PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PRODUK MOBIL LISTRIK WULING (STUDI PADA KALANGAN MILENIAL SURABAYA)

Abstract

This research aims to analyze the effect of brand image, product quality, and price on the purchasing decisions of Wuling electric cars (A Case Study at millennial in Surabaya). Due to the government’s effort to support the use of electric vehicles to decrease carbon emissions, the demand for the vehicles that is affordable and becoming attention among, especially millennial who are much aware of technology and the environment. The reserch applies quantitatively with a survey approach. Furthermore, the data were collected through questationnaires which were distributed to the respondents using Google Form. The respondents were 100 millennial in Surabaya who use Wuling electric car as samples. Moreover, the data analysis technique used multiple linear regression with SPSS. The result show that brand image has a positive and significant effect on the purchasing decesions of Wuling electric cars among the millennial in Surabaya. Likewise, product quality has a positive and significant effect on the purchasing decisions of Wuling electric cars among the millennial in Surabaya. However, the price has a positive but insignificant effect on the purchasing decisions of Wuling electric cars among the millennial in Surabaya.