Pengaruh Personal Branding di Instagram terhadap Minat Konsumen Menggunakan Jasa Makeup MUA di Kota Padang

The increasing competition in beauty services in Padang City requires makeup artists (MUAs) to develop effective promotional strategies, one of which is personal branding on Instagram to attract consumer interest. This study aimed to analyze the effect of Instagram personal branding on consumers’ interest in using MUA makeup services in Padang City. The study employed a quantitative method with a causal associative approach. The sample consisted of 81 respondents selected through purposive sampl