The Impact of Brand Awareness and Country of Origin on Purchase Intention with Mediation of Self Congruity on Chinese Brand Automotive Products Wuling

This study aims to analyze the relationship of Brand Awareness and Country of Origin by using Self Congruity as mediation for Purchase Intention. This causal study used a questionnaire-based survey as a data collection method, and 200 questionnaires have been distributed to sample respondents of this study. The selection of this research sample used a purposive sampling technique with criteria determined by the researcher. Data analysis used the Partial Least Square (PLS) technique. The results showed that from five hypotheses, three hypotheses were supported, and two hypotheses were rejected. Also, this study shows that Self Congruity as the most influential variables affecting respondents Purchase Intention toward Wuling ca