American Journal of Humanities and Social Sciences Research (AJHSSR) 2021 AJHSSR Journal Page | 143 American Journal of Humanities and Social Sciences Research (AJHSSR) e-ISSN :2378-703X Volume-5, Issue-3, pp-143-150 www.ajhssr.com Research Paper Open Access THE ROLE OF BRAND IMAGE MEDIATES THE EFFECT OF COUNTRY OF ORIGINS ON PURCHASE INTENTION Gusti Ayu Hana Pratiwi, I Gusti Agung Ketut Sri Ardani Faculty of Economics and Business, Udayana University, Bali, Indonesia ABSTRACT: This study aims to determine the role of brand image in mediating the influence of country of origin on purchase intention of UNIQLO products in Bali. The research was conducted in Bali, using a sample size of 120 people. Data obtained using a Likert scale in measuring 12 indicators. This study uses data analysis techniques, namely path analysis techniques (path analysis). The results showed that country of origin had a positive and significant effect on purchase intention. Country of origin has a positive and significant effect on brand image. Brand image has a positive and significant effect on purchase intention. Brand image is able to mediate the influence of country of origin on purchase intention. The implication of this research is to provide an understanding that a good country of origin can increase the brand image of a brand, when the brand image of 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 I. INTRODUCTION UNIQLO Co., Ltd. (Kabushiki-gaisha yunikuro) is a Japanese company specializing in casual wear product planning, production and distribution. The company opened a casual clothing retail store under the brand name UNIQLO. All stages in the business by this company, from design to production to retail sales. UNIQLO first entered the Indonesian fashion market in 2013 in Jakarta. UNIQLO opened their store in Bali in 2018. Simplicity, quality and durability are the hallmarks of UNIQLO's lifewear products (http //: Wikipedia.uniqlo.com). Purchase intention or purchase intention is something that is related to the consumer's plan to buy a certain product (Priansa, 2017: 164). Yohana and Atmosphere (2020) argue that purchase intention generated by consumers is an important phenomenon in marketing activities. Marketers usually make marketing decisions based on consumer purchase intentions. The emergence of consumer buying interest in a brand begins with the formation of preferences of all available brands (Kotler and Armstrong, 2016: 185). Country of origin is one of the factors that can influence purchase intention. Country of origin will reflect the characteristics of a product that can shape the perception of whether the product is good or bad in the eyes of consumers. Tati et al., (2015) state that country of origin is an impression about a country, be it about thoughts about the characteristics of a country or about related products. Research by Arimbawa and Rahyuda (2015) states that country of origin has a positive and significant effect on purchase intention. When the country of origin is known to have good product quality, it can attract consumers' attention to buy it. Kotler and Keller (2016: 330) state that brand image describes the extrinsic nature of a product or service, including the way brands try to meet customers' psychological or social needs. Consumers often associate the country of origin with the brand image of the product they are buying. This shows that the country of origin of a product can affect the product's brand image (Fauziyyah et al., 2018). Brands originating from a country with a good image are more accepted than brands originating from a country with a bad image (Dewa, 2015). Kusuma and Giantari's research (2018) shows that the country of origin has a positive and significant effect on brand image. This means that the better the country of origin of the brand is known to consumers, the better the image of the product originating from that country. Candra and Suparna's research (2019) states that brand image has a positive and significant effect on purchase intention. Brand image is a very important aspect of purchase intention. Brand image can encourage consumers to consume more value in certain brands that have a good image, and help consumers to decide whether the brand is a better choice for them (Rahmi and Ahmad, 2017). In addition, companies are expected to pay attention to product quality in order to maintain the product's brand image, so as to attract consumers' attention to buy the products offered.