ABM-RES3-Q2-12ABM06-GroupNo2-Final Research Paper PDF

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UNIVERSITY OF SANTO TOMAS SENIOR HIGH SCHOOL

THE IMPACT OF TIKTOK INFLUENCERS ON THE PURCHASE
INTENTION OF UST SHS GRADE 11 ABM STUDENTS
A Paper Presented to
Accountancy, Business, and Management
University of Santo Tomas - Senior High School
Espana, Manila
In Partial Fulfillment of the Requirements

for the Subject
Research 3
Submitted by
Eslabon, Ken Wesely S.
Gal-lang, Pauleen S.
Juvida, Jaira Mae C.
Morales, Dannah Lhei Y.
Noriega, Dianne Angela T.
Zinampan, Patricia Rose R.
December 2022
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DECLARATION OF ORIGINALITY
This is to declare that the content of this research paper is a product of my work
despite the assistance I have sought from other materials and persons, all of which
I have cited, in terms of content, style and presentation.
I declare that I have written with utmost faithfulness to the Thomasian Code of
Honor.
Ken Wesely S. Eslabon
Pauleen S. Gal-lang
Jaira Mae C. Juvida
Dannah Lhei Y. Morales
Dianne Angela T. Noriega
Patricia Rose R. Zinampan

November, 2022
Ms. Maricon P. Bangayan, LPT, MBA

November, 2022
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UNIVERSITY OF SANTO TOMAS
SENIOR HIGH SCHOOL
Accounting, Business and Management Strand
This is to certify that the Research Paper entitled The impact of TikTok
influencers on the purchase intention of UST SHS GRADE 11 ABM students,
submitted by Ken Wesley Eslabon, Pauleen Gal-lang, Jaira Mae Juvida, Dannah
Lhei Morales, Dianne Angela Noriega, and Patricia Rose Zinampan of 12ABM6
has passed the Originality Screening required by the Senior High School through,
__________________________ with a Similarity Threshold of _____________.
HAZEL A. MISOLA, LPT, MBA

Chair, Accountancy, Business and Management Strand
UST – Senior High School
Date: _________________________
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CERTIFICATION OF APPROVAL
FOR ORAL PRESENTATION
This research paper entitled The impact of TikTok influencers on the purchase
intention of UST SHS GRADE 11 ABM students prepared and submitted by Ken
Wesley Eslabon, Pauleen Gal-lang, Jaira Mae Juvida, Dannah Lhei Morales,
Dianne Angela Noriega, and Patricia Rose Zinampan has been accepted and
approved for Oral Examination for the fulfillment of the requirements of the
subject, Research 3.

Research Adviser

UST – Senior High School
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APPROVAL SHEET
This research entitled The impact of TikTok influencers on the purchase intention
of UST SHS GRADE 11 ABM students prepared and submitted by Ken Wesley
Eslabon, Pauleen Gal-lang, Jaira Mae Juvida, Dannah Lhei Morales, Dianne
Angela Noriega, and Patricia Rose Zinampan has been accepted and approved as
partial fulfillment of the requirements of the subject, Research 3.

Research Adviser
PANEL OF EXAMINERS
Approved by the Research Panelists on Oral Examination with a grade of

__________ on ___________________________.
Chairman Member

ASSOC. PROF. RODRIGO A. LITAO, LPT, PhD

Asst. Principal for Curriculum and Instructions
ASST. PROF. MARY ERIKA N. BOLAÑOS, LPT, PhD

Principal
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ACKNOWLEDGMENT
This research paper is the result of collaboration between the researchers and the
individuals who have influenced the study’s progress through their feedback and
viewpoints. Without the assistance and guidance of numerous people, the
accomplishment of this study wouldn’t have been feasible. The researcher would
like to thank the individuals listed below for their hard work and help in the creation
of this study. Firstly, we would like to thank our class and research advisers, namely,
Mr. Michael Erwin T. Legarse, Mr. Emmanuel Castillo, Ms. Mary Judeline Lantoria,
Ms. Rosavel Eugenio, and Ms. Maricon Bangayan for their endless guidance and
motivation they have given in the process of doing this research. Secondly, we thank
our school, the University of Santo Tomas Senior High School, for allowing us to
conduct our own research and for the various resources that were made available in
order to complete this study. Thirdly, our families, for their endless love and support
in keeping us motivated and feeling loved during the duration of the study. Fourthly,
our friends and the whole class of 12ABM06, who have been helping and providing
us with a sense of companionship throughout the process of conducting this
research. Fifthly, our respondents, who have patiently and truthfully filled out our
online survey, which assisted in the creation of this study. Finally, but not least, we
thank our Almighty Father for guiding us through this study with the gift of wisdom
and the ability to be patient through the strength of His grace.
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ABSTRACT
TikTok, a short-form, video-sharing app, saw a significant increase in popularity
during the pandemic. With its increase in popularity, business owners have
adapted influencer marketing into the application to help advertise their products.
However, there has not yet been any study done in the Philippines that analyzes
the impact of TikTok influencers on consumers. Thus, the study focused on the
impact of TikTok influencers on the purchase intention of UST SHS GRADE 11
ABM students. Under the source credibility theory, factors including source
attractiveness, expertise, and trustworthiness were tested to determine their impact
on purchase intention. In addition, the variables of reputation and persuasive
capabilities were also tested. Correspondingly, the study utilized a correlational
quantitative-survey design with a convenience sampling method to gather the
sample size of 241 UST SHS GRADE 11 ABM students using Slovin’s formula.
Through this, the researchers gathered 241 valid responses that were grouped,
tabulated, and analyzed using frequency distribution, weighted mean, and linear
regression. The study revealed that all of the categories of influencer credibility
(i.e., Attractiveness, Expertise, and Trustworthiness) have a significant impact on
purchase intention, with source attractiveness having the most impact among the
three. Moreover, Reputation and Persuasive Capabilities also have a significant
impact on purchase intention, with reputation having the most impact among the
five independent variables. Thus, the study’s findings may be applied to improve
the TikTok influencer marketing industry in the Philippines.

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Keywords: purchase intention, TikTok, influencer marketing, UST Senior
High School, Source Credibility Theory

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TABLE OF CONTENTS
Page
Title Page i
Declaration of Originality ii
Certificate of Approval for Oral Presentation iii
Approval Sheet iv
Acknowledgment v
Abstract vi
Table of Contents ix
List of Tables xi
List of Figures xiii
List of Appendices xiv
Chapter 1 Problem and Its Background 1

1.1.Background of the Study 2
1.2.Statement of the Problem 5
1.3.Objectives of the Study 6
1.4.Significance of the Study 8
1.5.Scope and Limitation 9
1.6.Definition of Terms 9
Chapter 2 Review of Related Literature 12

2.1. Background on TikTok 12
2.2. Influencer Credibility 14
2.3. Reputation and Persuasive Capabilities 17
2.4. Purchase Intention 18
2.5. Purchase Decision 19
2.6. Synthesis 21
2.7. Theoretical Framework 22
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2.8. Hypotheses 24
2.9. Conceptual Framework 26
Chapter 3 The Research Methods 30

3.1. Research Design 30
3.2. Population and Sampling 31
3.3. Respondents 32
3.4. Research Locale 32
3.5. Instrumentation 33
3.6. Data Gathering Procedure 35
3.7. Treatment of Data 36
3.8. Ethical Consideration 37
Chapter 4 Results and Discussion 40

4.1. Demographic Profile 40
4.2. Familiarity of respondents with TikTok 43
4.3. Level of TikTok influencer’s credibility 50
4.4 Reputation 61
4.5 Persuasive Capabilities 63
4.6 Purchase intention 66
4.7 Hypothesis Testing 75
Chapter 5 Summary of Findings, Conclusions and Recommendations

5.1. Summary of Findings 79
5.2. Conclusions 80
5.3. Recommendations 81
References 83
Appendices 97
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LIST OF TABLES
Table No. Title Page

1 Frequency and percentage distribution 43
of the respondents in terms of
TikTok application weekly usage
of the respondents in terms of TikTok
application hourly usage weekly
encountered TikTok influencers
encounters with TikTok influencers
of the respondents in terms of purchased
products due to TikTok influencers
6 Level of TikTok influencer’s credibility 50
in terms of source attractiveness
in terms of source expertise
in terms of source trustworthiness
9 Summary of the Level of 59
TikTok influencer’s credibility
10 Level of TikTok influencer’s reputation 61
11 Level of TikTok influencer’s persuasive 63
capabilities
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12 Level of TikTok influencer’s purchase 66
intention
13 Significant impact of independent variable 76
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LIST OF FIGURES
Figure No. Title Page

1 Conceptual Framework 26
2 Study Site Map 33
3 Respondent Profile in terms of age 40
4 Respondent Profile in terms of class section 42
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LIST OF APPENDICES
Appendix Title Page

A Curriculum Vitae of the Researchers 99
B Letter Of Permit To Conduct Study 111
C Participants’ Consent Form 113
D Letter to the Validator 116
E Research Instrument 118
F Certificate of validation 132
G Statistical Output 133
H Certificate of statistician 166
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CHAPTER 1
PROBLEM AND ITS BACKGROUND
This chapter proposed the importance of addressing the impact of
TikTok influencers on the purchase intention of UST SHS grade 11 ABM
students. The chapter included the main problem, gap, and resolution that the
researchers wanted to address. It also included the specific issues that the
researchers intend to answer at the end of the research. The researchers discussed
the particular goals of this study and how this result would be an advantage to the
businesses that want to engage their products or services with consumers. Lastly,
the researchers also discussed the benefits of this study's results to the different
groups of society and the study's limitations.
We live in a world wherein social media has become a part of our daily
lives. However, there is one specific application that saw a significant increase in
popularity during the coronavirus outbreak, and that application is TikTok.
TikTok is a short-form, video-sharing app that allows users to create and share
15-second videos on any topic (Geyser, 2022). As of the year 2022, the
Philippines has 36 million active TikTok users aged 18 and above (Kemp, 2022).
With its increase in popularity, several business owners have used the application
as a platform to advertise their products. Business owners have adapted influencer
marketing into TikTok, which has been present on other social media platforms
such as Instagram and Facebook. Influencer marketing is similar to social media
marketing. However, unlike social media marketing, influencer marketing uses

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the advantage of social capital which makes use of endorsements and product
mentions from influencers, which are individuals who have a dedicated social
following and are perceived as social media experts (Chen, 2020).
There are existing studies about influencer marketing in the Philippines.
However, there has not yet been any study made in the Philippines that discusses
the impact of TikTok influencers on consumers' purchase intention. For example,
a study made in the Philippines by Dalangin et al. (2021) examined the impact of
social media influencers on purchase intention. However, the researchers were not
able to explore the aspect of social media influencers from the TikTok application.
1.1. Background of the Study
The use of social media has skyrocketed substantially in recent years.
According to Kemp (2022), the Philippines had 76.01 million internet users as of
January 2022, with an internet penetration rate of 68% of the total population.
Kemp (2022) also stated that Kepio's analysis indicated an increase of internet
users by 2.1 million, or 2.8%, between 2021 and 2022.
In recent times, companies are becoming more aware of the value and
opportunities provided by social media in terms of communicating with
consumers faster and more efficiently (Kwiatek et al., 2021). They used a variety
of tactics and strategies to influence their target audience and achieved their
advertising objectives, with endorsers being one of the most common (Munnukka
et al., 2016). Brands worldwide are now also more aware of people’s uptake of
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social media activities and are rapidly capitalizing on their usage of social media
platforms like Facebook, Twitter, and Instagram (Weismueller et al., 2020).
In 2017, however, new applications had been on the rise, especially for
the short-video industry. One of which is the TikTok application, a music-based
short-video social media platform launched in September 2016 (Xu et al., 2019).
The TikTok application has been named an effective interaction medium for users
(Montag et al., 2021). According to OMNICORE (2022), there are a total of 3
billion TikTok downloads globally. Thus, a lot of people can see videos from the
application every day. This platform is capable of developing a narrative model
that fulfills the interest of its users. Moreover, this application has a significant
number of influencers that can affect one's perspective and behavior.
The usage of TikTok at this present time is not only a source of
entertainment but also a function of becoming an effective and efficient
promotional medium for businesses that want to establish their brand. This
platform has a significant potential for helping small businesses to advertise their
brands, especially with the help of influencers. There are several studies about the
impact of social media influencers on a consumer’s purchase intention on
different platforms such as Instagram and Youtube (Tamara et al., 2021).
However, in the Philippines, no study has been done that tackles the impact of
TikTok influencers on a consumer’s purchase intention. Thus, the lack of study on
TikTok influencer marketing in the Philippines, despite the application’s large
number of users, is an ongoing issue.

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With that, the researchers saw a gap in knowledge and decided to study
TikTok influencer marketing in the Philippines. To address this issue, the
researchers surveyed 241 active users of TikTok in 11th grade under the
Accountancy, Business, and Management (ABM) strand of the University of
Santo Tomas (UST). The study’s general aim is to be able to see how TikTok
influencers impact the purchase intention of UST SHS grade 11 ABM students.
The researchers analyzed the impact of reputation, persuasive capabilities, and
influencer credibility (i.e., Attractiveness, Expertise, Trustworthiness) on
purchase intention. Furthermore, the researchers also aimed to identify which
among the three factors of influencer credibility (i.e., Attractiveness, Expertise,
and Trustworthiness) has the most impact on the purchase intention of UST SHS
11 ABM students. The researchers assumed TikTok influencers to have a
favorable impact on the purchasing intention of UST SHS grade 11 ABM
students.
Considering that TikTok is a relatively new platform compared to other
applications such as Facebook and that there have not been many studies made in
the Philippines regarding the impact of TikTok influencers on purchase intention,
analyzing the purchase intention of the consumers of TikTok helped address this
issue. Since these factors have not yet been examined in previous studies in the
Philippines relating to influencer marketing, the researchers investigated the
impact of a TikTok influencer’s reputation and persuasive capabilities, which
were developed by Chaovalit (2014). Moreover, having analyzed how TikTok

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influencers impact the purchase intention of UST SHS grade 11 ABM students,
the researchers were optimistically sure that Filipino entrepreneurs, business
investors, and marketing managers will be able to use this study as a guide on
whether or not TikTok is an effective platform for advertising products. In
addition to that, having to determine which qualities of an influencer give the
most impact to purchase intention also helped marketing managers to determine
which TikTok influencers they should choose for advertisements.
1.2. Statement of the Problem
The study aimed to determine the impact of TikTok influencers on the
purchase intention of UST SHS 11 ABM students.
Specifically, it intended to answer the following questions:
1. How familiar are the UST SHS grade 11 ABM students with the TikTok
application in terms of:
a. How often the respondents use TikTok on a weekly basis
b. TikTok influencers
2. What is the level of the TikTok influencer’s credibility in terms of:
a. Source attractiveness
b. Source expertise
c. Source trustworthiness
3. What is the level of the TikTok influencer’s reputation as assessed
by the UST SHS grade 11 ABM students?

