The Influence of Social Media On Millennial Buying Decisions

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES
San Pedro Campus
Philippine Copyright 2020
by the Author
and the
Bachelor of Science in Business Administration major in Marketing
Management
Polytechnic University of the Philippines
All rights reserved. Portions of this manuscript may be reproduced with proper
referencing and due acknowledgment of the author.
1
San Pedro Campus
CHAPTER I
THE PROBLEM AND ITS BACKGROUND
Introduction
The purpose of this study is to know the influence of social media on millennial
buying decisions during quarantine in San Pedro Laguna. Buying Decision is one of
the most affected on the global situation because they are used to analyze what is
convenient to their needs, and also how social media influence the consumer in their
buying motives. In December 2019 a virus occurred in Wuhan, China is known as
novel corona virus and by January 2020 it was declared as an outbreak and public
health emergency of international, after few months, March 2020 the world health
organization (WHO) declared it has pandemic as of now more than 45.5 million have
been confirmed globally and unfortunately 1.18 million deaths attributed by this global
crisis. On January 30 2020 a 38-year-old Chinese woman listed as the first case here
in the Philippines was confined at San Lazaro Hospital in Metro Manila and as of
now, there have been 378,933 confirmed cases of the disease in the country.
Therefore, the spread of the virus was very contagious at that time due to this kind of
viral infection many businesses were affected and Commission on Health Office
(CHO) announced it has 420 active cases of Covid 19 in the whole city, the total
recovered cases are 2,832, while the total death because of the virus are 103 people,
2
San Pedro Campus
on the other hand, there is a total of 13,985 people who are tested negative as per
Commission on Health Office (CHO) of San Pedro City.
Individuals' behavior may alter as a result of certain circumstances, such as
natural disasters, healthcare crises, and terrorist strikes, according to survival
psychology. (Forbes 2017). Negative manifestations of herd mentality, panic buying,
changes in discretionary shopping habits, and financial decision-making are
examples of these behavioral changes. Furthermore, because there are no well
investigated current pandemics outside of SARS, which was rather confined in its
presentation, COVID-19 study will be formative for understanding and maybe
forecasting the future of shock and crisis research.
Furthermore, in our globalized world, where technological advances have
extended traditional domestic news stories to international audiences, understanding
the scope of the media's role in influencing changed consumer patterns of behavior
and discretionary spending is becoming increasingly important, as the media has
come to play a larger role in the promotion and intensification of consumer ad
campaigns. In accordance with contagion, which is described as the spread of
negative consequences such as dread and anxiety generated by a major bad
occurrence in one area to others, (Forbes 2017), Fear is expected to rise, causing
logical consumer behavior to change. Increased worldwide media communication
and access are likely to amplify the impacts of contagion. As a result, we expect the
3
San Pedro Campus
COVID-19 problem to result in an increase in consumer concern, as well as the larger
ramifications of this fear and uncertainty in purchasing decisions.
The objective of this study is to determine the influence of social media on
Millennial buying decision during quarantine in San Pedro Laguna, the behavior and
attitude of every person when dealing in a crucial situation such as a pandemic, Also,
making significant information in the business industries related for giving actual data
of Individual purchasing when there is unexpected circumstance occurs in a no
particular time.
Background of the Study
According to Burnasheva and Gu Suh (2020), The expanding usage of social
media continues, connecting approximately half of the world’s population. According
to Statista (2020a, b), it was predicted that the number of users of social media will
increase to 4.41bn by 2025. To date, it was recorded to have 3.6bn users in 2020.
We have seen an incredible rise of new channels of connection in the previous
decade, such as social media such as Facebook, Twitter, and YouTube, where
individuals may openly communicate their thoughts, likes, and dislikes. Social media
is emerging as a new sophisticated and uncontrollable element influencing millennial
behavior (Pandey et al, 2018).
4
San Pedro Campus
With the introduction of the Internet and the globalization that preceded it,
novel information communication technology (ICT) channels termed social media
and/or Web 2.0 arose. However, social networking is not a new Phenomenon; it has
always been in the nature of humans to connect and socialize with one another, as
well as to promote, comment on, and alert one another to commercial material.
(Duffett, 2017).
According to Cooley and Parks-Yancy (2020), they found out that Instagram
was mostly utilized for apparel information, while YouTube was most relevant for
cosmetic and hair products. Nonetheless, information from individuals they knew
directly was regarded as more reliable than that obtained from other sources.
Although data shows that celebrities and social media influencers have a beneficial
impact on product awareness, marketers should keep in mind that customers still
place a premium on personal recommendations when making purchasing choices.
The so-called millennium generation, on the other hand, is distinguished by
being technology users and consumers who constantly expose their tastes and
preferences around the articles they use, to the point of making a permanent
promotion of what is appealing to them and which is not in real-time, because
connectivity is another feature that distinguishes them; and this is where the
opportunity lies. (Moreno et al, 2017).
The researchers will investigate how to know the influence of social media on
millennial buying decisions during quarantine in San Pedro Laguna. This global crisis
5
San Pedro Campus
has an effect on the consumers as this study will know the pandemic that affects the
minds of the customers here in our local area (City of San Pedro, Laguna) and the
participants of this research are the millennial with the age bracket from 21 to 31. The
goal of this study is to identify the factors that affect consumer behavior in buying
decisions during the quarantine. To discover the influence of social media on
consumers' buying motives.
Theoretical Framework
Fishbein (1980), the TRA claims that "most socially relevant acts are under volitional
control and hence predictable from purpose." Because many external factors
influence the stability of intention, the theory suggests that the relationship between
intention and behavior is determined by two factors: (a) the measure of intention must
match the behavioral criterion in action, target, context, and time; and (b) intention
does not change before the behavior is observed. (Ajzen & Fishbein, 1980).
Behavioral intention is a consequence of two variables, according to the TRA: a
6
San Pedro Campus
personal component known as attitude toward behavior and a person's sense of
societal influences known as subjective norm. (Fishbein & Ajzen, 1975). Attitude
refers to the person’s own performance of the behavior, rather than his or her
performance in general (Fishbein & Ajzen, 1975). Subjective
norm is a function of a set of beliefs termed normative beliefs. According to Ajzen and
Madden (1986), normative beliefs are concerned with the likelihood that important
referent individuals or groups would approve or disapprove of performing the
behavior. According to the TRA, each individual's normative belief is first multiplied
by the incentive to comply with the referent, and the cross product is then totaled for
all salient referents in order to produce an estimate of a subjective norm. Because
the TRA is a broad model, it does not identify the ideas that underpin a specific
behavior. (Davis et al., 1989). Behavior is governed by behavioral intents in the TRA,
which limits the model's predictability to circumstances when intention and behavior
are closely linked. Where the time gap between their expression is low, the greatest
correlations between intention and conduct are seen. However, in the most extreme
instance of overcoming this, assessing intention and conduct at the same time does
not provide a genuine test of the model's ability to predict the future. It confirms the
attitudinal foundation of present conduct at best. (Davies, Foxall, and Pallister 2002)
The strongest connections between intention and behavior are observed when the
time gap between their expressions is short. However, measuring intention and
behaviour at the same time does not give a true test of the model's capacity to predict
7
San Pedro Campus
the future in the most extreme case of overcoming this. At best, it validates the
attitudinal underpinning of current behavior. A further requirement of the TRA is that
behavior must be under volitional control. Hence, the TRA is ill-equipped to predict
situations in which individuals have low levels of volitional control (Ajzen, 1991).
Conceptual Framework
Figure 2. The Conceptual Framework of the influence of social media Millennial

