THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF COUNTRY OF ORIGINS ON PURCHASE INTENTION

ABSTRACT: This study aims to determine the role of brand image in mediating the influence of country oforigin on purchase intention of UNIQLO products in Bali. The research was conducted in Bali, using a samplesize of 120 people. Data obtained using a Likert scale in measuring 12 indicators. This study uses data analysistechniques, namely path analysis techniques (path analysis). The results showed that country of origin had apositive and significant effect on purchase intention. Country of origin has a positive and significant effect onbrand image. Brand image has a positive and significant effect on purchase intention. Brand image is able tomediate the influence of country of origin on purchase intention. The implication of this research is to providean understanding that a good country of origin can increase the brand image of a brand, when the brand imageof a product is good in the minds of consumers, it can increase the purchase intention of the brand’s product.

Keywords: country of origin, brand image, purchase intention