The Influence of Price, Design, and Brand Image on Purchase Decisions of BYD Electric Vehicles in Indonesia

Abstract

The global shift toward electric vehicles (EVs) has created new challenges and opportunities for automotive manufacturers, particularly in emerging markets like Indonesia. This study aims to examine the influence of price, product design, and brand image on consumer purchase decisions for BYD electric vehicles in the Greater Jakarta area (Jabodetabek). Using a quantitative approach with 200 respondents and the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method, the study finds that all three variables—price, design, and brand image—have a positive and significant effect on purchase decisions. Among the key findings, price perception strongly influences perceived value, design contributes to consumer interest and differentiation, while brand image builds trust and loyalty. The combined effect of these factors highlights the need for an integrated marketing strategy to accelerate EV adoption. The results provide both managerial and academic insights by reinforcing theories of value-based purchasing and brand equity and can serve as a basis for future studies in consumer behavior within the EV market.