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Jurnal Teknika dan Informatika Abnus Publisher

Innovation, Brand Image, and Green Product Awareness Effects on Electric Vehicle Purchase Intention through Trust

2023-11-27
Published
121-134
Pages
OPEN
Access
MS
Mochamad Solichin
Dr. Soetomo University, Surabaya, Indonesia
SS
Sukesi Sukesi
Dr. Soetomo University, Surabaya, Indonesia
AT
Alvy Mulyaning Tyas
Dr. Soetomo University, Surabaya, Indonesia
Abstract

Purpose: This study aims to analyze the effects of innovation, brand image, and green product awareness on electric vehicle purchase intention with trust as an intervening variable. This study also examines the role of trust in strengthening the relationship between consumer perceptions and purchase intention toward electric vehicles.

Research Methodology: This study applies a quantitative approach with a causal research design. Data were collected through online questionnaires from 135 electric vehicle users in Surabaya using the total sampling technique. The data were analyzed using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) with SmartPLS software.

Results: The results indicate that innovation and green product awareness significantly influence trust, while brand image does not significantly influence trust. Furthermore, innovation, brand image, green product awareness, and trust significantly affect purchase intention. Trust significantly mediates the relationship between green product awareness and purchase intention, but does not mediate the effects of innovation and brand image on purchase intention.

Conclusions: This study concludes that innovation, environmental awareness, and trust are important factors in increasing consumer purchase intention toward electric vehicles.

Limitations: This study is limited to electric vehicle users in Surabaya, which may affect the generalizability of the findings to broader populations.

Contributions: This study contributes to marketing literature by integrating innovation, brand image, green product awareness, and trust into a purchase intention model. The findings provide practical implications for electric vehicle companies in developing strategies to enhance consumer trust and adoption.

Brand Image Green Product Awareness Innovation Purchase Intention Trust
How to Cite
Solichin, M., Sukesi, S., & Tyas, A. M. (2023). Innovation, Brand Image, and Green Product Awareness Effects on Electric Vehicle Purchase Intention through Trust. Jurnal Teknika Dan Informatika, 3(2), 121-134. https://doi.org/10.52909/jti.v3i2.369
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How to Cite

Solichin, M., Sukesi, S., & Tyas, A. M. (2023). Innovation, Brand Image, and Green Product Awareness Effects on Electric Vehicle Purchase Intention through Trust. Jurnal Teknika Dan Informatika, 3(2), 121-134. https://doi.org/10.52909/jti.v3i2.369
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Vol. 3 No. 2 (2023): November
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