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4. What is the level of the TikTok influencer’s persuasive capabilities as
assessed by the UST SHS grade 11 ABM students?
5. What is the level of the UST SHS grade 11 ABM students’ purchase
intention?
6. Which category of influencer credibility has the most impact on UST SHS
grade 11 ABM students’ purchase intention?
b. Source expertise
7. Does a TikTok influencer’s reputation have a significant impact on the
UST SHS grade 11 ABM students’ purchase intention?
8. Does a TikTok influencer’s persuasive capabilities have a significant
impact on the UST SHS grade 11 ABM students’ purchase intention?
1.3 Objectives of the Study
With the study generally aimed at determining how TikTok influencers
impact the purchase intention of UST SHS grade 11 ABM students, specific
objectives were drawn:
1. To determine the familiarity of UST SHS grade 11 ABM students with the
TikTok application in terms of:
a. How often the respondents use TikTok on a weekly basis
b. TikTok influencers
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The researchers aim to determine the familiarity of the UST SHS grade 11
ABM students on the TikTok application in terms of how frequently the
respondents use TikTok and how familiar they are with TikTok
influencers.
2. To determine the level of TikTok influencer’s credibility in terms of:
b. Source expertise
The researchers aim to determine the level of each factor of TikTok
influencer’s credibility (i.e., Source attractiveness, Source expertise, Source
trustworthiness).
3. To determine the level of the TikTok influencer’s reputation as assessed by
the UST SHS grade 11 ABM students
The researchers aim to determine the level of the TikTok influencer’s
reputation.
4. To determine the level of the Tiktok influencer’s persuasive capabilities as
assessed by the UST SHS grade 11 ABM students
The researchers aim to determine the level of the TikTok influencer’s
persuasive capabilities.
5. To determine the level of the UST SHS grade 11 ABM students’ purchase
intention
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The researchers aim to determine the UST SHS 11 ABM students’ level of
purchase intention.
6. To determine which among the three categories of influencer credibility
has the most impact on the UST SHS grade 11 ABM students’ purchase intention
The researchers aim to determine which among the three categories of
influencer credibility (i.e., source attractiveness, source expertise, source
trustworthiness) has the most impact on the UST SHS grade 11 ABM students’
purchase intention.
7. To determine the impact of a TikTok influencer’s reputation on the
purchase intention of UST SHS grade 11 ABM students
The researchers aim to determine whether or not reputation has
a significant impact on the UST SHS grade 11 ABM students’ purchase intention.
8. To determine the impact of a TikTok influencer’s persuasive capabilities
on the purchase intention of UST SHS grade 11 ABM students
The researchers aim to determine whether or not persuasive capabilities
has a significant impact on the UST SHS grade 11 ABM students’ purchase
intention.
1.4. Significance of the Study
The results of the study have merited the following:
Entrepreneurs. The results of this study served as a guide, especially for small
businesses, to determine whether to use the TikTok influencer marketing strategy

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as an advertising platform to promote and engage more of their products or
services to consumers.
Business Investors. This study served as an eye-opener for them to invest in a
company that uses TikTok influencer marketing.
Marketing Managers. This study guided marketing managers to maximize the
use of TikTok influencer marketing in line with the consumer purchase intention.
Moreover, this study served as a guide in determining which qualities they should
look for in a TikTok influencer when deciding who they want to endorse their
products.
Social Media Influencers. The result of this study provided the influencers a lead
on what factors they should possess and focus on to maximize their full potential
in impacting consumer purchasing intention.
Future Researchers. The result of this study served as a basis for further research
on the impact of TikTok influencers on purchase intention.
1.5. Scope and Limitation
The study focused on how a TikTok influencer's source credibility (i.e.,
source attractiveness, source expertise, and source trustworthiness), reputation,
and persuasive capabilities impact the purchase intention of UST SHS grade 11
ABM students. The researchers only gathered data from 241 active users of
TikTok in 11th grade, studying at UST under the ABM strand. Moreover, these
respondents must be within the age group of Generation Z, those born from 1997
to 2012 (Brunjes, 2022). As a basis, researchers planned on conducting

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quantitative research, particularly correlational research. Other than TikTok, this
study did not cover any other platforms. The study used a survey questionnaire.
With this strategy, the researchers were able to determine the impact of a TikTok
influencer on the purchase intention of UST SHS grade 11 ABM students.
1.6. Definition of Terms
The following terms are defined operationally and conceptually to properly guide
the readers of this study:
Purchase Intention - a kind of decision-making that studies the reasons for
buying a particular brand by a consumer. It is also defined as a situation where a
consumer tends to buy a certain product in certain conditions.
Influencer - people who have the capacity to influence others' purchasing
decisions due to their real or perceived expertise, understanding, position, or
connection. Influencers also play a unique role in the virtual community: they
disseminate information through various social media platforms, such as blogs
and social networks; share stories and photos; associate their experiences; convey
a variety of perspectives on diverse subjects, services, and products; and they are
an illustration of the particularly crucial phenomenon of influencing.
Credibility - the quality of being trusted and believed in.
Reputation - the opinions or beliefs that are generally held by someone.
Persuasion skills - the ability to make intentional and successful efforts in
influencing an individual either through verbal or written communication.

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Influencer marketing – a marketing strategy that takes advantage of online
influencers, who can influence consumers’ attitudes and decision-making
processes in favor of brands or concepts, an illustration of the particularly crucial
phenomenon of influencing.
Marketing - the action or business of promoting and selling products or services,
including market research and advertising.
Marketing Digitalization - the promotion of brands to connect with potential
customers using the internet and other forms of digital.
Promotional Tools - tactics or activities you plan and execute to persuade
consumers to buy your products or services.
TikTok - a social media app focusing on short video sharing. Users can take
advantage of an assortment of templates, filters, and visual effects, as well as a
built-in music library, to create short videos.

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CHAPTER 2
REVIEW OF RELATED LITERATURE
This literature review chapter focused on TikTok influencers and their
potential impact on a consumer's purchase intention. An overview of the literature is
provided in this chapter investigating the relationship between purchase intention
and TikTok influencers and its factors. The following main points make up the
literature review: Background on TikTok, Influencer Credibility, Reputation, and
Persuasive Capabilities, Purchase Intention, and Purchase Decision. Several research
studies had been made on the factors that affect purchase intention. Thus, this study
focused solely on the impact of social media influencers, specifically TikTok
influencers, on purchase intention. The researchers did not thoroughly examine these
unless some points were necessary.
2.1. Background on TikTok
In September 2016, Zhang Yiming created Musical.ly, which was
later renamed Tiktok when Beijing Bytedance Technology purchased it in
November 2017 (Montag et al., 2021). This emerging social media application is
an online video platform that allows users to produce and share clips, usually 15
to 60 seconds long (Li et al., 2021). Xu et al. (2019) mentioned that users could
choose which background music, special effects, and motion editing to apply and
use. In addition, they also noted that TikTok had established a distinct music
community, with music serving as the central focus for content categorization.
The overall design of this application intends to have a simple interface for its
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users, specifically by just sliding the current clip upwards to proceed to the next
clip (Xu, 2019). The application’s innovation and new interface design approach
have transformed how users communicate with one another and consume digital
content (Lu, 2021).
Yang et al. (2021) found out that TikTok is one of the most popular social
media networks that blurs the line between content and business. The researchers
also emphasized that most Tiktok influencers simultaneously entertain while
advertising products. Lu (2021) noted that Tiktok influencers use relevant
hashtags for grassroots video creators to be seen by more people. They also
emphasized its unique structure, wherein the system is less dependent on the
user's following list, exposing them to new content. According to Li et al. (2021),
since its launch, TikTok has grown in popularity throughout the world, with a
particular target audience of teenagers and young adults. They noted that around
27% of TikTok users are between the ages of 13 and 17, 42% are between the
ages of 18 and 24, and the remaining 31% of TikTok users are between the ages
of 25 and 35.
2.1.1. TikTok Influencer Marketing
Influencer marketing has been present in social media since 2006, but it
has drastically changed over the years as social media progresses. Social media
like Facebook and Twitter were the first to enter the world of influencer
marketing, while Instagram had just started in 2010 (Jarrar et al., 2020). However,
compared to the other social media platforms, Tiktok is a relatively new

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application that has also adopted influencer marketing. It is no doubt that Tiktok
had also adopted influencer marketing, as studies show that the concept of
influencer marketing is now a new and increasingly important trend in terms of
online marketing activities (Wielki, 2020). Moreover, several studies suggest that
consumers are greatly affected by the influencer’s suggestions or
recommendations (Haenlein, 2020; Kasmi et al., 2021). They found that
influencers play a role in the consumer’s purchasing decisions.
Consequently, Shareef et al. (2019) found out that influencer marketing
can reach a huge amount of potential customers within a short period of time.
Shareef et al. (2019) also showed how influencer marketing had impacted
consumers' purchasing intention on a certain platform. They also suggested that
consumers prefer funny but transparent and authentic content.
2.2. Influencer Credibility
The conception of credibility has been of interest to academicians
and researchers, particularly in e-commerce and advertising (Zha et al., 2015).
Several studies noted that the credibility of the endorser or source of the message
is a crucial component in forming a persuasive effect and resulting in favorable
feedback, as it impacts the advertisement’s effectiveness in the decision-making
process (Kwiatek et al., 2021; Lou & Yuan, 2019; Munnukka et al., 2016; Wang
& Scheinbaum, 2018; Weismueller et al., 2020; Zha et al., 2015). Zha et al. (2015)
defined credibility as the consumers' degree of belief in whether product-related
claims and materials are realistic and authentic. Similarly, Kwiatek et al. (2021)
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and Sertoglu et al. (2014) defined credibility as a perceiver's evaluation of a
communicator's believability. The researchers also argued that credibility is one of
the factors used to filter implausible information and ensure the validity of the
content supplied, whether it is truthful, unbiased, or factual. Furthermore, they
also emphasized that credible information is the main determinant in a consumer’s
decision-making process.
Earlier researchers used source credibility to assess a source's impact on
the persuasive message's efficacy (Kwiatek et al., 2021; Lou & Yuan, 2019;
Munnukka et al., 2016; Wang & Scheinbaum, 2018; Weismueller et al., 2020; Zha
et al., 2015). The majority of prior research has agreed on how reliable
information influences consumer attitudes and behavior yet disagrees on the
emphasized components of source credibility. Zha et al. (2015) mentioned two
components of source credibility: expertise and trustworthiness. However, Wang
and Scheinbaum (2018) and Weismueller et al. (2020), mentioned three
components of source credibility: expertise, trustworthiness, and attractiveness. In
comparison, Kwiatek et al. (2021), Lou and Yuan (2019), and Munnukka et al.
(2016) identified four components of source credibility: expertise,
trustworthiness, attractiveness, and similarity. While there has been much research
on source credibility, few researchers have considered influencer credibility on
social media platforms, especially TikTok.
2.2.1. Source Attractiveness

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Source attractiveness is a source's physical appeal or likeability (Lou &
Yuan, 2019). It is also the degree to which an endorser is viewed as sophisticated,
sensual, and gorgeous (Weismueller et al., 2020). Kwiatek et al. (2021) noted that
endorsers who are perceived as attractive are more likely to have purchasing
intent. Similarly, Weismueller et al. (2020) argued that attractiveness significantly
influences consumer purchasing behavior. In contrast, Munnukka et al. (2016) and
Wang and Scheinbaum (2018) argued that attractiveness may have little or no
impact on a message's credibility or consumer behavior.
2.2.2. Source Expertise
Source expertise is the competency or qualification of a source, including
the source's knowledge or abilities, to make particular statements about a certain
subject or issue (Lou & Yuan, 2019). Expertise also refers to a source's perceived
competence to make a claim, such as an endorser's present understanding,
qualified experience, or explored capabilities (Munnukka et al., 2016). Wang and
Scheinbaum (2018) argued that expertise has a beneficial effect on purchase
intention. On the other hand, Munnukka et al. (2016) suggested that expertise had
the weakest impact on purchase intention.
2.2.3. Source Trustworthiness
Source trustworthiness is the consumers' degree of insight into a source
regarding its reliability, dependability, or authenticity to have the necessary
knowledge, experience, or ability to promote the product (Kwiatek et al., 2021;
Lou & Yuan, 2019). Zha et al. (2015) noted that the concept of trustworthiness is
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based on determining whether the communicator's objective is to speak the truth
about a topic or express a biased opinion for egocentric purposes. Kwiatek et al.
(2021) argued that perceived trustworthiness is one characteristic that makes
endorsers, particularly effective brand marketers. Wang and Scheinbaum (2018)
also suggested that source trustworthiness is highly focused on by consumers and
thus has the greatest effect on consumer behavior.
2.3. Reputation and Persuasive Capabilities
Chaovalit (2014) developed several factors about purchase intention, and
two of them are reputation and persuasive capabilities. Both variables are
distinctly relevant in the context of social media influencers. They both had an
impact on purchase intention (Chaovalit, 2014).
2.3.1 Reputation
Often, reputation precedes trust or behavioral intention (Chaovalit, 2014).
The better an influencer's reputation, the more cultural and social influences the
influencer has on their followers. (Agnihotri et al., 2018). From an endorsement
standpoint, reputation has more importance over popularity (Agnihotri &
Bhattacharya, 2016). Kim, Ko, & Kim (2015) believe that reputation is an
ongoing assessment based on actions performed over an extended period.
Influencers need to be careful in choosing which brands they choose to work with
because the products they endorse could potentially make or break their status or
reputation in general (Bergkvist & Zhou, 2016). Several studies have proven that
18
reputation is an antecedent of purchase intention (Chaovalit, 2014; Hsu et al.,
2013).
2.3.2 Persuasive capabilities
An influencer's persuasive capabilities are a variable of an influencer that
will be helpful in convincing consumers to purchase the products (Chaovalit,
2014). According to Miles (2015), the phrase "persuasive" aims to influence
someone's behavior or attitude and shift their viewpoint. Moreover, according to
Fang and Jiang (2015), persuasion is effective when the endorser modifies the
stance and, as a result, the target customers' purchasing behavior. Chaovalit
(2014) proved that the persuasive capabilities of an influencer are also positively
related to Purchase Intention (Chaovalit, 2014).
2.4. Purchase Intention
The rise of the Internet has altered typical business methods, consumer
relations, and how businesses and customers connect and transact. Marjerison et
al. (2020) defined purchase intention as a motive to acquire particular items or
services in the future. Isyanto et al. (2020) also noted that purchase interest is a
phrase that relates to a consumer's desire to purchase a specific product as well as
the number of units required at a given time. Similarly, Lim et al. (2017) defined
purchase intention as a commonly used marketing instrument that may be used to
anticipate sales and market share by estimating the efficiency of a marketing plan.
They have discovered a significant connection between source appeal, customer
attitude, and purchase intention. In addition, previous studies have emphasized

19
that a customer's perception of a brand's legitimacy affects their willingness to
purchase recommended items (Le et al., 2021; Saima & Khan, 2020; Santiago et
al., 2020). It was also mentioned that influencers strongly correlate with
purchasing intention (Leparoux et al., 2019).
2.4.1. Credibility and Purchase Intention
Nguyen (2021) referred to credibility as an endorser's honesty, integrity,
and trustworthiness. According to Li et al. (2021), customers who trust the shop
have a higher purchase intention due to perceived host interactions. Previous
studies have shown that credibility is mediating in the relationship between source
models and consumers' purchasing intentions (Le et al., 2021; Marjerison et al.,
2020; Saima & Khan, 2020). Huang and Copeland (2020) stressed that credibility
is crucial in influencing purchase behavior, especially for influencers. A higher
degree of trust in the influencer leads to a more favorable attitude and increased
purchasing intention (Santiago et al., 2020). It was also mentioned that influencers
strongly correlate with purchase intention (Leparoux et al., 2019). Li et al. (2021)
proposed that purchasing intention involves subjective judgment of future
behavior. In addition, Trivedi & Sama (2020) also asserted that brand trust has a
favorable impact on brand equity and purchasing intention, resulting in a
competitive advantage for a company.
2.5. Purchase Decision
Due to changing lifestyles and consumer preferences, marketers are
experimenting with new means to reach out to their target clients. Social
20
networking sites offer new channels for communicating with clients and
influencing their purchasing decisions.
According to Basil et al. (2013), consumer purchase decision refers to
the stages customers go through before reaching a final purchase decision. A
marketer's job is to focus on the entire purchasing process rather than just one
choice because consumers go through several stages before making a decision.
Understanding buyer behavior is challenging since various factors might impact
consumer behavior before making a purchase decision. Individual consumers'
purchase decisions and how they use their current resources, including time,
money, and effort, to obtain a product or service are studied in consumer behavior
(Shamsher, 2015).
2.5.1. Social Media Marketing and Purchase Decision
Social media is a vital marketing communication tool for reaching out to
customers and connecting with them at minimal cost and at various times of the
day. Several businesses' primary goals and interests involve effective social media
marketing management and implementation (Hanaysha, 2016). Due to the
efficacy of social media, marketers, and consumers now have instant contact and
communication methods, allowing them to improve customer service, boost brand
awareness, and develop strong customer–brand relationships. By utilizing social
media platforms, consumers will be able to voice their opinions to a larger
number of people and acquire the information they want quickly and at a
reasonable cost (Severi et al., 2014).

