<![CDATA[In 2024, beauty client loyalty noticed 42%; that is, Generation Z are price-sensitive. Digital consumer engagement is important to boost brand loyalty. This research examines how parasocial interaction and digital intimacy affect Generation Z customer loyalty. It employs quantitative methods and selective sampling to choose 180 respondents. The sample includes Cirebon-based Generation Z residents aged 15–24 who are active Scarlett users with at least two purchases. Data analysis using SmartPLS 3. Parasocial interaction and digital intimacy positively and significantly affect customer loyalty, both together and independently. Emotional engagement with the brand and digital interactions play a crucial role in driving repeat business. These findings indicate that Gen Z loyalty today is not just about transactions but also requires strong digital relationships and psychological bonds with the brand. Strengthen digital marketing strategies by focusing on the quality of interactions and building better digital connections through creating relevant content, communicating effectively, and engaging actively with consumers to foster sustainable loyalty. Furthermore, these findings can also serve as a platform for building marketing tactics that are more relationship-orientated, relevant, and long-term.]]>
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