The impact of brand awareness and country of origin on purchase intention with mediation of self congruity on Japanese brand automotive product in Indonesia. With focus on Honda, among Indonesian youth.

Harianto, Jackie (2023) The impact of brand awareness and country of origin on purchase intention with mediation of self congruity on Japanese brand automotive product in Indonesia. With focus on Honda, among Indonesian youth. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to investigate the relationships between purchase intention, self-congruity, country of origin, and brand awareness, placing a specific focus on the Japanese automotive brand Honda. With a sample size of 349 respondents, data is collected quantitatively through internet surveys administered via Google Forms in major cities, including Jabodetabek, Indonesia. The research employs Smart-PLS 4.0 analysis, evaluating goodness of fit, common method bias, R-square, predictive relevance, T-statistics, and P-value of the inner models, while also assessing the validity and reliability of the outer models. Structural equation modeling is employed to analyze the relationships within the theoretical framework. The results demonstrate that each component significantly and positively influences purchase intention, with self-congruity exerting a substantial impact on every variable. In conclusion, this study contributes to the landscape of the Indonesian automobile industry, with a specific focus on Honda's cars, providing valuable insights for Honda's global marketing and brand management initiatives in emerging regions.

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