buying decisions during Quarantine in San Pedro Laguna.
This study used the Independent Variable to Dependent Variable system analysis
approach to support the research as a whole and to guide the study's growth and
course. This study aims to provide useful insights into the Influence of Social Media
on Millennial’s Buying Decisions during Quarantine in San Pedro Laguna. In this
paradigm, our team will undergo the distribution of questionnaire during quarantine,
having survey we will measure how social media influences the consumer buying
8
San Pedro Campus
decision which is a critical part in the business industry as we can see there's a factor
that affects the mentioned variable which is called Behavioral intentions which
according to Fishbein and Ajzen (1975) it is driven by subjective norms and attitude
itself.
Statement of the Problem
This study aims to determine the influence of social media on Millennial buying
decisions during quarantine in San Pedro Laguna.
Specifically, this study aims to answer the following questions:
1. What are the factors affecting Consumer buying decisions’ insignificance of
Attitude during quarantine?
a. Personal Factors
2. What are the factors affecting Consumer buying decisions under Subjective
norms during quarantine?
a. Social Media Influences
b. Environmental Factors
3. Is there a significant effect in the respondents on the Influence of Social Media
on Millennial Buying Decisions during Quarantine in San Pedro Laguna?
9
San Pedro Campus
Hypothesis
HO: There is no significant effect in the respondents on the Influence of Social Media
on Millennial Buying Decisions during Quarantine in San Pedro Laguna.
Scope and Limitations of the Study
This study focuses on social media influences on how they analyzed the
situation and experience in making a decision during Pandemic and being
quarantined for several months.
This study was conducted around San Pedro City, Laguna with the target
population of 397 only and the respondents of this study are millennial. The
researchers used to give questionnaires Online and Face to face (with social
distancing) to different consumers and collected them on the same day.
Significance of the Study
From the findings of the study, the following person will be benefited:
Marketing Students. The results of this study will provide the students with
knowledge on the effect of quarantine on consumer behavior and the decision of
millennial towards social media influences. Future marketing students will be
knowledgeable about how to make a decision when there is a huge crisis.
10
San Pedro Campus
Business Oriented Individual. The study will provide the Business Oriented
Individual the knowledge about how consumers will make a decision when
unexpected outbreaks occur in the future, and what strategies need to improve
every business. Also, it will guide them in terms of marketing strategies.
Future Researchers. This paper will provide future researchers in terms of reference
to their study about the effect of quarantine on consumer behavior and decision of
millennial towards social media influences, to gather information about consumer
reaction on Pandemic 2020.
Marketing professors- The Study will provide information to the professional
teachers in the field of business industry and the knowledge will be gathered and
become an asset to them resulting in high-quality education.
Customers - This study could be used by the customers to gain knowledge on the
business’s strategies and how it affects them and also, they will become aware of the
current scenarios.
Government - This research is essential for accumulating data on the economic and
social structure of the country. This study can reveal what exactly is going on in the
economy, and what adjustments are taking place.
11
San Pedro Campus
Definition of Terms
The following terms are described operationally and conceptually for better
comprehension of the manuscript.
Quarantine - Public health practices used to protect the public by preventing
exposure to people who have or may have a contagious disease. Quarantine helps
prevent the spread of disease that can occur before a person knows they are sick or
if they are infected with the virus without feeling symptoms. (Center for Disease
Control and Prevention, 2020, October 27)
Consumer buying decision - is the study of how individual customers,
groups or organizations select, buy, use, and dispose of ideas, goods, and services
to satisfy their needs and wants. It refers to the actions of the consumers in the
marketplace and the underlying motives for those actions. (Smriti Chand, 2020
https://www.yourarticlelibrary.com/marketing/market-
segmentation/consumerbehaviour-meaningdefinition-and-nature-of-consumer-
behaviour/32301)
Social Media - is any digital tool that allows users to quickly create and share
content with the public. Social media encompasses a wide range of websites and
12
San Pedro Campus
apps. (Matthew Hudson, 2020 https://www.thebalancesmb.com/what-is-socialmedia-
2890301)
Subjective Norms - The perceived expectations from others that influence a
user to perform a particular behavior (Ajzen,1911
https://www.igiglobal.com/chapter/student-faculty-use-perceptions-web/39193)
Attitude - The degree to which an individual favors a particular behavior
(Ajzen,1991, https://www.igi-global.com/chapter/student-faculty-use-
perceptionsweb/39193).
Behavior - In psychology, behavior consists of an organism's external
reactions to its environment. Other aspects of psychology, such as emotions,
thoughts, and other internal mental processes, don't usually fall under the category
of behavior. Behavior may be modified according to positive or negative
reinforcements from the organism's environment or according to self-directed
intentions. (Tiffany Frye 2018 February,
https://study.com/academy/lesson/behavior-definition-lesson-quiz.html)
13
San Pedro Campus
Reasoned Action theory - The theory of reasoned action (TRA) is a model
for predicting people’s behavior, which states that the best predictor of people’s
behavior in any given situation is their intention to perform the behavior. (Sheppard,
B. H., Hartwick, J., & Warshaw, P. R., 1988).
http://psychology.iresearchnet.com/social-psychology/social-
psychologytheories/reasoned-action-theory/)
Knowledge - The fact or condition of knowing something with familiarity
gained through experience or association. The ideas or understandings which an
entity possesses that are used to take effective action to achieve the entity's goal
(The Age of Agile book by Steve Denning 2018,
http://www.stevedenning.com/Knowledge-Management/what-is-knowledge.aspx)
Expectations - Customers have expectations of the products and services
they buy. The expectation is the result of forecasting, where a person predicts what
will happen in the future and consequently expects this prediction to come true. (MBA
Skool Team, 2018,
http://changingminds.org/disciplines/marketing/understanding_customers/custome
r_expectation.htm)
Personal Factors - personal factors are characteristics that are specific to a
person and may not relate to other people within the same group. These
characteristics may include how a person makes decisions, their unique habits and
14
San Pedro Campus
interests, and opinions. (Khuong M.N. and Duyen H.T.M, 2016, Personal Factors
Affecting Consumer Purchase Decision towards Men Skin Care Products.
International Journal of Trade, Economics and Finance, Vol. 7, No. 2).
Millennial - In this study the age bracket of millennial is 21 - 31 years old and
also these are the most active in terms of social media and have the capacity to
purchase something and know how to make a decision. According to Dimock (2019)
millennial are the most racially and ethnically diverse adult generation in the nation’s
history. (Dimock M. 2019,
https://www.acecollegehomework.com/wpcontent/uploads/2020/11/2020111222462
4dimock___where_millennial_end_and_
generation_z_begins___pew_research_center.pdf).
Environmental Factors - A number of forces over which it has little or no control
affect a company's marketing activities. Taken together, they make up its external
marketing environment, which includes regulatory and political activity, economic
conditions, competitive forces, changes in technology, and social and cultural
influences. (Exploring Business adapted edition by the University of Minnesota
Libraries Publishing through the eLearning Support Initiative, 2015,
https://open.lib.umn.edu/exploringbusiness/chapter/9-8-the-marketingenvironment/)
15
San Pedro Campus
CHAPTER II
REVIEW OF RELATED LITERATURE
In this chapter, the study carried out by previous research of other authors in the
same field of the present study will be discussed primarily. Throughout this chapter,
theoretical and practical views of past studies will be discussed in detail.
Co-vid 19 in a Foreign economy
We are in the midst of a worldwide Covid-19 epidemic that is causing two kind
of shocks to countries: health and economic. Given the extremely infectious nature
of the disease, policy interventions such as social distance, self-isolation at home,
closure of institutions and public facilities, movement limitations, and even country-
wide lock-down are all options for controlling the disease's spread. These acts have
the potential to have disastrous effects for global economies. To put it another way,
successful disease containment necessitates a country's economy ceasing to
function normally. This has triggered fears of a deep and prolonged global recession
(Rajeswari 2020). Although some firms are failing, some companies are booming.
This is true for a range of Internet-based firms, such as those Online entertainment
links, grocery delivery, online banking, online shopping Training, and remote-work
options. Many sectors that do well are those linked to herbs and supplements, as well
16
San Pedro Campus
as nutrition and medicine. Usually, it is believed that they are stagnant when
analyzing economies, a logical inference because they appear to shift slowly.
According to (Debata et al, 2020) As production and consumption are reduced
due to the COVID-19 epidemic, the world economy will be thrown into chaos.
Developing countries like India are not immune to such exogenous shocks, and
economic development is expected to stall. As a result, since the introduction of
demonetization and the goods and services tax (GST), the Indian economy has been
sluggish, and the government is looking for methods to get it back on track. (Kapur,
2020). However, the COVID-19 has put paid to all hopes of revival of the economy in
the near term.
Co-vid 19 in Philippine economy
Asian Development Bank (2020) released an update about the economic
status of the Philippines which says “In the middle of the corona-virus disease
(COVID-19) pandemic, 7.3 percent is predicted to contract in 2020 before
development returns to 6.5 percent in 2021”. and also, As the epidemic is contained,
the economy is opened up more, and further government stimulus initiatives are
introduced, the economy is projected to recover in 2021. Next year's downside risks
include a slower than predicted global recovery that could weigh heavily on
remittances from trade, investment, and overseas Filipino employees. Due to
17
San Pedro Campus
community lockdown, the employment levels have been drastically declined, in the
worst case, the Philippines relies to a large degree on tourism for revenue generation
and estimated a reduction of GDP share from tourism of around 0.68 percent, on the
other hand (World Bank, 2020a, b, c, and d) which also cited by Murakami, E., et al.
(2020) “The proportion of remittances relative to the country’s GDP was close to
10%”. In the first quarter of 2020, according to Lim (2020), Philippine GDP has
declined by about -0.7%, the import fell by 8.7% while export has dropped by about
4.4%
Consumer Behavior of Millennial
Marketers use market segmentation on the basis of demographic information
because it is often related to consumers’ buying habits and behaviors. Consumers’
behavior describes how consumers make purchase decisions and how they use and
dispose of purchase goods and services. Consumer behavior in the acquisition, use,
and disposal of products and services is referred to as purchase judgment consumer
behavior. When assessing, purchasing, consuming, or disposing of products and
services, consumers partake in a decision-making process and physical activity
known as purchase decision customer (Mai Ngoc Khuong and Hoang Thi My Duyen
Personal, 2016). Nowadays members of so-called Generation Y or millennial are
young adults in their 20’s and 30’s and they present a remarkable purchasing power.
Therefore, they are studied by researchers and marketers to determine the
18
San Pedro Campus
generation characteristics as they have a lot of influence over the older generations
and are trendsetters across all industries. In comparison to other generations,
millennial is considered more homogeneous because of the connectivity to the
Internet by which they communicate, learn and share lifestyle tendencies.
They are a huge generation of impatient, experimental learners, digital native, multi-
tasking people, and gamers who love the flat networked world and expect nomadic
connectivity 24/7. Also distinguishing them is the fact that they will
account for half of the global demand in 2017. Millennial’s influence the purchases of
other customers and potential customers. Because of millennial, consumer
engagement marketers understandably want to learn how to market to this
generation considering changing roles of men and women in society. The Millennial
foray into economic life, as well as their proclivity to consume and invest the entirety
of their earnings in the acquisition of products that characterize them or in
experiences, makes them an appealing segment for economic sectors such as
tourism, which conducts ongoing research into their purchasing habits in order to
provide these experiences. (Flor Moreno and Jaime Lafuente et al., 2017)
As the author said (Flor Moreno and Jaime Lafuente et al., 2017) millennial
make buying decisions easier than past generations, although this is due to access
to information that can be accessed by electronic means to make a purchase and
reviewing the views of people who have already made a purchase. As a result of their
study, they added that millennial is not as faithful to companies as prior generations
19
San Pedro Campus
that were deliberately branded by those brands, or they are not represented by the
same brand’s group. their buying decision depends on the technological, social,
economic, cultural, and political shifts.
Consumers Attitude during Quarantine
Natural disasters and risk situations are highly linked to supplier demand and
customer reactions, according to the study. (Zheng et al., 2020; Frank and
Schvaneveldt, 2016; Littler and Melanthiou, 2016) therefore consumer buying
behavior is different and unpredictable (Koistinen and Jarvinen, ¨ 2016 McGoldrick
