3is Manuscript

A DESCRIPTIVE STUDY OF THE INFLUENCE OF
SOCIAL MEDIA ON PURCHASING DECISIONS OF

FRANCISCO E. BARZAGA INTEGRATED HIGH SCHOOL
A Research Presented to
The Faculty of Senior High School
Department Francisco E. Barzaga
Integrated High School Dasmarinas City,
Cavite
In Partial Fulfillment of the Requirements
for Inquires, Investigation and Immersion
Academic Track
Accountancy, Business and Management
by:
SUNGA, MARIA ISABEL B.
GERONA, APRIL JOY B.
TUDLA, JOHN LYAN M.
REYES, JULIANNA FAITH S.
PASCUAL, ROSE MARIE S.
RAMOS, RISALYN I.
PINOTE, ALJEAN
MAGTABOG, JERICHO F.
JAVIER, ZHAN MICHAEL
MENDOZA 2023
ABSTRACT
Authors: Maria Isabel B. Sunga, April Joy B. Gerona, John Lyan M. Tudla,
Julianna Faith S. Reyes, Rose Marie S. Pascual, Risalyn I. Ramos,
Aljean Pinote, Jericho F. Magtabog and Zhan Michael Javier.
Title of Research: A DESCRIPTIVE STUDY OF THE INFLUENCE OF SOCIAL
MEDIA ON PURCHASING DECISIONS OF FRANCISCO E.
BARZAGA INTEGRATED HIGH SCHOOL STUDENTS
Key Concepts: Customer’s Exposure, Customers Behavior, Post-Purchase Decision
Strand: Accountancy, Business and Management
Research Adviser: Ms. Yamasaki Ariane Divina
On a daily basis in present-day, 100,000 tweets are sent, 684,478 pieces of content are
shared on Facebook, 2 million search queries are made on Google, 48 hours of video are
uploaded to YouTube, 3,600 photos are shared on Instagram, and 571 websites are created
(James 2012). It has the potential to generate new traffic streams that will lead people to their
products and solidify their consumer identity. Most of the studies conducted report that social
media influences purchase decisions of the users.
iii
The objective of the research is to explain social media affects customer's purchasing
decision. The conceptual framework was based on the study of David C., Dave E... (2009) in
The Consumer Decision Journey. Quantitative research method is adapted for the purpose of
this research. The empirical data was gathered by sending out questionnaire to selected
Franciso E. Barzaga Integrated High School Students, May 05-07, 2023.
This research provides information on how consumers undergo with their purchasing
journey process before buying a certain product. Furthermore, it also gives an idea to
businesses on how social media affects their customer's purchasing decision.
The research's findings and conclusions are only valid within the population
selection and cannot be generalized due to environmental differences factors.
iv
TABLE OF CONTENTS
TITLE PAGE……………………………………………………………………i
APPROVAL SHEET…….…………………………...……….….....…..…..….ii
ABSTRACT….…………………………...………..........…..….....…..….....….iii-iv
ACKNOWLEDGEMENT ……….……...…………..………...…………….….v-vi
TABLE OF CONTENTS ………………….….……………..…….…….......vii-viii
LIST OF APPENDICES……….………………………..……….………..…….ix
LIST OF TABLES.....…..… .………………………. .…………………………x
LIST OF FIGURES.………………………. .………………………. .…………xi
CHAPTER I: THE PROBLEM AND ITS BACKGROUND
Background of the Study ................................................................................. 1-6
Statement of the Problem ................................................................................... 7
Conceptual Framework ................................................................................ 8-10
Scope and Limitation ........................................................................................11
Definition of Terms .......................................................................................... 12
CHAPTER II: METHODOLOGY
Research Design ................................................................................................ 13
Respondents of the Study ....................................................................................14
Sampling Technique ........................................................................................... 15
Research Instrument.......................................................................................16-17
Data Gathering Procedure .................................................................................. 18

Analysis of Data……………………………………………………………..18-19
Ethical Consideration………………………………………………………20-22
