THE EFFECT OF COUNTRY OF ORIGIN TOWARDS INDONESIAN CONSUMERS’ PURCHASE INTENTION ON XIAOMI YEAR 2017-2018

The main purpose of this research is to know about the effects of country of origin toward Indonesian consumers’ purchase intention on XIAOMI. Country of origin has become one of the factors that influence the customer purchase intention. This research uses online questionnaire to collect the data, which is distributed to 212 respondents. Regression analysis and mediation analysis are used to analyze the data. The results show that country of origin has significant and positive effect to the purchase intention through perceived quality as the mediating variable. It is better for the further research to add more mediation variables like brand images or perceived value. The result of this research can helps the business or firms who want to import their products especially mobiles phone to Indonesia