and Andre, 1997).
A recent research contributed by demonstrating how supply interruption may cause
customer fear, as well as giving social learning to other consumers. (Zheng et al.,
2020).
Panic Buying and Consumption Displacement during COVID-19 The
burgeoning evidence on panic buying globally due to COVID-19 shows that
stockpiling behavior of non-perishable food and bathroom products was not
uncommon, with panic buying of toilet paper receiving considerable media publicity
(Leung et al. 2021; Taylor 2021).
20
San Pedro Campus
Consumer hoarding during COVID-19 was likely to be primarily affected by
government public health interventions that served to constrain consumers’ normal
consumption behaviors and practices, e.g., in terms of where, when, and how to
purchase; supply chain disruptions (Kirk and Rifkin 2020; and social media (Zhao and
Zhou 2020; Leung et al. 2021).
Changes in actions due to pandemic outbreaks tend to be correlated with
personal safety instead of general actions, such as using facemask and face shield
to mitigate the cases of COVID-19. As people in a multicultural world, our lives tend
to be more about comfort rather than thinking about what could likely occur in the
future.
When the COVID-19 virus became a pandemic in March 2020, unusual retail
customer behavior, such as stockpiling toilet paper and food, was observed all across
the world. (Miri and Wang et al. 2020). The presumed cause was not only the looming
health threat of COVID-19 and the possible risk of being quarantined but also fears
of the disease-causing factories to halt production and global disruption of supply
chains. Retail and consumer services suffered from this unusual situation in several
ways.
The intention to self-isolate was a substantial predictor of unusual purchases,
showing that preparing for isolation and quarantine was a primary motivator for
people to make odd purchases during COVID-19. In retrospect, the panic buying
episode was short, and consumer markets rapidly returned to atypical purchasing,
21
San Pedro Campus
and subsequently to the new COVID-19 consumer status quo. However, the findings
imply that as long as people continue to isolate themselves, they will continue to make
odd purchases. (Laato et al. 2020).
Personal Factors
Personal factors also affect the behavior of buyers. Age, profession, income,
lifestyle, and personality are the main personal factors that affect the actions of
buyers. Second, an individual's age is one of the significant personal factors affecting
the actions of buyers. At different points of the cycle, people purchase different
goods. With life cycle alteration, their taste, preference, etc. often alter. Next, a
person's occupation or career affects his purchasing behavior. Depending on the
nature of the profession, the lifestyles and purchasing considerations, and choices
vary widely. Researchers indicated that information overload among consumers had
facilitated consumers to make an optimal buying decision (Alalwan, 2018; Naeem,
2021). A doctor's purchase may readily be recognized from that of a lawyer, teacher,
clerk, merchant, and so on. As a result, marketing managers must devise various
marketing tactics tailored to the purchasing motivations of various professional
groups. Another element that might impact people's spending patterns is their income
level. Earnings are a significant source of purchasing power. As a result, people's
purchasing habits vary depending on their economic level. The "whole person"
interacting with the environment is depicted by a person's pattern or way of life as
22
San Pedro Campus
expressed in his activities, interests, and opinions. Different marketing tactics must
be developed to suit the lives of consumers, according to marketing managers.
Finally, personality varies from person to person, across time, and from location to
location. As a result, it has a significant impact on client purchasing behavior.
Actually, Personality is not what one wears; rather it is the totality of behavior of a
man in different circumstances. It has different characteristics such as dominance,
aggressiveness, self-confidence, etc which can be useful to determine the consumer
behavior for a particular product or service. In addition (Mai Ngoc Khuong and Hoang
Thi My Duyen Personal, 2016) say that Specific factors are traits that are peculiar to
a person and may not be shared by those of the same group. These features may
include: a person's decision-making process, their peculiar patterns, and so on
interests and viewpoints When it comes to personal characteristics, Age, ethnicity,
and context all play a role in making decisions. community, as well as other personal
concerns.
Subjective Norms
Buying behavior is the role of subjective norms, which refers to the perceived
social pressure to perform or not to perform the behavior, has often been neglected.
Subjective norms’ explanatory power was relatively weak, even though significant.
Thus, several authors have proposed that there is a need to modify. The significant
causal path from subjective norms to attitudes – neglected in prior studies. All these
23
San Pedro Campus
cases, where subjective norms and attitudes were related to each other, dealt with
some kind of ethical or moral decision-making, but also in the case of personal benefit
(coupon usage). Subjective norms were found to influence attitudes, which differs
from the original theories of reasoned action and planned behavior.
Subjective norms’ effect on attitudes has been mainly found in behaviors that involve
some kind of ethical decision, and also buying consumer goods can be seen as an
ethical decision reflecting environmental concern. However, whether buying
consumer goods is or is not an ethical decision, it seems that positive (or negative)
attitudes towards buying consumer goods “pass on” among people. Those, who think
positively about buying organic food, have an influence on the attitude formation of
others. Due to social media, people are more engaged and connected, which
increases information sharing (Aslam et al., 2018a; Muqadas et al., 2017) while at
the same time allowing sensationalism and misinformation to spread regarding
Covid-19 because shocking or emotionally charged content gets people’s attention.
Social Media Influences
People who enjoy engaging with page Like Ads, experience social motivation to
communicate with page Like Ads, and think the engagement habits are popular are
more likely to do so in the future. as the research itself (Soojung Kim, Joonghwa Lee
& Doyle Yoon, 2015) found out that people who actively use these social media
24
San Pedro Campus
platforms and engage with this web are more likely to be influenced in terms of the
behavioral actions. The field of social media has become an evolving area of
research within the business discipline, there is still confusion about the degree to
which different types of social media play a role in customer buying and what goods
people purchase. indicate that consumers are buying either very inexpensive or very
expensive items and are doing so based on recommendations from people they
would not consider “opinion influencers or leaders”. This surprising result indicates
that firms can influence future purchases, perhaps, by encouraging them users to
post on various forms of social media. For instance, firms could use discounts or
incentives to have consumers recommend their product via social media if that
recommendation led to future purchases by their connected friends.
It indicates a slow shift from more traditional forms of social media like
Facebook to quicker types of social media like Twitter. Many respondents expressed
a need for knowledge right now, within the last day or two, and this research suggests
a trend toward that type of social media, which is consistent with today's social media
themes. For companies, this might imply that this sort of social media format is more
suited to budget allocation than ads on a more static medium like Facebook. (Forbes,
2017). Social media plays an important role in everyone’s life, whether normal people
or sectors like businesses, academics, marketing, and advertising, etc. It not only
helps businesses reap benefits and profits from interacting with consumers, retaining
them, and attracting potential consumers, it also allows individuals to promote or
25
San Pedro Campus
demote their purchase experiences with their critical reviews regarding the products.
Small company owners have embraced social media as a platform to drive growth as
one of the most successful strategies (e.g., Facebook, Twitter, Instagram). All small
companies, in most cases, use social media for advertising and PR. (Shabbir et al.,
2016). perhaps (Mintel 2016) says, 58 percent of digital shoppers agree that
shopping with technology will be more exciting, with 30 percent of the sample
expecting dressing rooms with immersive mirrors in the future and just 10%
anticipating augmented reality shopping. As a result, researchers claim that social
media makes individuals more apprehensive about what's to come, affecting stock
supply. Previous research has found that using social media has boosted social
learning, knowledge, and a variety of purchasing behaviors. (Aslam et al., 2018;
Muqadas et al., 2016, 2017)
Environmental Factors
Environmental variables are things that happen outside of an individual's
control that influence how they make decisions. Culture, socioeconomic status, peer
group, family, and home are some of these variables. The aforementioned variables
are the primary determinants of customers' decisions to purchase a certain item or
service. (Blackwell, Miniard, and Engel, 2016). Low human resource capacity is the
main external environmental factor, consisting of economic, political, technological,
26
San Pedro Campus
and socio-cultural factors, that have a positive and significant effect on organizational
performance.
Synthesis
In accordance with this research, the literature above is up to date the approach
is critical in establishing a simple protocol for the proposed analysis. It provides
background information about the study. The review of similar literature and studies
showed relevance to the above-proposed research report. All the related research is
useful in order to make this study possible. A standard protocol is endorsed for the
proposed analysis by the collected data and relevant literature. This will serve as a
guide in the related data to the ideas and concepts that have been applicable to this
study. The review of related studies and literature provided in this study combines
factors that other studies have done that influence social media on millennial buying
decisions during quarantine in San Pedro Laguna. It includes Co-vid 19 in the foreign
economy, Co-vid 19 in the Philippine economy, Consumer, Behavior of millennial,
Consumers Attitude during Quarantine, Personal Factors, Subjective Norms, Social
Media Influences, and Environmental Factors. In providing a standard procedure for
the proposed analysis, all of the above knowledge is useful.
27
San Pedro Campus
This study defines the influence of Social Media on Millennial Buying decisions
during quarantine. As millennial age, enter the workforce and begin families, their
consumption patterns are having a greater effect on multinational corporations.
Social media usage and online interpersonal influence have
significant, positive relationships with millennial buying decisions. (Bedard and
Tolmie, 2018) Nevertheless, within the different age-groups, one particular
generation stands out as according to Gözükara and Çolakoğlu (2016), the millennial
is familiar with consumer culture and grasps media and technology. Consumers use
social media primarily to acquire and consume information related to products. The
purpose of this study is to focus on providing valuable insights into the influence of
social media on Millennial buying decisions during quarantine in San Pedro Laguna.
28
San Pedro Campus
CHAPTER III
METHODOLOGY
The way the researcher performed the analysis is addressed in this chapter.
The research method used, the sample size, the population, the sampling
methodology, the respondents, the tool used to produce the necessary data, and
the statistical techniques for data analysis are represented.
Research Design
The Descriptive method of research was used in this study in order to
evaluate the influence of social media on Millennial buying decisions during
quarantine in San Pedro Laguna. Descriptive research requires data collection to
measure the study and to understand behavior. The questionnaire was used in this
research to obtain the data used as the basis of the topic analysis.
The researchers used the Likert Scale in ranging respondents’ answers.
Respondents indicated the degree of their agreement with the statement on a 5-
point Likert scale ranging from 5 (strongly agree), 4 (agree), 3 (neutral), 2
(Disagree), and 1 (strongly disagree).
29
San Pedro Campus
Method of Research
This study utilized a descriptive survey research design. Researchers used a
descriptive question to identify participants’ responses to a single variable or
question. This single variable may be an independent, a dependent, or an intervening
variable (Creswell, p 27). Non-experimental research will be utilized considering that
no treatment will be applied in this study.
Survey designs are procedures in quantitative research in which you
administer a survey or questionnaire to a small group of people (called the sample)
to identify trends in attitudes, opinions, behaviors, or characteristics of a large group
of people that is called the population (Creswell, p 27).
Population and Sampling
Slovin's formula was used to determine that the margin of error is 5% to be able to
assess the sampling population, given that the survey was for all. Slovin's formula
was proposed by Michael Slovin. It is a screening procedure essential for a statistical
survey to be used. This means that the survey is unbiased. The analysis, therefore,
has:
𝑁 𝑁𝑜.𝑜𝑓 𝑅𝑒𝑠𝑝𝑜𝑛𝑑𝑒𝑛𝑡𝑠
𝑛= 1+𝑁𝑒2 = 1+ 58,000(.05)2
30
San Pedro Campus
Where:
n = number of samples
N = total population
e = margin of error
Table 1
Number of Population
This table represents the number and percentage of respondents, therefore,
the number of millennial (21 up to 31 years of age) in San Pedro Laguna has a total
population of 58,000. Also, the researchers used Slovin’s formula to compute the
sample size of the respondents and it will be 397 in total.
Sampling Technique
The method used in this study is a simple random sampling technique in which
the participants are selected on the different barangay at San Pedro Laguna. The
31
San Pedro Campus
researchers have made contact with the respondents to be able to do the study of
the research. The researchers used this sampling technique in order to obtain the list
of larger populations and then selecting, at random, a certain number of individuals
