<![CDATA[The aim of this research is to prove the impact of influencer marketing and humanitarian values on KFC purchasing decisions through purchase intention as a mediating variable. This study uses a quantitative approach with a sample of 198 respondents selected through purposive sampling, based on criteria of being at least 17 years old, having watched ads or influencer content about KFC products on short video-based social networks, and having purchased KFC products at least twice in the past six months. Data was collected by distributing online questionnaires and then analyzed using SmartPLS 4.0 with the Structural Equation Modeling method based on Partial Least Squares (PLS). The proof of assumptions shows that influencer marketing has a positive and significant effect on KFC product purchase decisions, human values do not have a direct significant effect on KFC product purchase decisions, influencer marketing positively and significantly affects the intention to buy KFC products, human values positively and significantly affect the intention to buy KFC products, the intention to buy has a positive and significant effect on KFC product purchase decisions, there is a positive and significant effect of purchase intention in mediating influencer marketing on KFC product purchase decisions, and there is also a positive and significant effect of purchase intention in mediating human values on KFC product purchase decisions]]>
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