21
Effective social media marketing techniques may assist businesses in
developing beneficial relationships with their customers by increasing customer
satisfaction and commitment and generating favorable recommendations
(Hanaysha, 2016). Due to the continuous expansion and wide-ranging usage of
numerous social media platforms, many companies see this communication
medium as having tremendous promise. They have also started looking for the
most efficient ways to use social media to stabilize their businesses, strengthen
relationships with customers, sell their products and services, and establish
credible public images for their brand.
2.5.2. Social Media Influencers and Purchase Decision
Sudha and Sheena (2017) discovered a strong effect of Social Media
Influencers (SMIs) on consumer purchasing decisions. As a result, businesses
place a greater emphasis on promoting and advertising their products/services
using SMIs. In addition, Cooley and Parks-Yancy (2019) discovered empirical
evidence that SMI impacts customer buying decisions in the fashion sector. SMI,
according to experts, is a third party that considerably influences customer
purchasing decisions. Guruge (2018) discovered SMI qualities that impact buying
decisions, which is consistent with earlier research.
2.6. Synthesis
TikTok is a short-form, video sharing application. It is almost similar to
Youtube except the videos are shorter and you can view the content from the
application by simply swiping. Furthermore, TikTok is a relatively new

22
application that saw a significant increase in users when the pandemic hit as
people are now more into short-video content. With its increase in popularity,
business owners have also started to use TikTok influencers to advertise their
products, and this is what we call influencer marketing, which has been present in
other platforms such as Instagram and Youtube. However, the researchers
observed that there has not been any study done in the Philippines that
investigates how the TikTok influencers impacts the consumers, specifically their
purchase intention, which is the probability that a consumer will buy a product.
And so, us researchers saw a gap in knowledge and have decided to study the
impact of TikTok influencers on the purchase intention of the consumers.
2.7. Theoretical Framework
Aristotle first introduced the concept of source credibility in his book
"The Rhetoric" (Umeogu, 2012). The source credibility model, proposed by Carl
I. Hovland, Irving L. Janis, and Harold H. Kelley, suggests that consumers are
more likely to be influenced when the source portrays itself as credible (Umeogu,
B., 2012). Several researchers cited that the source credibility model is the
efficacy of the message delivered by an endorser, determined by the consumers'
perception of the brand endorser's expertise, trustworthiness, and attractiveness
(Lou & Yuan, 2019; Munnukka et al., 2016; Wang & Scheinbaum, 2018). In an
online environment, it is also regarded as an approach for creating trust resulting
from a user's initial perceptions of a website (Lowry et al., 2014).

23
In the current study, the authors examined three components of source
credibility: source expertise, source trustworthiness, and source attractiveness. As
defined earlier, the source-credibility theory perceived that the efficacy of a
message communicated by an endorser or an influencer is determined by
consumers' perceptions of the brand endorser's expertise, trustworthiness, and
attractiveness. Thus, this indicates that consumer perceptions may lead to
purchase intention if these three factors are present. Similarly, in social media, it
is unbelievable how rapidly stories travel on social media and how efficient it has
been in supporting other communications, such as political campaigns and
commercial activities (Doerr et al., 2012). According to Munnukka et al. (2016),
the source credibility theory is often widely utilized in studies on celebrity
endorsers. As our study focuses on the TikTok platform, celebrity endorsers or
TikTok influencers function in the advertising industry, primarily to generate
interest in younger markets and broaden business social media exposure.
Marketers are constantly looking forward to predicting market trends, whether for
the brand or the consumers (Newman, 2015). Consumers are seen to be the ones
who will have the most effect in the marketing and advertising business right now
since they can provide a strong prediction of the trends that will transform the
way brands interact and the way creative enterprises will function in the next few
years (Beer, 2015). Thus, influencers are those who have the ability to influence
consumers' purchasing intention to their actual or perceived expertise,
trustworthiness, and attractiveness.

24
The source credibility theory is connected to our research as it discussed
the factors of influencers that may affect the purchase intention of a consumer.
The “source” for this research will be the TikTok influencers. Moreover, this
theory also helped the researchers perceive the relationship between the
influencer's expertise, attractiveness, and trustworthiness to the consumer's
purchase intention which are the necessary variables in our study. The source
credibility theory may also help companies understand the qualities they should
look for when selecting a TikTok influencer to promote their business.
Considering how source credibility theory works, this allowed the researchers
have a greater comprehension of the crucial role that plays in shaping what we
know and do. As a result, this theory is the best to use in our research.
2.8. Hypotheses
The following hypotheses are put forth for consideration
Ho1: Source attractiveness does not have a significant positive impact on
Purchase Intention.
Ha1: Source attractiveness has a significant positive impact on Purchase
Intention.
Ho2: Source expertise does not have a significant positive impact on Purchase
Intention.
Ha2: Source expertise has a significant positive impact on Purchase Intention.
Ho3: Source trustworthiness does not have a significant positive impact on
Purchase Intention.
25
Ha3: Source trustworthiness has a significant positive impact on Purchase
Intention.
Ho4: Source attractiveness has the least impact on the consumer purchasing
intention.
Ha4: Source attractiveness has the most impact on the consumer purchasing
intention.
Ho5: Source expertise has the least impact on the consumer purchasing intention.
Ha5: Source expertise has the most impact on the consumer purchasing intention.
Ho6: Source trustworthiness has the least impact on the consumer purchasing
intention.
Ha6: Source trustworthiness has the most impact on the consumer purchasing
intention.
Ho7: Reputation does not have a significant positive impact on Purchase
Intention.
Ha7: Reputation has a significant positive impact on Purchase Intention.
Ho8: Persuasive Capabilities do not have a significant positive impact on
Purchase Intention.
Ha8: Persuasive Capabilities have a significant positive impact on Purchase
Intention.
2.9. Conceptual Framework
Figure 1
Conceptual Framework
26
Figure 1 presents the conceptual framework of the study. This illustrates
the dependent and independent variables of the study, as well as the process of
how the researchers intend to achieve the research goal or objectives of the study,
which is the final output.
The study’s independent variables are the TikTok influencer’s credibility
(i.e., Source attractiveness, Source expertise, & Source Trustworthiness),
reputation, and persuasive capabilities. TikTok influencers as an independent
variable pertain to the people who share experiences with brands daily using the
TikTok platform; brands sponsor online influencers to advertise products to their
audience. TikTok influencers serve as a digital medium by involving famous
people in an online environment to offer their thoughts about sponsored brands to

27
their audience, which an influencers' influence on customers is growing. In this
sense, influencers are useful for increasing brand knowledge range and awareness.
Moreover, influencer credibility, reputation, and persuasive capabilities are
the factors of TikTok influencers that the researchers considered for the study.
Reputation refers to the general belief or opinion that the public has over a TikTok
influencer. It is also said to be a measure of an influencer’s influence, and it
determines their social standing in society. On the other hand, persuasive
capabilities refer to the ability of a TikTok influencer to influence someone’s
thoughts and opinions through their TikTok videos. It is also the ability of an
influencer to persuade someone into purchasing a particular product. Lastly,
influencer credibility refers to the degree to which the consumers trust and believe
what the TikTok influencer is saying in his or her videos about a certain service or
product. Furthermore, the researchers included three factors of influencer
credibility in this study: source attractiveness, source expertise, and source
trustworthiness. Source attractiveness can be defined as the physical attraction of
a social media influencer. On the other hand, source expertise refers to when a
source, specifically the TikTok influencer, is seen as knowledgeable about the
topic or the product they are talking about. Lastly, source trustworthiness refers to
when the source or the TikTok influencer is seen as honest.

28
The study's dependent variable is the purchase intention of UST SHS
grade 11 ABM students. Purchase intention, also known as purchasing intent,
refers to the probability that a consumer will purchase a certain product.
Furthermore, this study used a correlational method to determine the
impact of TikTok influencers on the purchase intention of UST SHS grade 11
ABM students. This method is a type of nonexperimental research that enables it
to predict and explain how different factors relate to one another. The researchers
used surveys as a way to gather data from the respondents. This designed survey
aimed to provide uniform questions and possible answers that generate
comparable and meaningful responses from the respondent’s interpretation as
intended. The researcher designed a survey questionnaire forming different
categories of close-ended questions like the Likert scale and gather the responses
using an online tool in order to summarize the findings. Thus, the researchers
have disseminated a survey to the respondents that will contain questions that will
tackle the different variables and factors stated in the input. The survey will take
place through online platforms such as Messenger and E-mail. The researchers
analyzed the data, information, and user requirements with the help of a
statistician. The collated responses and data were grouped, tabulated, and
analyzed using frequency distribution, weighted mean, and linear regression.
The final output of the study tended to determine the impact of TikTok
influencers on the purchase intention of UST SHS grade 11 ABM students.

29
Specifically, the researchers aimed to determine the impact of reputation,
persuasive capabilities, and influencer credibility on the purchase intention of
UST SHS grade 11 ABM students. Apart from that, the researchers also aimed to
determine which among the 3 factors of influencer credibility (i.e., source
attractiveness, source expertise, source trustworthiness) has the most impact on
the purchase intention of UST SHS 11 ABM students. Thorough systematic
procedure in this study is highly encouraged in leading to the objective and
accurate results.
Overall, the study’s dependent variable is the purchase intention of UST
SHS 11 grade ABM students, while the independent variables are reputation,
persuasive capabilities, and source credibility. The data gathered through online
questionnaires were all grouped, tabulated, and analyzed through frequency
distribution, weighted mean, and linear regression. By the end of this research, the
researchers aimed to determine the impact of TikTok influencers on the purchase
intention of UST SHS grade 11 ABM students.

30
CHAPTER 3
THE RESEARCH METHODS
This chapter provided an outline for the study's research methodology
used to determine the impact of TikTok influencers on the purchasing intention of
UST SHS grade 11 ABM students. Information about the research design and the
reason behind using the study's quantitative approach are contained in this
chapter. This chapter also addressed the study's selected population and sample
size, sampling method, research locale, respondents and study eligibility
requirements, and how the researchers sampled the respondents. Moreover, the
instrumentation that the researchers used to gather data was further explained, as
well as the methods the researchers have followed to conduct the study. Lastly,
this chapter also discussed the treatment used to examine the gathered data and
the ethical considerations taken into account to conduct this study successfully.
3.1. Research Design
This study used correlational research methods, particularly closed-ended
questions, to determine the impact of TikTok influencers on the purchase intention
of UST SHS grade 11 ABM students. Correlational research design was used to
determine the impact of source credibility, reputation, and persuasive capabilities
on purchase intention. The respondents of a correlational survey method are asked
a series of close-ended questions to determine the impact between the dependent
and independent variables.

31
This research determined how TikTok influencers impact UST SHS
grade 11 ABM students’ purchase intention. Specifically, the study is designed to
determine which among the factors of influencer credibility (i.e., source expertise,
source trustworthiness, and source attractiveness) has the most impact on
purchase intention and the impact of reputation and persuasive capabilities on the
purchase intention of UST SHS grade 11 ABM students.
3.2. Population and Sampling
Due to the limitations and restrictions set by the current pandemic, the
population of the study solely focused on UST Senior High School (SHS),
specifically grade 11 students (S.Y. 2022 - 2023) from the Accountancy, Business,
and Management (ABM) strand. To determine the study's sample size, the
researchers used Slovin's formula with a 5% desired margin of error. Since the
population size of grade 11 ABM students for the school year 2022-2023 is 602,
then the following solution to find the needed sample size is as follows:
𝑁
𝑛= 2
1+𝑁𝑒
602
𝑛= 2
1+602(0.05)
602
𝑛 = 1+1.505
602
𝑛= 2.505
𝑛 = 240. 319361277
Thus, with a population size of 602 grade 11 ABM students, this study
has a sample size of 241 Grade 11 ABM students.

32
Consequently, as a quantitative study, the researchers decided to use
convenience sampling, wherein the randomization principle has been utilized
(Canada, 2021). This means that not only every individual in the population has
an equal chance of being a part of the sample, but it will also reduce the
possibility of bias (Canada, 2021).
3.3. Respondents
The researchers gathered the respondents from grade 11 students of UST
(S.Y. 2022 - 2023) taking up the ABM strand. They were the chosen respondents
because they are within the age group of Generation Z. According to Haenlein
(2020), 40% of TikTok users are Generation Z, referring to users born after 1996
(Doyle, 2022). Moreover, Generation Z is known to favor social media platforms
that contain less messaging and are more visually oriented, and Tiktok is a
visually oriented platform (Casey, 2021).
3.4. Research Locale
The study was conducted at the UST, specifically, the Blessed Pier
Giorgio Frassati Building, located between Cayco and Extremadura St, España
Blvd Sampaloc Manila. Considering the time constraints and limitations set by the
pandemic, the researchers chose this study location because the researchers are
also from the same university, making the respondents accessible to them.
33
Figure 2
Study Site Map
University of Santo Tomas. (2019, August 7). As we welcome our new batch of
Senior High School students into the new Blessed Pier Giorgio Frassati Building,
[Image attached] [Status update]. Facebook.
https://www.facebook.com/UST1611official/posts/pfbid0uZvsZjyyuq3TE6Zq4qe
oP2b9rXxHYY53QtqQQt2L2vvHaYnvvB2mVJbYpi4kpbJml
3.5. Instrumentation
The researchers collected the data via online survey questionnaires
disseminated via Google Forms. The questionnaire has been subdivided into eight
sections to be able to obtain the appropriate information needed. All sections
contained closed-ended questions.
Section I of the questionnaire was dedicated to inquiring about the
demographic profile of the respondents. Section I has gathered the respondents’

34
age, UST email, grade level, and section. This section also contained the
qualifying question to be able to answer the questionnaire.
Section II aimed to determine the respondents’ familiarity with the
TikTok application. Specifically, this section showed how often the respondents
open TikTok on a weekly basis, and how much time they spend on the
application. Moreover, the respondents’ familiarity with TikTok influencers was
also determined in this section.
Section III - V was the assessment of the following factors of influencer
credibility, which include source attractiveness, source expertise, and source
trustworthiness. Each section determined the level of influencer credibility.
Section III determined the level of credibility in terms of source attractiveness,
Section IV determined the level of credibility in terms of source expertise, and
Section V determined the level of credibility in terms of source trustworthiness.
This has been evaluated through a five-point Likert scale with five (5)
closed-ended questions on each factor. The following was the scale that has been
utilized in section III - VIII: (1) Strongly disagree – (2) Disagree – (3) Agree – (4)
Strongly agree (Bounthavong, 2019).
Section VI of the research tool aimed to determine the level of TikTok
influencers’ reputation as assessed by UST SHS grade 11 ABM students. This
section contained five (5) closed-ended questions and has utilized the Likert scale.
Section VII of the research tool aimed to determine the level of TikTok
influencers’ persuasive capabilities as assessed by UST SHS grade 11 ABM

35
students. Similar to section VI, this section contained five (5) closed-ended
questions and utilized the Likert scale.
Section VIII of the research tool aimed to determine the level of purchase
intention of UST SHS grade 11 ABM students. This section contained twenty (20)
closed-ended questions which were answered using the Likert scale.
3.6. Data Gathering Procedure
The researchers had allotted vigorous time to develop the online
questionnaires, which was first sent to the researcher’s Research adviser for
approval. Once the Research adviser has given the approval, with convenience
sampling, the researchers will now get the sample until they have reached the
sample size. After that, the researchers then contacted each class president of each
section to disseminate the survey to their respective group chats. The
questionnaire would most likely take about ten (10) minutes and will not exceed
twenty (20) minutes to finish answering the survey.
Once all the respondents have answered the survey and the sample size
has been reached, the researchers proceeded to tally and compute the data for
interpretation according to the frequency of the items answered by the
participants. In order to identify which are the appropriate statistical techniques
for interpreting the results, the researchers used the help of a statistician to help in
producing accurate results. Apart from the primary data, the researchers also used
secondary sources like published journals and articles to support the results of the
online survey.
36
3.7. Treatment of Data
Statistical Treatment of Data
After collecting the data needed, the following statistical procedures were
used to interpret the data gathered from the respondents of the study.
1. Percentage (P) was used to compare the frequency of responses (f) to
the total number of respondents (N).
The formula is,
Percentage
(P) % = F/N x 100
Where: F = frequency of responses
N = total number of respondents
P = Percentage
2. Weighted Mean (X) was used to determine the quantitative average of
the responses to the items in the questionnaire. The responses were given
weights based on the Likert-scale provided.
The formula is,

37
Where: X = weighted mean
fx = the products of the frequency and their unit weights
Σfx = the sum of the products of the frequency and their unit weights
N = total number of respondents
Legend of the Verbal Interpretation of the Weighted Mean:
1.00 to 1.74 Strongly Disagree
1.75 to 2.49 Disagree
2.50 to 3.24 Agree

38
3.25 to 4.00 Strongly Agree
3. Linear Regression was used to determine the impact of the
independent variables on the dependent variable.
The formula is,
Where: Yi = dependent variable
f = function
Xi = independent variable
B = unknown parameters
ei = error terms
3.8. Ethical Considerations
The researchers of this study value research ethics and thus considered
some ethical considerations to avoid any ethical issues that may arise while
conducting the research. Firstly, before answering the survey, a consent form was
presented. This informed consent form includes the title and purpose of the study,
nature of data gathering, any risks and inconveniences, any benefits for the
participants, any compensation, and possible provisions for injury or related
illness. The researchers also emphasized the voluntariness of participation, any
conflict of interest, confidentiality, and disclosure of publication rights.