to comprise the sample. With a simple random sample, there is an equal probability
for any member of the wider population to be chosen.
Respondents of the Study
This research utilized the 397 selected millennials of San Pedro Laguna.
There were 397 survey questionnaires given randomly to the target respondents. The
respondents were described according to the following variables: their age, sex, civil
status, employment status, monthly income, and location. All the data and information
from the survey questionnaires were collectively gathered for the researchers to know
The Influence of Social Media on Millennial Buying Decisions during Quarantine in
San Pedro Laguna.
Research Instruments
A survey questionnaire that was distributed to the respondents was the analysis
method used in the study. The data collected were the demographic profiles of the
respondents through the use of this instrument. Part I includes the respondents’
profile: age, sex, civil status, employment status, monthly income, and location. The
32
San Pedro Campus
second part consists of questions with regards to the influence of social media on
millennial’s buying decisions during quarantine. The last part consists of the
significant relationship in the respondents on the influence of social media on
millennial’s buying decisions during quarantine.
Data Gathering Procedures
The researchers used semi-structured interviews to collect proper data from
the target respondents, and for the restriction bias, every survey hour we moved into
another barangay to properly distribute the questionnaires in the whole of San Pedro
Laguna. Also, before we distribute the survey form, the researchers ask the potential
respondent if they have any spare time to answer this particular study.
The collection of data is after the participants have done answering the questionnaire.
Lastly, after the researchers collected the data, it will be recorded and will be tallied
to know the result of the study.
Cronbach Alpha
Cronbach's alpha use to measure the internal consistency, or how closely a
group of things are connected. It is regarded as a scale reliability indicator.
“Reliability” is another name for consistency. Cronbach’s alpha tests to see if multiple-
question Likert scale surveys are reliable.
33
San Pedro Campus
Fig. 3 Cronbach Alpha
Table 2
Pilot Test
This table presents the pilot testing among 40 millennials in San Pedro, Laguna and
the researchers’ tool used to compute to this data is Cronbach Alpha, and the
purpose of this tool is to identify if the questionnaire is reliable for this study.
34
San Pedro Campus
Statistical Treatment of Data
Frequency Count and Percentage used to determine the percentage usually for data
on profile (e.g., age, gender, etc.) To determine the frequency count and percentage,
frequency count was divided by the total number of respondents multiplied by one
hundred. The following formula was used in this study.
𝑓
%= 𝑥 100
𝑁
Where:
% = Percentage
F = frequency
N = Number of cases
Weighted Mean
The weighted arithmetic mean is similar to an ordinary arithmetic mean (the
most common type of average), except that instead of each of the data points
contributing equally to the final average, some data points contribute more than
others. The notion of weighted mean plays a role in descriptive statistics and also
35
San Pedro Campus
occurs in a more general form in several other areas of mathematics.
𝑥 𝑊𝑖)
∑𝑛𝑖=1 𝑊𝑖
Where:
Σ = the sum of (in other words…add them up).
w = the weights.
x = the value.
Table 3
Weighted Mean
36
San Pedro Campus
T-Test of Independent samples.
Fig. 4 T-test
T-test will be used to determine the significant differences between
respondents’ sex and the influences with 0.05 as the level of significance.
Analysis of Variance (ANOVA)
ANOVA is a collection of statistical models and their associated procedures in
which the observed variance in a particular variable is partitioned into components
attributable to different sources of variation. In its simplest form, ANOVA provides a
statistical test of whether or not the means of several groups are all equal.
37
San Pedro Campus
CHAPTER IV
PRESENTATION, ANALYSIS, AND INTERPRETATION OF DATA
This chapter presents all the gathered data which undergone the tabulation,
analysis, and interpretation processes based on the questionnaires gathered. The
tables represent each item in the questionnaire used to answer the specific problems.
Table 4
Total Number of Respondents by
Demographic Profile
38
San Pedro Campus
This table represents the total number of respondents by each demographic
profile in terms of age, sex, civil status, employment status, monthly income and
location. As shown in the table, there are no missing data, all of the respondents are
participated in this study. Therefore, all of the 400 respondents are answered the
demographic profile accordingly on questionnaire.
Table 5
Frequency and Percent Distribution of the
Respondents by Age
Age
Table 5, presents the frequency and percent distribution of the respondents when
they are grouped according to age, in the study of, the influence of social media on
Millennial buying decision during quarantine in San Pedro, Laguna. As shown in the
table, 224 or 56% of the respondents are aged 21 – 24 years old; on the other hand,
39
San Pedro Campus
there are between 25 - 28 years old with 110 or 27.5% respondents; lastly, 66 or
16.5% of the respondents are aged 29 - 31 years old. People's purchase patterns on
goods and services alter as they get older and reach different stages in their lives.
Food, clothing, furnishings, and recreational preferences are often agerelated and
fluctuate throughout time. The stage of a family's life influences their purchasing
decisions, In Addition Cole and Yoon (2018) stated that in general, the extant
decision-making research implies that at each step of the decision-making process,
senior consumers differ from younger customers in significant ways. The study whom
conducted by Pate S. and Adams M. (2015), there are respondents (Millennial)
offered contradictory and surprising answers when it came to effects on their
purchase behavior. Participants said they would be more inclined to buy products on
social networking sites that were "liked" by "friends." (Womack, 2017; Miller, 2015;
Jones et al., 2019; Gangadharbatla, 2018). also agreed to this result from the
mentioned study that has been conducted. Millennial tend to purchase a specific item
that are being endorsed by known celebrities since the result of their study are this
age bracket involve to the social media sites and more likely to “like, share and follow”
their favorite celebrities and artist.
40
San Pedro Campus
Table 6
Respondents by Sex
Sex
they are grouped according to sex, in the study of, the influence of social media on
Millennial buying decision during quarantine in San Pedro, Laguna. As shown in the
table, there are more female respondents with 208 or 52% than male with only 192
or 48%. The result shows that in San Pedro, women play an active part in answering
survey forms in terms of the study of consumer buying decision and how social media
influences the millennial.
According to Fischer and Arnold (1990; 1994) The physiologically based
classifications of male and female are referred to as sex. The psychological
characteristics connected with sex are referred to as gender. Gender identity relates
41
San Pedro Campus
to masculine and feminine personality qualities, whereas gender role attitude relates
to attitudes regarding women's and men's duties, rights, and duties and in their
addition the contrast between sex, gender identity, and gender role beliefs is crucial,
since it has ramifications for consumer behavior. (Fan & Miao, 2017; Hasan, 2015;
Seock & Bailey, 2018) Also added that the Gender has long had a crucial influence
in influencing human habits, including purchasing behavior on the other hand Gender
has several qualities that are universal, independent of culture or area. As a result,
it's critical to look at the impact of gender in online customer behavior so that
marketers can develop better tactics for increasing profits and customers can have
better buying experiences. According to the results of the survey conducted by Sukati
and Madahi (2017) Gender has a beneficial impact on purchase intent, with the
female having a greater impact and (Safiek & Hayatul, 2019) explained the reason
behind these result stating that It might be because females are more influenced by
their peers, classmates, and coworkers.
42
San Pedro Campus
Table 7
Respondents by Civil Status
Civil_Status
they are grouped according to civil status, in the study of, the influence of social media
on Millennial buying decision during quarantine in San Pedro, Laguna. As
shown in the table, there are 285 or 71.3% of the respondents are single; 111 or
27.8% of the respondents are married; while 1 or 0.3% are divorced and 3 or 0.8%
of the respondents are separated, widowed etc., respectively.
43
San Pedro Campus
The family life cycle model has been a common method in consumer research for
evaluating family consumption behavior. According to the concept, the family unit
goes through a succession of stages, each with its own set of spending habits.
(Bristor and Qualls 1982), Fellerman and debevec (2015) stated that Non-custodial
parents have traditionally been mixed in with other single individuals in family life
cycle categories; nevertheless, when non-custodial parents are actively involved with
their children, their consuming behavior is likely to be notably different from that of
other single individuals.
It is self-evident that a consumer's taste and preferences for goods and services
evolve over time. The family life-cycle is divided into stages, such as young singles,
married couples, and unmarried couples, which helps marketers design goods that
are suited for each period. Kochar and Kaur (2018).
44
San Pedro Campus
Table 8
Respondents by Employment Status
Employment_Status
they are grouped according to employment status, in the study of, the influence of
social media on Millennial buying decision during quarantine in San Pedro, Laguna.
As shown in the table, there are 279 or 69.8% are employed; while there are 81 or
20.3% are unemployed; meanwhile, there are 28 or 7% are self-employed; lastly,
there are 12 or 3% are contractors, freelancers and etc.
45
San Pedro Campus
Nagartoki (2015) elaborated the idea and concept of (Kotler et. Al. 2018 p 250) gives
an idea on how roles and status affect the consumer buying decision, He stated that
“a man employed as a manager of a company could have several roles in several
groups. With his family, he plays the role of son, husband or father; in his company,
he plays the role of manager. Therefore, he holds an exclusive role in different groups
where he is supposed to perform certain activities depending upon the people around
him. Each role affects his buying behavior during the decision-making process”. in
conclusion every roles in different organization or any group that someone who is
belong with affects their consumer buying decision, Leppäniemi, M., & Karjaluoto, H.
(2018) has conducted a study about Exploring the effects of gender, age, income and
employment status on consumer response to mobile advertising campaigns, and
their findings says, Consumers' Social media sites advertising engagement was
significantly influenced by their employment status. In other words, Employment
status has a substantial effect on the consumers perception.
46
San Pedro Campus
Table 9
Respondents by Monthly Income
Monthly_Income
they are grouped according to monthly income, in the study of, the influence of social
47
San Pedro Campus
media on millennial buying decision during quarantine in San Pedro, Laguna. As
shown in the table, 144 or 36% of the highest among the respondents have an
average monthly income of between P5,001 - P15,000; second, 96 or 24% said that
they earn P1 - P5,000 on a monthly basis; third, P15,001 - P25,000 have 71 or 17.8%
earned every month; and for the 4th are gaining P25,001 - P35,000 monthly income
which are 34 or 8.5%; while at the 5th place which are 32 or 8% are having P55,000
and above monthly income ; for the second to the last are earning P35,001 - P45,000
with 32 or 8% of the respondents; and lastly, 8 or 2% are earning P45-001 - P55,000
in a month.
A buyer's purchasing tendencies are always linked to his or her economic status or
income. Individuals with a higher degree of disposable income will purchase more
expensive and premium goods than those with a middle or lower level of income.
What a person buys are a reflection of his or her financial condition. Nagarkoti (2015).
As a result, the buyer's purchase decision is influenced by the current economic
circumstances. A consumer's purchasing power has a favorable association with his
or her personal expenditure when they are in a good economic state. In fact, only a
small percentage of consumers are prepared to pay the higher prices for these items,
a decision impacted by a variety of characteristics such as income and educational
attainment. (De Pelsmacker, Driesen, & Rayp, 2005; Mohr & Webb, 2005)
48
San Pedro Campus
Table 10
Respondents by Location
Location
49
San Pedro Campus
50
San Pedro Campus
Table 10, presents the frequency and percent distribution of the respondents
when they are grouped according to location, in the study of, the influence of
social media on Millennial buying decision during quarantine in San Pedro,
Laguna. As shown in the table, it equally divided in 27 barangays, in every
barangay there are 14 or 15 respondents in order to have a good result in this
study.
Geographical location is another external element that impacts customers'
Purchase Intention. Consumers care about where items are made and made, and
it can influence their purchasing decisions. (Siti & Nurita, 2015), According to
recent studies, regional considerations have a beneficial impact on purchase
intent. On Purchase Intention, the impact of urban is greater than that of rural.
This is attributable to a number of factors, including the fact that urban consumers
are more educated, have a greater influence from the media in their decision-
making, and have a higher Purchase Intention than rural customers In addition
Consumer fashions inventory is heavily influenced by geography. In both rural
and urban locations, consumers behave differently. Customers in metropolitan
51
San Pedro Campus
regions are more educated (particularly in developing nations) and have greater
internet access; but rural consumers are more influenced by social norms, social
traditions, and are more conventional. Quality, brand, novelty, and fashion are
more important to urban customers than they are to rural customers. Rural
customers, on the other hand, are more worried about pricing. (Ahasanul Haqu
et al., 2016).
Table 11
1. What are the factors affecting Consumer buying decisions’
