Penelitian ini diakukan untuk; mengetahui pengaruh country of origin terhadap minat beli, pengaruh brand image terhadap minat beli, pengaruh perceived quality terhadap minat beli, pengaruh country of origin terhadap perceived quality, dan pengaruh country of origin terhadap minat beli dengan mediasi perceived quality. Penelitian ini menggunakan sampel sebanyak 214 responden yang diambil dari mahasiswa Universitas Borneo Tarakan. Skala pengukuran dalam penelitian ini menggunakan skala Likert. Metode analisis menggunakan regresi bertingkat. Hasil penelitian menunjukkan country of origin berpengaruh positif tidak signifikan terhadap minat beli sebesar 0,104, brand image berpengaruh positif dan signifikan terhadap minat beli sebesar 0,180, perceived quality berpengaruh positif dan signifikan terhadap minat beli sebesar 0,279, country of origin berpengaruh positif dan signifikan terhadap perceived quality sebesar 0,368, dan country of origin berpengaruh positif dan signifikan terhadap minat beli dengan perceived quality sebagai variabel mediasi dengan pengaruh sebesar 0,523.

This study is conducted to determine; the effect of country of origin on buying interest, the effect of brand image on buying interest, the effect of perceived quality on buying interest, the effect of country of origin on perceived quality, and the effect country of origin on buying interest with the perceived quality as mediation variables to influence. This study used a sample of 214 respondents drawn from students of Borneo Tarakan University. The scale of measurement in this study using a Likert scale. This research using hierarical regression. The result of this research showed that country of origin does not have significant effect on buying interest at 0,104, brand image have significant effect on buying interest at 0,180, perceived quality have significant effect on buying interest at 0,279, country of origin have significant effect on perceived quality at 0,368, and country of origin have significant effect on buying interest with the perceived quality as mediation variables to influence at 0,523.