The rapid growth of the smartphone market in Indonesia, especially with the increasing presence of global brands, has intensified competition and made consumer loyalty more important than ever. This study aims to explore the influence of Country of Origin (COO), Brand Image, and Attitude Toward the Brand on the Repurchase Intention of Chinese smartphones in Indonesia. Data were collected from 241 respondents using purposive nonprobability sampling through a structured online questionnaire and analyzed using the Partial Least Squares - Structural Equation Modelling (PLS-SEM) method with SmartPLS4 software. The findings reveal that COO does not have a direct significant impact on repurchase intention. However, COO significantly affects brand image and attitude toward the brand, both of which in turn have a positive and significant effect on repurchase intention. Additionally, brand image and attitude toward the brand are found to mediate the relationship between COO and repurchase behaviour. Based on these results, companies marketing Chinese smartphones in Indonesia are advised to focus on strengthening their brand image and fostering positive consumer attitudes to encourage greater repurchase behaviour.