Achieving of Country Image, Perceived Quality, and Brand Familiarity on Purchase Intention of Samsung Smartphone in Indonesia


  • Herning Indriastuti Universitas Mulawarman
  • Muhammad Irfan Maulana Universitas Mulawarman



Country image, perceived quality, brand familiarity, purchase intention


The purpose of the study aims to analyze the influence of country image, perceived quality, and brand familiarity on the purchase intention of the Samsung smartphone in Indonesia. The sampling method used was a purposive sampling technique. Data sampling was obtained using 100 respondents. The data was collected by using a questionnaire given directly to the respondents. The analysis technique in this study used the Partial Least Square (PLS) data analysis method with the help of Smart-PLS 3 software. The results of this study indicate that country image has a negative and insignificant influence, while the perceived quality and brand familiarity have positive and significant influence on purchase intention


Abdelkader, O. (2015). "Influences of Country-of-Origin on Perceived Quality and Value According to Saudi Consumers of Vehicles". International Journal of Marketing Studies, 7 (1), 1–15.

Bapat, D. (2017). "Impact of Brand Familiarity on Brands Experience Dimensions for Financial Services Brands". International Journal of Bank Marketing, 35 (4), 637-648.

Chinomona, E., and Maziriri E.T. (2017). "The Influence of Brand Trust, Brand Familiarity and Brand Experience on Brand Attachment: A Case of Consumers in the Gauteng Province of South Africa". Journal of Economics and Behavioral Studies, 9 (1), 69–81.

Das, Gopal. (2015). "Bridging Fashion and Marketing Linkages between Self-Congruity, Brand Familiarity, Perceived Quality, and Purchase Intention: A Study of Fashion Retail Brands". Journal of Global Fashion Marketing, 6 (3), 180-193.

Hazlin, N.N.A., Nurazariah A., and Hafizzah B. (2016). “Perceived Quality and Emotional Value That Influence Consumer’ s Purchase Intention towards American and Local Products”. Procedia Economics and Finance, 35, 639–643.

Huang, G. (2016). “Moderating Role of Brand Familiarity in Cross- Media Effects : An Information Processing Perspective.” Journal of Promotion Management, 6491.

Hussein, A.S. (2015). Penelitian Bisnis Dan Manajemen Menggunakan Partial Least Squares (PLS) Dengan SmartPLS3.0. Malang: Fakultas Ekonomi dan Bisnis Universitas Brawijaya.

Kim, R.B., and Yan C. (2018). “The Effect of Country of Origin on Consumer-Based Brand Equity (CBBE ) of Colombian Consumers: An Empirical Investigation of Samsung vs Huawei Brands”. Journal of International Studies, 11 (3), 70–81.

Konuk, F.A. (2018). “The Role of Store Image , Perceived Quality , Trust and Perceived Value in Predicting Consumers’ Purchase Intentions towards Organic Private Label Food”. Journal of Retailing and Consumer Services, 43, 304–310.

Lee, Y.K., and Charles A.R. (2016). “Moderating Effect of Country Familiarity and Country Image on Product Purchase Intention in South Africa”. Journal of International Trade & Commerce, 12 (4), 237–256.

Lew, S., and Zuraidah S. (2014). “Consumer Purchase Intention toward Products Made in Malaysia vs Made in China: A Conceptual Paper.” Procedia-Social and Behavioral Sciences, 130, 37–45.

Li, X., Yang J., Xia W., and Da L. (2012). “The Impact of Country-of-Origin Image , Consumer Ethnocentrism and Animosity on Purchase Intention”. Journal of Software, 7 (10), 2263–2268.

Mohmed, S.I., Binti A., and Zalisham J. (2013). “The Impact of Trust and Past Experience on Intention to Purchase in E-Commerce”. International Journal of Engineering Research and Development, 7 (10), 28–35.

Sheau-fen, Y., Leong S., and Wee Y. (2012). “Store Brand Proneness: Effects of Perceived Risks, Quality and Familiarity.” Australasian Marketing Journal (AMJ), 20 (1), 48–58.

Tjoe, F.Z., and K.K. (2016). “The Effect of Korean Wave on Consumer’ s Purchase Intention of Korean Cosmetic Products in Indonesia". Journal of Distribution Science, 14 (9), 65–72.

Tran, T. (2018). “International Journal of Advanced and Applied Sciences Factors Affecting the Purchase and Repurchase Intention Smart-Phones of Vietnamese Staff”. International Journal of Advanced and Applied Sciences, 5 (3), 107–119.

Viddy, A., Rafiqoh, Tandi K., and Fitri A. (2019). “The Effects of Brand Prestige and Brand Familiarity with Brand Awareness on Perceived Quality and Purchase Intention For Users of NMAX Yamaha Motorcycle in East Kalimantan Indonesia”. Advances in Economics, Business and Management Research, 75, 113–118.

Vo, T.T.N., and Chi T.K.N. (2015). “Factors Influencing Customer Perceived Quality and Purchase Intention toward Private Labels in the Vietnam Market: The Moderating Effects of Store Image”. International Journal of Marketing Studies, 7 (4), 51–63.

Wang, L.C., Dongjin L., Bradley R.B., and Jongseok A. (2012). “Country Image , Product Image and Consumer Purchase Intention: Evidence from an Emerging Economy”. International Business Review, 21 (6), 1041–1051.

Yang, J., Meizhen Z., and Zhiqin Z. (2015). “The Effect of In-Game Advertising in SNS on Brand Equity". Journal of Service Science and Management, 8, 107–114.

Yunus, N.S.N.M., and Wan E.W.R. (2016). "The Influence of Country-of-Origin on Consumer Purchase Intention: The Mobile Phones Brand from China". Procedia Economics and Finance, 37 (16), 343–349.

Zhukov, D.V., Miraj A.B., and Asad U. (2015). “Utilization of the Country of Origin Effect in Product-Harm Crisis Management: An Overview of Literature and a Conceptual Model Proposition”. International Journal of Management Science and Business Administration, 1 (2), 54–70.




How to Cite

Indriastuti, H., & Irfan Maulana, M. (2020). Achieving of Country Image, Perceived Quality, and Brand Familiarity on Purchase Intention of Samsung Smartphone in Indonesia . International Journal of Management Excellence (ISSN: 2292-1648), 16(1), 2281–2288.