The Influence of Macro Influencers on the Purchasing Intention of Gen Z Fernandinos in the Philippines

This study examines how macro influencers affect the Generation Z purchasing intentions in the City of San Fernando Pampanga. Macro influencers play a significant role in marketing because they can reach and influence a wide audience since they have a large social media follower. The research tackled three factors; credibility, attitude, and trust that shape the purchasing intention of a customer. A survey of 270 Generation Z respondents was conducted to understand how these factors influence their buying decisions. The findings show that Generation Z is more likely to trust and be influenced by macro influencers when the endorsements are perceived as credible and aligned with their personal values. Overall, the study concludes that macro influencers significantly influence the purchasing intentions of Generation Z. The results suggest that marketers should collaborate with credible and relatable macro influencers to effectively target Generation Z consumers. Future studies may also examine how macro influencers affect purchasing intentions in other regions of the Philippines.