insignificance of Attitude during quarantine?
52
San Pedro Campus
This shown that distribution of respondents according to the personal factors “I use
social media platforms like Facebook, Instagram, twitter, etc.” Are rank as the highest
with 4.743 weighted mean and with the verbal interpretation of always; the second in
the rankings is “i use social media when the time of quarantine.” Garnered 4.636
weighted mean with verbal interpretation of always; third in the rankings is “I use my
own idea on what should I purchase next” Has 4.601 weighted mean with verbal
interpretation of often; the 4th place is “my beliefs are my basis when buying a
products/services during quarantine.” With verbal interpretation of often, and has a
weighted mean of 4.576; lastly, the 5th on the rankings “I purchase a specific
product/service online according to my wants and needs during quarantine.” Has
4.573 weighted mean and with verbal interpretation of often.
The results indicate that the respondents have high regard for attitude which
likewise imply personal behavior. According to (Kim, 2000) an individual's
particular personality has an impact on his or her purchasing habits. Personality
refers to the observable human internal features and actions that distinguish one
person from another. It indicates that brands are thought to have personalities in
53
San Pedro Campus
the same way that people are. (Aaker 1997) Also added that brand personality
may be described as a collection of human qualities linked with a brand that tends
to fulfill a symbolic and self-expressive role.
Table 12
2. What are the factors affecting Consumer buying decisions under
Subjective norms during quarantine?
54
San Pedro Campus
This shown that distribution of respondents according to the social media influences
shows “before purchasing a product online, I check the ratings of specific
products/services during quarantine.” Are rank as the highest with 4.573 weighted
mean and with the verbal interpretation of always; the second in the rankings is “my
friends on social media sites (facebook, instagram, twitter, etc.) directly influence my
buying decision online during quarantine.” Garnered 4.506 weighted mean with
verbal interpretation of always; third in the rankings is “social media gives me idea on
what should i buy next.” Has 4.464 weighted mean with verbal interpretation of often;
the 4th place is “famous personality (I. E. Celebrity, vlogger, model, artist) catches my
attention and gives me ideas on what i should purchase during quarantine.” With
verbal interpretation of often, and has a weighted mean of 4.458; lastly, the 5th on the
rankings “advertisements in social media persuades me to buy a specific
products/services.” Has 4.448 weighted mean and with verbal interpretation of often.
55
San Pedro Campus
The results indicate that the respondents have high regard for social media influence
which likewise imply assessment of social media products/services. Peer
communication via social media, in particular, is a novel type of consumer
socialization that has significant implications for consumer decision-making and, as
a result, marketing techniques. According to (Williams & Cothrell, 2015) Affecting and
influencing views, attitudes, and end behavior are some of the other uses of social
media, Vinerean and Cetina (2018), The distinct characteristics of social media, as
well as its enormous popularity, have revolutionized marketing practices such as
advertising and promotion. (Hanna, Rohm, & Crittenden, 2016), Consumer behavior,
from information acquisition through post-purchase behavior, such as dissatisfaction
remarks or acts, has been influenced by the social media (Mangold & Faulds, 2019)
added.
56
San Pedro Campus
Table 13
2.1 What are the factors affecting Consumer buying decisions under
Subjective norms during quarantine?
57
San Pedro Campus
This shown that distribution of respondents according to the environmental factors on
the aspect of “i will buy a specific products/services if it is recommended by the
experts.” Are rank as the highest with 4.519 weighted mean and with the verbal
interpretation of always; the second in the rankings is “quarantine guidelines or
protocols affects my buying decision.” Garnered 4.469 weighted mean with verbal
interpretation of always; third in the rankings is “broadcast media affects my buying
decision (ex. Tv. Radio, newspaper, etc.)” Has 4.287 weighted mean with verbal
interpretation of often; the 4th place is “the socio-economic status of my family affects
my buying decisions during quarantine” With verbal interpretation of often, and has a
weighted mean of 4.272; lastly, the 5th on the rankings “my family influences my
buying decision during quarantine.” Has 4.247 weighted mean and with verbal
interpretation of often.
The results indicate that the respondents have high regard for social media
influence which likewise imply experts’ recommendations. According to (Pudaruth
& Busviah, 2018) Consumer views and the influence of others, such as peers,
family, friends, the media, and authoritative figures, are referred to as subjective
norms. These conventions have an impact at a very early stage of the purchase
process, especially for first-time buyers with minimal expertise. Subjective norms
pertain to felt stress and authority exerted by others, such as family, and they can
directly or indirectly impact your choices. When a customer wants to buy
something, but their friends tell them it's not excellent, the customer avoids it. As
58
San Pedro Campus
a result, we can't ignore it. It has a significant impact on decision-making. The of
the study of Javadi et, al. (2017) has the same results with Jarvelainen (2017)
and Khalifa and Limayem (2015) which where the influence of friends, relatives,
and the media (Subjective Norm) on online buying behavior has proved
significant. However, the mentioned results have not been synchronized with the
study of Wang et.al (2017) were as the significance of the subjective norms itself
is not valid. And Javedi et, al. (2017) Also implicated a statement saying that the
influence of subjective standards on online buying behavior suggests that online
businesses should rely on word-of mouth marketing to spread the word about
their website. Among the various tools and strategies of advertising, this
technique might be one of the most effective.
Table 14
Grand Mean Summary of the Level of Influence of Social Media
on Millennial Buying Decisions
59
San Pedro Campus
Table 14 presents the summary of the assessment of the influence of social media
on Millennial buying decisions during quarantine is San Pedro, Laguna in terms of
personal factors, social media influences and environmental factors. Results show
that terms of personal factors obtained a grand mean of 4.625, while social media
influences have a grand mean of 4.490, and environmental factors obtained a grand
mean of 4.359. All this aspect is rated effective.
Personal factors also influence buyer behavior. The important personal factors, which
influence buyer behavior, are, Age, Occupation, Income, and Life Style (Ramya and
Dr.Ali, 2016). Social media communication puts its profound impacts on the decision
making of consumers. Social media, particularly social networking websites, provide
consumers with a virtual area to connect, and they may also serve as an important
medium for consumer socializing. (Vinerean et al. 2013). Environmental variables are
things that happen outside of an individual's control that influence how they make
decisions. Culture, socioeconomic status, peer group, family, and home are some of
these variables. The aforementioned variables are the primary determinants of
customers' decisions to purchase a certain item or service. (Blackwell, Miniard, and
Engel, 2016).
60
San Pedro Campus
1. Is there a significant effect in the respondents on the Influence of Social
Media on Millennial Buying Decisions during Quarantine in San Pedro
Laguna.
Table 15
Independent T-Test Value Analysis between
Sex and the Influence of Social Media on Millennial Buying Decisions
Table 15 shows a significant difference between sex and influence of social media
on Millennial buying decisions, specifically for all the factors which is personal
factors, social media influences and environmental factors.
61
San Pedro Campus
Table 16
Analysis of Variance between
Age and Influence of Social Media on Millennial Buying Decisions
Table 16 shows a significant difference between Age and Influence of social media
on Millennial buying decisions, specifically for all the factors which is personal
factors, social media influences and environmental factors.
62
San Pedro Campus
Table 17
Civil Status and Influence of Social Media on Millennial Buying Decisions
Table 17 shows a significant difference between civil status and influence of social
media on Millennial buying decisions, specifically for social media influences; on the
other hand, there is no significant difference between civil status and personal
factors as well environmental factors.
63
San Pedro Campus
Table 18
Employment Status and Influence of Social Media on Millennial Buying Decisions
Table 18 shows a significant difference between employment status and influence
of social media on Millennial buying decisions, specifically for personal factors; on
the other hand, there is no significance between employment status and social
media influences as well environmental factors.
64
San Pedro Campus
Table 19
Monthly Income and Influence of Social Media on Millennial Buying Decisions
Table 19 shows a significant difference between monthly income and influence of
social media on Millennial buying decisions, specifically for the factors of personal
factors, environmental factors, on the other hand, there is no significant difference
between monthly income and social media influences
65
San Pedro Campus
Table 20
Location and Influence of Social Media on Millennial Buying Decisions
Table 20 shows a significant difference between location and influence of social
media on Millennial buying decisions, specifically for the factors of personal factors,
social media influences and, on the other hand, there is no significant difference
between location and environmental factors.
66
San Pedro Campus
CHAPTER V
SUMMARY, CONCLUSION AND RECOMMENDATION
The summary, conclusions, and recommendations based on the researchers'
research are discussed in this chapter. The entire research study was summarized
and generalized in the form of a summary, findings, and conclusions, with
recommendations presented as solutions to the problem.
Summary
The purpose of this study is to determine the influence of social media on
millennial to their buying decisions during quarantine in San Pedro Laguna. To fulfill
the goal of this study, the researcher defined the effects of quarantine to the millennial
and how the social media influences affect their buying decisions by doing through
research of review of related literature. A normative survey was conducted to 400
millennials that using social media from the 27 barangays of San Pedro to validate
the research problem. The survey instrument covered the area of the study such as
the demographic profile of the respondents.
The result of the survey conducted among millennial shows that 224 or 56%
of the respondents are aged 21 – 24 years old; on the other hand, there are
between 25 - 28 years old with 110 or 27.5% respondents; lastly, 66 or 16.5% of
67
San Pedro Campus
the respondents are aged 29 - 31 years old. As to Sex there are more female
respondents with 208 or 52% than male with only 192 or 48%. The result shows
that in San Pedro, women play an active part in answering survey forms in terms
of the study of consumer buying decision and how social media influences the
millennial. For civil status there are 285 or 71.3% of the respondents are single;
111 or 27.8% of the respondents are married; while 1 or 0.3% are divorced and 3
or 0.8% of the respondents are separated, widowed etc., respectively. Likewise,
the result of the survey of the profile of the individuals is as follows: the distribution
of the respondents when they are grouped according to employment status, in
the study of, the influence of social media on Millennial buying decision during
quarantine in San Pedro, Laguna. As shown in the table, there are 279 or 69.8%
are employed; while there are 81 or 20.3% are unemployed; meanwhile, there
are 28 or 7% are self-employed; lastly, there are 12 or 3% are contractors,
freelancers and etc. The respondents when they are grouped according to
monthly income 144 or 36% of the highest among the respondents have an
average monthly income of between P5,001 - P15,000; second, 96 or 24% said
that they earn P1 - P5,000 on a monthly basis; third, P15,001 - P25,000 have 71
or 17.8% earned every month; and for the 4th are gaining P25,001 - P35,000
monthly income which are 34 or 8.5%; while at the 5th place which are 32 or 8%
are having P55,000 and above monthly income ; for the second to the last are
earning P35,001 - P45,000 with 32 or 8% of the respondents; and lastly, 8 or 2%
are earning P45-001 - P55,000 in a month. The respondents when they are
68
San Pedro Campus
grouped according to location it shows that there are equally divided in 27
barangays, in every barangay there are 14 or 15 respondents in order to have a
good result in this study.
Moreover, as to the assessment of the factors affecting Consumer buying
decisions’ insignificance of Attitude during quarantine in terms of Personal Factors,
the result of the survey is as follows: “I use social media platforms like Facebook,
Instagram, twitter, etc.” Are rank as the highest with 4.743 weighted mean and with
the verbal interpretation of always; the second in the rankings is “I use social media
when the time of quarantine.” Garnered 4.636 weighted mean with verbal
interpretation of always; third in the rankings is “i use my own idea on what should I
purchase next” Has 4.601 weighted mean with verbal interpretation of often; the 4 th
place is “my beliefs are my basis when buying a products/services during quarantine.”
With verbal interpretation of often, and has a weighted mean of 4.576; lastly, the 5 th
on the rankings “I purchase a specific product/service online according to my wants
and needs during quarantine.” Has 4.573 weighted mean and with verbal
interpretation of often.
The result of the survey for the social media influences shows “before
purchasing a product online, i check the ratings of specific products/services during
quarantine.” Are rank as the highest with 4.573 weighted mean and with the verbal
interpretation of always; the second in the rankings is “my friends on social media
69
San Pedro Campus
sites (Facebook, Instagram, twitter, etc.) directly influence my buying decision online
during quarantine.” Garnered 4.506 weighted mean with verbal interpretation of
always; third in the rankings is “social media gives me idea on what should i buy
