Influencer Marketing and its impact on the purchasing decision of young people in textile fashion retail in Perú

Liliana López Sánchez G.; Asmaro Cisneros Moya A.; Antonela Solis Loyola A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/laccei2025.1.1.1600

Resumen

The general objective of this research was to determine the relationship between influencer marketing and the purchasing decision of young people in textile fashion retail in the city of Chimbote -Peru 2024. The methodology was used with a sequential quantitative approach, with a correlational descriptive scope. and a basic non-experimental design, a virtual survey was used as a method and its guiding instrument was the survey based on a Likert scale, where sufficient data was collected for the study of the variables. The population was 33,304 young people to evaluate their behavior towards Influencer marketing and their purchasing decision, of which, 380 young people of both sexes from the city of Chimbote-Peru were taken as a sample. The data obtained from the study units were processed in the statistical application IBM SPSS version 21. The result was that influencer marketing presented a Spearman correlation coefficient of (0.681) on the purchasing decision of young people, which represents digital media, advertising and celebrities specifically such as influencers. Likewise, the alternative hypothesis is confirmed by the results of Spearman's statistical correlation instrument, which indicates a positive correlation and a significance level of α=0.000<0.05. It can be concluded that Influencer marketing positively impacts the purchasing decision of young people in textile fashion retail in the City of Chimbote-Peru 2024.

Instituciones: Universidad Tecnológica del Perú