The Influence of Local Social Media Influencers Towards Millennials Purchase Intention in General Santos City
Abstract- This study examines the influence of local social media influencers on the purchase intentions of millennials in General Santos City. Focusing on key influencer traits such as authenticity, engagement, expertise, number of followers, and trustworthiness, the research investigates how these factors shape consumer behavior within this demographic. A representative sample of millennial respondents’ answers were gathered and studied to find out how the traits of influencers affect people’s decisions to buy. The results show that millennials are greatly influenced by leaders who are seen as real, believable and reliable. Millennials’ responses to influencer content and their subsequent buying plans are also affected by their age, level of education, and job status. The study shows that influencer marketing is becoming a more important tool for businesses that want to reach youth. There are suggestions for how influencers, business owners, and social media managers can improve their marketing tactics and build stronger relationships with customers. The study also offers areas for further research to better understand how influencers and consumers interact in different situations.
