Allure
Charm, Attraction, Appeal
The alluring power is the power of allure.
みりょく
This is a jukugo word, which usually means on'yomi readings from the kanji. If you know the readings of your kanji you'll know how to read this as well.
私はゴルフの魅力に取り憑かれてしまいました。
I became obsessed with the charm of golf.