Impact Of Influencer Marketing on Gen-Z Purchase Decision

Abstract

Influencer marketing has become a strong way to change how people act in today's digital world, especially among Generation Z. This study seeks to examine the influence of influencer marketing on the purchasing decisions of Generation Z consumers, particularly on platforms like Instagram and YouTube. The study utilizes primary data gathered from 157 participants aged 18 to 25 years through a structured questionnaire. A quantitative methodology was employed, and the data were examined utilizing percentage analysis, correlation, and regression techniques.The results show that a large number of people who answered the survey actively engage with influencer content, and most of them have made purchases based on influencer recommendations. Authenticity, trust, and content quality were found to be the most important factors.

The data was analyzed using percentage analysis, correlation, and regression techniques. The findings show that a significant number of respondents engage with influencer content. Moreover, most have made purchase decisions based on influencer recommendations. Factors like authenticity, trust, and content quality were the most influential in shaping consumer behavior. The statistical analysis confirms a positive and significant relationship between influencer marketing and purchase decisions. The study concludes that influencer marketing is an effective way to engage Gen Z consumers and influence their buying behavior in the digital era.