PENGARUH CITRA MEREK, KUALITAS PRODUK, DAN COUNTRY OF ORIGIN TERHADAP NIAT PEMBELIAN SMARTPHONE ASAL CHINA

The purpose of this research is to examine the influence of brand image, product quality, and country of origin on purchae intention of China smartphone at Malang Plaza. This research uses multiple regression analysis on 120 respondents who have been determined using purposive sampling technique as a method of sampling by using questionnaires for data collection. The result of this research revealed that brand image has a positive and significant influence on purchase intention seen from the probability value of Asimp. Sig 0,005 < 0,05. Product quality has positive and significant influence on purchase intention seen from the probability value of Asimp. Sign 0,041 < 0,05, and country of origin has positive and significant influence on purchase intention seen from the probability value of Asimp. Sign 0,036 < 0,05