This study aimed to analyze the effect of Korean endorser's credibility on e-commerce users' purchase intentions by examining the relationship between consumer attitudes towards endorsers, brand image, brand attitude, and purchase intention. The purchase intention-supporting credibility relationship was developed using the principle of associative learning. A field experiment was used to test the conceptual structure. Purposive sampling technique was used to collect 163 samples an online questionnaire was used to collect 163 samples of e-commerce users in a metropolitan city in Indonesia. SEM-PLS has been used to analyze data. The findings of this study were to analyze the effect of Korean endorser's credibility on e-commerce users' purchase intentions by examining the relationship between consumer attitudes towards endorsers, brand image, brand attitude, and purchase intention. The purchase intention-supporting credibility relationship was developed using the principle of associative learning. The present study will show the impact of using Korean endorsers in the e-commerce market. This paper is part of a broader study of BINUS University in Indonesia initiated in 2020.

Keywords : Foreign Celebrities, Brand image, Customer attitude, Brand Attitude, and Purchase Intention.