The Influence of Brand and Country of Origin on Mobile Phone Purchasing Decisions

The background of this research is the increasing number of mobile phone brands circulating with different specifications and originating from different countries, public perceptions regarding brands and also country of origin also influence a person's purchase of something, including the purchase of a mobile phone. In making mobile phone purchasing decisions, it is influenced by two things, namely brand and country of origin. The purpose of this study was to determine the effect of brand and country of origin on consumer attitudes in choosing mobile phones for students of Institut Agama Islam Negeri Parepare. Where the sample that became the object of research was 100 students. The analytical method used in this study is multiple linear regression with the help of the SPSS 23 application. The results of this study indicate that there is a significant influence between brands and country of origin on consumer attitudes in choosing mobile phones for students of Institut Agama Islam Negeri Parepare. And the most significant influencing consumer attitudes in choosing mobile phones is the country of origin variable