Informed Consent and Voluntary Participation……………………………..23
CHAPTER III: RESULTS AND DISCUSSION
Results and Discussion……………………………………………………..24-35
CHAPTER IV: SUMMARY, CONCLUSION, AND RECOMMENDATION
Summary of the Study…………………………..……………………...………36-37
Summary of the Results………………………………………………………...37-39
Conclusions…………………………………………………………………….39-40
REFERENCES……………...……………………..…………………………41-43
APPENDICES
A. Survey Questionnaire……….…………………………………………….44-52
B. Consent Form…….…………………………………………………….…53-55
C. Answered Questionnaire..…….…………………………………...…….. 56-64
CURRICULUM VITAE……………….…………………………………..65-77
LIST OF TABLES
Table 1: Demographic profile of FEBIHS students in terms of Gender…………....…..26

Table 2: Demographic profile of FEBIHS students in terms of Age..…………..……...26
Table 3: Mean Score Interpretations……………………...................................….........26
Table 4: Customer’s Exposure………………..….………………………….……….…27
Table 4.1: Social media sites on a daily basis……….……………...…………..27
Table 4.2: Hours spent on social media…..…..…………………………………27
Table 4.3: Social media sites able to give information……….…………...........28
Table 5: Customer’s Behavior………………………………………………………….28
Table 5.1: Pre-judgement towards a particular product/service……………..…28
Table 5.2: Factors cause by their pre-judgement…..…………….……….……29
Table 5.3: Consumers tend to seek out information…………….......................29
Table 5.4: Social media triggers consumers to purchase a product.…………...30
Table 5.5: Searching for related information on social media………………....30
Table 5.6: Sources of information of FEBIHS Students …..…..…………...…31
Table 5.7: Advertisements, blogs FB pages or user reviews….........................31
Table 5.8: Consumers are relying to information on social media...…………..32
Table 5.9: Consumers change preference after searching information………...32
Table 5.10: Consumers change their attitude……………………………….…33
Table 5.11: Feedbacks on social media affects their purchase….......................33
Table 6: Post-Purchase Decision……………………………………………….34
Table 6.1: Respondents like to share a comment after purchase ……...34
Table 7: The General Weighted Mean …………………………..…………….35
Chapter 1
THE PROBLEM AND ITS
BACKGROUND
INTRODUCTION:
Today's society is heavily reliant on social media (Wagner, 2015). Merriam-
Webster defines social media as a web-based technology that people use to create online
communities and engage in cross-cultural communication by exchanging data, concepts,
private messages, and more. Consumers, society, and businesses have transformed as a
result of improved access to information, social networking, and communication skills
thanks to the Internet and online communities (Kucuk and Krishnamurthy, 2007).
In the business world, people use social media to market and publicize their goods
and services, generate online sales, draw in fresh prospects, interact with current consumers
and sellers, support their brands, get in touch with other companies, and other things. Data
shared on social networking sites like Facebook, Twitter, Instagram, and LinkedIn can
influence their customers’ purchasing decision process before buying a certain product. As
Michael Putter said, when determining what product to select, “the consumer first attains
awareness and knowledge about the product, subsequently develops positive or negative
feelings towards the product and finally acts by buying and using or by rejecting and
avoiding the product” (2017, p.10). Furthermore, social media allows consumers to
compare the price, quality, features, and usability of products and services offered by
different companies of the same kind.
1
Social media's distinct features and immense popularity have altered traditional
marketing strategies like advertising and promotion (Hanna, Rohn, and Crittenden, 2011).
Numerous online consumers consider social media as a dependable source for exploring
products and services (Isip & Lacap, 2021). It has also affected consumer behavior,
influencing everything from information seeking to post-purchase behaviors like
expressing or exhibiting discontent with a business or a product (Mangold and Faulds,
2009).
