The Impact of Product, Price, Place, Promotion on Purchase Intention of Wuling Confero in Surabaya, with Perception toward Country of Origin Moderating the Relationship between Product and Purchase Intention

Abstract

The emergence of Chinese automobile has changed the dynamics of brand competition in the very competitive Indonesian automotive market. This study centres on the Wuling case, a well-known Chinese automobile brand that has found success in the Indonesian market. The research will focus on Wuling Confero and explores how Wuling's marketing mix significance in impacting consumer purchase intention. The study also investigates which factor of marketing mix is impacting purchase intention the most. Interestingly, the study also considers country of origin factor, examining how consumers' perceptions of a product's Chinese origin may affect product and purchase intention relationship. In order to gather information for analysis, a set of questions was distributed via the social media platform to potential Wuling customers, particularly to car enthusiasts who currently searching for vehicles to purchase. Then, to process the 346 respondents’ data, the researchers use PLS-SEM method. The researchers found that only product and promotion significantly affect purchase intention. As for price and place, they do not significantly affect purchase intention. Then, the researchers found that product affect purchase intention the most. Lastly, the researchers also found moderating effect from perception toward country on origin in the relationship between product and purchase intention.

Keywords: Marketing mix, Purchase intention, Wuling, Country of origin, Product, Price, Place, Promotion.