39
Furthermore, the researchers’ contact information will also be disclosed for all
other matters regarding the study and/or the survey questionnaire. In order to
proceed, the respondents must then tick the corresponding boxes for the consent
to participate.
Secondly, voluntary participation is emphasized and reiterated before and
after the survey questionnaire. Respondents were reminded that the study is
completely voluntary, and they have the right to withdraw from answering at any
point in the event of discomfort, which was indicated in the consent form as well.
Thirdly, it is essential to note that the nature of data gathering was
limited to an online survey questionnaire. This allows each respondent to
complete the survey in the privacy of their own home and at their own pace.
Furthermore, all survey questions are objective and asked solely for the study’s
aim. Thus, there is no possibility of any harm or injury that may occur during a
respondent’s participation.
Fourthly, confidentiality was emphasized in the consent form and was
ensured in numerous ways. This includes the researchers safeguarding the
respondent’s responses by not sharing any files or links irresponsibly, instilling
that any data gathered is strictly for research purposes only, and ensuring that the
study abides by the Data provisions Privacy Act of the Philippines. Furthermore,
the researchers will report and discuss the data collectively rather than
individual-level data to further ensure confidentiality.

40
Lastly, to ensure anonymity, the respondents' only personal information
required to be answered is their UST email address and section. They were also
given the option of disclosing their name or nickname. However, other personal
information unrelated to the study, such as the respondent's address or contact
number, will not be asked. Although the respondent's UST email address may be
used as a personal identifier, this is not going to be a concern since such personal
information will not be shared with the public. Hence, in connection with
confidentiality, only the researchers may access the respondent's personal
information or communication.
41
CHAPTER 4
RESULTS, ANALYSIS, AND INTERPRETATION OF DATA
In this portion of the paper, the researchers presented the acquired data
derived from the responses of the survey questionnaire, its analysis, interpretation,
and supporting review of related literature. Out of 257 respondents, exactly 241
students were considered and analyzed since the remaining 16 students did not
meet the required demographic profile. Consequently, figures and tables presented
in this chapter were aided by the researcher’s statistician wherein frequency
distribution, weighted mean, and linear regression analysis for hypothesis testing
were used as stated in chapter three, the study’s methodology. Hence, the findings
are also discussed in light of prior research findings, in order to highlight
similarities and differences between this study with previous research and
literature.
4.1 Demographic Profile
4.1.1 Age of the respondents
Figure 3
Respondent Profile in terms of age

42

Figure 3 represents the respondents' profile in terms of age. It
presents the age demographic profile of UST SHS grade 11 ABM students, with
100% or all of the respondents aged between the ages of 15 and 19 years old. As
presented in the data, these percentages denote the number of respondents who
have already purchased a product as a result of a TikTok influencer's video,
review, or recommendation. Despite the fact that all respondents have seen
TikTok influencers recommending or reviewing products, the majority have not
been inspired to purchase a product. Additionally, these percentages also indicate
the number of respondents by age among UST SHS grade 11 ABM students. It is
noteworthy that all of the respondents are members of Generation Z since all of
the respondents are Grade 11 students within the age bracket of 15 - 19 years old.
The result is likely the same as Artemova (2018) had stated that
Tiktok appeals to young people with its completely captivating content. The same
repercussions are felt by Generation Z whenever connected online. As a result,

43
through technology and globalization, Generation Z is connected not just by
music and celebrities but also by various trends, internet influencers, fashion,
food, locations, language, terms, and expressions. Hence, being the most global
generation, the Generation Z network online is broader numerically,
geographically, and accessible all the time.
4.1.2. Respondent’s Class Section
Figure 4
Respondents profile in terms of class section
Figure 4 represents the frequency distribution of the respondents from
UST SHS grade 11 ABM students. The figure illustrates the number of
respondents who answered in each section of the 11 ABM Strand. In addition, the
researchers were able to collect responses from all 17 sections. It is also worth
noting that, of the 241, the majority of respondents are from the section ABM-04,
with a frequency of 38 (15.77%). In comparison, the section of 11 ABM-09 had
the fewest respondents, with a frequency of 6 (2.49%).

44
These percentages interpret the respondents’ willingness to engage in the
survey with the overall objective of determining the impact of TikTok influencers
on the purchase intention of UST SHS grade 11 ABM students. Noting that 241
respondents who answered the survey passed the required demographic profile, it
may be said that these respondents are interested in achieving the study’s
objective. With this, however, disagrees with Shareef et al. (2019) influencer
marketing does indeed reach a huge amount of potential customers within a short
period of time.
4.2 Familiarity of UST SHS 11 ABM students with TikTok
4.2.1 TikTok application weekly usage
Table 1
Frequency and percentage distribution of the respondents in terms of TikTok
application weekly usage
How often in a week do you open TikTok? f %
1 - 2x a week 14 5.81
3 - 4x a week 23 9.54
5 - 6x a week 21 8.71
Everyday 183 75.93
Total 241 100.00
Table 1 shows the frequency and percentage distribution of the
respondents in terms of TikTok application weekly usage. It presents how often
UST SHS grade 11 ABM students open the TikTok application on a weekly basis.
45
Out of 241 respondents, the highest habitual usage on TikTok is seven times a
week, with a frequency of 183 students and a percentage of 75.93%. On the other
hand, the lowest habitual usage on TikTok is one to two times a week, with a
frequency of fourteen students and a percentage of 5.81%. These percentages
show that the majority of the respondents open TikTok on a daily basis. Thus, it
can be said that the respondents may use TikTok as a constant source of
information and entertainment since these respondents use the application every
day.
With the content that Tiktok provides, this result agrees with Bognar
et al. (2019) in which it noted that videos and photographs were the most popular
types of content among consumers. The researchers also found that even though
consumers do not believe that influencers have an impact on one’s purchasing
behavior, the frequency of influencer notices by consumers has a positive effect
on consumers' attention. Furthermore, it is also inclined with Veirman et al.
(2019) in finding out that an advertising disclosure increased the consumer’s
recognition of advertising as well as effective advertising literacy for sponsored
vlogs, while only effective marketing literacy negatively affected influencer
trustworthiness, PSI, and purchase intention.
4.2.2 TikTok application hourly usage per week
Table 2
46
Frequency and percentage distribution of the respondents in terms of TikTok
application hourly usage weekly
How many hours do you spend scrolling on TikTok in a

f %
week?
16
1 - 5 hours 67.63
3
6 - 10 hours 50 20.75
11 - 15 hours 13 5.39
More than 15 hours 15 6.22

24 100.0
Total
1 0
respondents in terms of TikTok application weekly usage. It presents how many
hours the UST SHS grade 11 ABM students spend on the TikTok application. Out
of 241 respondents, the highest hourly usage on TikTok in a week is one to five
hours, with a frequency of 163 students and a percentage of 67.63%. On the other
hand, the lowest hourly usage on TikTok in a week is eleven to fifteen hours, with
a frequency of thirteen students and a percentage of 5.39%. Therefore, the overall
data obtained revealed that the majority of the respondents use TikTok daily,
spending 1–5 hours per week on the application. Consequently, these percentages
interpret how much time the respondents spend on the TikTok application on a
weekly basis. Relating to the previous table, it can be observed that the majority
of the respondents open the application everyday, but most don’t stay on the
application too long. The result can be explained by the fact that TikTok is known
47
for its short-form videos, which is probably why the respondents don’t spend that
much time on the application.
Consequently, this result agrees with Haenlein et al. (2020), that the
frequency of consumers spending hours watching influencers is a key factor in
influencer marketing because social media platforms like TikTok demand
numerous exposures to one’s content. In addition, the TikTok application is a
constant source of information and entertainment. Thus, social media and the
concept of influencer marketing are linked with each other since influencers
require frequent exposure to social media platforms in order to gain a good
reputation and draw in potential consumers. Additionally, teenagers spend hours
watching many videos featuring personal favorite influencers, in which some also
come across influencer marketing techniques. Hence, as similarly to what
Haenlein et al (2020) had mentioned, a consumer must have time to consume and
be exposed to an influencer’s content since this is a key factor in terms of the
concept, influencer marketing. Lastly, due to its designed interface and provided
content, it is often said to be addicting because as Bognar et al. (2019) noted that
videos and photographs are the most popular types of content among consumers.
4.2.3 Encountered TikTok influencer engagements
Table 3
Frequency and percentage distribution of the respondents in terms of encountered
TikTok influencers
48
Have you encountered a TikTok influencer endorsing a
f %
product on the TikTok application?
23
Yes 95.85
1
No 10 4.15
24 100.0
Total
1 0
respondents in terms of encountered TikTok influencers. It presents whether or
not UST SHS grade 11 ABM students have encountered any TikTok influencers
who endorse products on TikTok. Out of 241 respondents, a frequency of 231
students and a percentage of 95.85% have encountered TikTok influencers. On the
other hand, a frequency of 10 students and a percentage of 4.15% have not yet
encountered TikTok influencers. Consequently, as derived from the data, the
majority of the respondents know and have encountered at least one TikTok
influencer who has endorsed a product on TikTok. Hence, most respondents are
familiar with TikTok influencers and how TikTok influencers endorse or review
products.
The result is inclined with Kwiatek et al. (2021) study which states
that, companies are becoming more aware of the value and opportunities provided
by social media. Hence, brands worldwide should not only capitalize on limited
social media platforms such as Facebook, Twitter, and Instagram (Weismueller et
al., 2020). Companies must also be open to other social media applications, such
49
as TikTok, especially when teenagers and young adults are part of the company's
target market (Li et al., 2021).
Table 4
Frequency and percentage distribution of the respondents in terms of encounters
with TikTok influencers
How often do you come across TikTok influencers

f %
endorsing/reviewing products?
10
Always 44.40
7
12
Sometimes 53.53
9
Never 5 2.07
24 100.0
Total
1 0
respondents in terms of encounters with TikTok influencers. It presents how often
the respondents generally encounter TikTok influencers endorsing a product. Out
of 241 respondents, a frequency of 129 students and a percentage of 53.53% had
sometimes encountered TikTok influencers endorsing a product. On the other
hand, a frequency of 5 students and a percentage of 2.07% claim to have not yet
encountered TikTok influencers endorsing a product. In explaining the result,
corequisite with table number three, the percentages show that most respondents
have encountered a TikTok influencer who has endorsed or reviewed a product.
Thus, most respondents have seen TikTok influencers endorsing products on the
50
TikTok application; however, consumers tend to view the videos as content
instead of endorsements.
The results are somewhat inclined with Yang et al. (2021), that
TikTok is one of the most popular social media networks that blurs the line
between content and business. The researchers also emphasized that most Tiktok
influencers simultaneously entertain while advertising products. Hence, for
clarity, TikTok influencers must include advertising disclaimers to let consumers
realize that the endorsed product is for sale and that the company has
compensated the influencer for making the video.
4.2.4 Purchased products due to TikTok influencer/s
Table 5
Frequency and percentage distribution of the respondents in terms of purchased
products due to TikTok influencers
Have you ever bought a product because of a TikTok

f %
influencer?
12
Yes 50.21
1
12
No 49.79
0
24 100.0
Total
1 0
respondents in terms of purchased products due to TikTok influencers. It presents
whether 11 ABM students from UST SHS purchased any products endorsed by
51
TikTok influencers. Out of 241 respondents, a frequency of 53 students and a
percentage of 43.1% purchased a product endorsed by a TikTok influencer. On the
other hand, a frequency of 70 students and a percentage of 56.9% did not
purchase a product endorsed by a TikTok influencer.
These percentages interpret the number of respondents who have
already purchased a product due to a TikTok influencer’s video, review, or
recommendation. Though all of the respondents have encountered TikTok
influencers endorsing or reviewing products, the majority have not yet been
influenced to buy a product.
The results agree with Kurdia et al. (2022), that the consumers tend
to use TikTok influencers as a guide for deciding to purchase a product.
Consumers will likely purchase products that are based on the influencers'
recommendations. However, many consumers primarily have a neutral viewpoint
with a minimal unfavorable reaction to the endorsed product of an influencer.
TikTok influencers do not influence these people because of the paid content by
the endorsed product. Thus, the impact of consumers purchasing a product may
vary depending on how consumers trust and perceive the influencer which agrees
with Guptaa (2021). Furthermore, the researcher also found that although most of
our respondents are familiar with TikTok influencers and how they endorse or
review products; however not all are actually convinced to purchase the actual
product. As the study from Kwiatek et al. (2021) mentioned, companies are now
52
becoming more aware of the value and opportunities provided by social media.
However, consumers tend to view the provided content as a source of
entertainment rather than an endorsement. This also agrees with Yang et al.
(2021), who discovered that TikTok is one of the most popular social media
networks that blurs the line between content and business.
4.3 Level of TikTok influencer’s credibility
4.3.1 Source attractiveness
Table 6
Level of TikTok influencer’s credibility in terms of source attractiveness

Weighted Verbal
Statement/ Question Scale f %
Mean Interpretation
4 4 1.66
3 96 39.83
1. I trust TikTok
10 Low level of
influencers who are 2 44.81 2.29
8 attractiveness
physically attractive.
1 33 13.69
24 100.0
Total
1 0
4 79 32.78
13
3 53.94
0
2. I trust TikTok
High level of
influencers with a good 2 23 9.54 3.16
attractiveness
personality.
1 9 3.73
24 100.0
Total
1 0
53
Weighted Verbal
Mean Interpretation
4 36 14.94
10
3. When a TikTok 3 43.98
6
influencer’s TikTok
High level of
video has a high number 2 79 32.78 2.66
attractiveness
of likes, this makes them
more reliable. 1 20 8.30
24 100.0
Total
1 0
4 21 8.71
11
4. When a TikTok 3 47.72
5
influencer has a high
High level of
number of followers, 2 85 35.27 2.57
attractiveness
this makes them more
reliable. 1 20 8.30
24 100.0
Total
1 0
4 50 20.75
5. TikTok influencers
16
have a positive charisma 3 66.80
1
when
High level of
endorsing/reviewing 2 19 7.88 3.04
attractiveness
products, which is
shown in their TikTok 1 11 4.56
video.
24 100.0
Total
1 0
High level of
Overall 2.74
attractiveness
Note for tables 6 - 12: 4=Strongly Agree, 3=Agree, 2=Disagree, 1=Strongly
Disagree.
Legend of the Verbal Interpretation of the Weighted Mean:

54
1.00 to 1.74 - Very low level of attractiveness, expertise, trustworthiness,
reputation, persuasive capabilities, and purchase intention
1.75 to 2.49 - Low level of attractiveness, expertise, trustworthiness, reputation,
persuasive capabilities, and purchase intention
2.50 to 3.24 - High level of attractiveness, expertise, trustworthiness, reputation,
persuasive capabilities, and purchase intention
3.25 to 4.00 - Very high level of attractiveness, expertise, trustworthiness,
reputation, persuasive capabilities, and purchase intention
Table 6 shows the frequency and percentage distribution of TikTok
influencers' credibility level in terms of source attractiveness. It presents how
UST SHS grade 11 ABM students perceive TikTok influencers in terms of
physical appearance, personal charisma, personality, number of likes, and
followers. Out of 241 respondents, the highest level of attractiveness, with a
weighted mean of 2.50 to 3.24, relates to questions regarding personal charisma,
personality, number of likes, and followers. On the other hand, the lowest level of
attractiveness, with a weighted mean of 2.29, relates to the question regarding
physical appearance. Overall, the data presents a high level of attractiveness with
a weighted mean of 2.57. These ratings show that the respondents value
credibility in terms of source attractiveness since TikTok influencers appear to be
more trustworthy and reliable.

