The Influence of Innovation, Brand Image and Green Product Awareness on Interest in Buying Electric Vehicles with Trust as Intervening Variables
DOI:
https://doi.org/10.52909/jemeb.v4i2.154Keywords:
Innovation, Brand Image, Purchase Interest, TrustAbstract
Research purposes to analyze the influence of innovation, brand image, and green product awareness on consumer confidence and buying interest in electric cars, as well as the influence of trust on buying interest. Research methodsThis method uses a quantitative approach and causality research type, with a sample of 135 electric vehicle users in Surabaya selected using the Total Sampling technique. Data was collected using an online questionnaire and analyzed using The Structural Equation Model (SEM) and Partial Least Square (PLS) with SmartPLS software. Results The analysis shows that innovation and awareness of green products have a significant effect on trust and purchase interest, while brand image does not have a significant effect on trust, but does have a significant effect on purchase interest. Trust also has a significant effect on buying interest, while innovation and brand image do not have a significant effect on buying interest through trust, but awareness of green products has a significant effect on buying interest through trust.
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