Purchase Decision on Generation Z Consumers in View of Influencer Marketing Tasya Farasya on Glad2Glow Products: A Conceptual Framework

This study examines the relationship between influencer marketing and purchase decisions among Generation Z consumers, focusing on the influence of Tasya Farasya on Glad2Glow products. The beauty industry has seen significant growth, particularly in Indonesia, where consumer reliance on social media and influencers shapes purchasing decision. The research highlights the effectiveness of influencer marketing as a strategy to enhance brand visibility and drive sales by fostering trust, expertise, and attractiveness. Utilizing a conceptual framework, the study identifies key indicators of influencer marketing, including attractiveness, expertise, and trustworthiness, that significantly affect consumer decisions. The findings reveal that Tasya Farasya's authentic engagement with her audience leads to notable impacts on their purchasing decision, confirming previous research linking influencer marketing to purchase decision. This paper provides insights for brands targeting Generation Z, offering recommendations for leveraging influencer marketing to optimize marketing strategies. Ultimately, this research contributes to the understanding of purchase decision in the digital age and lays a foundation for future studies in this field.