Pengaruh Perceived Risk, Perceived Usefulness, dan Brand Identity Terhadap Purchase Intention Electric Vehicle Hyundai Ioniq 5 Dengan Brand Image Sebagai Variabel Mediasi

Manurung, Boris (2024) Pengaruh Perceived Risk, Perceived Usefulness, dan Brand Identity Terhadap Purchase Intention Electric Vehicle Hyundai Ioniq 5 Dengan Brand Image Sebagai Variabel Mediasi. Masters thesis, Universitas Tarumanagara.

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Abstract

This purpose of study was to determine the influence of perceived risk, perceived usefulness, and brand identity on consumers’ intention to purchase the Hyundai Ioniq 5 electric vehicle, with brand image as a mediating variable. Framed within the Technology Acceptance Model (TAM) and consumer behavior theory, the research focuses on how Indonesian consumers perceive the adoption of eco-friendly vehicle technologies. Data were obtained through questionnaires distributed to 240 respondents, with 213 valid responses analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with
SmartPLS 4 software application. The empirical findings reveal that perceived risk has a negative and significant impact on both brand image and purchase intention toward the Hyundai Ioniq 5. In contrast, perceived usefulness and brand identity positively and
significantly influence brand image, yet neither has a direct significant effect on purchase intention. Brand image plays a crucial mediating role in the relationship between perceived
usefulness and brand identity with purchase intention, while only partially mediating the influence of perceived risk. These results underscore the importance for Hyundai to enhance brand image and perceived value while simultaneously addressing perceived risks to support consumer acceptance and accelerate market adoption of the Ioniq 5 in Indonesia

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Miharni Tjokrosaputro S.E., M.M.
Uncontrolled Keywords:	Keywords: Perceived Risk, Perceived Usefulness, Brand Identity, Brand Image, Purchase Intention, Electric Vehicle, Hyundai Ioniq 5
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	19 May 2026 10:49
Last Modified:	19 May 2026 10:49
URI:	https://repository.untar.ac.id/id/eprint/49451

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