The Effect of Marketing Mix Toward Used Car Marketplace Purchase Intentions with the Mediating Factors of Brand Awareness and Perceived Quality

Abstract

The potential of the used car market with growth of 5.74% per year and internet penetration of 78.19% of the population makes Indonesia a magnet for used car market players. One of the marketplaces is XYZ.com, which, although it has been around since 2017, has experienced stagnant growth due to many complaints from dealers regarding low purchasing intentions. Through research on 127 respondents who are familiar with the automotive marketplace and intend to purchase a car in the next 6 months and with analysis using SEM-PLS, a relationship between variables was obtained. In the research, it was found that the product marketing mix and place had a positive and significant effect on purchase intentions. The product marketing mix and price have a direct effect on brand awareness, with the product marketing mix also influencing the perceived quality. Although brand awareness and perceived quality do not have a significant effect, both are mediating variables that positively affect the purchase intention. Keywords: purchase intentions, marketing mix, marketplace, brand awareness, perceived quality