<![CDATA[Purpose – This study aims to examine the effect of product quality on purchase intention by investigating the mediating role of brand trust in the context of the smartphone industry. Design/Methodology/Approach – This study employed a quantitative research approach using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Data were collected through structured questionnaires from 80 smartphone users selected using a purposive sampling technique. The data analysis was conducted to evaluate the direct and indirect relationships among product quality, brand trust, and purchase intention. Findings – The findings indicate that product quality has a positive and significant effect on brand trust and purchase intention. Brand trust also has a positive and significant effect on purchase intention. Furthermore, brand trust partially mediates the relationship between product quality and purchase intention, demonstrating that product quality influences purchase decisions not only directly but also through the development of consumer trust in the brand. Originality/Value – This study contributes to the consumer behavior and brand management literature by identifying brand trust as a psychological mechanism that strengthens the relationship between product quality and purchase intention in a highly competitive and innovation-driven smartphone market. The findings provide practical implications for smartphone companies by emphasizing the importance of balancing technological product improvements with continuous efforts to build and maintain brand trust to encourage consumer purchase intention and long-term brand sustainability.]]>
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