Pengaruh Word of Mouth Marketing dalam Penciptaan Brand Image terhadap Keputusan Pembelian Mobil Wuling Air EV

Abstract

The growing trend of environmentally friendly vehicles in Indonesia has encouraged the emergence of various electric car brands, one of which is the Wuling Air EV. This transformation reflects the increasing awareness of the importance of sustainability and reducing carbon emissions in the transportation sector. Although the Wuling Air EV recorded its highest sales in 2022, the brand experienced a significant decline in sales in the following years. This decline indicates the challenges faced by Wuling in maintaining its position in an increasingly competitive market. This study aims to analyze in depth the influence of word of mouth marketing in creating brand image and the influence of both variables on consumer purchasing decisions for the Wuling Air EV car, especially in the city of Medan. Word of mouth marketing, which is direct communication between consumers, is expected to play an important role in building a positive brand image and influencing purchasing decisions. This study uses a quantitative method with a descriptive approach. The sample in this study was obtained using a purposive sampling technique with a total of 100 respondents. Primary data was collected through direct distribution of questionnaires and via Google Form. Secondary data was obtained from literature studies. Data analysis was carried out using Structural Equation Modeling–Partial Least Square (SEM-PLS). The results show that Word of Mouth Marketing has a positive and significant effect on Purchase Decision (t = 1.803; p = 0.036), but has no significant effect on Brand Image (t = 0.851; p = 0.197). Meanwhile, Brand Image has a highly significant effect on Purchase Decision (t = 29.845; p = 0.000). The R² value for Brand Image is 0.007 and for Purchase Decision is 0.810, indicating that the model has strong explanatory power, with a Q² value of 0.512 showing good predictive relevance.