next.” Has 4.464 weighted mean with verbal interpretation of often; the 4 th place is
“famous personality (I. E. Celebrity, vlogger, model, artist) catches my attention and
gives me ideas on what I should purchase during quarantine.” With verbal
interpretation of often, and has a weighted mean of 4.458; lastly, the 5 th on the
rankings “advertisements in social media persuades me to buy a specific
products/services.” Has 4.448 weighted mean and with verbal interpretation of often.
Meanwhile, to the environmental factor results show “i will buy a specific
products/services if it is recommended by the experts.” Are rank as the highest with
4.519 weighted mean and with the verbal interpretation of always; the second in the
rankings is “quarantine guidelines or protocols affects my buying decision.” Garnered
4.469 weighted mean with verbal interpretation of always; third in the rankings is
“broadcast media affects my buying decision (ex. Tv. Radio, newspaper, etc.)” Has
4.287 weighted mean with verbal interpretation of often; the 4th place is “the socio-
economic status of my family affects my buying decisions during quarantine” With
verbal interpretation of often, and has a weighted mean of 4.272; lastly, the 5th on the
rankings “my family influences my buying decision during quarantine.” Has 4.247
weighted mean and with verbal interpretation of often.
70
San Pedro Campus
Table 13 presents the summary and grand mean of the assessment of the
influence of social media on Millennial buying decisions during quarantine is San
Pedro, Laguna in terms of personal factors, social media influences and
environmental factors. Results show that terms of personal factors obtained a grand
mean of 4.625, social media influences have a grand mean of 4.490, and
environmental factors obtained a grand mean of 4.359. All this aspect is rated
effective.
A test of significance of t-test between sex and the influence of social media on
Millennial buying decisions shows a significant difference between sex and influence
of social media on Millennial buying decisions, specifically for all the factors which is
personal factors with computed f-values of 5.631 as well social media influences
where computed f-values of 5.027 and environmental factors with total f-values of
5.015. The results indicate that there is significant evidence against accepting the
research hypothesis.
There is a significant difference between Age and Influence of social media on
millennial buying decisions, specifically for all the factors which is personal factors
with computed F-values of .396 as well social media influences where computed F-
values of .384 and environmental factors with total F-values of .275. The results
indicate that there is significant evidence against accepting the research hypothesis.
There is a significant difference between civil status and Influence of social
media on Millennial buying decisions, specifically for social media influences with
71
San Pedro Campus
computed F-values of 2.808. The results indicate that there is significant evidence
against accepting the research hypothesis.
On the other hand, there is no significant difference between civil status and personal
factors were computed F-values of 1.643 as well environmental factors with total F-
values of 2.240. The results mean that a strong evidence to accept the research
hypothesis.
Table 16 shows a significant difference between employment status and
influence of social media on Millennial buying decisions, specifically for personal
factors with computed F-values of 2.163. The results indicate that there is significant
evidence against accepting the research hypothesis.
Meanwhile, there is no significance between employment status and social
media influences where computed F-values of 1.632 as well environmental factors
with total F-values of 1.236. The results mean that a strong evidence to accept the
There is a significant difference between monthly income and influence of social
media on Millennial buying decisions, specifically for the factors of personal factors
with computed F-values of 3.624 and environmental factors were computed F-values
of 2.489. The results indicate that there is significant evidence against accepting the
72
San Pedro Campus
Likewise, there is no significant difference between monthly income and social media
influences with computed F-values of 983. The results mean that a strong evidence
to accept the research hypothesis.
Table 18 shows a significant difference between location and influence of social
media on Millennial buying decisions, specifically for the factors of personal factors
with computed F-values of 2.030 and social media influences where computed F-
values of 1.857. The results indicate that there is significant evidence against
accepting the research hypothesis.
Meanwhile, there is no significant difference between location and
environmental factors were computed F-values of 384. The results mean that a
strong evidence to accept the research hypothesis.
73
San Pedro Campus
Conclusions
1. The profile of millennial shows that the majority of the respondents are aged 21
– 24 years old, predominance by the female respondents, and most of the
individuals are categorized as single.
2. The profile of individuals in terms of employment status finds that the
respondents are employed with a monthly income of between P5,001 - P15,000
and all of the respondents are equally divided into 27 barangays.
3. The influence of social media in Millennial buying decisions in personal factors
include attitude, personal beliefs, and own understanding. As for the social
media influences, checking the ratings or feedback, the influence of social media
friends, and social media recommendations are important. Lastly, the
environmental factors rely on recommendations by the experts, quarantine
guidelines, and by broadcast media.
4. There is a significant difference sex and influence of social media on Millennial
buying decisions, specifically for all the factors which is personal factors, social
media influences and environmental factors. Sex is an important role in the
influence of social media. Sex has a beneficial impact on purchase intent, with
the female having a greater impact and (Safiek & Hayatul, 2019) explained the
reason behind these result stating that It might be because females are more
influenced by their peers, classmates, and coworkers
74
San Pedro Campus
5. There is a significant difference between age and level of influence of social
media especially for personal factors, social media influences and
environmental factors aspects, specifically between the age of 21 - 24 years old
millennial. The level of effectiveness of influence of social media between these
age groups can be attributed to judgmental decision-making, which “describes
the entire course of identifying, evaluating, and selecting a course of action
involving means-end combinations that one could bring to market” (Ganco, et al
2016).Participants said they would be more inclined to buy products on social
networking sites that were "liked" by "friends." (Womack, 2017; Miller, 2015;
Jones et al., 2019; Gangadharbatla, 2018).
6. There is no significant difference between civil status and personal factors were
computed as well environmental factors. The family life-cycle is divided into
stages, such as young singles, married couples, and unmarried couples, which
helps marketers design goods that are suited for each period. Kochar and Kaur
(2018).
7. There is no significance between employment status and social media
influences as well environmental factors. Each role affects his buying behavior
during the decision-making process”. in conclusion every role in different
organization or any group that someone who is belong with affects their
consumer buying decision, Leppäniemi, M., & Karjaluoto, H. (2018)
75
San Pedro Campus
8. There is a significant difference between monthly income and influence of social
media on Millennial buying decisions, specifically for the factors of personal
factors and environmental factors. A consumer's purchasing power has a
favorable association with his or her personal expenditure when they are in a
good economic state. In fact, only a small percentage of consumers are
prepared to pay the higher prices for these items, a decision impacted by a
variety of characteristics such as income and educational attainment. (De
Pelsmacker, Driesen, & Rayp, 2005; Mohr & Webb, 2005)
9. There is a significant difference between location and influence of social media
on Millennial buying decisions, specifically for the factors of personal factors and
social media influences. (Siti & Nurita, 2015) According to recent studies,
regional considerations have a beneficial impact on purchase intent. On
Purchase Intention, the impact of urban is greater than that of rural.
Recommendations for Future Researchers
1. This paper will provide future researchers in terms of reference to their study
about the effect of quarantine on consumer behavior and decision of millennial
towards social media influences, to gather information about consumer reaction
on Pandemic 2020.
76
San Pedro Campus
2. The COVID-19 Pandemic has impacted the behaviors and structures of the
world at large. Researchers must document the consumer behavior at this time
and to what extent is the influence of the Pandemic.
3. History shows that the effect of pandemics in a nation’s economy will always be
negative, in the report “Economic Effects of the 1918 Influenza Pandemic”. The
lack of theoretical studies that were developed during this era was due to the
scarce data collected, potential outcomes of a modern-day pandemic may not
be taken into account. This paper should provide a basis for quantitative and
qualitative data for future researchers that aim to understand the impact of the
COVID-19 pandemic.
4. A further study on this so you can see if their changes happened in the future.
5. More complex study and wide range of scope should be conducted to have a
variation and accurate data to be collected
6. Conduct another study not just for the millennial to avoid generation gap and to
have an accurate data in different generation in terms with the consumer buying
decision.
7. In relation to the research, some of the measurement items for constructs
should be refined by finding and reviewing more literature or ask social media
experts for evaluation in the future study.
77
San Pedro Campus
8. Researchers must avoid making rapid generalization specifically making
generalizations that are based on either unreasonable evidence or no evidence
at all in order to ensure external validity of researchers.
Recommendations for Business Owners
1. The businesses are advised to increase the usage of social networking sites
in all their business operations for the purpose of reaching out to customers
with and ease and improve customer feedback handling.
2. Always use the same logotype for your brand. This is huge visual which will
stick in to the mind of your audience. If you have memorable tagline maintain
one everywhere.
3. In accordance to the data that we’ve gathered most of the respondents is a
current user of social media sites, we suggest to engage with the consumer
via Social media advertisements.
4. millennial is more at ease with digital media and have greater purchasing
power than earlier generations. When deciding on the sort of advertising you
use, take into account the buying habits of millennial on social media.
78
San Pedro Campus
5. Retailers and manufacturers may use social media to add a fresh twist to
established marketing channels and expand their promotional toolkit.
6. As our data says the consumer’s friends on Facebook and other social media
sites has a direct impact to their buying behavior. We recommend that in every
advertisement should be worth to be share so that the consumer will influence
their minds and it will give them new ideas about their consumption.
7. Our data shows that most of the consumer has a basis on how they purchase
a certain product and that is looking at the ratings that is done by the other
consumers so we suggest that encourage the consumers to rate a Business
oriented individual’s products or services especially their online business
platform, in order to catch the consumer’s attention you need to have a good
response from them in order to do that the seller must improve its product and
services.
8. Have an engagement from the expert and professionals so that the seller will
have certification and verification on how effective and safe your product is
because according to our data most of the consumers (Millennial) based their
purchasing decision on the expert’s recommendations.
79
San Pedro Campus
9. We suggest that the seller should focus on the engagement on social media
because as the data says that social media influences has a direct impact to
consumer’s (Millennial) buying decision.
Recommendations for Marketing Students
1. Conduct a study that is broader and complex in order to have a different
variation of studies in terms with consumer behavior
2. Undertake a separate research, not just for millennial, to prevent generational
gaps and to obtain reliable data on consumer purchasing decisions across
generations.
3. This study can use as a reference for future study of a marketing students.
4. It will serve a source of new idea for future researches
5. This study will also serve as additional literature for their study
80
San Pedro Campus
Recommendations for Marketing Professors
1. This study can be used as a reference for the professor making further study
for the future.
2. Suggest a complex variation of studies, variables and elements that need to
seek new ideas to the students
3. The Study will provide information to the professional teachers in the field of
business industry and the knowledge will be gathered and become an asset to
them resulting in high-quality education.
Recommendations for Customers
1. This study will help to foster communication and identify the customer needs
and boosting interaction as well enhancing customer engagement on product
or services decisions
2. Customers should be encouraged to visit the social media sites more often to
get new information’s and to notified with the changes in the operations of the
businesses.
81
San Pedro Campus
3. This study could be used by the customers to gain knowledge on the
business’s strategies and how it affects them and also, they will become aware
of the current scenarios.
Recommendations for Government
1. As we suggest, the government should conduct a policy to protect the
consumers to preserve their rights in terms with consumption.
2. The government should generate terms, policy and conditions that will also
protect the Business Oriented individuals.
3. Sustain the Cybercrime security in order to a decent system in society both
physical and virtual.
82
San Pedro Campus
SURVEY QUESTIONNAIRE
As per the requirement of our course Bachelor of Science in

