This research aims to examine the impact of celebrity endorser credibility and brand image on consumers' purchasing decisions regarding Glad2Glow skincare products in Bandar Lampung. The intense competition in the beauty industry pushes companies to adopt innovative marketing strategies, such as leveraging trustworthy celebrity endorsers and building a strong brand image. A quantitative approach was used in this study, with data gathered from 160 Glad2Glow skincare users in Bandar Lampung through questionnaires. The data were analyzed using multiple linear regression. The findings reveal that the credibility of celebrity endorsers has a positive and significant influence on purchasing decisions. Similarly, brand image also exerts a positive and significant impact. Together, these factors play a key role in improving consumers' buying decisions. The results underscore the importance of credible endorsements and a solid brand image in gaining consumer trust and driving the purchase of local skincare products in a highly competitive market.

 
                The effect of Beauty Vlogger's video on the buyer's interest in buying a beauty product is significant. It means that in this case it's certainly becoming new as one of the innovations in advertising. That is why the Author is interested in discussing the material regarding these conditions. The purpose of writing articles on this issue is to compare and test the validity of Beauty Vlogger's influence as a form of innovation itself as the digital world continues to grow, especially in advertising or endorsement. The author uses quantitative methods in writing this article. Where in this case the author not only presents actual facts, but also in his writing provides accurate data. Research has shown that Beauty Vlogger's significance, personality, appearance, and popularity greatly influenced the public in making decisions about which beauty products to choose.