Currently, consumers develop preferences for brands, the goods or services they are
considering, and they want to buy the brand of their choice (Stefan, 2019). Additionally,
although earlier stages of the decision-making process have an influence on purchase
decisions, marketers still have the chance to influence consumers who are already in the
purchasing stage (Iblasi et al., 2016). At this stage, marketers should offer their goods to
customers and make sure that the buying experience is simple and convenient for them (Bui
et al., 2021). Digital marketing platforms can enhance the consumer shopping experience
by simplifying the ordering, buying, and paying for of goods in order to save customers'
time and money (Qazzafi, 2019).
Balakrishnan, et. al. (2014) conducted a study with a close-ended questionnaire of
some students at University of Malaysia Sabah. The collected data shows that the positive
attitude of satisfied customers toward a product or company will lead to positive word of
mouth in social media. These internet referrals can influence customers' purchasing
decisions.
2
According to Kim and Srivastava (2007), social media and various online social
networks allow consumers to share their opinions, suggestions, experiences, and
recommendations with other current and potential consumers. The attitude and impression
of customers toward a brand are impacted when someone posts or recommends goods or
services on social media, which may have a mediating influence on the purchasing
decisions of customers (Taining, 2012). Social media has also influenced consumer
behavior from information acquisition to post-purchase behavior such as dissatisfaction
statements or behaviors (Mangold&Faulds, 2009). Additionally, obtaining purchasing-
related information from other consumers, which significantly reduces risk; social
orientation, which implies that buyers can evaluate and compare different brands and
products; and community membership groups in which customers admire different brands
and goods can influence purchasing and communication behavior (Hennig-Thurau &
Walsh, 2003).
Pietro and Eleonora Pantano (2012) investigate the extent to which social media
sites like Facebook affect consumers' purchase decisions. They discover that using social
networks as a tool to enhance purchasing decisions is heavily influenced by enjoyment.
Social media can influence brand attitudes, which in turn influence purchasing
behavior. The positive image of a brand or product can influence the consumer's purchasing
decisions when a consumer's social media friend, shares or recommends services or
products on social media, it affects brand attitude and perception affects their decision-
making. However, commercial advertising on social media is available.
3
Both consumer brand attitudes and purchasing intentions are influenced by the sources
(Yang, 2012).
Sharma and Rehman (2012) investigated the impacts of positive and negative
E-WOM, a vital part of communication where consumers can exchange their experiences,
views, opinions, and knowledge about a company, brand, or product on sales, image, and
specifically, consumer purchasing behavior. Themba and Mulala (2012) investigate how
much University of Botswana students participate in brand-related eWOM on social media
and how this affects their purchasing behavior. They claim that there is a low degree of
brand-related eWOM participation on social media, and that participation in brand-related
eWOM, particularly opinion seeking, has a big beneficial impact on purchasing decisions.
Agarwal and Prasad (2009) examined various studies, suggesting that, due to online word
of mouth, the evaluation of product impact in a very significant way on consumer behavior.
CUSTOMER’S EXPOSURE
According to GlobalWebIndex, 54% of social media users use social media to
research products and 71% are more likely to purchase products and services based on social
media referrals. According to the Deloitte report, 29% of social media users are more likely
to make a purchase on the same day of using social media. That means that once they see a
product, they simply click on the link and buy it: there’s no need to wait before they go
shopping. Moreover, the same report states that consumers who are influenced by social
media are four times more likely to spend more on purchases.
4
CUSTOMER’S BEHAVIOR
This research found that social media marketing activity (SMMA) and Customer
Experience (CX) have a significant influence on customer relationship quality, leading to a
positive impact on customer behavioral outcomes. This research suggests that SNS's
marketing content should follow these dimensions to achieve the marketing objective and
generate sustainable performance. Marketers are increasingly aware that marketing content
should focus on social-oriented aspects and highlight interactions between sellers and
buyers. However, marketers must think critically and creatively to establish great marketing
content that meets
the personal preference of the target customer. Future studies will need participants from
different platforms to provide findings and consequences that are more inclusive.
Additionally, people tend to have biases for particular social platforms in various regions or
countries. Finally, further study needs to find out the link between social media and customer
relationship management (CRM) to understand how to maintain relationship quality
between an enterprise and its customers. Arby Wibowo (2020).
