Factors affecting Malaysians purchase intention for foreign automobiles and the mediation effect of trust.

This study explores the factors influencing Malaysians' purchase intention toward foreign automobiles, with a particular emphasis on the mediating role of trust. Grounded in the Theory of Planned Behavior (TPB), the model is extended to include trust as a key mediating variable. The study investigates the relationships between brand image, product quality, product design, trust, and purchase intention. Data were collected through an online questionnaire from 287 Malaysian respondents who own and drive foreign cars. The proposed hypotheses were tested using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that brand image significantly and positively influences purchase intention, highlighting the importance of a strong brand reputation in driving consumer decisions. In contrast, product quality and product design do not have direct effects on purchase intention. However, trust significantly mediates the effects of both product quality and product design on purchase intention, indicating that these attributes indirectly influence purchasing behavior through the development of consumer trust. This study contributes to the theoretical advancement of the TPB by integrating trust as a central mechanism in understanding consumer behavior in the automotive industry. From a practical perspective, the findings suggest that foreign automobile manufacturers aiming to increase market penetration in Malaysia should prioritize strategies that enhance brand image and foster consumer trust. Overall, the research underscores trust as a critical determinant in shaping purchase intentions within the foreign automobile market.