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Joko Widodo
Universitas Muhammadiyah Malang
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Journal : Klabat Journal of Management

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Brand Image and Product Quality as Determinants of Electric Car Purchase Decisions in Depok City Wisnuaji, Putra Tangguh; Widodo, Djoko Setyo; Udriyah, Udriyah
Klabat Journal of Management Vol. 7 No. 1 (2026): Klabat Journal of Management (in progress)
Publisher : Faculty of Economics and Business, Universitas Klabat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.60090/kjm.v7i1.1357.82-100

Abstract

This study aims to analyze the influence of Brand Image and Product Quality on the Purchase Decision of Wuling electric cars in Depok City. The research method used was quantitative with a survey approach, and data were collected through questionnaires from 100 respondents who used Wuling electric cars. Data analysis was carried out using multiple linear regression. The results showed that partially, Brand Image did not have a significant effect on purchase decisions, while Product Quality had a significant effect. Simultaneously, the two variables had a significant effect on the purchase decision with an F value of 21.888 and a significance of < 0.001. An Adjusted R Square value of 0.297 indicates that Brand Image and Product Quality explain 29.7% of the variation in purchasing decisions. These findings make a theoretical contribution to the consumer behavior literature, as well as a practical contribution to automotive companies, particularly in the formulation of electric vehicle marketing strategies. The study also suggests strengthening branding strategies, improving product quality, and exploring other external factors such as price, promotion, and after-sales service. The limitations of the study include a limited geographical scope.
Co-Authors Agung Hudaya Ahsan, Ahmad Ajang Budiman Andalas, Eggy Fajar Anis Dwi Winarsih Ari Hastuti, Ari Arti Prihatini Arum Ratnaningsih Aswanti, Wiwik Aulia Zahra Fadhila Baharuddin, Ahmad Syukran Basuki , Binti ‘arifatul Hanifah Candra, Mardi Chairul Huda, Muhammad Daroe Iswatiningsih Dewi, Diah Sulastri Djumarno, Djumarno Dwi Rachmawati Esthika Dewiasty Faisal Anwar Fida Pangesti Pangesti Hadi Wijaya Hardisurjo, Budihardjo Hari Prastowo Hasibuan, Edi Saputra Hendro, Gatut Herdiman T Pohan Hidayah Budi Qur&#039;ani Hidayah Budi Qur’ani Hutomo, Putra Intan, Dewi Khie Chen Kususiyanah, Anjar Martanti, Yurisa Mas&#039;odi Mas&#039;odi Mau, Hedwig A. Meliani Risdiana Meliawati Meliawati, Meliawati Miftakhul Atikhah, Laila Mudrika Mudrika Nafingatul Fitri, Irma Nur Fitri Dewi Nurul Zuriah Prahara, Rivo Rizky Prasetya, Ahmad Fanani Eko Prilla Lukis Wediya Priyaldi, Priyaldi Purwati Anggraini Purwati Anggraini, Purwati Putra, Telly Areska Ribut Wahyu Eriyanti Robby Cahyadi Robikho, Alif Rohmawati, Wiwin Ryansyach, Evans Febryano Putra S. Sutawi Said Djamaluddin, Said Saputra, Rahmat Semin Semin Sinaulan, Ramlani Lina Siti Afifatur Rohmah Sofyan, Ramadhan Sri Marniati, Felicitas St. Laksanto Utomo Suhendro Suhendro Sulistiyo, Agus Prambowo Suyatno Sutoyo Syauket, Amalia Tengsoe Tjahjono Tondy, Cicilia Julyani Tumanggor, MS Udriya, Udriya Udriyah Widijatmoko, Widijatmoko Widodo, Akmal Alfarisi Wilman, Septirita Wirawan Hambali Wisnuaji, Putra Tangguh Yenny Febrianty Yogatama, Michael Yudhatama Fitriargo, Bambang Yuni Pambreni