Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)

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Trade-In Promotion and Its Effect on Brand Loyalty and New Vehicle Purchase Intention

Authors
Usep Suhud1, *, Pier Palestrini2, Mamoo Allan3
1Faculty of Economic, Universitas Negeri Jakarta, Jakarta, Indonesia
2LSPR Communication and Business Institute, Jakarta, Indonesia
3Faculty of Archaeology and Tourism, Jordan University, Amman, Jordan
*Corresponding author. Email: usuhud@unj.ac.id
Corresponding Author
Usep Suhud
Available Online 30 May 2023.
DOI
10.2991/978-2-38476-064-0_51How to use a DOI?
Keywords
Automotive product; brand loyalty; promotion awareness; promotional tools; trade-in promotion
Abstract

Four-wheeled vehicle sales agents carry out various kinds of promotions to attract the attention of old customers, for example, by using trade-in promotion, a program of exchanging an old vehicle owned by a customer of the same brand for a new vehicle. This study examines the effect of trade-in promotion, promotion awareness, attitude toward a purchase, and brand loyalty on purchase intention. The data was collected in Jakarta by involving the owners of four-wheeled vehicles of the Toyota brand. A total of 270 participants were included in the survey, and they were selected using the convenient sampling method. The data were processed using exploratory and structural equation models. As a result, seven hypotheses were accepted that trade-in promotion affected promotion awareness, purchase intention, and attitude toward purchase. In addition, brand loyalty was influenced by promotion awareness and attitude toward a purchase, and purchase intention was influenced by attitude toward purchase and brand loyalty. To date little attention has been paid to trade-in promotion in the field of marketing and thus, this study fills the existing gap in the pertinent literature.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
30 May 2023
ISBN
978-2-38476-064-0
ISSN
2352-5428
DOI
10.2991/978-2-38476-064-0_51How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Usep Suhud
AU  - Pier Palestrini
AU  - Mamoo Allan
PY  - 2023
DA  - 2023/05/30
TI  - Trade-In Promotion and Its Effect on Brand Loyalty and New Vehicle Purchase Intention
BT  - Proceedings of the International Conference of Economics, Business, and Entrepreneur (ICEBE 2022)
PB  - Atlantis Press
SP  - 494
EP  - 507
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-064-0_51
DO  - 10.2991/978-2-38476-064-0_51
ID  - Suhud2023
ER  -