Framing Cosmetic Purchase Decisions in the Digital Era: The Role of Influencer Storytelling and Consumer Reviews with Self-Brand Connection as a Moderating Variable (A Study of De Scent Culture Consumers)
The Influence of Influencer Storytelling and Consumer Reviews with the Moderating Role of Self-Brand Connection
DOI:
https://doi.org/10.33830/tjeb.v6i2.12114Keywords:
Cosmetics, Influencer, Self-brand connection, StorytellingAbstract
This study aims to analyze the influence of influencer storytelling and consumer reviews on cosmetic product purchase decisions, with self-brand connection as a moderating variable. The focus is on consumers of the De Scents Culture brand, within the context of digital marketing. The theoretical foundation includes the Theory of Planned Behavior, the Elaboration Likelihood Model, and the Self-Congruity Theory. A quantitative method using Partial Least Squares-Structural Equation Modeling (PLS-SEM) was employed. The findings reveal that both influencer storytelling and consumer reviews have a positive impact on purchase decisions. Moreover, self-brand connection strengthens the relationship between those variables and purchase decisions, highlighting the emotional role consumers play in shaping brand preference. These findings provide both theoretical and practical implications, especially in crafting effective digital marketing strategies for local cosmetic brands. The study highlights the significance of cultivating emotional connections between brands and consumers to foster loyalty and influence purchasing decisions.
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