<![CDATA[ABSTRACTThis study aims to answer the question whether there is a partial and simultaneous influence between digital marketing and brand ambassador on buying interest in Oreo biscuits in Tapos District, Depok City. This research includes causal associative research using a quantitative approach. Sampling was carried out on 100 Oreo biscuit consumers. This research can certainly complete the normal distribution requirements, namely 0.200 > 0.050. The regression equation model Y = 24.014 + 0.274X1 + 0.313X2 + e where this shows that this research is feasible and good to use. Based on the results of the partial correlation carried out, the digital marketing variable (X1) has an influence of 44.89% on buying interest (Y) and brand ambassador (X2) has an influence of 36.84% on buying interest (Y). Then the buying interest variable is influenced by 53.1% by digital marketing and brand ambassador and the remaining 46.9% is influenced by other types of variables that are not used in this study. Based on the hypothesis testing conducted in this study, it showed positive and significant results between digital marketing and brand ambassador variables on buying interest both partially and simultaneously.Keywords : Digital Marketing, Brand Ambassador, Buying Interest ABSTRAKPenelitian ini memiliki tujuan untuk menjawab pertanyaan apakah terdapat pengaruh secara parsial dan simultan antara digital marketing dan brand ambassador terhadap minat beli biskuit Oreo di Kecamatan Tapos, Kota Depok. Penelitian ini termasuk penelitian asosiatif kausal dengan menggunakan pendekatan kuantitatif. Pengambilan sampel dilakukan kepada 100 orang konsumen biskuit Oreo. Penelitian ini dipastikan dapat melengkapi syarat distribusi normal yaitu 0,200 > 0,050. Model persamaan regresi Y = 24,014 + 0,274X1 + 0,313X2 + e di mana hal ini menunjukkan bahwa penelitian ini layak dan baik untuk digunakan. Berdasarkan hasil korelasi parsial yang dilakukan, variabel digital marketing (X1) memiliki pengaruh sebesar 44,89% terhadap minat beli (Y) dan brand ambassador (X2) memiliki pengaruh sebesar 36,84% terhadap minat beli (Y). Kemudian variabel minat beli dipengaruhi sebesar 53,1% oleh digital marketing dan brand ambassador dan sisanya 46,9% dipengaruhi oleh jenis variabel-variabel lain yang tidak digunakan pada penelitian ini. Berdasarkan pengujian hipotesis yang dilakukan pada penelitian ini menunjukkan hasil yang positif dan signifikan antara variabel digital marketing dan brand ambassador terhadap minat beli baik secara parsial dan simultan. Kata Kunci : Digital Marketing, Brand Ambassador, Minat Beli]]>
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