55
The results shown are incline with the study of Lou and Yuan (2019)
which states that source attractiveness is a source's physical appeal or likeability;
hence the questions regarding physical appearance, personal charisma,
personality, number of likes, and followers were asked to gauge the respondent’s
perceptiveness. Furthermore, prior researchers such as Munnukka et al. (2016) as
well as Wang and Scheinbaum (2018) have suggested that source attractiveness
may have less or no impact on credibility, which supports the results of physical
attractiveness having a low level of attractiveness. Nonetheless, the overall result
of the data having a high level of attractiveness is similar to previous papers such
as the research by Kwiatek et al. (2021) and Weismueller et al. (2020). In relation
to the study, focusing on source attractiveness, it is also important to note that one
of our questions regarding physical attractiveness resulted in a low level of
attractiveness. This is supported however, by prior researchers such as the study
by Munnukka et al. (2016) and the study of Wang and Scheinbaum (2018) who
suggested that source attractiveness has little to no impact on credibility.
Nonetheless, similarly to previous studies by Kwiatek et al (2021) and
Weismueller et al (2020), it can be concluded that respondents value credibility in
terms of source attractiveness since TikTok influencers appear to be more
trustworthy and reliable.
4.3.2 Source expertise
Table 7
Level of TikTok influencer’s credibility in terms of source expertise

56
Weighted Verbal
Mean Interpretation
4 27 11.20
16
3 69.29
1. TikTok influencers 7
have knowledge and High level of
2 41 17.01 2.89
skill to the products they expertise
endorse.
1 6 2.49
24 100.0
Total
1 0
4 26 10.79
10
are specialists in the 3 44.81
8
specific product they
High level of
endorse. (e.g., Beauty 2 84 34.85 2.57
expertise
products and cosmetics
= Makeup artist, 1 23 9.54
Dermatologist)
24 100.0
Total
1 0
4 27 11.20
3. When endorsing a
16
product, TikTok 3 66.39
0
influencers are able to
High level of
deliver the right 2 48 19.92 2.86
expertise
description about the
product with much skill 1 6 2.49
and knowledge.
24 100.0
Total
1 0
4 31 12.86
15
4. TikTok influencers 3 63.90
4
have first hand
High level of
experiences about the 2 51 21.16 2.88
expertise
certain product before
endorsing it. 1 5 2.07
24 100.0
Total
1 0
57
Weighted Verbal
Mean Interpretation
4 20 8.30
14
5. I believe that TikTok 3 58.09
0
influencers possess an
High level of
expert attitude and give 2 69 28.63 2.70
expertise
qualified insights on the
product they endorse. 1 12 4.98
24 100.0
Total
1 0
High level of
Overall 2.78
expertise
Table 7 displays the frequency, percentage, weighted mean, and
distribution of the overall weighted mean for the source expertise in terms of the
credibility of the influencer. This shows how UST SHS grade 11 ABM students
assess the influencers’ knowledge about the product being endorsed. The highest
level of expertise, with a weighted mean of 2.89, was reported by 241 respondents
in response to a question on the influencer's knowledge and skills regarding the
product. On the other hand, the influencer's competence with the specific product
also supports the lowest weighted mean of 2.57. Moreover, the data from
statements 1-5 demonstrates a high degree of expertise regarding the credibility of
a Tiktok Influencer endorsing a product with an overall weighted mean of 2.78.
This illustrates that respondents value the Tiktok influencer who is educated about
the product being endorsed online, implying that respondents have higher
58
credibility in the influencers who demonstrate a high level of knowledge on the
product.
The results are consistent with the study of Lou and Yuan (2019) which
stressed that when influencers collaborate with brands that correspond to the
influencers’ personal areas of expertise, consumers are more likely to accept or
trust the influencers’ opinions. Furthermore, the researchers also added that users'
trust in celebrities' product reviews was influenced by the celebrities' expertise
and knowledge about those products, as well as the product’s relevance for the
users. In addition, Daimi and Tolunay (2021) stated that trust is built through the
perceived expertise of the influencer, thus, to trust a Social Media Influencer,
followers must respect that Influencer's expertise and adhere to his/her
recommendations. With relation to our study, it can be concluded that respondents
value TikTok influencers who are knowledgeable about their endorsed product.
As the study by Lou and Yuan (2019) mentioned, influencers must collaborate
with brands that correspond to their personal areas of expertise.
4.3.3 Source trustworthiness
Table 8
Level of TikTok influencer’s credibility in terms of source trustworthiness

59
Weighted Verbal
Mean Interpretation
4 22 9.13
11
3 48.55
1. I believe that 7
TikTok influencers do High level of
2 86 35.68 2.60
not endorse trustworthiness
unfavorable products.
1 16 6.64
24 100.0
Total
1 0
4 8 3.32
10
8
are reliable and honest
10 Low level of
about the information 2 42.74 2.42
3 trustworthiness
of the product they are
endorsing. 1 22 9.13
24 100.0
Total
1 0
4 15 6.22
3. I believe that a 13
3 54.36
review from a TikTok 1
influencer is more High level of
2 75 31.12 2.59
trustworthy than an trustworthiness
anonymous online
1 20 8.30
review.
24 100.0
Total
1 0
4 10 4.15
4. I feel like I can trust
11
more the reviews of a 3 49.38
9
TikTok influencer
Low level of
rather than mass 2 88 36.51 2.48
trustworthiness
advertisements such as
ads in a magazine or 1 24 9.96
on TV.
24 100.0
Total
1 0
60
Weighted Verbal
Mean Interpretation
4 19 7.88
5. When I am in doubt 11
3 46.47
about a product, I 2
would look up a High level of
2 82 34.02 2.51
TikTok influencer’s trustworthiness
review about it
1 28 11.62
because I trust them.
24 100.0
Total
1 0
High level of
Overall 2.52
trustworthiness
Table 8 shows the frequency, percentage, the weighted mean of each
statement, and the overall weighted mean distribution for the level of source
trustworthiness under the influencer’s credibility. This presents the level of how
UST SHS grade 11 ABM students perceive the influencers’ trustworthiness in
terms of endorsing a product on TikTok. The level of source trustworthiness was
determined as regards the following conditions: influencers' reliability, honesty,
and appraisal. All the conditions for the level of source trustworthiness vary
between a high level of trustworthiness and a low level of trustworthiness
depending on the specific aspect. Statement one, three, and five which are related
to the condition of reliability, honesty, and the influencer’s appraisal has a
consecutively weighted mean of 2.60, 2.59, and 2.51 which shows a high level of
trustworthiness to the source. Thus, this data indicates that out of the 241
respondents, the majority believe that the TikTok influencers do not endorse an
unfavorable product, TikTok influencers are more trustworthy than an online

61
anonymous review, and TikTok influencers’ appraisal of the product is trustable
when in doubt of purchasing. In contrast to that, statement 2 and 4 which are also
related to reliability, honesty, and appraisal have a consecutively weighted mean
of 2.42 and 2.48 which shows low-level trustworthiness to the source. Thus, this
data indicates that out of 241 respondents, the majority do not believe that TikTok
influencers are reliable and honest about the information of the endorsed product
and mass advertisements such as in magazines or television are more trustable
compared to TikTok influencers’ appraisal. Generally, the overall weighted mean
for the level of source trustworthiness has 2.52 which shows a high level of
trustworthiness. Hence, this indicates that the majority of the UST SHS grade 11
ABM students value and perceive the TikTok influencers as trustable when
endorsing a product.
Additionally, the influencers typically cultivate likable and credible online
identities. Thus, it is common to see that consumers' trust in an influencer's
content can be influenced by the consumer’s perceived trustworthiness which
agrees with Lou & Yuan (2019) study. Additionally, according to Wang and
Scheinbaum (2018), it agrees that source trustworthiness is an important
characteristic of an influencer which greatly affects the involvement of the
consumers. Hence, consumers put a lot of emphasis on source trustworthiness,
which has a big impact on consumer behavior. Lastly, Kwiatek et al. (2021) also
agrees that perceived trustworthiness has a high impact on influencer credibility
which leads to an effective brand endorsement.

62
In relation to our study, focusing on source trustworthiness, it is also
important to note that two out of five questions resulted in a low level of
trustworthiness. We found that mass advertisements are perceived to be more
trustworthy than a TikTok influencer’s content. Nonetheless, similarly to a
previous study by Kwiatek et al (2021), it can be concluded that respondents still
value and perceive TikTok influencers as trustworthy when endorsing a product.
4.3.4 Overall influencer’s credibility
Table 9
Summary of the Level of TikTok influencer’s credibility
TikTok influencer’s Weighted

Verbal Interpretation
credibility Mean
Source attractiveness 2.74 High level of attractiveness
Source expertise 2.78 High level of expertise
Source trustworthiness 2.52 High level of trustworthiness
High level of influencer's

Overall 2.68
credibility
Table 9 shows the weighted mean of TikTok influencers’ credibility
level in terms of source attractiveness, source expertise, and source
trustworthiness. It presents the ranking of the three components based on how
UST SHS grade 11 ABM students perceive TikTok influencer credibility. Out of
the three components, source expertise has the most contribution to influencer
credibility having a 2.78 weighted mean. On the other hand, source

63
trustworthiness has the least contribution to influencer credibility having only a
2.52 weighted mean. Overall, the data presents a high level of influencer
credibility with a weighted mean of 2.68. These ratings show that all components
presented have an influence on the respondent’s perception of the influencer’s
credibility. As Zha et al. (2015) defined credibility, it is the consumers' degree of
belief in whether product-related claims and materials are realistic and authentic.
In other words, these three components aid the respondents in gauging TikTok
influencers’ authenticity to perceive credibility.
The results contradict Munnukka et al. (2016) who suggest that
expertise has the weakest impact on purchase intention. Therefore, to increase
influencers' credibility and guarantee efficiency, influencers are urged to consider
the expertise of the source while creating advertisements. Consequently, Wang
and Scheinbaum (2018) agrees that the source expertise has the most beneficial
factor among influencers’ credibility to consumer behavior. Thus, the relevancy of
these studies enhances the source expertise as the most significant factor of
influencers’ credibility.
4.4 Reputation
4.4.1 Level of TikTok influencer’s reputation
Table 10
64
Weighted Verbal
Mean Interpretation
4 56 23.24
15
7
with a good social
High level of
media circle or group of 2 23 9.54 3.10
reputation
friends establish a
positive reputation. 1 5 2.07
24 100.0
Total
1 0
4 27 11.20
15
2. The exposed life of a 3 63.90
4
TikTok influencer is
High level of
one of the factors that 2 48 19.92 2.81
reputation
makes me trust his/her
review. 1 12 4.98
24 100.0
Total
1 0
4 53 21.99
13
1
that have never been
High level of
involved in scandals or 2 45 18.67 2.93
reputation
issues are more
credible. 1 12 4.98
24 100.0
Total
1 0
4 81 33.61
4. TikTok influencers 13
3 57.26
that review a product 8
positively and even High level of
2 20 8.30 3.24
negatively with an reputation
ethical manner establish
1 2 0.83
a positive reputation.
24 100.0
Total
1 0
65
Weighted Verbal
Mean Interpretation
4 12 4.98
14
3 61.41
8
High level of
have a good public 2 67 27.80 2.66
reputation
image.
1 14 5.81
24 100.0
Total
1 0
High level of
Overall 2.95
reputation
Table 10 displays the frequency, percentage, weighted mean, and
distribution of each statement under reputation. It displays the perception of UST
SHS grade 11 ABM students about how TikTok influencers establish a positive
reputation, trust, credibility, ethicality, and good public image. According to 241
respondents, the highest level is the Tiktok influencers' reputation with a weighted
mean of 2.66 to 3.24. The average weighted mean for reputation level is 2.95,
which indicates a high reputation level. This proves that Tiktok has a good
reputation among most UST SHS grade 11 ABM students. Additionally, this
agrees with Singh (2020) study which noted that reputation studies the influence
of influencers on consumers' perceptions. Moreover, it identifies problems that
arise when brands work with influencers by drawing on the persuasion knowledge
theory, such as the perception of manipulation that harms a company's reputation
and perceived trustworthiness.
4.5 Persuasive Capabilities

66
4.5.1 Level of TikTok influencer’s persuasive capabilities
Table 11
Weighted Verbal
Mean Interpretation
4 78 32.37
1. When endorsing a
product, TikTok
3 140 58.09
influencers marketing
High level of
strategy focuses more
2 18 7.47 3.21 persuasive
on how they deliver the
capabilities
product itself. (e.g. 1 5 2.07
witty phrases, comedic
skits, catchy songs, etc.) 100.0
Total 241
0
4 48 19.92
2. When endorsing a
product, TikTok
3 156 64.73
influencers’ marketing
High level of
strategy is to focus
2 33 13.69 3.03 persuasive
more on the product
capabilities
itself. (e.g. These are 1 4 1.66
the primary functions of
Product A…) 100.0
Total 241
0
4 37 15.35
3. When endorsing a
product, TikTok 3 133 55.19
influencers address the High level of
benefits or advantages 2 67 27.80 2.84 persuasive
of the endorsed product, capabilities
without any 1 4 1.66
exaggeration. 100.0
Total 241
0
67
Weighted Verbal
Mean Interpretation
4 30 12.45
4. When endorsing a
product, TikTok
3 123 51.04
influencers address the
High level of
limitations or
2 73 30.29 2.70 persuasive
disadvantages of the
capabilities
endorsed product, 1 15 6.22
without any
exaggeration. 100.0
Total 241
0
5. When endorsing a
4 50 20.75
product, TikTok
influencers highlight the 3 165 68.46
uniqueness of the
endorsed product, 2 22 9.13 High level of
compared to other 3.08 persuasive
competing products 1 4 1.66 capabilities
available in the market.
(e.g. Product A is 100.0
unique due to its one of Total 241
0
a kind feature that…)
Table 11 depicts how respondents rated the specific factor of the
following conditions. The table has an overall weighted mean of 2.97, indicating a
high level of persuasive capabilities. As specified, all questions have a verbal
interpretation with a high level of persuasive abilities. According to the results,
question one had the highest mean, 3.21, with a verbal interpretation indicating a
high level of persuasive capabilities. In contrast, the lowest mean, 2.70, is found
in question four, along with a verbal interpretation of high persuasive capabilities.
Despite the lowest mean, the overall data implies that TikTok influencers have a
high level of persuasive capabilities while endorsing a product in regard to
authentic disclaimers in the product’s limitations or disadvantages. The statement

68
also indicates that respondents believe TikTok influencers have a role in how
TikTok influencers endorse a product. Furthermore, the data also shows that the
majority of the respondents agree that when TikTok influencers endorse a product,
the marketing strategy used focuses on how individuals deliver the product itself.
Hence, the majority of the UST SHS grade 11 ABM students define and
comprehend how TikTok influencers' persuasive capabilities impact when
promoting a product.
This is inclined with Chaovalit (2014) which indicates an
influencer's persuasive capabilities are a variable of an influencer that will be
helpful in convincing consumers to purchase the products. According to Miles
(2014), the phrase "persuasive" aims to influence someone's behavior or attitude
while shifting one’s viewpoint. Moreover, according to Fang and Jiang (2015),
persuasion is effective when the endorser modifies the stance and, as a result, the
target customers' purchasing behavior. Lastly, the result agrees with Chaovalit
(2014) study which proved that the persuasive capabilities of an influencer are
also positively related to Purchase Intention.
4.6 Purchase intention
4.6.1 Level of Consumer’s purchase intention
Table 12
69
Weighted Verbal
Mean Interpretation
4 6 2.49
3 75 31.12
1. I am more likely to
Low level of
buy the product if the
2 110 45.64 2.15 purchase
intention
physically attractive. 1 50 20.75
100.0
Total 241
0
4 35 14.52
3 153 63.49
buy the product if the
High level of
TikTok influencer has a
2 38 15.77 2.86 purchase
positive charisma which
intention
is shown in their TikTok 1 15 6.22
video.
100.0
Total 241
0
4 59 24.48
3. I am more likely to 3 153 63.49

buy the product if the High level of
TikTok influencer has a 2 20 8.30 3.09 purchase
good personality and intention
reputation. 1 9 3.73
100.0
Total 241
0
4 14 5.81
3 112 46.47
buy the product if it is 2 96 39.83
High level of
recommended by a 2.50
1 19 7.88 purchase
famous TikTok
intention
influencer.
100.0
Total 241
0
70
Weighted Verbal
Mean Interpretation
4 82 34.02
5. It is essential for me
3 141 58.51
the knowledge,
Very high level
experience, and skill
2 17 7.05 3.26 of purchase
ofthe influencer about
intention
the product I intend to 1 1 0.41
buy.
100.0
Total 241
0
4 99 41.08
6. I intend to buy when
the influencer is a 3 121 50.21
specialist in that Very high level
specific product. (e.g., 2 17 7.05 3.31 of purchase
Beauty products and intention
cosmetics = Makeup 1 4 1.66
artist, Dermatologist) 100.0
Total 241
0
4 60 24.90
the influencer that I 3 160 66.39
watched was able to High level of
deliver the right 2 19 7.88 3.15 purchase
description about the intention
product with much skill 1 2 0.83
and knowledge. 100.0
Total 241
0
4 77 31.95
3 144 59.75
buy a product endorsed 2 18 7.47 High level of
by someone who I 3.23 purchase
know is a frequent user 1 2 0.83 intention
of that product.
100.0
Total 241
0
71
Weighted Verbal
Mean Interpretation
4 96 39.83
3 135 56.02
the influencer is reliable
Very high level
and honest about the
2 8 3.32 3.35 of purchase
information of the
intention
product he/she is 1 2 0.83
endorsing.
100.0
Total 241
0
buy a product endorsed
by a TikTok influencer 3 131 54.36
because I believe that a High level of
review from a TikTok 2 70 29.05 2.63 purchase
influencer is more intention
trustworthy than an 1 20 8.30
anonymous online 100.0
review. Total 241
0
4 42 17.43
11. I trust that TikTok 3 98 40.66

