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Low-Cost Green Car Purchase Intention: Measuring the Role of Brand Image on Perceived Price and Quality

2019; Volume: VII; Issue: Issue 3 Linguagem: Inglês

10.35808/ijeba/322

2241-4754

Usep Suhud, Greg Willson,

Consumer Retail Behavior Studies

Purpose:The study tests a rhombus model.A rhombus model refers to a rhombus-shaped research model consisting of three predictor variables including brand image, perceived price, and perceived quality that is used to predict purchase intention.This study aims to predict a person's purchase intention relating to Low-Cost Green Cars (LCGC).In Indonesia market, this type of passenger vehicle is targeted towards lower income consumers and those who are concerned with the environment.Design/Methodology/Approach: Data was collected using a questionnaire in a shopping centre in Jakarta close to a year-round car exhibition.In total, 200 participants completed the questionnaire.Data were analysed using exploratory factor analysis and structural equation modeling. Findings:The study found that in the case of Toyota Agya, brand image has a significant impact on perceived price and perceived quality.Also, perceived price has a significant impact on purchase intention.There are slightly different results in the case of Daihatsu Ayla.Practical Implications: Results can be used by managerial administration adjusting its strategy to attract more costumers.Originality/Value: It is an original research with prospective buyers for a known product, the brand name of the cars were known to participants in the research.