The Power of Fame: How Celebrity Endorsement Influences Purchase Intention Through Brand Image in MS Glow Skincare A Parasocial Interaction Perspective

Abstract

This study aims to analyze the influence of social media marketing on purchase intention mediated by brand image, focusing on Scora Skincare Moisturizer products in Sleman Regency. A quantitative approach was applied using Structural Equation Modeling - Partial Least Square (SEM-PLS) with SmartPLS 4. Data were collected via questionnaires distributed to 180 respondents, who were users of Scora moisturizer products in Sleman. The results reveal that social media marketing has a positive and significant effect on both brand image and purchase intention. Moreover, brand image positively and significantly affects purchase intention. The study also confirms that brand image significantly mediates the relationship between social media marketing and purchase intention. These findings align with the Theory of Planned Behavior (TPB), which explains that behavioral intentions are shaped by attitudes, subjective norms, and perceived behavioral control. The implications suggest that local brands like Scora should optimize their social media strategies and strengthen brand image to enhance consumer buying intentions.