Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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All Journal Journal of Research on Business and Tourism
Justin Kwannaka
LSPR Institute of Communication and Business
Social Sciences

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Brand Image and Price Influence BYD Purchase Intention through Green Lifestyle Jonatan Sumana; Justin Kwannaka
Journal of Research on Business and Tourism Vol. 6 No. 1 (2026): Journal of Research on Business and Tourism
Publisher : Lembaga Penelitian Publikasi dan Pengabdian Masyarakat LSPR

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37535/104006120263

Abstract

As the government promotes sustainable mobility and environmental consciousness, Indonesia's developing electric vehicle (EV) market demands a thorough knowledge of customer buying intention. This research uses consumer behaviour theory and the Theory of Planned Behaviour framework to examine how brand image and perceived price affect Build Your Dream electric car purchase intention, using green lifestyle as a mediating variable. Using a quantitative method and purposive selection of Jabodetabek respondents, Structural Equation Modeling–Partial Least Squares (SEM-PLS) was used to assess direct and indirect effects among factors. The results reveal that brand image and perceived price positively and significantly affect purchase intention. Furthermore, green lifestyle plays a significant mediating role, indicating that favourable brand perceptions and fair price evaluations strengthen environmentally oriented lifestyles and ultimately enhance consumers’ intention to purchase electric vehicles. These results emphasise the necessity of incorporating environmental values into marketing tactics to promote electric car adoption in Indonesia.
Co-Authors Jonatan Sumana