Pengaruh Influencer Marketing, Konten Media Sosial, Dan Interaksi Virtual Terhadap Loyalitas Pelanggan Pada Brand Kosmetik Lokal (Studi Kasus Pada Mahasiswa Pengguna Produk Make Over Di Kota Malang)

Abstract This research was conducted to examine the influence of influencer marketing, social media content, and virtual interaction on customer loyalty toward local cosmetic brands, particularly among university students who use Make Over products in Malang City. A quantitative research approach was employed, involving 100 respondents selected through a purposive sampling technique. The collected data were analyzed using IBM SPSS Statistics 27 as an analytical tool. The data analysis procedures included validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, hypothesis testing (t-test and F-test), and the coefficient of determination (Adjusted R2). The findings of this study indicate that: (1) influencer marketing, social media content, and virtual interaction collectively have a positive and significant effect on customer loyalty; (2) influencer marketing has a positive and significant effect on customer loyalty; (3) social media content has a positive and significant effect on customer loyalty; (4) virtual interaction has a positive and significant effect on customer loyalty.. Keywords: Influencer Marketing, Social Media Content, Virtual Interaction, Customer Loyalty.