Business Administration Major in Marketing Management in the
subject of Marketing Research in Polytechnic University of the
Philippines San Pedro Campus, We, the researchers, are
conducting a survey that investigates “The Influence of Social
Media on Millennial’s Buying Decision during Quarantine in San
Pedro Laguna.” Any information obtained from this study that can
be identified with you will remain confidential and are sworn to be
used for academic purposes only.
Put a check ( ) mark on the space that correspond to your answer.

Part I. Profile of the Respondents
Name of Respondent (Optional): ________________________________
1.1 Age
______ 21-25years old

______ 26-31 years old
1.2 Gender
______ Male
______ Female
1.3 Civil status

___________Single
___________Married
___________Divorced
___________Widowed
___________Others.
83
San Pedro Campus
1.4 Employment Status

___________ Employed
___________ Unemployed
___________ Self-employed
___________ Others.
1.5 Monthly Income
__________ P1 - P5,000
per month
__________ P5,001 - P15,000
per month
__________ P15,001 -P25,000

per month
__________ P25,001 -P35,000

per month
__________ P35,001 – P45,000

per month
__________ P45,001 - P55,000

per month
__________ P55,001+
per month
84
San Pedro Campus
1.6 Location
______ Bagong Silang

______ Calendola
______ Chrysanthemum
______ Cuyab
______ Estrella
______ Fatima
______ G.S.I.S.
______ Landayan
______ Langgam
______ Laram
______ Maharlika
______ Magsaysay
______ Narra
______ Nueva
______ Pacita 1
______ Pacita 2
______ Poblacion
______ Riverside
______ Rosario
______ Sampaguita Village
______ San Antonio
______ San Roque
______ San Vicente
______ San Lorenzo Ruiz
______ Santo Niño
______ United Bayanihan
______ United Better Living
85
San Pedro Campus
Part II. Questions:

Instructions: Kindly rate the statements of the influence of social
media on millennial buying decision during quarantine in terms
of using the following indicators:
NUMERICAL DESCRIPTION VERBAL DESCRIPTION

5 _______________________ Always
4 _______________________ Often
3 _______________________ Sometimes
2 _______________________ Rarely
1 _______________________ Never
2. What is the influence of social media on millennial buying decision

during quarantine in San Pedro, Laguna in terms with your Attitude;
personal factors?
86
San Pedro Campus
3. What is the influence of social media on millennial’s buying decision
during quarantine in San Pedro Laguna in terms with your Subjective
norm; social media factors and environmental factors
87
San Pedro Campus
88
San Pedro Campus
89
San Pedro Campus
90
San Pedro Campus
91
San Pedro Campus

San Pedro Campus
92
San Pedro Campus

San Pedro Campus
93
San Pedro Campus
REFERENCES:
Arceo P.B., Buenaventura M.J., Cumahig I.R., De Mesa M., and Tenerife J. (2017).
The Impact of Social Media Platforms to Online Consumers’ Intention to Purchase
in Food Industry.ISBN: 978-1-943579-29-7 Retrieved from:
http://globalbizresearch.org/
Aslam, U., Muqadas, F., Imran, M. K., & Saboor, A. (2018). Emerging organizational
parameters and their roles in implementation of organizational change. Journal of
Organizational Change Management. doi:10.1108/jocm-08-2017-0300
Bedard, S. A. N., & Tolmie, C. R. (2018). Millennial green consumption behaviour:

Exploring the role of social media. Corporate Social Responsibility and Environmental
Management. doi:10.1002/csr.1654
Belen J., Maglinao J., and Sorezo S.A.C, (2018). INFLUENCE OF SOCIAL MEDIA
ON CUSTOMERS’ BUYING BEHAVIOR IN SELECTED CASUAL DINING
RESTAURANTS IN LAGUNA. LPU–Laguna Journal of International Tourism and
Hospitality Management. Vol. 4 No.1
Bhatti, A., & Akram, H. (2020). The Moderating Role of Subjective Norms Between
Online Shopping Behaviour And Its Determinants. International Journal of Social
Sciences and Economic Review,2(9), 1-09. https://doi.org/10.36923/ijsser.v2i2.52
Blackwell, RD, Miniard, PW & Engel, JF (2016). Consumer behavior, 10th edn,
Thomson South-Western, Boston
Burnasheva, R., & Suh, Y. G. (2020). The influence of social media usage, self-
image congruity and self-esteem on conspicuous online consumption among
94
San Pedro Campus
millennial. Asia Pacific Journal of Marketing and Logistics, ahead-of-print (ahead-of

print). doi:10.1108/apjml-03-2020-0180 Business World (2020) “MSME recovery loan
applications overwhelm Trade dep’t funding”, Business World, July 20, 2020
Chakraborty P. and Suresh A.S. (2018). “A Study of Factors of Consumer Buying

Behavior and its Influence on Consumer Perception”. International Journal of
Management Studies. DOI: 10.18843/ijms/v5i3(6)/04. Vol 3(6), pp. 27-37
Cole and Yoon (2018) Aging and consumer behavior, Hand book of psychology;
https://www.taylorfrancis.com/chapters/edit/10.4324/9780203809570-
16/agingconsumer-behavior-carolyn-yoon-catherine-cole
Cooley, D., & Parks-Yancy, R. (2019). The Effect of Social Media on Perceived
Information Credibility and Decision Making. Journal of Internet Commerce, 1–21.
doi:10.1080/15332861.2019.1595362
Debata, B., Patnaik, P., & Mishra, A. (2020). COVID ‐19 pandemic! It’s impact on
people, economy, and environment. Journal of Public Affairs. doi:10.1002/pa.2372
Dev M.S. and Rajeswari S. (2020). “Covid-19: Impact on the Indian Economy”. Indira
Gandhi Institute of Development Research, Mumbai. 013, pp. 1-50.
Duffett, R. G. (2017). Influence of social media marketing communications on young

consumers’ attitudes. Young Consumers, 18(1), 19–39. doi:10.1108/yc-07-2016-
00622
Dulabh, M., Vazquez, D., Ryding, D., & Casson, A. (2017). Measuring Consumer
Engagement in the Brain to Online Interactive Shopping Environments. Progress in
IS, 145–165. doi:10.1007/978-3-319-64027-3_11
95
San Pedro Campus
Fellerman R. and Debevec K. (2015). "Till Death Do We Part: Family Dissolution,

