A Study on the Factors Affecting Perceived Quality in Buying Intention as Strategic Variables of Global CEO : Towards Consumer Decision-Making in Saudi Arabia and Korea

This research article investigates customers’ perceived quality and its impact on brand purchase intention in the cosmetic industry in both Saudi Arabia and South Korea. The study focuses on the mediating role of perceived quality and whether factors such as price, country of origin(COO), and brand familiarity have a direct influence on purchase intentions or if they influence the purchase intention through the perceived quality. the research model and hypothesis are based on the related literature. the data collected was analyzed using SPSS 20 and Amos 25. Structural equation modeling (SEM) was applied to test the research hypothesis and validity of the items. The results of study show that perceived quality has significant impact on purchase intention but familiarity seems to have a direct influence on consumers purchase intention. The multi group analysis has shown the difference between two countries. The study suggests that if Korean company plans on entering the Saudi market they will have to consider that image of country of origin has more influence on perceived quality, which means that Korean cosmetics brand will have to root a better image of Korean cosmetics in the mind of the Saudi consumers. The influencing power of each variables is different from country to country. We also need to be caution of the fact that our findings could not be generalized to all the consumers and countries.