The increasing need for heavy equipment encourages manufacturers to find the right marketing strategy. This research aims to determine to what extent these variables, such as brand image, perceived quality, and purchase intention, substantially affect the country of origin for purchasing hydraulic excavators in the non-ferrous mineral and rock-quarry mining industry. This research employed quantitative methods using SEM-PLS analysis. The population of this study was 136 mining companies and 59 samples of hydraulic excavator user companies in the non-ferrous mineral and rock-quarry mining companies in East Java Province, Indonesia. This study resulted in those three variables increasingly impacting the country of origin in determining the decision to purchase heavy equipment. This research finding is important for providing alternative considerations for policymakers in purchasing heavy equipment in the non-ferrous mineral and rock-quarry mining industry.