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3.4 RESEARCH INSTRUMENT

The data for this study was gathered through the use of primary data using quantitative approach The distribution
of questionnaires was the primary technique utilized in this investigation. The questionnaire consists of 6 sections. Section 1
is all about respondent profile, demographic details such as gender, age, highest educational level, marital status, and current
wage. The following sections which are section 2,3,4,5 and 6 are the questions related to the research questions (effectiveness
of content quality, influencers’ consistency’s efficacy, and good influencer strategy). There are 16 questions in total for section
2,3,4,5 and 6. The structure of questions are short-text answer for respondents giving out their opinions, multiple choice answer
and 5-point linear scale, the questionnaire ranging from 1 (Strongly Disagree), 2 (Disagree), 3 (Neutral), 4 (Agree), and finally
to 5 (Strongly Agree). The surveys were sent to a random several social media platforms (Facebook, Instagram and Twitter
and WhatsApp) to gain responses from random Internet user, main targets are generation Y and Z. The acquired data is tested
and analysed using the Statistical Package for the Social Sciences (SPSS) after the data gathering phase.

3.5 CONCLUSION
The data collection technique and targeted respondents, as well as the study methodology, were discussed in Chapter 3.
SPSS software was used to analyze the information gathered. The findings achieved using the techniques used will be presented
in the next chapter.

■ 4.0 RESULTS AND DISCUSSION

4.1 INTRODUCTION
This chapter will explain the research, as well as the data obtained from the firms chosen for the interview, in order
to answer the study's research purpose and gain a better knowledge of it.
This study has found that younger generation (Generation Y and Z) prefer when the media uses digital medium to
market and advertise their products. To them, everything is at their fingertips which is a lot easier and can be assess almost
everywhere. Digital and influencer marketing is a new way to market products and services because the generations mentioned
are more familiar with advanced technology.
Data were collected using online survey between 1st September 2021 and 31st December 2021. A total of 129
respondents from multiple online platforms majorly Facebook, Instagram and WhatsApp were collected using the survey via
Google Form. The usable responses are 106 which are equivalent to the minimum sample size of the study. The valid responses
were identified from a qualifying question where respondents must have been interacted/heard/buy from Daughters of Malaya
to answer the survey. The findings shows that males and females accounted for 36.4% (39) and 63.6%
(68) respectively. Most of the respondents are aged 18-45 years old (94,4%) and only 6 people (5.6%) are 45 years old and
above. About their demographic profile, 48 people (44.9%) are degree holders, and 51 people (47.7%) with current wage of
less than RM 1000.

4.2 DATA COLLECTION
Multiple regression analysis (MRA) is a statistical method for evaluating the relationship between a dependent
variable and independent variables, according to Petchko (2018). Coefficients are the estimates derived by this statistical
method. The magnitude of regression coefficients represents how much each predictor variable contributes to the variation in
the dependent variable by itself after all other predictor variables in this study have been analytically removed. When it's
been well-established for a long time, the multiple regression analysis approach is extensively employed by most practitioners
and academicians (Shetty et al., 2020). Furthermore, multicollinearity is a statistical phenomenon in which two or more
predictor variables in a multiple regression model have a strong correlation (Jamal, 2017).
For indication, I have used acronyms for every variable. For my dependent variable, which is purchase decision, I
The results of this study are as follows:

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