Influence of micro-influencer endorsements and authenticity perception on Gen Z purchase intentions

Abstract

This study investigates how endorsement by micro influencers and perceptions of authenticity influence Generation Z consumers' purchase intentions for Marina hand body lotion products on Instagram in Bandar Lampung. Using a quantitative approach with online surveys, the research analyzes data from Instagram-using Generation Z consumers in the region. Multiple linear regression analysis is employed to examine the relationship between the independent variables (endorsement by micro influencers and perception of authenticity) and the dependent variable (purchase intention). The results demonstrate a significant positive impact of both endorsement by micro influencers and perception of authenticity on purchase intention. This underscores the importance of these factors in shaping consumer behavior on Instagram. The study contributes to understanding Generation Z buying behavior in digital marketing contexts, particularly the effectiveness of micro influencer endorsements and message authenticity. Its practical implications can aid companies in crafting marketing strategies to engage Generation Z consumers in the hand body lotion market effectively.