<![CDATA[The diversity of shampoo brands demands innovative marketing strategies to highlight their products. The use of male models as the primary representation in Pantene Indonesia shampoo advertisements is a new step that shifts the advertising paradigm, which previously always emphasized the feminist side. This study aims to measure the role of the Pantene Shampoo advertisement "Hair Supplement Baru! - Bye #RambutCapek Hello #RambutKeCharged" in influencing consumer purchasing tendencies. The research method employed is a survey conducted by distributing questionnaires through Google Form to randomly selected respondents with a sample size of 400 respondents distributed throught Instagram and X. Data analysis may involve statistical techniques to identify the role of advertisements in driving purchasing interest, as well as other factors that may influence consumer interest in a shampoo product. Data processing utilizes descriptive quantitative methods. The research findings indicate that: (1) Attitude towards advertisements plays a role in influencing consumer purchasing interest, (2) Subjective norms play a role in influencing consumer purchasing interest in advertisements, (3) Behavioral control plays a role in influencing consumer purchasing interest in advertisements. These research findings can provide insights for marketers to understand the effectiveness of their advertisements in influencing consumer behavior, particularly among social media users. Consequently, they can tailor their marketing strategies to achieve desired objectives.]]>
