The Impact of Brand Awareness and Country of Origin on Purchase Intention with Mediation of Self Congruity on Chinese Brand Automotive Products Wuling

Abstract

This study aims to analyze the relationship of Brand Awareness and Country of Origin by using Self Congruity as mediationfor Purchase Intention. This causal study used a questionnaire-basedsurvey as a data collection method,and200 questionnaires have been distributedtosample respondentsof this study. The selection of this research sample used a purposive sampling technique with criteriadetermined by the researcher. Data analysis used the PartialLeast Square (PLS) technique. Theresultsshowed that from five hypotheses, three hypotheses were supported, andtwo hypotheses were rejected.Also, this study shows that SelfCongruity as the most influential variables affecting respondents Purchase Intention toward Wuling car.