Derah 2025. 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. Terbuka Journal of Economics and Business. 6, 2 (Nov. 2025), 83–100. DOI:https://doi.org/10.33830/tjeb.v6i2.12114.