UNIMAL Open Conference System, 2nd International Conference on Finance Economics and Business (ICOFEB)

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The Effect of Public Awareness and Brand Awareness on Purchase Intention of Energy-Efficient Motorized Vehicles
Alya Bunga Mahayani

Last modified: 2024-01-25

Abstract


This study aims to determine whether there is an influence between public awareness and brand awareness on interest in buying energy-efficient motorized vehicles. The population in the study were Indonesians who knew motorized vehicles with electric energy. The sample size in this study was 202 respondents. The hypothesis in this study used multiple regression analysis tools. The findings in this study indicate that public awareness about the environment has no significant effect on buying interest in energy-efficient motorized vehicles. Meanwhile, brand awareness about renewable energy has a significant effect on buying interest in energy-efficient motorized vehicles. The limitation of this study is that the variables of gender, expenditure, education, and occupation are only used for grouping respondents and not as variables that can affect respondents' perceptions. Suggestions for further research are to include variables of gender, expenditure, education, and occupation as moderating variables. Based on the findings of this study, the suggestion for electric vehicle marketers is to increase marketing communications that provide product information to the public

Keywords


Public Awareness, Brand Awareness, Puchase Intention, Electric Vehicles