<![CDATA[The objective of this study is to evaluate the influence of Country-of-Origin image toward Purchase Intention mediated by Perceived Quality among COSRX consumers in Medan City, Indonesia. Country of Origin Image is an external stimulus, Perceived Quality is the internal appraisal of consumers and Purchase Intention is their behavioral response according to Stimulus-Organism-Response (S-O-R) model. This research uses a quantitative explanatory approach with purposive sampling for consumers who are familiar with COSRX skincare products. The application of Partial Least Squares Structural Equation Modeling (PLS-SEM) is illustrated using a simulated dataset. The results suggest that Country-of-Origin Image positively increases Perceived Quality and Purchase Intention. Furthermore, Perceived Quality positively influences Purchase Intention and acts as a complementary partial mediator of the link between Country-of-Origin Image and Purchase Intention. The results indicate that the positive view of South Korea as the place of origin directly and indirectly influences consumers’ purchasing intentions by improving their evaluations of COSRX product quality. In theory, this research extends the applicability of the S-O-R framework in international marketing by demonstrating the mediating role of Perceived Quality in the relationship between Country-of-Origin Image and Purchase Intention. Managerial implications The results suggest that the positive linkages of COO with credible product quality qualities should be incorporated to increase consumers’ confidence and purchase inclinations in the worldwide skincare marketplaces.]]>
