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We have many types of business operating in the world. The most basic sort of business is the sole proprietorship.
A sole proprietorship is a business that is owned and controlled by a single individual and is relatively simple to establish.
Next, a partnership is a company owned by two or more persons who share earnings and obligations, the third one is limited
partnership is a commercial partnership that often involves firm owners and investors. Following by nonprofit Organization
which is a sort of company that donates its income to charity. Tax-free, although there are certain restrictions while cooperative
(Co-op), a cooperative is a group of people who work together to achieve a common A business that is owned and run for the
benefit of the organization's members who use its services.
There are various strategies which is broadly used by every type of businesses around the world. Simply put, a strategic
planning solves the issue of how a company intends to compete in its field. In many other aspects, it's how a company sets
itself apart from its competition. This may be simple to understand what a business-level strategy has now become but deciding
which approach to adopt is a little more difficult (Amery, 2019).

The introduction of the Internet, which not only represents a revolution in communication but also in the means of
managing user connections, is without a doubt the most significant addition to the ICT domain. Nowadays, the Internet is
amongst the most influential media on a worldwide scale, and we may consider it one of the most major contributors to the
globalization process. In addition to the above-mentioned globalization, the Internet and other communications technology
have aided economic activities in general. The economic outlook has gotten more competitive, and the rest of the world has
now become a viable market from a global context. Regardless of the more dynamic environment, the Internet has become a
significant potential for businesses of all kinds, and e-marketing has become an important part of 21st-century marketing.
In this case, I have interviewed a skin care company, which is commonly using a famous marketing strategy -influencer
marketing which I will share more about the company details in Chapter 2. Influencer marketing is the practice of selling
products and services to people who have an influence as to what other people will buy. This market impact is usually based
on a person's knowledge, fame, or public image. Influencer marketing is comparable to word-of-mouth marketing in that it
does not rely solely on direct endorsements (Zdenka KÁDEKOVÁ, 2018).

■ 1.1 PROBLEM STATEMENT

Influencer marketing has become a must-have and necessary component of business. Influencer marketing in the
modern world is a relatively new business strategy in Malaysia, yet it is a rapidly growing trend. This type of marketing is
often described as the "digital counterpart of word-of-mouth marketing” (Sinkwitz, 2016) took on the role of a group of people
known as "social media influencers" to promote products or services via a variety of social media platforms, typically in lieu
of cash, free or discounted goods or services. Those "influencers" are people who have a large number of followers on social
media sites such as Facebook, Instagram, and Twitter (Smith et al., 2018).

Based on Malaysian Communications and Multimedia Commission Internet Users Survey in 2017, mobile phone
penetration is at 132.9%, using social media for marketing Influencers have a good chance of reaching Malaysian users. Text
conversation (96.3 percent), social media surfing (89.3 percent), and information assessment are the top three online activities
for these individuals (86.9 percent). According to the poll, 97.3 percent of individuals who browse social media sites have
Facebook accounts, and 56.1 percent have Instagram accounts. Moreover, in an interview with The Star Online in 2018, the
President of the Malaysia Retail Chain Association, Garry Chua, recognized that social media platforms are beneficial for
businesses nowadays, and that many of them have integrated them in their marketing strategies (Yuen, 2018).

This research aims to identify the impact of influencers marketing on Generation Y and Z in terms of purchase
decision. I intended to see if product promoters can draw potential consumers and persuade them to buy. The study analyses
how the influencers be the factors influencing Generation Y and Z in terms of purchasing decision.

Rationally, the way individuals and businesses communicate and engage with one another is evolving as the digital
and social networking platforms increase in size. Virtual interactions are becoming more common, and corporate and
individual behaviour is shifting. The concept of social media influencers has become a highly appealing career for many social
media aficionados in recent years.

The quality of an influencer’s advertisement message content also known as perceived advertising value, are becoming a factor
to the consumers’ purchasing decision. (Bilgihan, 2016). As a result, several businesses are adopting the influencer phenomena
and are now utilizing influencers to advertise their goods.

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