This study aims to determine the effect of k-pop idol brand ambassadors and brand image on the consumption behavior of skincare products in students of make-up and beauty, Padang State University. This research is quantitative descriptive. The population in this study were students of Make-up and Beauty, Faculty of Tourism and Hospitality, Padang State University class of 2018 and 2019. The sample in this studyamounted to 61 respondents. Data analysis technique used was multiple linear regression. The results of this study indicate that partially, brand ambassadors of k-pop idols have a significant effect on consumption behavior, brand image has a significant effect on consumption behavior of Scarlett Whitening skincare products in makeup and beauty students at Padang State University. Simultaneously, the K-Pop idol brand ambassador and brand image have a significant effect on the consumption behavior of Scarlett Whitening skincare products in makeup and beauty students.

Keywords: Brand AmbassadorIdol of  K-POP, Brand Image, consumption behavior, skincare products