This study aims to determine The Impact of Product Quality, Brand Personality, and Brand Image on Consumer Attitudes and Purchase Intentions for Samsung Mobile Phones in Samarinda. The data analysis tool used in this study is Partial Least Square with the help of SmartPLS 3.0 software. This research was conducted on people in the city of Samarinda who know about Samsung Mobile Phones that were discovered by researchers by accident. This study uses a quantitative approach. This study used a sample of 105 respondents. The results of this study indicate: (1) Product Quality has a positive and significant effect on Consumer Attitude. (2) Brand Personality has a positive and insignificant effect on Consumer Attitude. (3) Brand Image has a positive and significant effect on Consumer Attitude. (4) Product Quality has a negative and insignificant effect on Purchase Intention. (5) Brand Personality has a positive and significant effect on Purchase Intention. (6) Brand Image has a negative and insignificant effect on Purchase Intention. (7) Consumer Attitude has a positive and significant effect on Purchase Intention.