Analisis Pengaruh Beauty Influencer Instagram Terhadap Loyalitas Konsumen Skincare (Studi Kasus Pada Masyarakat Kecamatan Bengkalis )

This study aims to analyze the influence of Beauty Influencers on Instagram on skincare consumer loyalty among the people of Bengkalis District. This research uses a quantitative method with an associative approach. The population in this study consists of people in Bengkalis District who use skincare products and follow Beauty Influencers on Instagram. The sample consisted of 100 respondents selected using the snowball sampling technique. Data were collected through questionnaires and analyzed using simple linear regression. The results of the study show that Beauty Influencers on Instagram have a positive and significant influence on skincare consumer loyalty among the people of Bengkalis District. The coefficient of determination (R Square) value of 0.634 indicates that Beauty Influencers contribute 63.4% to consumer loyalty, while the remaining 36.6% is influenced by other factors outside this study. Therefore, the better the influence of Beauty Influencers on Instagram, the higher the level of consumer loyalty toward skincare products.