do not directly affect purchase intention. However, both significantly impact purchase intention indirectly through brand image, which serves as a full mediator. These findings suggest that marketing strategies for Korean EVs should focus on enhancing perceived usefulness and brand identity to strengthen brand image, thereby increasing consumer purchase intention. The study offers practical implications for marketers and contributes to the academic discourse on consumer behavior by emphasizing the crucial mediating role of brand image, particularly in the context of sustainable vehicle adoption.
Penelitian ini mengkaji pengaruh perceived usefulness (persepsi kegunaan) dan brand identity (identitas merek) terhadap purchase intention (niat beli) mobil listrik Korea, dengan brand image (citra merek) sebagai variabel mediasi. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 213 calon konsumen mobil listrik di Indonesia dan dianalisis menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa perceived usefulness dan brand identity tidak berpengaruh langsung terhadap purchase intention. Namun, keduanya memiliki pengaruh tidak langsung yang signifikan melalui brand image, yang berperan sebagai mediator penuh. Temuan ini menyarankan bahwa strategi pemasaran mobil listrik Korea perlu difokuskan pada peningkatan persepsi kegunaan dan identitas merek guna memperkuat citra merek, sehingga dapat meningkatkan niat beli konsumen. Studi ini memberikan implikasi praktis bagi para pemasar serta kontribusi akademik dalam kajian perilaku konsumen dengan menekankan peran mediasi citra merek yang krusial, khususnya dalam konteks adopsi kendaraan berkelanjutan.
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