<![CDATA[This study aims to analyze the effect of Instagram influencer endorsement on Generation Z’s purchase decisions, with brand awareness as a mediating variable. This research employed a quantitative approach using a survey method involving 126 Generation Z respondents who actively use Instagram. The sampling technique used was purposive sampling, while data were collected through a structured questionnaire distributed via Google Forms. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).The results show that influencer endorsement has a positive and significant effect on both brand awareness and purchase decisions. Brand awareness also has a positive and significant effect on purchase decisions and is proven to partially mediate the relationship between influencer endorsement and purchase decisions. These findings indicate that the effectiveness of influencer endorsement does not only operate through its direct effect on purchase decisions, but also through the enhancement of consumers’ brand awareness. Practically, the findings imply that business actors should select influencers who are credible, aligned with the target market, and capable of consistently building brand recognition among Generation Z Instagram users.]]>
Copyrights © 2026
