The mediating effects of perceived quality and brand image between country-of-origin and purchase intention for refurbished iPhones

This study investigates how Country-of-Origin influences Students’ Purchase Intention toward Refurbished iPhones, with Brand Image and Perceived Quality as mediating variables. A quantitative explanatory design was applied, involving 136 respondents selected through purposive sampling. Data were analyzed using Structural Equation Modeling (SEM-PLS). The empirical results revealed that Country-of-Origin positively and significantly affected Brand Image, Perceived Quality, and purchase intention, both directly and indirectly. Brand Image and Perceived Quality were also confirmed to mediate the relationship between Country-of-Origin and purchase intention. These findings underscore the role of Country-of-Origin as a quality signal shaping consumer perceptions and purchase intentions regarding refurbished high-technology products, and contribute to a deeper understanding of consumer behavior while offering insights for marketing strategies in emerging markets.