Building Electric Motorcycle Purchase Intention: The Marketing Mix Through Brand Equity

Purpose – This study aims to examine the effects of marketing mix elements (Product, Price, Place, and Promotion) on Overall Brand Equity, the effect of brand equity on Purchase Intention, and the mediating role of brand equity in the relationship between marketing mix elements and purchase intention in Indonesia’s electric motorcycle market. Design/Methodology/Approach – This study employed an explanatory quantitative approach focusing on Jabodetabek residents aged 22-45 who intended to purchase a motorcycle within twelve months. Data were collected through a purposive online questionnaire, yielding 401 valid responses. The data were analyzed using PLS-SEM with SmartPLS 4, incorporating mediation decomposition and Importance-Performance Map Analysis (IPMA). Findings – The results show that all nine hypotheses are supported. All four marketing mix elements Product, Price, Place, and Promotion positively influence brand equity, while brand equity is the strongest driver of purchase intention. Promotion and Price influence purchase intention only through brand equity, whereas Place and Product maintain both direct and indirect effects. Place has the strongest total effect on purchase intention. IPMA further identifies Place as the most important driver but also the lowest-performing element, indicating a key area for managerial improvement. Originality/Value – The novelty of this study lies in applying an integrated marketing mix–brand equity–purchase intention model to Indonesia’s emerging electric motorcycle market, particularly in the context of a new market entrant with near-zero initial brand equity. The study also provides managerial value by using IPMA to identify priority areas for resource allocation and marketing budget optimization across the four marketing mix elements.