Edhie Budi Setiawan Primary Author

Facing the threat of green car that has fuel efficiency from other countries, the Indonesian government issued a regulation of Low Cost Green Car which requires the minimum fuel 20 km per liter and maximum price ninety five million. The problem is the number of car sales on this segment is still below the target which shows the low of purchase intention on green car. On the other hand, the tight competition between brands can trigger the differences in pricing and raises the price of unfairness. Meanwhile, promotion that used word of mouth for green car only spread by third party, the government and media, to affect someone intention to purchase. The purpose of this research is to obtain the results of the link analysis between price fairness, green product, and word of mouth to the brand image and implications in purchase intention of low cost green car in Indonesia. Research methodology that used is a method of descriptive and verificative to 320 potential buyers Toyota Agya in DKI Jakarta Region. The hypothesis descriptive test is conducting by Wilcoxon Test, the hypothesis verificative test is using confirmatory factor analysis and developed the result of reaserch by Important-Performance-Analysis Matrix. Research findings shows that to increase purchase intention of green products needs support from improvisation of brand image which make the impression of the cars as a dream car. Brand image can be improved by fixing the price fairness that perceived consumers, by adjusting the consumer’s will. Meanwhile, green product can improve by developing the engine performance in order to have more fuel efficiency. Promotion by word of mouth does not contribute to the purchase intention, since potential buyers are not sure about the reliability of the green car. The mediation of brand image to green product does not influence the purchase intention. The novelty of this research is named Fuel Efficiency Automotive Products Integration Model