<![CDATA[The goal of this research is to identify the effects of country of origin, perceived quality, perceived value, and brand image on customer’s intention to purchase Vivo smartphones. The effect to be studied is the direct effect of country of origin, perceived quality, perceived value, and brand image on purchase intention. This study is categorized as explanatory research since it tries to explain the causal relationship between variables through hypothesis testing. Using purposive sampling technique, 101 prospective smartphone buyers in Malang city were selected as the respondents. Here research instrument test and classical assumption test were incorporated. This study finds that country of origin does not motivate consumers to purchase, that perceived quality and perceived value encourage their purchase intention, and that brand image does not make them buy Vivo smartphones.]]>
Copyrights © 2023
