This study aims to examine the influence of Consumer Ethnocentrism, General Country Image, and Product Country Image on Purchase Intention toward Xiaomi smartphones among young adult consumers in Jakarta. Adopting a quantitative approach and utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 240 respondents through an online questionnaire. The results demonstrate that Consumer Ethnocentrism significantly influences General Country Image, Product Country Image, and Purchase Intention. In addition, both General Country Image and Product Country Image are found to have significant effects on Purchase Intention, with Consumer Ethnocentrism emerging as the most influential factor. These findings highlight the complex relationship between psychological perceptions and consumer behavior in the context of international products. This study contributes to the literature on international marketing and consumer behavior by offering insights into how various perception-based variables interact to shape purchase intention. It also provides practical implications for global brands such as Xiaomi in developing strategies to engage consumers in ethnocentric markets.