Page 429 - MARSIUM'21 COMP OF PAPER

THE IMPACT OF INFLUENCERS MARKETING TOWARDS GENERATION
Y AND Z IN TERMS OF PURCHASE DECISION.

MOHAMED FIRDAUS BIN MOHAMAD KARIM, ENCIK AHMAD SHARIFUDDIN BIN SHAMSUDDIN

AZMAN HASHIM INTERNATIONAL BUSINESS SCHOOL, UNIVERSITI TEKNOLOGI MALAYSIA, JOHOR BAHRU

*Corresponding author: mohamedfirdaus@graduate.utm.my , m-sharif@utm.my

Abstract
With their excellent effort and visibility, social media influencers are conquering the Internet. Their views have a significant
influence on individuals, particularly the younger generation. They may be classified as a new phenomenon that has witnessed
a significant growth in collaboration with marketing firms over time. People are increasingly following these influencers to
ensure that they do never missing out on their content. The aim of the study is to identify the impact of influencers marketing
on Generation Y and Z in terms of purchase decision. I intended to see if influencers can draw potential consumers and
persuade them to buy. In order to meet the objectives of the study, own research will be conducted using a Google Form
questionnaire and distribute them to the people who has heard/interacted with skin care company, Daughters of Malaya and
106 samples collected from customers in Johor and Kuala Lumpur. Specifically Content Quality positively influence purchase
decision, Influencers Consistency positively impact purchase decision and Good Influencers strategy positively influence
purchase decision. The implementation of influencers marketing has positively contributed to Daughters of Malaya in getting
more sales and profit.

Keywords: Generation Y and Z, Influencer, Influencer Marketing, Purchase Decision,

■ 1.0 BACKGROUND OF THE STUDY

Business has been operating for many years ago, the era of globalization has mended the evolution of business from
trade system to international business. The international business cannot run without the power of the Internet.
According to Dianne Heath on Bizfluent, Businesses may now develop communities for people who have similar interests in
products and services thanks to the Internet. These communities aid in the development of a company's brand and the creation
of a good image. Businesses may easily modify products or services, increasing consumer pleasure while also increasing
revenues. “Businesses may now receive useful information on the interests of specific populations thanks to the Internet. As a
result, businesses may utilize targeted advertising to their advantage by appealing to certain publications and media that are
relevant to their product or service” she added. Now we all agree that Internet is the most common thing that are beneficial for
business.

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