EFFECT OF INFLUENCER MARKETING ON PURCHASE DECISIONS OF GENERATIONZ FOR BEAUTY PRODUCTS

Abstract

Marketing is the process of getting the public educated and excited about an organization’s
products and services. In marketing, the purchase decision is a crucial stage where a consumer
chooses to buy a product or services with the consideration of recognizing a need, searching for
information, evaluating alternatives, making the final purchase and the evaluating the satisfaction of
post purchase. A marketing team effort in market research and consumer trends guides the strategy
behind other aspects of the business and helps companies to consistently meet the needs of the
consumers. Generation Z is considered one of the most diverse generations in history.