Social media influencer: Influence on the purchase decision of millennial consumers, Arequipa, Peru

Chávez Zirena E.M.; Cruz Rojas G.; Zirena Bejarano P.P.; De la Gala B.R. · Revista Venezolana de Gerencia (2020) · DOI: 10.37960/rvg.v25i3.33370

Resumen

This research determines the influence of social media influences on the purchase decision of millennial consumers in Arequipa-Peru, an area where there is a great acceptance of social networks by new generations. For the development of the present study, a questionnaire of 54 questions was applied to a sample of 404 people in the range of 18 to 35 years who represent the millennial segment, the results showed a correlation of 0.595 moderate positive obtained through data processing Using the Smart PLS software in its version 3.2.8. The research showed that social media influencers do have the ability to influence and generate a purchase decision among millennials in this region, in addition to brand awareness and the perceived truthfulness of the influencer. These are two dimensions that also contribute to purchasing decision making. In contrast, the value of the content and the credibility of the influencer do not help in making purchasing decisions.

Instituciones: Universidad Nacional de San Agustín de Arequipa