This research investigates "the influence of country of origin (COO) and word-of-mouth (WOM) on customer purchase intention in the medical equipment industry, considering the mediating role of brand image and attitude toward brand." The study employed a descriptive survey methodology. The statistical population comprised all individuals involved in the import or distribution processes of medical equipment, including importers, distributors (wholesalers), suppliers (retailers), medical institutions (hospitals, pharmacies, clinics, and other healthcare facilities), and healthcare professionals (Doctors, dentists, pharmacists, and laboratory science specialists). The research was conducted within the geographical scope of Tehran and Fars provinces. Data were collected through structured questionnaires using convenience sampling methodology. Convergent validity was assessed using the average variance extracted (AVE) criterion and factor loadings, discriminant validity was evaluated through the Fornell-Larcker method, and reliability was examined using Cronbach's alpha coefficients and composite reliability(CR). The appropriateness of the conceptual model structure was evaluated using coefficient of determination (R²), predictive relevance (Q²), path coefficients, and their statistical significance. The results demonstrate that the measurement instrument possesses adequate reliability and validity, and the conceptual model structure was confirmed as appropriate. Partial least squares structural equation modeling (PLS-SEM) was employed to test the main hypotheses. The bootstrap method was utilized to examine mediating relationships. The findings indicate that country of origin and word-of-mouth advertising directly influence purchase intention in the medical equipment industry. Furthermore, brand image and brand attitude mediate the relationship between country of origin and word-of-mouth advertising on purchase intention.