influencers only High level of
endorse products that 2 80 33.20 2.67 purchase
truly work for them, not intention
just for the money. 1 21 8.71
100.0
Total 241
0
4 16 6.64
12. The reviews of a
TikTok influencer has 3 130 53.94
High level of
more of an impact on
2 73 30.29 purchase
my purchase intent
2.58 intention
rather than mass
advertisements such as 1 22 9.13
ads in a magazine or on
TV. 100.0
Total 241
0
72
Weighted Verbal
Mean Interpretation
4 36 14.94
13. When a TikTok
influencer is surrounded 3 156 64.73
with a good social High level of
media circle, this affects 2 42 17.43 2.92 purchase
my purchase intent as it intention
makes me trust their 1 7 2.90
reviews more. 100.0
Total 241
0
4 55 22.82
14. When the TikTok
influencer endorsing a
3 141 58.51
product has been
High level of
involved in scandals or
2 37 15.35 3.01 purchase
controversies in the
intention
]past, this impacts my 1 8 3.32
intent to purchase a
product. 100.0
Total 241
0
4 47 19.50

buy the product when High level of
the TikTok influencer 2 22 9.13 3.06 purchase
has a good public intention
image. 1 5 2.07
100.0
Total 241
0
4 99 41.08
16. When the TikTok 3 119 49.38

influencer endorsing a
product has a history of 2 18 7.47
Very high level
lying about the products 3.29
1 5 2.07 of purchase
they endorse, this
intention
impacts my intent to
purchase a product. 100.0
Total 241
0
73
Weighted Verbal
Mean Interpretation
4 33 13.69
17. My intent to
purchase the product 3 163 67.63
depends on how the High level of
TikTok influencer 2 40 16.60 2.93 purchase
phrases and delivers the intention
product he/she is 1 5 2.07
promoting. 100.0
Total 241
0
4 72 29.88
18. My chances of
buying the product
3 155 64.32
increases when the
High level of
2 13 5.39 3.24 purchase
able to address the
intention
limitations of the 1 1 0.41
product, without
exaggeration. 100.0
Total 241
0
4 72 29.88
19. My chances of
buying the product
3 152 63.07
increases when the
High level of
2 16 6.64 3.22 purchase
able to highlight the
intention
benefits or advantages 1 1 0.41
of the product, without
exaggeration. 100.0
Total 241
0
4 58 24.07
20. My chances of 3 161 66.80
buying the product 2 20 8.30
increases when the
1 2 0.83
TikTok influencer is High level of
able to convince me purchase
3.14
about the uniqueness of intention
the product from the 100.0
other competing Total 241
0
products available in the
market.
74
Weighted Verbal
Mean Interpretation
High level of
Overall 2.98 purchase
intention
Table 12 presents the frequency, percentage, and the weighted mean of
each statement, and the overall weighted mean distribution for the level of
purchase intention of the UST SHS grade 11 ABM students with relation to the
five independent variables namely source attractiveness, source expertise, source
trustworthiness, reputation, and persuasive capabilities. The table also shows how
each independent variable affects the respondents’ level of purchase intention.
Each independent variable has four questions to determine the respondents’ level
of purchase intention.
Statements 1, 2, 3, and 4 are all related to source attractiveness.
Consecutively, the statements are specifically related to physical appearance,
charisma, personality, and fame. Statement 1, which has a weighted mean of 2.15,
is the only statement that has a low level of purchase intention with a weighted
mean. Moreover, statements two and three have a high level of purchase intention
with a consecutively weighted mean of 2.86 and 3.09 while statement 4, has a
very high level of purchase intention with a weighted mean of 2.50. Thus, this
data indicates that the majority of the respondents have a high level of purchase
intention if the source is perceived as attractive.

75
For the next set of statements, statements 5, 6, 7, and 8 are all related to
source expertise. Consecutively, the statements are specifically related to
knowledge, experience, skill, profession, the accuracy of details presented, and
how often the TikTok influencer uses the product being endorsed. Statements 5
and 6 have a very high level of purchase intention with a consecutively weighted
mean of 3.26 and 3.31. On the other hand, statements 7 and 8 have a high level of
purchase intention with a consecutively weighted mean of 3.15 and 3.23. Thus,
this data indicates that the majority of the respondents have a very high level of
purchase intention if the source is perceived as an expert.
Furthermore, statements 9, 10, 11, and 12 are all related to source
trustworthiness. Consecutively, the statements are specifically related to reliability
& honesty, comparison of TikTok influencers to an anonymous online review,
motive of TikTok influencers when endorsing, and comparison of TikTok
influencers to advertisements in magazines or TV. Statements 10, 11, and 12 have
a high level of purchase intention with a consecutively weighted mean of 2.63,
2.67, and 2.58. On the other hand, statement 9 is the only one with a very high
level of purchase intention, with a weighted mean of 3.35. Thus, this data
indicates that the majority of the respondents have a high level of purchase
intention if the TikTok influencer is perceived as trustworthy. Moving on to
statements 13, 14, 15, and 16, these statements are all related to reputation.
Consecutively, the statements are specifically related to the TikTok influencer’s
social media circle, previous scandals/controversies, public image, and history of

76
lying about products. Statement 13, 14, and 15 have a high level of purchase
intention with a consecutively weighted mean of 2.58, 2.92. and 3.01 while
statement 16 is the only one with a very high level of purchase intention with a
weighted mean of 3.29. Thus, this data indicates that the majority of the
respondents have a very high level of purchase intention if the source has a good
reputation.
Lastly, statements 17, 18, 19, and 20 are all related to persuasive
capabilities. Statements 17, 18, 19, and 20 all have a high level of purchase
intention with a consecutively weighted mean of 2.93, 3.24, 3.22, and 3.14. Thus,
this data indicates that the majority of the respondents have a high level of
purchase intention if the TikTok influencer has good persuasive capabilities.
Overall, the UST SHS grade 11 ABM students have a high level of purchase
intention, with a weighted mean of 2.98.
The data shows that out of all the statements, statement 1, which is related
to physical attractiveness, is the only one that had a low level of purchase
intention. This is contradictory to the study of Widyanto and Agusti (2020), which
states that the physical appearance of an influencer has a positive influence that
increases the consumers’ level of purchase intention. In contrast, the previous
study by Widyanto and Agusti (2020) also indicated that reputation and
persuasive capabilities have a positive impact on the consumers’ level of purchase
intention, which is similar to this study’s data results. Furthermore, a study by

77
Rusdiana et al. (2019) shows that source expertise has the biggest impact on the
level of purchase intention of consumers. This is similar to the results of the study
as source expertise is the only one that got a very high level of purchase intention.
Despite source attractiveness having one low level of purchase intention, overall,
all the independent variables have a high or very high level of purchase intention.
This data result is also similar to the study of Cantawee et al. (2021) which states
that all of the factors of influencer credibility (i.e., source attractiveness, source
credibility, source trustworthiness) have a significant positive impact on the
purchase intention of consumers.
4.7 Hypothesis Testing
4.7.1 Linear Regression Analysis
Table 13
Correlation of independent variable and dependent variable
CORRELATION
Dependen
Independent
t Variable Pearson r
Variable (IV) Interpretatio p-va Interpretati
(DV) Correlation
n lue on
Coefficient
moderately
Source 0.00 Significant
0.576 strong
attractiveness 0 relationship
relationship
moderately
Source Purchasin 0.00 Significant
0.464 strong
expertise g intention 0 relationship
relationship
moderately
Source 0.00 Significant
0.540 strong
trustworthiness 0 relationship
relationship
78
CORRELATION
Dependent
Independent
Variable Pearson r
Variable (IV) p-val Interpreta
(DV) Correlation Interpretation
ue tion
Coefficient
Overall Significant
strong
Influencer's 0.670 0.000 relationshi
relationship
Credibility p
Significant
Purchasing strong
Reputation 0.632 0.000 relationshi
intention relationship
p
moderately Significant
Persuasive
0.492 strong 0.000 relationshi
capabilities
relationship p
4.7.2 Linear Regression Analysis
Table 14
Impact of independent variable on dependent variable
REGRESSION
Dependent R Square
Independent
Variable (Coefficient of
Variable (IV)
(DV) Determination) p-value Interpretation
Source IV has a significant

0.331 0.000
attractiveness impact on DV
Source IV has a significant

0.216 0.000
expertise impact on DV
Source Purchasing IV has a significant

intention 0.291 0.000
trustworthiness impact on DV
Overall
IV has a significant
Influencer's 0.449 0.000
impact on DV
Credibility
IV has a significant
Reputation 0.399 0.000
impact on DV
79
REGRESSION
Dependent R Square
Independent
Variable (Coefficient of
Variable (IV)
(DV) Determination) p-value Interpretation
Persuasive Purchasing IV has a significant

0.242 0.000
capabilities intention impact on DV
Table 13 and 14 shows the impact of each of the independent variables,
source attractiveness, source expertise, source trustworthiness, reputation, and
persuasive capabilities on the dependent variable purchasing intention. Along
with the impact, the relationship is also shown. As presented in the table above,
each of the factors of influencer credibility was tested and the results show that
source attractiveness has an impact of 33.1%, source expertise has an impact of
21.6%, and source trustworthiness has an impact of 29.1% on purchase intention.
Overall, the three categories of TikTok influencer credibility have an impact of
44.9% on purchase intention. Among the three categories of TikTok influencer
credibility, source attractiveness has the most impact on purchase intention, while
source expertise has the least impact. In addition, out of all of the five
independent variables, source expertise has the least impact. Moreover, reputation
has an impact of 39.9%, while persuasive capabilities have an impact of 24.2% on
purchase intention. Out of all of the independent variables, reputation has the
most impact on purchase intention. Hence, as shown in the table above, all of the
independent variables have a significant relationship and a significant impact on
the purchase intention of UST SHS grade 11 ABM students.

80
A study by Pereira (2018) showed that source attractiveness has the most
impact on purchase intention, since how the influencers present themselves
impact the purchase intention of the consumers. This is similar to this study’s
results since out of the three categories of source credibility, source attractiveness
also had the most impact on the study. In addition, Chetioui et al. (2020) state that
interactions between online influencers and online users tend to be more credible
than traditional advertising because persuasive messages are often seamlessly
woven into the daily narrative posted on influencers' social media. This explains
why the results of the study show that the impact of source credibility on purchase
intention is high. Moreover, according to Ryu and Han (2021), online influencers
are usually perceived as opinion leaders with strong reputations and public
familiarity, which explains the study’s data results wherein reputation has the
most impact on purchase intention.
Legend of Correlation Coefficient Interpretation Guideline:
Rule of thumb:
● 0.0 = |r|: no correlation
● 0.0 < |r| < 0.2 : very weak correlation
● 0.2 ≤ |r| < 0.4 : weak correlation
● 0.4 ≤ |r| < 0.6 : moderately strong correlation
● 0.6 ≤ |r| < 0.8 : strong correlation
● 0.8 ≤ |r| < 1.0 : very strong correlation
● 1.0 = |r| : perfect correlation
81
82
CHAPTER 5
SUMMARY OF FINDINGS, CONCLUSIONS AND
RECOMMENDATIONS
In this chapter, the researchers provided the summary of findings,
conclusion, and recommendations based on the results and discussion on chapter
four. This includes the connection between and among concepts and findings
derived from key points written in previous chapters. Additionally, the conclusion
would include generalizations and other interferences, and this would include the
researchers' recommendations for the study's beneficiaries. Thus, this chapter
presents the overall findings about the impact of TikTok influencers on UST SHS
grade 11 ABM students’ purchase intention.
5.1. Summary of Findings
The primary objective of the study is to determine the impact of TikTok
influencers on the purchase intention of UST SHS grade 11 ABM students. This
study’s researchers utilized both the quantitative survey research design and
convenience sampling to collect data. The projected sample size for the study was
determined through Slovin’s formula, resulting in two hundred forty-one (241)
UST SHS grade 11 ABM students. Consequently, the collated responses and the
data were grouped, tabulated, and analyzed using frequency distribution, weighted
mean, and linear regression.
In summary, the findings relating to the impact of TikTok influencers on
the purchase intention of UST SHS grade 11 ABM students respond to the study’s
83
specific problem: (1) UST SHS grade11 ABM students are familiar with the
TikTok application since the respondents use the application daily and spend
about 1-5 hours weekly on the application. Furthermore, the UST SHS grade 11
ABM students know at least 1 TikTok influencer and have encountered them
endorsing products on the application; (2) TikTok influencers have a high level of
source attractiveness, source expertise, and source trustworthiness. Overall,
TikTok influencers have a high level of influencer credibility; (3) TikTok
influencers have a high level of reputation; (4) TikTok influencers have a high
level of persuasive capabilities; (5) UST SHS grade 11 ABM students have a high
level of purchase intention; (6) Among the three categories of influencer
credibility, source attractiveness has the most impact on the purchase intention of
UST SHS grade 11 ABM students; (7) Reputation has a significant impact on the
purchase intention of UST SHS grade 11 ABM students; (8) Persuasive
capabilities has a significant impact on the purchase intention of UST SHS grade
11 ABM students. In addition, among the 5 independent variables, reputation has
the most significant impact on the purchase intention of UST SHS grade 11 ABM
students, while source expertise has the least impact.
5.2. Conclusions
The study revealed that the majority of the respondents are familiar with
the TikTok application and TikTok influencers. Furthermore, the findings show
that TikTok influencers are perceived as credible by the UST SHS grade 11 ABM
students. When purchasing a product, all categories of influencer credibility (i.e.

84
source attractiveness, source expertise, & source trustworthiness) stated in the
source credibility theory have a significant impact on purchase intention. Thus, it
can be said that UST SHS grade 11 ABM students are more likely to purchase a
product when a TikTok influencer is perceived as attractive, an expert, or
trustworthy. However, it must be noted that source attractiveness has the most
significant impact among the three, while source expertise has the least.
Moreover, Reputation and Persuasive capabilities also both have a significant
impact on the purchase intention of UST SHS grade 11 ABM students. Thus, the
reputation, background, and persuasive capabilities of a TikTok influencer when
endorsing a product do impact the likeliness of a consumer to purchase a product.
Overall, all of the independent variables, namely source attractiveness,
source expertise, source trustworthiness, reputation, and persuasive capabilities
have a significant impact on the purchase intention of UST SHS grade 11 ABM
students. Moreover, it was revealed that among the five independent variables, the
reputation of a TikTok influencer has the most impact on the purchase intention of
UST SHS grade 11 ABM students.
5.3. Recommendations
Based on the study’s results, the researchers can recommend the TikTok
application to entrepreneurs and marketing managers as an effective advertising
platform. Moreover, marketing managers must note that it is best to focus most on
recruiting influencers that are credible and have a good reputation. In addition,
influencers must focus on protecting their reputation as this has the most impact
85
on the consumer’s purchase intention. Moreover, influencers may also consider
paying attention to being perceived as attractive by their audience, as this will
help them be perceived as credible.
Due to this study’s limitations, future researchers are highly encouraged to
look into different aspects such as the respondent’s demographic profile and
purchasing decision as the dependent variable rather than just purchase intention.
In addition, researchers can also include other variables yet to be examined in this
study, such as other components of source credibility and other factors that may
include impact purchase intent such as product celebrity match-up, meaning
transfer, parasocial interaction, and attitude homophily. Hence, by exploring new
variables, researchers may examine the other factors that may impact purchasing
intention to maximize the use of influencer marketing.

86
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APPENDICES
APPENDIX A
CURRICULUM VITAE
I. Education
Senior High School : University of Santo Tomas
Strand : Accountancy, Business, and Management
Year Graduated : N/A
Awards : N/A
Junior High School : Mother Goose Special School System Inc.

Year Graduated : 2021
Awards : Intrapersonal Smart Awardee
Elementary : Mother Goose Special School System Inc.

