<![CDATA[This research aims to analyze the influence of digital marketing, halal awareness, and brand experience on interest in buying Safi skincare among Syiah Kuala University students. This research uses a quantitative approach. The data used is primary data obtained from distributing questionnaires to 100 respondents. Researchers determined respondents using non-probability sampling techniques with the Slovin formula and analyzed using multiple linear regression analysis. The results of this research show that digital marketing variables have a negative and significant effect on purchasing interest. Halal awareness and brand experience has a positive and significant effect on purchasing interest. Simultaneous test results show that the variables digital marketing, halal awareness, brand experience have a significant effect on interest in buying Safi skincare among Syiah Kuala University students.Keyword: Digital Marketing, Halal Awareness,Brand Experience, Purchase Interest]]>
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