The Korean Wave is one of the world's phenomena whose influence is spread throughout the world, including Indonesia. Korean Wave, or commonly called, hallyu, consists of various aspects, one of which is called K-Beauty. One of the most famous and most used K-Beauty cosmetics brands in Indonesia is Nature Republic. This Korean brand uses EXO, a well-known South Korean idol group as their brand ambassador to increase awareness of the Nature Republic brand image. This study aims to discover the influence of EXO as brand ambassador on Nature Republic’s brand image in Jakarta by using Source Credibility theory with 195 respondent data. The sample was selected using a purposive sampling method. The population in this study are women and men aged 17-30 years, all of whom understand and follow the developments of EXO with Nature Republic, also domiciled in Jakarta. The results of this study indicate 51.6% percent of EXO's influence on the brand image of Nature Republic, while the remaining 48.4% percent could be explained by other causes. The most influential dimension is expertise, where EXO is considered to be skilled and knowledgeable in bringing Nature Republic’s brand image to a wide audience.

Keywords: Korean Wave, Hallyu, Brand Ambassador, Brand Image, Nature Republic, EXO, Source Credibility Theory