Awards : Interpersonal Smart Awardee
: Intrapersonal Smart Awardee
: Highest Lexile Growth in Scholastic
II. Organizational Affiliations / Memberships:

N/A
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III. Awards and Distinctions
N/A
IV. Seminar, Workshops, Conferences and Trainings Attended

● Cryptalks: Entering the Doors of Cryptocurrency (2022)
● STELLAR: A Journey Beyond (2022)
105
V. Education
Awards : N/A
Junior High School : University of Santo Tomas Junior High School

Awards : Principal’s List (SY 2018-2021)
: Blessed Mannes Merit for Conduct
(SY 2019 - 2021)
: Conduct Achiever (SY 2020 - 2021)
: TLE Subject Achiever (SY 2020 - 2021):
: PEH Subject Achiever (SY 2019 - 2021)
: Math Subject Achiever (SY 2019 - 2020)
: Music Subject Achiever (SY 2018-2020)
Elementary : Infant Jesus Montessori Center

Awards : Bronze Medalist in Academic
(SY 2016 - 2017)
: Special Academic Award
(SY 2015-2016)
: 2nd Honorable Mention (SY 2014-2015)

106
VI. Organizational Affiliations / Memberships:
● TOMAS, Team Vice President of Outreach (SY 2021-2022)
● Peer Facilitator’s Club, President (SY 2020 - 2021)
● Peer Facilitator’s Club, External Junior Vice (SY 2019 - 2020)
● Peer Facilitator’s Club, Grade 7 Level Rep. (SY 2018 - 2019)
● Peer Facilitator’s Club, Member (SY 2017 - 2018)
● Student Council, Vice President (SY 2016 - 2017)
● Student Council, Secretary (SY 2015-2016)
VII. Awards and Distinctions
●Silver Medalist in Computer (SY 2016 - 2017)
●Bronze Medalist in Computer (SY 2014-2016)
●1st Place in Sabayang Pagbigkas (SY 2015 – 2017)
●1st Place in Speech Choir Competition (SY 2016 - 2017)
●3rd Place in IJMC Kitchenomics (SY 2014-2016)
●3rd Place in Nutri-Jingle Competition (SY 2016 - 2017)
●Champion in Scrabble (SY 2015-2016)
VIII. Seminar, Workshops, Conferences and Trainings Attended
●Alinaga Lighthouse: Book Publishing Webinar (2022)
●Artists on Substance and Maturity (2022)
●Cryptalks: Entering the Doors of Cryptocurrency (2022)
●STELLAR: A Journey Beyond (2022)
●WIKAhuntahan: Talakayan hinggil sa Halaga ng Wika sa Pagtugon sa
mga Usaping Panlipunan (2022)
●Ignite: Discovering the Social Entrepreneur in You (2021)
●YUGTO: Pagsibol ng Tomasinong Namumuno sa Makabagong Panahon
(2020)
●Leadership Training Seminar (2019
107
I. Education
Awards : N/A
Junior High School : University of Santo Tomas Junior High School

Awards : N/A
Elementary : Manila Central University

Awards : With Honors (2014-2017)

● UST SHS TOMAS - Team Treasurer (S.Y. 2021-2022)
● Dominican Network - UST SHS (S.Y. 2021-2022)
● English Forum, Member (SY 2020 - 2021)
● Drama Guild, Member (SY 2019- 2020)
● Athletics Club, Member (2017-2019)
● Girl Scout of the Philippines (2014-2017)

N/A
108
● Appex: Apprenticeship & Exploration in the Different Arts Fields
109
I. Education
Awards : N/A
Junior High School : Colegio De Santa Ana

Elementary : Colegio De Santa Ana


● Girl Scouts Of The Philippines (2014-2017)
● Social Builder’s Club, Member (2015-2016)
● Red Cross Youth Council, Member (2016-2017)
● Panitikan, Member (2017-2018)
● Agape Club, Member (2018-2020)
N/A
110
● Kiddie Crew workshop (2013)
111
V. Education
Awards : N/A
Junior High School : Laguna Bel-Air Science School

Awards : Top 3 overall (S.Y. 2019-2020)
: Top 2 overall (S.Y. 2020-2021)
Elementary : Learning Links Academy

Awards : 2nd place in Science quiz bee
: 2nd place in Science quiz bee
: 2nd place in Science Fair
: Multiple Intelligence awardee
: Verbal linguistic award
: Visual spatial award
: Interpersonal proclivity award
: Mathematical logical award
: Natural physical award
: Logical proclivity award
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: Mathematical proclivity award
: Verbal linguistic proclivity award in
Filipino
: Verbal linguistic proclivity award in
English
: Musical rhythmic proclivity award
VI. Organizational Affiliations / Memberships:
● UST SHS ABM Society
● UST Sinagtala
● Young Ones for Unity - UST SHS
● Youth For Christ
● Kids For Christ
● Lelac Orchestra
● Mathematics Trainers’ Guild (MTG) 2016-2017 Mathematical Challenge
for Filipino Kids Training Program
● GRADE 7 Division, Singapore and Asian Schools Math Olympiad 2018
VII. Awards and Distinctions
N/A
VIII. Seminar, Workshops, Conferences and Trainings Attended
● Living Through A Screen: An Online Seminar on Media Law and Social
Media Ethics
● Cultivating the Thomsian Strengths in You: Courage, Compassion,
Connectedness
● 2021 Career Jumpstart Session
● Kiddie Crew workshop
● Summer Dance workshop
● The Baking workshop by Sweet Avenue
113
I. Education
Awards : N/A
Junior High School : Malabon National High School (Science,

Technology, Engineering Curriculum)
Awards : With High Honors (S.Y. 2020-2021)
: With Honors (S.Y.2019-2020)
: With High Honors (S.Y. 2018-2019)
: With Honors (S.Y. 2017-2018)
: YES-O Environmental Jingle – 3rd Placer
Elementary : Notre Dame of Greater Manila
Awards : Second Honors (S.Y. 2016-2017
: Third Honors (S.Y. 2014-2016)

● UST SHS Crisis Control Council
● Dominican Network Youth Group – UST SHS
● Red Cross Youth
● Ang Bagong Sibol (Pampaaralang Pahayagan) – Photojournalist,
Layout Artist
●First Aid and CPR Olympics 2018 (Division) – 1st Place
114
●Science Fair 2019 (Science Investigatory Project) – 3rd Place
●Sparring Competition in Taekwondo - Gold Medalist

●RESFEBER: Your First Steps to First Aid
●WIKAhuntahan: Talakayan hinggil sa Halaga ng Wika sa Pagtugon sa
mga Usaping Panlipunan
●ALINAGA: Lighthouse Stories Between and Beyond
●Accompanier 2022: Knowing & Creating a Safe Space for every
Thomasian
●Science Training/ Capacity Building on Science Communication
●Basics of Nuclear Science – Radiation, radioactivity and nuclear
reactions & Radiopharmaceutical in Human Life
●Mathematics Teachers Association of the Philippines (MTAP) Training
●Red Cross Youth First Aid and CPR Training
115
APPENDIX B
LETTER OF PERMIT TO CONDUCT STUDY
September 1, 2022
Greetings in the name of St. Thomas Aquinas!
We, Grade 12 Accountancy, Business, and Management students at University of
Santo Tomas - Senior High School, are currently undertaking a quantitative study
titled, “The Impact of TikTok Influencers on the Purchase Intention of UST
SHS Grade 11 ABM students” as a partial requirement of the subject Research
3. Primarily, this study aims to determine how TikTok influencers impact the
purchase intention of UST SHS 11 ABM students.
Corollary to this, you have been chosen to participate in the study. I humbly
request your permission to complete the attached questionnaire. Your honest
responses are vital in realizing the objectives of the study.
Attached is a copy of the research questions and the survey-questionnaire for your
perusal. Rest assured that all the information gathered will be treated objectively
and with the utmost confidentiality.
Your positive response to this merit affirms your support of this intellectual
endeavor. Thank you very much.

116
Very respectfully yours,

Group Leader
Contact Number: 09172011815
Noted by:
Maricon P. Bangayan, LPT, MBA

Research 3 Teacher
Senior High School
University of Santo Tomas
MS. HAZEL A. MISOLA, LPT, MBA

Senior High School
117
APPENDIX C
PARTICIPANTS’ CONSENT FORM
Dear Sir / Madam:
Good day!
We are Grade 12 Accountancy, Business, and Management students of the
University of Santo Tomas – Senior High School. We are currently undertaking a
research paper titled "The Impact of TikTok Influencers on the Purchase
Intention of UST SHS Grade 11 ABM students" as partial fulfillment of the
subject Research 3. In line with this, you are humbly invited to participate in this
research study. The following are further information about it for your perusal.
Purpose of Study - The study aims to determine how TikTok influencers
impact the purchase intention of UST SHS Grade 11 ABM students.
Risks and Inconveniences - It will only take about five (5) to seven (7)
minutes to complete the survey questionnaire. There are no foreseeable extreme
risks in participating in this research.
Benefits for the participants – There will be no direct benefit to the
respondent's participation in the study. However, it will benefit marketing
managers and entrepreneurs as this study may serve as a guide when they want to
adapt TikTok influencer marketing in their respective businesses. Moreover, it

118
will also benefit current and future TikTok influencers as this study will also serve
as a guide to them on which qualities they should possess in order to become an
effective TikTok influencer when endorsing or reviewing products.
Compensation - The conduct of the data gathering for this study does not
involve any financial matters as far as the respondents are concerned.
Provision for Injury or Related Illness – The respondents' participation
in the study will be limited to the accomplishment of the survey questionnaire.
Hence, there will be no harm and injury as the survey will be accomplished in
school or in the comfort of their homes.
Voluntariness of Participation - Participation in the study is completely
voluntary. The respondents will have the right to withdraw at any point in case of
discomfort.
Conflict of Interest - The researchers do not have any close relatives or
friends among the respondents. Hence, no potential sources of conflict of interest
may bias the results of the study.
Confidentiality – The researchers guarantee that all personal information
will not be disclosed. The respondents may or may not place their names on the
questionnaires as they shall be de-identified and anonymized by assigning code
numbers. The study will abide by the provisions of the Data Privacy Act of the
Philippines.
119
Disclosure of Publication Rights – The study's results may be presented
in a conference or published in an academic journal. However, the respondents'
identities shall remain private and confidential.
Contact Person – Should there be any inquiries or clarifications about the
study, you may contact Angel Noriega through the contact number –
09172011815 or email address – dianneangela.noriega.shs@ust.edu.ph
Your participation is greatly appreciated, and rest assured that your answers will
be kept with confidentiality and anonymity.
Thank you very much.
Sincerely yours,
Research Proponent
Noted by:

Research Adviser
120
APPENDIX D
LETTER TO THE VALIDATOR
September 1, 2022
Ms. ALMINDA A. DACOCO, MIR
Faculty, Accountancy, Business & Management Strand
Senior High School Department
Dear Ms. Dacoco,
Greetings in the name of St. Thomas Aquinas!
We, Grade 12 Accountancy, Business, and Management students of the University
of Santo Tomas – Senior High School, are currently undertaking a research paper
titled “The Impact of TikTok Influencers on the Purchase Intention of UST
SHS Grade 11 ABM Students” as a partial fulfilment of the subject, Research 3.
This study aims to determine how TikTok influencers impact the purchase
intention of UST SHS 11 ABM students.
With our understanding of your expertise in the field, we have chosen you to
serve as our Research Instrument Validator. Your critical views and stands in
relation to the stated topic will surely concretize the quality of our paper in
121
successfully achieving the objectives of our study. Necessary suggestions and
recommendations are therefore highly valued.
We hope for your favorable response. Thank you very much!
Very respectfully yours,
Group Leader
Contact Number: 09172011815
Noted by:

Research 3 Teacher
Senior High School
MS. HAZEL A. MISOLA, LPT, MBA

Chair, Accountancy, Business, and Management Strand
Senior High School
122
APPENDIX E
RESEARCH INSTRUMENT
If you have additional data, you can present it here.
SECTION I: Demographic profile

1. Age:
◯ 10 - 14
◯ 15 - 19
◯ 20 - 25
2. UST email: ____
3. Class Section
◯ 11ABM-01
◯ 11ABM-02
◯ 11ABM-03
◯ 11ABM-04
◯ 11ABM-05
◯ 11ABM-06
◯ 11 ABM-07
◯ 11ABM-08
◯ 11ABM-09
◯ 11 ABM-10
◯ 11ABM-11
◯11ABM-12
123
◯ 11ABM-13
◯ 11ABM-14
◯ 11ABM-15
◯ 11 ABM-16
◯ 11ABM-17
SECTION II: Familiarity of respondents with TikTok

1. How often in a week do you
open TikTok?
◯ 1 - 2x a week
◯ 3 - 4x a week
◯ 5 - 6x a week
◯ Everyday
2. How many hours do you spend scrolling on TikTok in a week?
◯ 1 - 5 hours
◯ 6 - 10 hours
◯ 11 - 15 hours
◯ More than 15 hours
3. Do you know any TikTok influencers?

◯ Yes
◯ No
4. How often do you come across TikTok influencers endorsing/reviewing

products?
124
◯ Always
◯ Sometimes
◯ Never
5. Have you ever bought a product because of a TikTok

influencer?
◯ Yes
◯ No
SECTION 3: Level of source credibility in terms of: Source Attractiveness
Strongly Agre Disagre Strongly

Agree e e Disagree
I trust TikTok influencers who

are physically attractive.
I trust TikTok influencers with a

good personality.
When a TikTok influencer’s

TikTok video has a high
number of likes, this makes
them more reliable.
When a TikTok influencer has a

high number of followers, this
makes them more reliable.
TikTok influencers have a

positive charisma when
endorsing/reviewing
products, which is shown
in their TikTok video.
125
SECTION 4: Level of source credibility in terms of: Source Expertise

Agree e e Disagree
TikTok influencers have

knowledge and skill to the
products they endorse.
TikTok influencers are

specialists in the specific
product they endorse. (e.g.,
Beauty products and cosmetics
= Makeup artist,
Dermatologist)
When endorsing a product,

TikTok influencers are able to
deliver the right description
about the product with much skill
and knowledge.
TikTok influencers have

first hand experiences about
the certain product before
endorsing it.
I believe that TikTok influencers

possess an expert attitude and
give qualified insights on the
product they endorse.
SECTION 5: Level of source credibility in terms of: Source Trustworthiness

Agree e e Disagree
I believe that TikTok influencers

do not endorse unfavorable
products.
126
TikTok influencers are reliable
and honest about the
information of the product they
are endorsing.
I believe that a review from a

TikTok influencer is more
trustworthy than an anonymous
online review.
I feel like I can trust more

the reviews of a TikTok
influencer rather than mass
advertisements such as ads
in a magazine or on TV.
When I am in doubt about a

product, I would look up a TikTok
influencer’s review about it
because I trust them.
SECTION 6: Level of reputation

Agree e e Disagree
TikTok influencers with a good

social media circle or group of
friends establish a positive
reputation.
The exposed life of a TikTok

influencer is one of the factors
that makes me trust his/her
review.
TikTok influencers that have

never been involved in scandals
or issues are more credible.
TikTok influencers that review a

product positively and even
127
negatively with an ethical manner
establish a positive reputation.
TikTok influencers have a good

public image.
SECTION 7: Level of persuasive capabilities

Agree e e Disagree
When endorsing a product, TikTok

influencers marketing strategy
focuses more on how they deliver
the product itself. (e.g. witty
phrases, comedic skits, catchy
songs, etc.)

TikTok influencers’ marketing
strategy is to focus more on the
product itself. (e.g. These are
the primary functions of
Product A…)

TikTok influencers address the
benefits or advantages of the
endorsed product, without any
exaggeration.

