PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP PURCHASE INTENTION PADA WULING AIR EV MELALUI MEDIASI CUSTOMER TRUST.

Abstract

Nowadays technology has developed very rapidly and over time is able to produce products that are more environmentally friendly, for example in the automotive industry one of the contributors to pollution is motorized vehicles but with technological developments they are now able to present electric motorized vehicles that are environmentally friendly. The purpose of this study is to determine the effect of brand awareness and brand image on purchase intention at Wuling Air EV through mediation of customer trust. The population used in this study were people who knows and have interest in Wuling Air EV in Surabaya. The sampling technique uses non-random sampling with a purposive sampling technique. The number of samples obtained was 200 respondents. The variables examined in this study are brand awareness, brand image, customer trust and purchase intention.