POST-PURCHASE DECISION
The authors argue that consumers have two types of expectation that influence post-
purchase affective states: the core or predictive ‘will be’ expectation; and peripheral
expectations—that can range from the ideal standard to the minimum tolerable level. By
applying the levels-of-expectation approach to the expectation-disconfirmation paradigm,
the authors argue that there are four types of post-purchase affective states: delight,
satisfaction (or expectations—that can range from the ideal standard to the minimum
5
tolerable level. By applying the levels-of-expectation approach to the expectation-
disconfirmation paradigm, the authors argue that there are four types of post-purchase
affective states: delight, satisfaction (or positive indifference), acceptance (or negative
indifference) and dissatisfaction. These four states may lead onto affective action—ie
varying degrees of complaining or complimenting behavior..
Prasad (2009) examined various studies, suggesting that, due to online word of
mouth, the evaluation of product impact in a very significant way on consumer purchasing
decision. Customers' interactions on social networks and the messages they receive could
help them make a final decision about what to buy and which products to choose.
Furthermore, a study about “Do online reviews still matter post-purchase?”, highlight how
crucial it is for service providers to regularly check their company profiles on review
websites to verify that the information is consistent, as they affect consumers' post-purchase
evaluations and behaviors. The authors use this as an example to show the value of media
owners supporting the monitoring process to encourage participation from both businesses
and customers (Liu et al, 2019).
Most of the studies conducted report that social media influences purchase decisions
of the users; however, there is a need to study whether the impact is likely to vary across
different stages. This will help marketers to set their communication goals on social media
strategically and plan the budget allocation on social media better.
6
STATEMENT OF THE PROBLEM
This studies the purchasing decision process of selected Accountancy Business and
Management Students in Francisco E. Barzaga Integrated High School in the City of
Dasmariñas, Cavite in the light of David C., Dave E… (2009) in The Consumer Decision
Journey.
Specifically, the research will address the following questions:
1. What is the demographic profile of the respondents:
1.1 Age;
1.2 Gender;
2. What are the mean scores of purchasing decision of selected ABM students in
terms of the following;
2.1 Customer’s Exposure;
2.2 Customer’s Behavior; and
2.3 Post-Purchase Decision
3. How does social media influence the purchasing decision of selected

Francisco E. Barzaga Integrated High School Students?
7
CONCEPTUAL FRAMEWORK
Customer's Customer's
Exposure Behavior
Post - Purchase
Decision
“The Consumer Decision Journey”

Figure 1.1
The decision – making process is a more circular journey. Every day, people form
impressions of brands from advertisements, news reports, conversations with family and
friends, and product experiences. This research is based on the study of David C., Dave E...
(2009) in The Consumer Decision Journey that expressed the three phases of the cycle
connected to the decision making or purchasing decision process of a customer.
Customer’s Exposure
On the first phase, it probes that the consumer first attains their initial considerations
on selecting the products they would want to have. The consumer considers a set of brands
based on their exposure that can be through advertisements and first-hand experiences to the
products from their past purchases. Considerations can also be their own brand perception or
knowledge towards the product that can also influence their decision.
8
.
Customer’s Behavior
After having the initial considerations, the active evaluation will follow. In this stage,
the consumer will gather more information from the internet sites like Facebook, Instagram,
Twitter and more. The consumer can also base their decision on the feedbacks from other
people through electronic word-of-mouth. With this information, the consumer will have a
brand awareness and will determine the consumer's behavior or attitudes on selecting them
that is conducive for weighing which brands or products they want to have on their moment
of purchase.
Post-Purchase Decision
After the brand awareness, people will have decisions to buy a certain product.
Basically, moment of purchase is where a costumer bought a product and became a consumer.
Then, they can now experience the product and prove to themselves the information they have
gathered or validate their expectations after buying them. The consumer can also recommend
it to their friends, family or loved ones, give feedbacks and practice E-WOM or electronic
word-of-mouth which is the last phase known as the post purchase. Furthermore, this can
inform the next consumers who will undergo a decision journey.
