This research aims to explain the relationship between endorser credibility and brand attitude, as well as its relationship with brand purchase intentions. Data collection was carried out online for Indonesian people who like celebrities (Amanda Manopo and Renatta Moeloek). Data collected from 304 respondents was analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM). The results show that endorser credibility and brand attitude have a positive relationship, brand attitude to brand purchase intentions have a positive relationship, and brand-endorser to brand purchase intentions have a positive relationship. Brand-endorser congruence does not positively moderate the relationship between endorser credibility and brand attitude, endorser credibility and brand purchase intention, and brand attitude and brand purchase intention. This means that the better the quality of brand congruence, the less it will affect endorser credibility, brand attitude, and brand purchase intentions. This research also discusses the quadratic effect and its implications for future research.