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Introductions : This study aims to determine the influence of Korean boyband as brand ambassador, brand personality, and Korean wave on purchase intention in XYZ sheet mask, one of the Korean beauty brands in Indonesia. Market growth of the cosmetics industry had increased which was directly proportional to the increase in the number of cosmetic products registered in Indonesia. According to Cekindo (2017) the cosmetics product in Indonesia were growing rapidly with existence of 125,220 products that had been registered under BPOM within five years until 2017. The number made cosmetic products were the most registered at BPOM until 2017, which was 56%. Cosmetic products registered in Indonesia were not only local products, the competition in this industry also includes foreign products. One of the countries that import cosmetic products to Indonesia is South Korea. BPS recorded imports of South Korean cosmetic products to Indonesia reached 5.9 million USD in 2016 (Putri, 2017). The scope of this study was limited to know whether there is a positive influence or no influence of the three variables on purchase intention in XYZ sheet mask. Methods : This research used descriptive research with influence relationship between the variables. The research method used in this study was quantitative research method with survey approach. The population determined in the study was all Jakarta, and its buffer cities (Bogor, Depok, Tangerang, and Bekasi) female residents. Sampling method used is a non-probability sampling methods, with the type of judgement sampling technique by setting criteria for the respondents. The questionnaire as a research instrument used a Likert scale with 4 points to reduce neutral answers. The data analysis tool used in this study is multiple linier regression. Results : Adjusted R2 value of 0.518 in this study might imply that the the variation of brand ambassador (X1), brand personality (X2), and Korean wave (X3) on purchase intention (Y) of 51.8% while remaining 48.2% was affected by other variables which not explain in this research. Based on the output of regression test results, the significant value is 0.000 which is smaller than 0.05, it can be concluded that Ho1 rejected H1 accepted. Thus, the formulation of hypothesis that the influence X1, X2, and X3 on Y simultaneously, accepted. Brand ambassador (X1) partially influenced on purchase intention (Y) significantly but not positively with t-count of the X1 is -2.207, it can be concluded that H2 rejected Ho2 accepted. Brand personality (X2) partially influenced on purchase intention (Y) significantly and positively with t-count of the X2 is 10.004, it can be concluded that Ho3 rejected H3 accepted. Korean wave (X3) partially influenced on purchase intention (Y) significantly and positively with t-count of the X3 is 2.049, it can be concluded that Ho4 rejected H4 accepted. Conclusions : Korean boyband as brand ambassador, brand personality, and Korean wave had signific