CONSUMER PERCEPTION OF COUNTRY OF ORIGIN, PRODUCT QUALITY AND CUSTOMER’S VALUE

Indonesia as the biggest county in term of number of population and land among other south east asian countries is a very attractive market to producers including smartphone manufacturers. People who live in big cities also increase including bandar lampung city, lampung province, indonesia. Thus, smartphone manufacturers attempt to offer good quality product with competitive price. Customers on the other hand perceive it differently. As the result their purchase intention not only based on quality and price but also expand to country of origin from a product. The aims of this research is to prove and develop customer‘s perception on country of origin, product quality and customer‘s value toward smartphone purchase intention. Data derived from questionere of 200 respondents are collected using descriptive-verificative method. Further, we use sem amos to analyze the data.