The Influence of Country of Origin and Perceived Quality on Consumer Purchase Intentions of Wuling Brand Cars (Case Study on the People of Bengkulu City)
Quantitative research finds that country of origin and perceived quality influence purchase intentions in Bengkulu, suggesting marketing strategies for Wuling brand cars.
Key Points
Country of origin positively influences consumer purchase intentions for Wuling cars in Bengkulu City.
Higher perceived quality significantly boosts purchase interest for Wuling brand cars, supporting the importance of quality perception.
A survey involving 105 respondents used multiple linear regression to analyze data on consumer attitudes towards Wuling cars.
Effective marketing strategies should enhance the positive image of Wuling's country of origin and product quality perceptions to improve sales.