In the digital era, social media platforms such as Instagram have become an important tool for marketing and
customer engagement. This research investigates the impact of Brand Ambassador and Instagram Promotion on
consumer purchase choices, especially on Skintific skin care products in Cirebon. The purpose of this study is to
determine the result of Brand Ambassador and Instagram Promotion on Purchasing Decisions in Cirebon. The
study's respondents were Skintific user consumers throughout Cirebon. With a sample of 111 respondents, this
study used a quantitative approach by distributing online questionnaires and analyzing the data using multiple
linear regression in the SPSS (Statistical Package for the Social Sciences) application. The validity and reliability
tests showed high internal consistency, with Cronbach’s Alpha values of 0.946 (Brand Ambassador), 0.950
(Instagram Promotion), and 0.929 (Purchase Decision). The results showed that both Brand Ambassador and
Instagram Promotion significantly influenced purchasing decisions (R² = 0.919), with Instagram promotion
having a stronger influence (β = 0.828) than brand ambassadors (β = 0.185). The regression model demonstrates
that 91.9% of the variation in purchasing decisions can be clarified by these two variables. This study found that
digital marketing strategies, especially those that leverage social media engagement, play an important role in
shaping consumer behavior. Companies are advised to optimize Instagram-based promotions while maintaining
more effective use of Brand Ambassadors to improve brand image and sales performance.