The goal of this study is to develop a better understanding of the perceptions of Indonesian consumers concerning the purchase of bakery products in Taiwan, which can be used as a basis for developing more effective strategic marketing plans in this sector. There are more than 200,000 Indonesians residing in Taiwan, and more effective marketing plans could benefit Taiwanese bakery owners. The sample population for this study was 400 Indonesian consumers residing in Taiwan. The findings reveal that product characteristics (PC) and perceived price (PP) had a significant influence on perceived quality (PQ) and consumers' purchase intention (PI), but perceived servicescape (PS) had no significant influence on PQ and PI. The findings confirm that PQ does not mediate the impact of PC, PS, and PP on the purchase intention of Indonesian consumers living in Taiwan. This study pioneers marketing insights and contributes to an understanding of the key factors that influence Indonesian consumers' purchase intention in the Taiwan market.