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Husnayain Business Review
Published by Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia
ISSN : 24771368     EISSN : 28298039     DOI : https://doi.org/10.54099/hbr
Core Subject : Economy, Science,
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance
Husnayain Business Review (JHBR) is a peer-reviewed economic journal serving as a forum for Business Economics Scholars concerning to area of Accounting, Banking, Economics, Entrepreneurship, Finance, Human Resources Management, and Management. This open accessed Journal publishes original research and review papers. This journal encompasses original research articles including: 1. Banking and Financial Institution 2. Behavioral Economics 3. Development Economics 4. Environmental Economics 5. International Economics 6. Accounting 7. Bussiness and Entrepreneurship 8. Human Resources Management 9. Monetary Economics 10. Public Finance 11. Political Economy 12. Bussiness Management 13. Urban and Rural Economics
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
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Search results for , issue "Vol. 6 No. 1 (2026)" : 1 Documents clear
Country of Origin, Brand Image, and Attitude Toward the Brand on Wuling EV Purchase Intention Irawan, Roni; Sugiat, Maria Apsari; Iskamto, Dedi
Husnayain Business Review Vol. 6 No. 1 (2026)
Publisher : Asosiasi Dosen Peneliti Ilmu Ekonomi dan Bisnis Indonesia (ADPEBI)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54099/hbr.v6i1.1448

Abstract

Purpose – This study aims to examine the influence of country of origin on purchase intention of Wuling electric vehicles in Indonesia, with brand image and attitude toward the brand as mediating variables. Methodology/Approach – A quantitative survey design was employed using a structured questionnaire to collect data from respondents who own Wuling electric vehicles. The purposive sampling technique was applied with an inclusion criterion of age between 21 and 55 years. A total of 419 respondents were successfully collected and included in the analysis. The analysis used SEM-PLS to evaluate the direct and indirect relationships between variables. Findings – The results revealed that country of origin does not exert a direct impact on the intention to purchase but significantly influences attitude toward the brand and brand image. Both mediators, attitude toward the brand and brand image, exert a significant impact on the intention to purchase and serve as effective pathways in strengthening the indirect influence of country of origin. Novelty/Value – This study highlights the strategic importance of brand image and consumer attitudes in shaping purchase intentions, particularly for Chinese automotive brands entering competitive markets. It also provides practical insights for Wuling and theoretical guidance for future research on international brands and consumer behavior in emerging markets.

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