Impact of Influencer Marketing on the Purchase Decisions of Young University Students in the City of Trujillo

Objective: This study analyzes the impact of influence marketing on the consumer behavior of university students in Trujillo during 2024, aiming to identify how digital strategies influence their purchase decisions. Theoretical Framework: The research is based on consumer behavior and digital marketing theories, highlighting concepts such as perceived authenticity, emotional connection, and product relevance. Method: A non-experimental design with a quantitative approach was used. The sample included 200 university students selected through random sampling. A Likert-type questionnaire was applied, and the data were analyzed with SPSS (v. 27) using Spearman correlation and linear regression. Results and Discussion: The results show a significant correlation between influence marketing and purchase decisions (Rho = 0.731, p < 0.05). 56.7% of the variability in purchase decisions is explained by influencer strategies, highlighting authenticity as a key factor. Implications: This study provides practical guidelines for designing personalized digital campaigns, contributing to the understanding of marketing aimed at young consumers. Originality/Value: The research highlights the influence of digital media on purchase decisions, offering unique empirical evidence in a university context.