Dosen Pembimbing: | Abstrak: The proper strategy for utilizing digital marketing is highly needed in attracting consumers’ interest. The purpose of this study is to find out the Strategy for Utilizing Digital Marketing on Beauty Products on the @ndshvv TikTok Account to Increase Consumer’s Purchase Interest in a Pandemic Period and also to find out What Causes the Product to be Salable during a Pandemic. The theory used is the theory of the 7P Digital Marketing Mixture according to Chaffey (2016: 251) and Kotler's 2008 Purchase Interest theory (in Nur Farhan's 2021 thesis). This study method is a qualitative method with descriptive analysis. Data collection techniques were implemented by observation techniques, interviews, and documentation. The results showed that the strategy of utilizing digital marketing in beauty products on the @ndshvv TikTok account to increase consumer buying interest during the pandemic was carried out by PT. Shavira Barokah Utama by releasing superior products, setting low Keywords : Digital Marketing, Digital Marketing Mixture, Consumer’s Purchase Interest prices, strategic locations, and increasing more promotions to maintain customer loyalty. In terms of consumers’ purchase interest, it is because Camille products are products that are already at the top of consumers' minds. Women, men, and even teenagers who have good quality ingredients, this is certainly very helpful in increasing the company's brand awareness. Researchers can conclude that TikTok is an effective promotion tool because the TikTok application has many users, is easy to use, is popular among millennials, and has existing TikTok features that can optimize content distribution.

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