The higher level of business competition in the global era has forced the company to be able to developing and marketing their products to defend the products and win in emerging market.  As time flies, the lifestyle of consumer is also growing. To anticipate that situation, a lot of shoe brands get an opportunity, which one of them is shoe brand Nike. This research sought to understand how shoe brand Nike construct (country-of-origin, brand familiarity, brand liking, and brand trust) would influence purchase intent in a population of consumers that study in Islamic University of Indonesia. Convenience sampling metode were used for this research for 96 respondent in Islamic University of Indonesia. Multiple linear regression analysis, f test, t test and coefficient of multiple determination were used for this research.  The regression models indicated that country-of-origin, brand familiarity, and brand liking explained a significant influence of purchase intent. In addition, brand trust is the most important predictors of purchase intent. 
Key Words: Brand, brand familiarity, brand trust, purchase intention.