Abstract

The dynamics of the automotive market and the growing digitalization of consumer behavior have significantly influenced how individuals perceive brand value and make purchasing decisions. Toyota Indonesia provides an interesting case for examining how consumer perception shapes purchase intention within an evolving competitive landscape. This study conducts a Systematic Literature Review to analyze the relationship between consumer perception, purchase intention, and brand image in the automotive industry. The findings indicate that consumer perceptions are formed by emotional values such as innovation, design, and user experience and functional values such as safety and reliability. Emotional aspects tend to drive brand preference, while functional aspects maintain trust and loyalty. Moreover, digital initiatives such as social media engagement, virtual interaction, and corporate social responsibility (CSR) programs enhance brand image and influence consumers’ intention to purchase environmentally friendly vehicles. This review highlights that perception, brand image, and purchase intention are interconnected components contributing to Toyota Indonesia’s competitive advantage in the digital era.