PENGARUH BRAND AMBASSADOR DAN PENERAPAN DIGITAL MARKETING TERHADAP MINAT PEMBELIAN KONSUMEN PADA PRODUK SKINCARE SKINTIFIC DI PLATFORM INSTRAGRAM

This study aims to determine and examine the influence of brand ambassadors and digital marketing on the buying interest of Skintific Instragram followers. The type of research used is causality with a quantitative approach using nonprobability sampling techniques. Data collection was carried out by distributing questionnaires to 204 respondents. The analysis methods used in this study were scale range and multiple linear regression using SPSS software. The results of this study indicate that brand ambassadors fall into the fairly popular category, digital marketing falls into the fairly effective category, and consumer buying interest falls into the fairly high category. Brand ambassadors have a positive and significant effect on consumer buying interest, while digital marketing has a positive and significant effect on consumer buying interest.