Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Vol. 8 No. 6 (2026): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan

The Influence of Price Perception and Brand Image on People’s Purchasing Decisions Regarding Electric Cars in DKI Jakarta

Ambarwati, Ambarwati (Unknown)
Pratomo, Djoko (Unknown)
Utomo, Dimas Ahdaharish (Unknown)

Article Info

Publish Date
25 Jan 2026

Abstract

This study examined the impact of price perception and brand image on electric vehicle purchase decisions in DKI Jakarta. A quantitative research design was employed using multiple linear regression analysis, with data processed through SPSS. The findings revealed that price perception and brand image had a significant effect, both partially and simultaneously, on purchase decisions. These results suggested that effective pricing strategies and strong brand positioning played a crucial role in encouraging the adoption of electric vehicles. This study provided practical insights for automotive manufacturers and marketers in formulating strategies to enhance consumer purchase decisions in emerging electric vehicle markets.

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Journal Info
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Website

Abbrev

fairvalue

Publisher

Institut Manajemen Koperasi Indonesia

Subject

Economics, Econometrics & Finance

Description

The Aim of this Fair Value : jurnal Ilmiah Akuntansi dan Keuangan is the media for scientific studies resulting from research, thoughts and critical-analysis studies on accounting, financial, Cooperative and SMEs issues in Indonesia and southeast asia especially and also in the world. The intended ...