Page 45 - MARSIUM'21 COMP OF PAPER

THE IMPACT OF INFLUENCERS MARKETING TOWARDDS GENERATION

Y AND Z IN TEMS OF PURCHASE DECISION

Mohamed Firdaus Mohamad Karim, Encik Ahmad Shariffuddin Shamsuddin

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

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

Abstracts

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,

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