Pengaruh Relationship Marketing, Percieved Value dan Brand Image pada Sikap yang Berdampak pada Minat Beli Mobil Wuling

Abstract

This study examines the effect of relationship marketing, perceived value and brand image can have a high impact on buying interest towards Wuling cars. This study uses quantitative methodology, and the type of data used with a 5-point Linkert scale through questionnaires, and those data then, was processed using Smart-PLS 3.0. As many as 100 samples were successfully obtained and the result could be stated as below relationship marketing and perceived value have positive and significant effects on attitudes. Brand image has a positive and significant effect on attitudes, attitudes, on the other hand have positive and significant effects on intentions to purchase.relationship marketing has neither positive nor significant effect or neither does it have any significant towards the intention to purchase. With that being stated, unlike brand Image, perceived value doesn’t necessarily contribute to positive or signification intentions to purchase.