The influence of country of origin, product quality, perceived price, and brand image towards purchase intention on Uniqlo in Surabaya

The purpose of this study is to increase our knowledge of the relationship between the Country of Origin, Perceived Price, Product Quality, Brand Image, and Purchase Intention. Thus, this research contributes to increasing our knowledge of the influence of the Country of Origin, Perception Prices, Product Quality, and Brand Image towards Purchase Intentions in a clothing company, Uniqlo. This research is quantitative research. Respondents in this study were people who lived in Surabaya and have had visited Uniqlo shops, with a sample of 150 respondents. Data in this study were collected by distributing online questionnaires. Data analysis is Structural Equation Modeling (SEM) using the LISREL program. The results of this study can be summarized as follows: (1) Country of Origin has a positive effect on Brand Image. (2) Perceived Prices do not have a significant effect on Brand Image. (3) Product Quality has a positive effect on Brand Image. (4) Country of Origin has a positive effect on Purchase Intention. (5) Perceived Prices have a positive effect on Purchase Intention (6) Brand Image has a positive effect on Purchase Intentions in Uniqlo in Surabay