THE IMPACT OF GREEN MARKETING PROMOTIONS CARRIED OUT BY WULING AIR EV IN INCREASING THE PERCEPTION OF INDONESIAN CONSUMERS'

Abstract

This study takes the Wuling Air Electric Vehicle (EV) as an example to explore the impact of green marketing promotions carried out by Wuling Air EV in enhancing the perception of Indonesian consumers. The researcher utilized a combination of stratified and convenience sampling methods to obtain the sample for this study. The integration of these two sampling techniques not only broadens the scope of the investigation but also enhances the efficiency and representativeness of the collected data. The data collected from the respondents were analyzed using SPSS 26.0 and AMOS 24.0 to conduct comprehensive statistical analyses. The results indicated that the green marketing mix significantly affects customer trust in Chinese brands. Specifically, the study found that the eco-friendly initiatives and marketing strategies employed by Wuling have positively influenced consumer perceptions and trust towards the brand. To remain competitive in the increasingly challenging market environment, it is imperative for Chinese automotive brands to actively implement green marketing strategies. By focusing on sustainable practices and promoting their environmental benefits, these brands can enhance consumer trust and loyalty, thereby differentiating themselves from competitors. This study underscores the importance of green marketing as a critical factor in building brand equity and consumer confidence in the automotive sector.