The ability of expertise from celebrity characteristics is closely related to the characteristics of consumers to decide on repurchasing activities on a brand or item on the market. This study attempted to examine consumer repurchasing actions of UHT milk products produced by Ultramilk with K-POP celebrity endorsers ITZY which became the re-attention to product attitudes and advertising between consumers and K-POP celebrities. The testing of the hypothesis instrument in this study has tested the relationship between celebrity endorsements with attitudes toward products and advertising, celebrity endorsements with product repurchase intention, attitudes toward products with repurchase intention and advertising attitudes with repurchase intention for Ultramilk products. Completion of the instrument using the Structural Equation Model (SEM) analysis technique determined by the Model Fit Test and parameter test results. This study involved 110 respondents in data questionnaires. The results showed that the K-POP ITZY Celebrity Endorsement variable did not statistically impact the repurchase activity of Ultramilk UHT dairy products, so this meant a lack of Ultramilk brand building which required the company to have expertise with the media. Advertising that focuses on uniqueness and credibility is the key to finishing celebrity media in built advertisements. At the end of the study, it can provide a hope to examine indicators of cultural diversity in K-POP celebrity media advertising as a variable of fans and branding by K-POP celebrities in the future.