The aim for this study is to understand the relationships between Global Identity and Customer Purchase Intention, the mediating role of Perception of Luxury Value. The approach of this study is quantitative research with data collection method using the electronic questionnaires of Google forms. This study conducted in Pelita Harapan University which the students become the respondents of this research. The measurement model of outer and inner model is analysed by Smart PLS 3.2.8. Structural equation modelling was performed in order to test the construct relations in the theoretical framework of this study. Findings of the study show that even though Functional Value negatively mediate the relationship between Global Identity and Customer Purchase Intention, however the existence of Individual Value and Social Value have a full mediating role to the relationship Global Identity has a significant relationship towards Customer Purchase Intention. The whole variables and their relationship were put into the Luxury products context to get more applicable insights. Other variable such as financial value can be added for future research using other sampling method to reach wider sampling scope.