Transition, and Consumer Behavior", in NA - Advances in Consumer Research
Volume 19, eds. John F. Sherry, Jr. and Brian Sternthal, Provo, UT: Association for
Consumer Research, Pages: 514-521.
Forbes, Sharon L. (2017). Post-disaster consumption: analysis from the 2011

Christchurch earthquake. The International Review of Retail, Distribution and
Consumer Research 27: 28–42. [CrossRef]
Ganco M. 2016. Cutting the Gordian knot: the effect of innovation complexity on
employee mobility and entrepreneurship. Working paper. University of Minnesota,
MN.
Gözükara, I., & Çolakoğlu, N. (2016). A Research on Generation Y Students: Brand

Innovation, Brand Trust and Brand Loyalty. International Journal of Business and
Economic Research, 7(02), 603-611.
Javadi and Dolatabadi et, al. (2017) An Analysis of Factors Affecting on

Online Shopping Behavior of Consumers International Journal of Marketing
Studies; Vol. 4, No. 5; 2017 http://dx.doi.org/10.5539/ijms.v4n5p81
Kapur, R. (2020). Social and economic impact of COVID-19 on India and recovery
potential. Retrieved from: https://www.india-briefing.com/ news/social-
economicimpact-covid-19-india-recovery-potential-20202. html/
Kochar R. and Kaur H. (2018). “A Review of Factors Affecting Consumer Behavior

towards Online Shopping” Volume-8, Issue-4, August 2018International Journal of
Engineering and Management Research Page Number: 54-58;
http://doi.org/10.31033/ijemr.8.4.6
96
San Pedro Campus
Leppäniemi, M. and Karjaluoto, H. (2018), "Exploring the effects of gender, age,

income and employment status on consumer response to mobile advertising
campaigns", Journal of Systems and Information Technology, Vol. 10 No. 3, pp.
251-265. https://doi.org/10.1108/13287260810916943
Leung, J.; Chung, J.Y.C.; Tisdale, C.; Chiu, V.; Lim, C. CW; Chan, G. (2021). Anxiety
and Panic Buying Behaviour during COVID-19 Pandemic—A Qualitative Analysis of
Toilet Paper Hoarding Contents on Twitter. Int. J. Environ. Res. Public Health, 18,
1127. https:// doi.org/10.3390/ijerph18031127
Loxton M., Truskett R., Scarf B., Sindone L., Baldry G. and Zhao Y. (2020).
“Consumer Behaviour during Crises: Preliminary Research on How Coronavirus Has
Manifested Consumer Panic Buying, Herd Mentality, Changing Discretionary
Spending and the Role of the Media in Influencing Behaviour”. Journal of Risk and
Financial Management. doi:10.3390/jrfm13080166. 13, 166. Pp. 1-22
Miri, S.M., Roozbeh, F., Omranirad, A., Alavian, S.M., (2020). Panic of buying toilet
papers: a historical memory or a horrible truth? Systematic review of gastrointestinal
manifestations of COVID-19. Hepat. Mon. 20 (3).
Mohseni Z. and Medara F.T. (2020). EWOM COMPONENTS AND CONSUMER

PURCHASE INTENTION. Umea School of Business. Retrieved from:
www.usbe.umu.se
Moreno F.M., Lafuente J.G, Carreón F.A & Moreno S.M. (2017). “The
Characterization of the millennial and Their Buying Behavior”. International Journal
of Marketing Studies; Vol. 9, No. 5. ISSN 1918-719X E-ISSN 1918-7203.
97
San Pedro Campus
Mukhtar S., Putri K. Y. S., Putric M.L, Sary M.P., Sutjipto V.W., Istiyanto S.B., and
Azzahra A.A. (2020). Digital Social Media: Creative Economy Quarantine during the
Coronavirus Pandemic. International Journal of Innovation, Creativity and Change.
Volume 13, Issue 7. Retrieved from: www.ijicc.net
Müller J.L. (2020). Effects of the COVID-19 related Public Quarantine on Mental
Health. DOI: 10.13140/RG.2.2.32203.54566
https://www.cdc.gov/coronavirus/2019-ncov/if-you-are-sick/quarantine.html)
Naeem, Muhammad, 2021. Do social media platforms develop consumer panic

buying during the fear of COvid-19 pandemic. Journal of Retailing and Consumer
Services 58. https://doi.org/10.1016/j.jretconser.2020.102226.
Nagartoki B. (2015) Factors Influencing Consumer Behavior of Smartphone Users;

(Kotler et. al 2018 p 250).
https://www.theseus.fi/bitstream/handle/10024/70466/Nagarkoti_Bishal.pdf?seque
nce=1&isAllowed=y
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the
purchase intention of millennial. International Journal of Business Information
Systems, 28(2), 147. doi:10.1504/ijbis.2018.091861
Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the
purchase intention of millennial. International Journal of Business Information
Systems, 28(2), 147. doi:10.1504/ijbis.2018.091861
Pate, Sharon S. and Adams, Melinda (2015) "The Influence of Social Networking
Sites on Buying Behaviors of millennial," Atlantic Marketing Journal: Vol. 2: No. 1
, Article 7. https://digitalcommons.kennesaw.edu/amj/vol2/iss1/7
Ramya N. and Dr. Ali M. (2016). “Factors affecting consumer buying behavior”
International Journal of Applied Research 2016; 2(10): 76-80. ISSN Online: 2394-
5869.
98
San Pedro Campus
Statista (2020b), “Number of social network users worldwide from 2017 to 2025”,
available at: https://www. statista.com/statistics/278414/number-of-worldwidesocial-
network-users/ (accessed 15 July 2020).
Sucati I. and Madahi A. (2017) The Effect of External Factors on Purchase

Intention amongst Young Generation in Malaysia International Business
Research; Vol. 5, No. 8; http://dx.doi.org/10.5539/ibr.v5n8p153
Sucati I. Et, al. (2017) Consumer Decision Making Styles amongst Young
Generation in Malaysia, European Journal of Social Sciences ISSN 1450-2267
Vol.30 No.2 (2017), pp. 263-275
Tanveer M., Hasan S., and Bhaumik A. (2020). Covid-19 Quarantine and Consumer
Behavior that Change the Trends of Business Sustainability Development.
Academy of Strategic Management Journal. Volume 19, Issue 4, 2020. 1939-

610419-4-577
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2018). The effects of
social media marketing on online consumer behavior. International Journal of
Business and Management, 8(14), 66
Weigand H. (2019). “Value modeling for the pragmatic web – the case of social
advertising.” Proceedings of I-KNOW ’09 and I-SEMANTICS ’09. September, 2019,
Graz, Austria.
Zheng, R., Shou, B., & Yang, J. (2020). Supply disruption management under
consumer panic buying and social learning effects. Omega, 102238. doi:
10.1016/j.omega.2020.102238
Zibran, M. F. (2017). Chi – Squared Test of Independence. Pp. 1-3
99

The Influence of Social Media On Millennial Buying Decisions

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

The Influence of Social Media On Millennial Buying Decisions

Uploaded by

Copyright:

Available Formats

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

San Pedro Campus

Philippine Copyright 2020

THE PROBLEM AND ITS BACKGROUND

buying motives. In December 2019 a virus occurred in Wuhan, China is known as

Commission on Health Office (CHO) of San Pedro City.

Individuals' behavior may alter as a result of certain circumstances, such as

natural disasters, healthcare crises, and terrorist strikes, according to survival

psychology. (Forbes 2017). Negative manifestations of herd mentality, panic buying,

changes in discretionary shopping habits, and financial decision-making are

examples of these behavioral changes. Furthermore, because there are no well

presentation, COVID-19 study will be formative for understanding and maybe

forecasting the future of shock and crisis research.

Furthermore, in our globalized world, where technological advances have

extended traditional domestic news stories to international audiences, understanding

and discretionary spending is becoming increasingly important, as the media has

come to play a larger role in the promotion and intensification of consumer ad

campaigns. In accordance with contagion, which is described as the spread of

negative consequences such as dread and anxiety generated by a major bad

logical consumer behavior to change. Increased worldwide media communication

COVID-19 problem to result in an increase in consumer concern, as well as the larger

ramifications of this fear and uncertainty in purchasing decisions.

The objective of this study is to determine the influence of social media on

of Individual purchasing when there is unexpected circumstance occurs in a no

Background of the Study

According to Burnasheva and Gu Suh (2020), The expanding usage of social

media continues, connecting approximately half of the world’s population. According

We have seen an incredible rise of new channels of connection in the previous

is emerging as a new sophisticated and uncontrollable element influencing millennial

behavior (Pandey et al, 2018).

novel information communication technology (ICT) channels termed social media

place a premium on personal recommendations when making purchasing choices.

The so-called millennium generation, on the other hand, is distinguished by

promotion of what is appealing to them and which is not in real-time, because

opportunity lies. (Moreno et al, 2017).

decisions during the quarantine. To discover the influence of social media on

consumers' buying motives.

Behavioral intention is a consequence of two variables, according to the TRA: a

personal component known as attitude toward behavior and a person's sense of

performance in general (Fishbein & Ajzen, 1975). Subjective

referent individuals or groups would approve or disapprove of performing the

all salient referents in order to produce an estimate of a subjective norm. Because

attitudinal underpinning of current behavior. A further requirement of the TRA is that

Figure 2. The Conceptual Framework of the influence of social media Millennial

on Millennial’s Buying Decisions during Quarantine in San Pedro Laguna. In this

Statement of the Problem

decisions during quarantine in San Pedro Laguna.

Specifically, this study aims to answer the following questions:

1. What are the factors affecting Consumer buying decisions’ insignificance of

Attitude during quarantine?

norms during quarantine?

a. Social Media Influences

3. Is there a significant effect in the respondents on the Influence of Social Media

on Millennial Buying Decisions during Quarantine in San Pedro Laguna?

on Millennial Buying Decisions during Quarantine in San Pedro Laguna.

Scope and Limitations of the Study

situation and experience in making a decision during Pandemic and being

quarantined for several months.

distancing) to different consumers and collected them on the same day.

Significance of the Study

knowledge on the effect of quarantine on consumer behavior and the decision of

millennial towards social media influences. Future marketing students will be

knowledgeable about how to make a decision when there is a huge crisis.