Does Appearance Matter? Building Digital Brand Image Through Brand Ambassador on Instagram

The increasingly high demands of modernization make people pay attention to their physical appearance achieve the applicable beauty standards. Many are dissatisfied with appearance, even though standards differ. Various brands competing fiercely by making a breakthrough, namely using Brand Ambassadors who have unique and different appearances enhance image in eyes consumers. Instagram is used build brand digitally, so it can more easily reach public. This study aims measure how comedian’s Ambassador influences digital cosmetic on Instagram. research method uses quantitative questionnaires distributed 110 respondents consumers brand. results this show that has positive significant effect 71.77%. test for coefficient determination only 65.2%, while 34.8% influenced other variables. It be concluded attractiveness must support another variable strengthen image, such as visibility, credibility, power. limitations ambassador image.