<![CDATA[This study examines the influence of Country of Origin (COO) on the purchase decisions of Indonesian Generation Z consumers toward Apple electronic products. The concept of COO suggests that consumers' perceptions of a product's originating country significantly shape their evaluations, attitudes, and purchasing behavior. Indonesian Gen Z consumers are increasingly aware of product origin and often associate it with quality, innovation, reputation, and ethical standards. Apple, as an iconic American technology brand, represents a relevant case for investigating this phenomenon due to its strong global reputation and premium brand positioning. The company's association with the United States, widely recognized as a leader in technological innovation, is expected to strengthen positive consumer perceptions and encourage purchase decisions. This study aims to analyze how the American country-of-origin image influences Indonesian Gen Z consumers' purchasing decisions regarding Apple electronic products. The findings are expected to contribute to the literature on consumer behavior and country-of-origin effects while providing practical insights for international technology brands seeking to strengthen their marketing strategies in emerging markets, particularly among Generation Z consumers in Indonesia]]>
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