Page 441 - MARSIUM'21 COMP OF PAPER

levels are smaller than 0.1, multicollinearity may be evaluated by looking at the correlation between variables and computing
tolerance values and the variance inflation factor (VIF). When there is no link between independent variables with values
larger than 95%, multicollinearity occurs (Lavery et al., 2019)

a
Coefficients
Standardiz

ed
Unstandardized Coefficient

Coefficients s

Model B Std. Error Beta t Sig.

1 (Consta 4.186 1.311 3.194 .002
nt)
CQ .243 .309 .108 .786 .433
C 2.213 1.086 .774 2.038 .044

GI -2.400 1.072 -.874 -2.239 .027

Table 4.8 Results of multiple regression
The multiple regression analysis result in Table 4.8 reveals that two independent variables have p value less than
0.05 and other two independent variable has p value more than 0.05. Therefore, content quality (CQ) value (p = 0.786) indicates
that it has no relationship with the purchase decision. While on the other hand, consistency (C) and good influencer strategy
(GI) has significance value (0.44 and 0.27 respectively) shows that the values are more than 0.05 which indicates these two
variables have a positive relationship with purchase decision.

■ 5.0 CONCLUSION
5.1 INTRODUCTION

Since social media and the internet are becoming more widely used, the emergence of social media celebrities (also
known as influencers) is becoming more widespread. As brands and marketers increasingly turn to social media influencers as
brand ambassadors, it has become critical to verify the success of influencer marketing as a way of promoting brands and sales.
Overall, social media content, through use of influencer marketing in lifestyle public relations projects has cracked down the
barrier between the customer, the product, and followers. Marketing to brand customers was arguably the world until the
introduction of social influencer marketing. A customer could only view an item through print ads, posters, radio advertising,
and ad campaigns before the advent of the internet. Generations that are synonym with influencer marketing are of course,
Generation Y and Z. They are more advanced in terms of technology and development and more alert to the changes happening
to the world. The marketers have more opportunity to grow their business because they know their impact and their target
customers.

5.2 SUMMARY OF THE STUDY
From the study, it can be concluded that influencer marketing has a positive impact on Daughters of Malaya skin
care product purchasing decision. It also shows that influencer marketing has influenced most of Generation X and Y purchase
decision. The study objectives are to investigate the effectiveness of content quality to influence Generation Y and Z purchase
decision towards influencers marketing, to identify the consistency of influencers' interactions in influencer marketing to
influence younger target markets and to study the impact of good influencers strategy in promoting products or services in
social media are achieved by conducting an online survey to those who have heard/used/interacted with Daughters of Malaya.
To draw for us a conclusion for the study, firstly 92.5% of the respondents agreed that influencers are important for business
and the rest are neutral and disagreed with the statement. 98.1% of them strongly agreed that good influencers’ content will
help the influencers reach more viewers/target audiences. Every respondent agreed that current trends are vital for influencers
to apply in their content.

Next, based on the responses, we found that current trends are vital for influencers to apply in their content because
current trends are where most people are trying to participate in and holds the biggest audience. In terms of

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