<![CDATA[This study examines how audience involvement and parasocial interaction with K-pop idols relate to celebrity worship, K-Beauty purchase intention, and intention to visit Korea among Indonesian K-pop fans. A cross-sectional survey collected 200 valid responses through social media recruitment. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). Sixteen of the 19 hypothesized relationships were supported. Behavioral involvement, emotional involvement, and referential reflection were positively associated with parasocial interaction, which was associated with all three dimensions of celebrity worship, most strongly with intense-personal attachment. Intense-personal celebrity worship was associated with K-Beauty brand awareness, perceived product quality, and purchase intention. In contrast, entertainment-social and borderline-pathological worship were not directly associated with purchase intention. Brand awareness and perceived product quality were associated with purchase intention, while perceived product quality was also associated with intention to visit Korea. These findings suggest that K-Beauty marketers should consider both idol attachment and product evaluation, whereas tourism promoters should address travel interest as a distinct decision.]]>
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