ATESENDEN DAN KONSEKUENSI PERCEIVED QUALITY

Brand image is a reference for consumers to see the quality of a product. Apart from that, the country of origin of production is also a consideration for consumers when comparing the price and quality of products, especially electronic and smartphone-based products. Therefore, this research aims to see the influence of country of origin and brand image on smartphone purchase intentions and perceived quality as mediating variables. This research aims to see the influence of country of origin and brand image on smartphone purchase intentions and perceived quality as mediating variables. The research object uses a survey method with an instrument in the form of a questionnaire and a quantitative method using a purposive sampling method. In this study, SPSS version 27 and Structural Equation Model (SEM) were used. This research resulted in the conclusion that it must maintain its brand image, namely as a Smartphone brand that always releases Smartphones with sophisticated and up-to-date features, it must continue to improve the quality of both products in terms of performance and physical durability of Smartphone products. Consumer interest can arise because perceptions regarding product quality or the product brand image must be able to attract consumer attention. Companies must strengthen their brand image through marketing strategies that involve attractive advertising campaigns. produces high quality products through the use of the best raw materials and strict quality control, as well as utilizing positive consumer reviews in marketing materials.