TikTok influencers address the
limitations or disadvantages of
the endorsed product, without
any exaggeration.
When endorsing a product, TikTok

influencers highlight the
uniqueness of the endorsed
128
product, compared to other
competing products available in
the market. (e.g. Product A is
unique due to its one of a kind
feature that…)
SECTION 8: Level of purchase intention

Agree e e Disagree
I am more likely to buy the
product if the TikTok influencer
is physically attractive.

has a positive charisma which is
shown in their TikTok video.

has a good personality and
reputation.
I am more likely to buy the product

if it is recommended by a famous
TikTok influencer.
It is essential for me the

knowledge, experience, and skill
129
of the influencer about the
product I intend to buy.
I intend to buy when the

influencer is a specialist in
that specific product. (e.g.,
Beauty products and
cosmetics = Makeup artist,
Dermatologist)
I intend to buy when the

influencer that I watched
was able to deliver the right
description about the
product with much skill
and knowledge.
I am more likely to buy a product

endorsed by someone who I know
is a frequent user of that product.
I intend to buy when the influencer

is reliable and honest about the
information of the product he/she
is endorsing.
I am more likely to buy a product

endorsed by a TikTok influencer
because I believe that a review
from a TikTok influencer is more
trustworthy than an anonymous
online review.
I trust that TikTok influencers only

endorse products that truly work
for them, not just for the money.
130
The reviews of a TikTok influencer

has more of an impact on my
purchase intent rather than mass
advertisements such as ads in a
magazine or on TV.
When a TikTok influencer is

surrounded with a good social
media circle, this affects my
purchase intent as it makes me
trust their reviews more.
When the TikTok influencer

endorsing a product has been
involved in scandals or
controversies in the past, this
impacts my intent to purchase
a product.

product when the TikTok influencer
has a good public image.
When the TikTok influencer

endorsing a product has a
history of lying about the
products they endorse, this
impacts my intent to purchase
a product.
My intent to purchase the product

depends on how the TikTok
influencer phrases and delivers the
product he/she is promoting.
131
My chances of buying the

product increases when the
TikTok influencer is able to
address the limitations of the
product, without exaggeration.
My chances of buying the

product increases when the
TikTok influencer is able to
highlight the benefits or
advantages of the product,
without exaggeration.
My chances of buying the product

increases when the TikTok
influencer is able to convince me
about the uniqueness of the product
from the other competing products
available in the market.
132
APPENDIX F
CERTIFICATE OF VALIDATION
133
134
APPENDIX G
STATISTICAL OUTPUT
GET DATA /TYPE=XLSX
/FILE='C:\Thesis Statistician\Angel Noriega\Statistical
Treatment, Angel Noriega.xlsx'
/SHEET=name 'SPSS'
/CELLRANGE=full
/READNAMES=on
/ASSUMEDSTRWIDTH=32767.
EXECUTE.
DATASET NAME DataSet1 WINDOW=FRONT.
REGRESSION
/DESCRIPTIVES MEAN STDDEV CORR SIG N
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA CHANGE
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Purchasingintention
/METHOD=ENTER Sourceattractiveness.
Regression

135

Notes
Output Created 23-OCT-2022 21:47:49
Comments
Input Active Dataset DataSet1
Filter <none>
Weight <none>
Split File <none>
N of Rows in Working 241

Data File
Missing Value Definition of Missing User-defined missing values are treated

Handling as missing.
Cases Used Statistics are based on cases with no

missing values for any variable used.
Syntax REGRESSION
/DESCRIPTIVES MEAN STDDEV CORR
SIG N
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA
CHANGE
/NOORIGIN
/METHOD=ENTER Sourceattractiveness.
136
Resources Processor Time 00:00:00.02
Elapsed Time 00:00:00.02
Memory Required 1476 bytes
Additional Memory 0 bytes

Required for Residual
Plots
[DataSet1]
Descriptive Statistics
Mean Std. N
Deviation
Purchasing intention 2.97966 .3944953 24

8 1
Source 2.743 .5412 24

attractiveness 1
Correlations
Purchasing Source
intention attractiveness
Pearson Purchasing 1.000 .576

Correlation intention
Source .576 1.000

attractiveness
137
Sig. (1-tailed) Purchasing . .000
intention
Source .000 .
attractiveness
N Purchasing 241 241

intention
Source 241 241

attractiveness
Variables Entered/Removed a
Mode Variables Entered Variables Metho

l Removed d
1 Source . Enter
attractiveness b
a. Dependent Variable: Purchasing

intention
b. All requested variables entered.
Model Summary
Mode R R Adjusted Std. Error Change Statistics

l Square R Square of the
Estimate
R Square F df
Change Change 1
1 .576 .331 .328 .3232831 .331 118.379 1

a

138
Model Summary
Mode
l Change Statistics
df2 Sig. F
Change
1 239 .000
a
a. Predictors: (Constant), Source

attractiveness
ANOVA a
Model Sum of df Mean F Sig.

Squares Square
1 Regressio 12.372 1 12.372 118.379 .000

b
n
Residual 24.978 23 .105

9
Total 37.350 24
0
a. Dependent Variable: Purchasing intention
b. Predictors: (Constant), Source

attractiveness
Coefficients a
139
Model Unstandardized Standardized t Sig.
Coefficients Coefficients
B Std. Error Beta
1 (Constant) 1.829 .108 16.96 .00

8 0
Source .420 .039 .576 10.88 .00

attractiveness 0 0


intention
REGRESSION
/MISSING LISTWISE
/NOORIGIN
/METHOD=ENTER Sourceexpertise.
Regression

140

Notes
Comments
Filter <none>
Weight <none>
Split File <none>

Data File


Syntax REGRESSION
SIG N
/MISSING LISTWISE
CHANGE
/NOORIGIN
/METHOD=ENTER Sourceexpertise.

141

Plots
[DataSet1]
Mean Std. N
Deviation
Purchasing 2.97966 .3944953 24

intention 8 1
Source expertise 2.779 .5210 24

1
Correlations
Purchasing Source
intention expertise

Source expertise .464 1.000

intention
142
Source expertise .000 .

intention
Source expertise 241 241

l Removed d
1 Source expertise b
. Enter

intention
Model Summary

Estimate
R Square F df
Change Change 1
1 .464 .216 .212 .3501379 .216 65.661 1

a
Model Summary
143
Mode
l Change Statistics
df2 Sig. F
Change
1 239 .000
a

expertise
ANOVA a

Squares Square
1 Regressio 8.050 1 8.050 65.66 .000

b
n 1
Residual 29.301 23 .123

9
Total 37.350 24
0

intention
b. Predictors: (Constant), Source expertise
Coefficients a

144
B Std. Error Beta
1 (Constant) 2.003 .123 16.32 .00

6 0
Source .352 .043 .464 8.103 .00

expertise 0


intention
REGRESSION
/MISSING LISTWISE
/NOORIGIN
/METHOD=ENTER Sourcetrustworthiness.
Regression

145
Notes
Comments
Filter <none>
Weight <none>
Split File <none>

Data File


Syntax REGRESSION
SIG N
/MISSING LISTWISE
CHANGE
/NOORIGIN
/METHOD=ENTER
Sourcetrustworthiness.

146

Plots
[DataSet1]
Mean Std. N
Deviation

8 1
Source 2.519 .4851 24

trustworthiness 1
Correlations
Purchasing Source
intention trustworthiness
Pearson Purchasing intention 1.000 .540

Correlation
Source .540 1.000
trustworthiness
Sig. (1-tailed) Purchasing intention . .000
Source .000 .
trustworthiness
147
N Purchasing intention 241 241
Source 241 241

trustworthiness

l Removed d
1 Source . Enter
trustworthiness b

intention
Model Summary

Estimate
R Square F df
Change Change 1
1 .540 .291 .288 .3328478 .291 98.135 1

a
Model Summary
Mode
l Change Statistics
148
df2 Sig. F
Change
1 239 .000
a

trustworthiness
ANOVA a

Squares Square
1 Regressio 10.872 1 10.872 98.13 .000

b
n 5
Residual 26.478 23 .111

9
Total 37.350 24
0
b. Predictors: (Constant), Source

trustworthiness
Coefficients a

B Std. Error Beta

149
1 (Constant) 1.875 .114 16.50 .00
4 0
Source .439 .044 .540 9.906 .00

trustworthiness 0


intention
REGRESSION
/MISSING LISTWISE
/NOORIGIN
/METHOD=ENTER Sourceattractiveness Sourceexpertise
Sourcetrustworthiness.
Regression
Notes
150
Comments
Filter <none>
Weight <none>
Split File <none>

Data File
Missing Value Definition of Missing User-defined missing values are treated as

Handling missing.

Syntax REGRESSION
SIG N
/MISSING LISTWISE
CHANGE
/NOORIGIN
/METHOD=ENTER Sourceattractiveness
Sourceexpertise Sourcetrustworthiness.

151

Plots
[DataSet1]
Mean Std. N
Deviation

8 1
Source attractiveness 2.743 .5412 24

1
Source expertise 2.779 .5210 24

1
Source 2.519 .4851 24

trustworthiness 1
Correlations
Purchasing Source Source

intention attractiveness expertise
Pearson Purchasing 1.000 .576 .464

152
Source .576 1.000 .472
attractiveness
Source expertise .464 .472 1.000
Source .540 .411 .535

trustworthiness
Sig. (1-tailed) Purchasing . .000 .000

intention
Source .000 . .000

attractiveness
Source expertise .000 .000 .
Source .000 .000 .000

trustworthiness
N Purchasing 241 241 241

intention
Source 241 241 241

attractiveness
Source expertise 241 241 241
Source 241 241 241

trustworthiness

Correlations
Source
trustworthiness
Pearson Purchasing intention .540

Correlation
Source attractiveness .411
Source expertise .535
Source 1.000
trustworthiness
Sig. (1-tailed) Purchasing intention .000
Source attractiveness .000
Source expertise .000

153
Source .
trustworthiness
N Purchasing intention 241
Source attractiveness 241
Source expertise 241
Source 241
trustworthiness

l Removed d
1 Source trustworthiness, Source attractiveness , . Enter

Source expertise b

intention
Model Summary

Estimate
154
R Square F df
Change Change 1
1 .670 .449 .442 .2947102 .449 64.345 3

a
Model Summary
Mode
l Change Statistics
df2 Sig. F
Change
1 237 .000
a
a. Predictors: (Constant), Source trustworthiness, Source attractiveness , Source

expertise
ANOVA a

Squares Square
1 Regressio 16.766 3 5.589 64.34 .000

b
n 5
Residual 20.584 23 .087

7
Total 37.350 24
0
b. Predictors: (Constant), Source trustworthiness, Source attractiveness , Source

expertise

155

Coefficients a

B Std. Error Beta
1 (Constant) 1.312 .124 10.55 .00

9 0
Source .287 .041 .393 7.022 .00

attractiveness 0
Source expertise .081 .046 .107 1.770 .07

8
Source .261 .048 .321 5.486 .00

trustworthiness 0


intention
REGRESSION
/MISSING LISTWISE
/NOORIGIN
/METHOD=ENTER Reputation.

156

Regression
Notes
Comments
Filter <none>
Weight <none>
Split File <none>

Data File


157
Syntax REGRESSION
SIG N
/MISSING LISTWISE
CHANGE
/NOORIGIN
/METHOD=ENTER Reputation.

Plots
[DataSet1]
Mean Std. N
Deviation
Purchasing 2.97966 .3944953 24

intention 8 1
158
Reputation 2.94688 .4617005 24
8 1
Correlations
Purchasing Reputatio
intention n

Reputation .632 1.000

intention
Reputation .000 .

intention
Reputation 241 241

l Removed d
1 Reputation b
. Enter

intention

159

Model Summary

Estimate
R Square F df
Change Change 1
1 .632 .399 .396 .3064860 .399 158.625 1

a
Model Summary
Mode
l Change Statistics
df2 Sig. F
Change
1 239 .000
a
a. Predictors: (Constant),
Reputation
ANOVA a

Squares Square
1 Regressio 14.900 1 14.900 158.62 .000

b
n 5
Residual 22.450 23 .094

9
Total 37.350 24
0

160
intention
b. Predictors: (Constant), Reputation
Coefficients a

B Std. Error Beta
1 (Constant) 1.389 .128 10.87 .00

0 0
Reputatio .540 .043 .632 12.59 .00

n 5 0


intention
REGRESSION
/MISSING LISTWISE
/NOORIGIN
/METHOD=ENTER Persuasivecapabilities.

161

Regression
Notes
Comments
Filter <none>
Weight <none>
Split File <none>

Data File


162
Syntax REGRESSION
SIG N
/MISSING LISTWISE
CHANGE
/NOORIGIN
/METHOD=ENTER
Persuasivecapabilities.

Plots
[DataSet1]
Mean Std. N
Deviation

8 1
163
Persuasive 2.97178 .4507777 24
capabilities 4 1
Correlations
Purchasing Persuasive
intention capabilities

Persuasive .492 1.000

capabilities

intention
Persuasive .000 .
capabilities

intention
Persuasive 241 241

capabilities

l Removed d
1 Persuasive . Enter
capabilities
b

intention
164
Model Summary

Estimate
R Square F df
Change Change 1
1 .492 .242 .239 .3441969 .242 76.269 1

a
Model Summary
Mode
l Change Statistics
df2 Sig. F
Change
1 239 .000
a
a. Predictors: (Constant), Persuasive

capabilities
ANOVA a

Squares Square
1 Regressio 9.036 1 9.036 76.26 .000

b
n 9
Residual 28.315 23 .118

9
165
Total 37.350 24
0
b. Predictors: (Constant), Persuasive

capabilities
Coefficients a

B Std. Error Beta
1 (Constant) 1.700 .148 11.47 .00

9 0
Persuasive .430 .049 .492 8.733 .00

capabilities 0


intention
166
APPENDIX H
CERTIFICATE OF STATISTICIAN
Thesis Statistician Online Educational Consultancy Services

(DTI Permit No. 4121227)
STATISTICIAN’S CERTIFICATION
This is to certify that the statistical treatment and numerical results of the
research study entitled “THE IMPACT OF TIKTOK INFLUENCERS ON
THE PURCHASE INTENTION OF UST SHS 11 ABM STUDENTS” has
been reviewed by the undersigned and are proven to be accurate and valid.
This certification is issued upon the request of the researchers, given this
October 2022.
Researchers:
NORIEGA, DIANNE ANGELA T.

GAL-LANG, PAULEEN S.
ZINAMPAN, PATRICIA ROSE R.
MORALES, DANNAH LHEI Y.
ESLABON, KEN WESELY S.
JAIRA MAE C. JUVIDA
Raiza V. Que, MPA
Statistician Email: thesis.statistician@gmail.com
FB: @thesis.statistician

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1

UNIVERSITY OF SANTO TOMAS SENIOR HIGH SCHOOL

In Partial Fulfillment of the Requirements

Ken Wesely S. Eslabon

Jaira Mae C. Juvida

Dannah Lhei Y. Morales

Dianne Angela T. Noriega

Patricia Rose R. Zinampan

Ms. Maricon P. Bangayan, LPT, MBA

HAZEL A. MISOLA, LPT, MBA

Ms. Maricon P. Bangayan, LPT, MBA

HAZEL A. MISOLA, LPT, MBA

Ms. Maricon P. Bangayan, LPT, MBA

Approved by the Research Panelists on Oral Examination with a grade of

HAZEL A. MISOLA, LPT, MBA

ASSOC. PROF. RODRIGO A. LITAO, LPT, PhD

ASST. PROF. MARY ERIKA N. BOLAÑOS, LPT, PhD

TikTok, a short-form, video-sharing app, saw a significant increase in popularity

impact of TikTok influencers on the purchase intention of UST SHS GRADE 11

attractiveness, expertise, and trustworthiness were tested to determine their impact

on purchase intention. In addition, the variables of reputation and persuasive

capabilities were also tested. Correspondingly, the study utilized a correlational

quantitative-survey design with a convenience sampling method to gather the

(i.e., Attractiveness, Expertise, and Trustworthiness) have a significant impact on

three. Moreover, Reputation and Persuasive Capabilities also have a significant

the TikTok influencer marketing industry in the Philippines.

Keywords: purchase intention, TikTok, influencer marketing, UST Senior

High School, Source Credibility Theory

Chapter 1 Problem and Its Background 1

Chapter 2 Review of Related Literature 12

Chapter 3 The Research Methods 30

Chapter 4 Results and Discussion 40

Chapter 5 Summary of Findings, Conclusions and Recommendations

Table No. Title Page

Figure No. Title Page

Appendix Title Page

PROBLEM AND ITS BACKGROUND

This chapter proposed the importance of addressing the impact of

TikTok influencers on the purchase intention of UST SHS grade 11 ABM

groups of society and the study's limitations.

popularity during the coronavirus outbreak, and that application is TikTok.

as a platform to advertise their products. Business owners have adapted influencer

such as Instagram and Facebook. Influencer marketing is similar to social media

marketing. However, unlike social media marketing, influencer marketing uses

following and are perceived as social media experts (Chen, 2020).

There are existing studies about influencer marketing in the Philippines.

the impact of TikTok influencers on consumers' purchase intention. For example,

1.1. Background of the Study

The use of social media has skyrocketed substantially in recent years.

users by 2.1 million, or 2.8%, between 2021 and 2022.

opportunities provided by social media in terms of communicating with

platforms like Facebook, Twitter, and Instagram (Weismueller et al., 2020).

the short-video industry. One of which is the TikTok application, a music-based

(Montag et al., 2021). According to OMNICORE (2022), there are a total of 3

application every day. This platform is capable of developing a narrative model

number of influencers that can affect one's perspective and behavior.

The usage of TikTok at this present time is not only a source of

entertainment but also a function of becoming an effective and efficient

impact of social media influencers on a consumer’s purchase intention on

different platforms such as Instagram and Youtube (Tamara et al., 2021).

TikTok influencers on a consumer’s purchase intention. Thus, the lack of study on

TikTok influencer marketing in the Philippines, despite the application’s large

number of users, is an ongoing issue.