PENGARUH INFLUENCER MARKETING(X1) DAN KUALITAS PRODUK(X2) TERHADAP KEPUASAN PELANGGAN(Y) MELALUI BRAND AMBASSADOR(Z) SEBAGAI VARIABEL INTERVENING PADA PRODUK KOSMETIK SKINTIFIC INDONESIA

This research aims to analyze the influence of influencer marketing and product quality on customer satisfaction through the role of brand ambassador in Skintific cosmetic products. In an increasingly dynamic marketing landscape, influencer marketing and product quality have become key factors in shaping consumer perceptions and preferences. Brand ambassadors, as brand representatives, also play an important role in building relationships between brands and customers. This research uses a quantitative approach involving 100 respondents who are users of Skintific products. Data was collected using a questionnaire data collection technique, the measurement scale used was a Likert scale and then analyzed using multiple linear regression techniques with the help of SmartPLS version 3 software. This research also used quantitative methods. The results of the research show that Influencer Marketing has a positive influence on customer satisfaction, Product Quality has a positive influence on customer satisfaction, Brand Ambassadors has a positive influence on customer satisfaction, Influencer Marketing has a negative influence on Brand Ambassadors, Product Quality has a positive influence on Brand Ambassadors. Product quality has a positive influence on customer satisfaction which is mediated by the brand ambassador, and Influencer Marketing has a negative influence on customer satisfaction which is mediated by the brand ambassador

Key words: consumer satisfaction, product quality, marketing influencer, skintific