The global expansion of Korean Wave has contributed to South Korea’s national image and economy. The consumptions of Korean products has significantly increased. Supported by the Korean government, Korean companies uses the strategy of celebrity endorsement using international K-pop stars to enhance their brand. Etude House, for instance, uses SHINee as their endorser. Celebrity endorser is expected to encourage the audiences to buy the endorsed products. For that reason, this research studies the influence of celebrity endorser towards customers’ buying decision as SHINee’s endorsement for Etude House as the object. This research will specifically focus on celebrity endorser attributes, which are trustworthiness, expertise, physical attractiveness, respect and similarity with the audience. This research uses the quantitative approach with survey method. Data collection is carried out using questionnaires as primary data and literature and review as the source of secondary data. Respondents are students from universities in Jabodetabek area. From the research, it can be proved that SHINee has influences towards customer’s buying decision of Etude House in the amount of 21%. There are a lot of factors other than celebrity endorsement that can influence the customers’ buying decision.