<![CDATA[Purpose – This study aims to determine the effect of country of origin, perceived quality, and brand image on purchase intention of the Realme smartphone brand among prospective buyers in Malang City. Design/methodology/approach – This quantitative explanatory research uses primary data collected through questionnaires and documentation. The sample consists of 130 prospective smartphone buyers in Malang City. Data were analyzed using multiple linear regression and coefficient of determination analysis with SPSS 25. Findings – The results of the t-test show that country of origin, perceived quality, and brand image each have a positive and significant effect on purchase intention. The coefficient of determination indicates that 54.8% of purchase intention is explained by these variables, while the remaining 45.2% is influenced by other factors not included in the study. Originality/value – This study provides empirical evidence on the combined influence of country of origin, perceived quality, and brand image in shaping smartphone purchase intention in an emerging digital consumer market. ]]>
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