Page 433 - MARSIUM'21 COMP OF PAPER

The definition of consistency is the ability of always acting or performing in the same manner, or of always occurring
in the same manner. In general, and especially in business, consistency is the key to success. Consistency refers to the act of
adhering to a set of rules. The word "consistent" is described by Merriam-Webster as "constantly performing or acting in much
the same way, or of the same characteristic (Tatum, 2016).

To get the leads we might need our business to grow, we ought to be consistently in the precise content we utilize
for the place in the shopping journey our customer is always at. Educational material will help us grab the interest of the
viewers we’re writing about, and we’ll be able to create more results just by employing the same quality and amount of content
consistently. As a result of our consistency, we may have developed a habit of trustworthiness. (Tatum, 2016).

H2: There is a relationship between consistency and Generation Y and Z purchase decision

2.4 GOOD STRATEGY

A successful strategy offers a concrete plan, consists of a collection of directing guidelines and principles, that
outlines the actions individuals in the company must undertake (and not undertake) and the items they need prioritize (and not
prioritize) in order to meet their objectives (Watkins, 2007)

Looking to another point of view, according to Rumelt good strategy is a cohesive collection of assessments, ideas,
strategies, justifications, and practices that response to an elevated problem He added, a good strategy is a well-thought-out
action plan backed by a compelling argument — a well-balanced blend of analysis and execution with a fundamental
underlying framework. The "hard nut at the heart of the notion," as Rumelt describes it, is the "core," the basic center of a plan
(Rumelt, 2012)

H3: There is a relationship between good strategy and Generation Y and Z purchase decision.
2.5 THEORETICAL FRAMEWORK

Figure 2.1 The theoretical framework relationship between characteristics of influencers and Generation Y and Z’s purchase
decision.

Figure 2.1 is the proposed theoretical framework that shows three characteristics of influencers and Generation Y
and Z’s purchase decision. The characteristics of influencer will act as the independent variables while purchase decision acts
as dependent variable. Hence, the relationship shows purchase decision is affected by characteristics of influencers.

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