CHAPTER V: CONCLUSION AND RECOMMENDATION IV. 1. Conclusion In recent years, the importance of influencers endorsements has changed due to the rise of social media as a marketing channel. Since digital influencers serve a similar function to that of influencers in online communities, marketers are increasingly placing their trust in them. The use of influencers as a kind of marketing communication has been extensively researched. Despite the rise in popularity of social media as a powerful marketing tool, there has been a dearth of scholarly research examining the veracity of influencers, particularly perfume influencers that employ these platforms. Additionally, marketing research focusing only on perfume is uncommon. Prior studies have mostly focused on generic rather than specific influences, such as the effects of perfume. This study sought to examine the effect of Perfume Influencer on Purchase Decision with respect to HMNS Perfumery products by drawing inspiration from the storytelling competency and grounding the research in the source credibility model. Quantitative research was conducted for this article by conducting an online survey with clients of HMNS Perfumery. The author's questionnaire concluded that the typical HMNS Perfumery consumer is a young professional between the ages of 17 and 25 who earns between IDR5,000,000 and above IDR8,000,000 per year. That means the information collected so far indicates that HMNS Perfumery is successfully reaching its intended demographic. For the type of review that the customers preferred is based on the fragrance notes and the second is using adjective and verbs. The third review that customers are more likely to see is how the influencer’s review is visualized by using video, photo or any graphical design. For the least type review is referring to other perfume and storytelling. Storytelling competence was thought to be the most effective way for influencers to explains about the scent, but it was not proven by the data gathered. The finding then process by using PLS-SEM as one of the 119 tools to analyzed the data and the results showing that two of the three variables of the source credibility model are positively associated with consumers' likelihood to purchase a perfume (trustworthiness and competence). Particularly important in conjuring an image of HMNS Perfumery are the reputation and talent of perfume influencers. The expertise's contribution to the brand's reputation is where those aspects have the greatest effect size. This study's findings demonstrated a correlation between how consumers feel about a brand and whether or not they choose to purchase that brand. Authors reasoned that if perfume influencers were to positively portray the HMNS brand, it would likely result in increased sales. It was hypothesized that HMNS Perfumery's storytelling proficiency would have an effect on the company's reputation, however the study's results demonstrate that this proficiency has little to no bearing on the company's reputation among perfume opinion leaders. In conclusion, a perfume influencer's knowledge and credibility among the brand's target demographic of young, urban professionals (aged 17 to 35) are vital to the company's public image. V. 2. Recommendation Some practical and scholarly recommendations should be addressed based on the findings of this investigation. The following ideas will be discussed: For HMNS Perfumery The author recommends that HMNS Perfumery begin omni-channel marketing strategies within the next year and begin prioritizing the execution of influencers for the next promotion as soon as possible. HMNS Perfumery is able to engage with a wide variety of customer personas thanks to their partnership with particular categories of influencers. According to this study, the vast majority of HMNS Perfumery's clients are young professionals, which is consistent with the demographic profile of the company's ideal customer. 120 However, the type of influencer that they favor the most is one that possesses both expertise and trustworthiness; these individuals are referred to as opinion leaders in the field of perfume.