Pemaknaan Konsumen Produk Skincare Ms.Glow Atas Peran Celebrity Endorsement Di Media Sosial Instagram (Studi pada Klinik “MS GLOW” Jl.Guntur No.8 Oro-oro Dowo, Klojen, Malang)

Beauty products have sprung up a lot, this of course makes the market share even tighter in competition, Ms. skincare products. Glow shows its existence in the competition. One of the ways beauty companies such as Ms. Glow products convey persuasive communication is by advertising and using celebrity, commonly known as endorsement. the use of celebrity as an endorser is believed to influence increased consumer buying interest and then can boost product sales. This study used a qualitative method with the type of phenomenological research and used a purposive sampling technique. This research was conducted at Jl. Guntur No. 8 Oro-oro Dowo, Klojen, Malang by using the analysis of Alfred Schutz's phenomenological theory. The findings in this study are that of the six subjects who have been interviewed by researchers that the role of celebrity endorsements is very influential in increasing purchase intention. This can be seen from Adamya's sense of interest in celebrity endorsement, public speaking celebrity, beauty privilege, and consumer trust in celebrity which he believes while following on Instagram social media.