The Effectiveness of Instagram Influencers on Purchase Intention of Skincare Products Among Generation Z

Yong, Yi Qi (2025) The Effectiveness of Instagram Influencers on Purchase Intention of Skincare Products Among Generation Z. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Instagram has emerged as the leading social media platform in the age of digital technology, hence influencer marketing on this platform has significantly recognised as an efficient and strong tool in the different industries. As Generation Z represents an influential population that is active on social media platforms, this study investigates how Instagram influencers impact Generation Z’s purchase intentions for skincare products, specifically examining the key factors such as Informativeness, Perceived Credibility, and Influencer-Product Congruence in shaping consumer attitudes towards both the skincare brands and the influencers. To carry out this research, a purposive sampling, one of the quantitative research methodologies was utilised. Findings from 157 respondents aged 18 to 27, obtained using purposive sampling, indicated that Instagram influencers significantly impact in altering consumer attitudes as well as the purchase intentions. Influencers’ recommendations are perceived as both trustworthy and informative, accentuating the congruence between influencers and the recommended skincare products. The positive attitudes towards both influencers and brands have been identified, further validating research objectives and underscoring the importance of Instagram influencers in this context. Instagram influencers’ essential role in forming consumer behaviour offered actionable strategies for marketers to effectively capitalise on its impact. Practical implications involved the necessity of effective Influencer-brand alignment, building trust via transparency and expertise, and delivering informative content, ultimately driving positive attitudes and purchase intentions from Generation Z.