THE ROLE OF INFLUENCER MARKETING IN BUILDING BRAND TRUST AND BRAND LOYALTY TOWARDS PURCHASE DECISIONS FOR SKINCARE PRODUCTS

Abstract

Influencers play a vital role in shaping consumer perceptions and purchase behaviour through social media platforms. Their credibility and connection with audiences make them influential of skincare brands. This research explores the relationship between Influencer Marketing, Brand Trust & Loyalty, with Purchase Decisions among skincare consumers of Gen-Z. Using a quantitative and descriptive research design, data were collected from 170 influencer following respondents through a structured questionnaire. The analysis included test of Validity and reliability along with, correlation, and regression analyses to test the proposed hypotheses. The results reveal that Influencer Marketing positively influences both Brand Trust and Brand Loyalty, which in turn significantly influence Purchase Decisions. A strong positive correlation was found between Influencer Marketing and Brand Trust (r =.947), and a moderate positive correlation between Influencer Marketing and Brand Loyalty (r =.953).showing that these variables have a positive effect on Purchase Decisions. The study emphasizes the importance of engaging credible influencers to build trust, enhance loyalty, and encourage purchase behavior in the skincare market.