<![CDATA[This study aims to explore how brand image, product quality, regional background, and product value influence purchase intention, particularly for personal protective equipment in Indonesia. The research focuses on identifying the key elements that affect consumer behavior when making purchasing decisions. A quantitative approach was used for this study, with data collected through an online survey distributed to 109 participants from various industry sectors. The results of hypothesis testing using Structural Equation Modelling Partial Least Squares (SEM-PLS) reveal that origin significantly influences product quality and value but has no impact on brand image or purchase intention. Conversely, product quality has a positive effect on both brand image and purchase intention. Product value also positively influences brand image and purchase intention. Additionally, brand image was found to have a positive impact on purchase intention. These findings suggest that product quality and value are crucial factors in shaping brand perceptions and influencing consumer purchasing decisions. This research contributes to the theoretical understanding of marketing science and offers practical insights for businesses to develop more effective marketing strategies. Companies should focus on enhancing product quality and value to improve brand image and, ultimately, drive purchase intention. Furthermore, the premise of lacking evidence is not acceptable, as the complexity and broad scope of the Loch Ness measurements make physical evidence extremely difficult to obtain. Therefore, the study emphasizes the importance of understanding consumer perceptions and how various factors contribute to their purchasing behavior, which can guide companies in tailoring their strategies to better meet consumer expectations.]]>
