M. ALIMUL , KABIR ALBANT (2025) PENGARUH BRAND IDENTITY, COUNTRY OF ORIGIN, PERCEIVED RISK, BRAND IMAGE TERHADAP PURCHASE INTENTION BYD INDONESIA. Masters thesis, UNIVERSITAS LAMPUNG.
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Abstrak (Berisi Bastraknya saja, Judul dan Nama Tidak Boleh di Masukan)
Perkembangan industri kendaraan listrik (EV) di Indonesia semakin pesat dengan hadirnya mobil listrik berbagai merek global, terutama dari Tiongkok, yang mengubah lanskap persaingan otomotif nasional. Penelitian ini bertujuan untuk menganalisis pengaruh Brand Identity, Country of Origin, dan Perceived Risk terhadap Purchase Intention, serta peran kunci Brand Image dalam konteks adopsi mobil listrik merek BYD oleh konsumen di Indonesia. Menggunakan pendekatan kuantitatif melalui survei online terhadap 200 responden, data dianalisis dengan Structural Equation Modeling (SEM) melalui SmartPLS 4. Hasil penelitian menunjukkan bahwa Brand Image memiliki pengaruh positif dan signifikan terhadap Purchase Intention. Selain itu, Brand Identity terbukti menjadi fondasi yang sangat kuat, dengan pengaruh positif signifikan terhadap Brand Image serta pengaruh negatif signifikan terhadap Perceived Risk, Country of Origin dan Perceived Risk ditemukan memiliki pengaruh langsung yang signifikan terhadap Purchase Intention,. Implikasi manajerial dalam penelitian ini menemukan strategi pemasaran efektif bagi BYD di Indonesia dengan memprioritaskan pembangunan kekuatan merek internal menggunakan brand identity yang berbasis teknologi untuk menciptakan brand image yang kuat karena dominan dalam mendorong niat beli konsumen dibandingkan narasi Country of Origin atau Perceived Risk Kata Kunci: Purchase Intention, Brand Image, Brand Identity, Perceived Risk, Electric Vehicles, BYD The development of the electric vehicle (EV) industry in Indonesia is rapidly growing with the arrival of electric cars from various global brands, especially from China, which is changing the landscape of national automotive competition. This study aims to analyse the influence of Brand Identity, Country of Origin, and Perceived Risk on Purchase Intention, as well as the key role of Brand Image in the context of the adoption of BYD electric cars by consumers in Indonesia. Using a quantitative approach through an online survey of 200 respondents, the data was analysed using Structural Equation Modelling (SEM) through SmartPLS 4. The results of the study indicate that Brand Image has a positive and significant influence on Purchase Intention. Additionally, Brand Identity was found to be a very strong foundation, with a significant positive influence on Brand Image and a significant negative influence on Perceived Risk. Country of Origin and Perceived Risk were found to have a significant direct influence on Purchase Intention. Managerial implications from this study suggest effective marketing strategies for BYD in Indonesia by prioritising the development of internal brand strength using technology-based brand identity to create a strong brand image, as it is dominant in driving consumer purchase intention compared to Country of Origin or Perceived Risk narratives Keywords: Purchase Intention, Brand Image, Brand Identity, Perceived Risk, Electric Vehicles, BYD
| Jenis Karya Akhir: | Tesis (Masters) |
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| Subyek: | 300 Ilmu sosial > 330 Ekonomi > 332 Ekonomi keuangan |
| Program Studi: | FAKULTAS EKONOMI DAN BISNIS (FEB) > Prodi S2-Magister Manajemen |
| Pengguna Deposit: | UPT . Siswanti |
| Date Deposited: | 18 Nov 2025 08:28 |
| Terakhir diubah: | 18 Nov 2025 08:28 |
| URI: | http://digilib.unila.ac.id/id/eprint/93592 |
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