Social media users found decision-making to be easier and enjoyed the process more,
when compared to those who used other information sources. They also had greater
confidence and satisfaction during the process. Those who perceived the information on
social media to be of higher quality and greater quantity than expectations were more satisfied
overall. This suggests that information overload did not reduce consumer satisfaction with
9
social media (Varamotri D., et al, 2019). Therefore, in the study of the Consumer Decision
Journey and with the three phases shown, social media has an impact for consumers in their
purchasing decisions.
10
SCOPE AND LIMITATION
This study is focused on the Impacts of Social in the Purchasing Decision of Francisco
E. Barzaga Integrated High School students. The data collection is conducted to the students
of Francisco E. Barzaga Integrated High School who will represent the population.
This study won’t cover other problems that are not considered as one of the impacts
of social media on their purchasing decision process. The other consumers which do not fall
as students of Francisco E. Barzaga Integrated High School part of the are not within the
scope of this research.
The study would be done through the utilization of questionnaires to the randomly
selected students of Francisco E. Barzaga Integrated High School as a survey questionnaires
and references. The researchers would be able to know the impact of social media in the
purchasing decision of Francisco E. Barzaga Integrated High School students.
11
DEFINITION OF TERMS
Electronic word of mouth (eWoM). Consumers information sharing and exchange about a
product or company via the internet social, media, and mobile communication.
Post-purchase. The way a person thinks, feels, and acts after they make a purchase.
Purchasing behavior. The way that people behave when they buy things, such as what they
buy, where and when they shop, and how much they spend.
Purchase decision. The thought process that leads a consumer from identifying a need,
generating options, and choosing a specific product and brand.
Social media. The means of interactions among people in which they create, share, and/or
exchange information and ideas in virtual communities and networks. Also, a tool to enhance
consumers purchasing decisions.
Influence purchasing. The attitude and impression of customers toward a brand are impacted
when someone posts or recommends goods or services on social media, which may have a
mediating influence on the purchasing decisions of customers
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Chapter 2
METHODOLOGY
This chapter introduces the methods and procedures that is utilized in the study,
namely (a) Research Design, (b) Respondents of the Study, (c) Sampling Technique, (d)
Research Instrument, (e) Data Gathering Procedure, (f) Data Validation, (g) Analysis of
data and (h) Informed consent form and voluntarily participation.
RESEARCH DESIGN
This research utilized Descriptive research design is a type of quantitative research
design that aims to obtain information to describe a phenomenon, situation, or population
systematically. There are no experimental variables that are manipulated, and the main
concerns are Customer’s Exposure, Customer’s Behavior and Post-Purchase Decision.
More specifically, it helps answer the what, when, where, and how questions regarding the
research problem, rather than the why. Lobmeier (2010) defines non-experimental designs
as research designs in which an experimenter either describes a group or examines
relationships between preexisting groups.
Descriptive survey research used surveys to gather data about varying subjects. This
data aimed to know the extent to which different conditions could be obtained among these
subjects.
13
RESPONDENTS OF THE STUDY
Sample participants in the study involve randomly one hundred twenty (120) selected
students of Francisco E. Barzaga Integrated High School. The researcher chose these
respondents for the study based on the characteristics prescribed by the local population.
Signing both an informed consent form and a voluntary agreement is required of the key
informants. Furthermore, the researcher chose the sample groups based on their credibility to
collect primary data through survey questionnaires and ensuring the participants’ privacy by
using codes and pseudonyms.
The research participants will be assured of their anonymity; hence, they are purposely
limited to simply the most basic demographic information possible. Consistent with standard
quantitative research protocol, the researcher utilized criterion sampling, selecting individuals
who met the condition of interest for the aim of the study.
IATF health and safety rules will be rigorously followed, monitored. Participants will
use an internet platform such as Google form/Google Docs and alike. During fieldwork and
surveys, the researcher and the participants strictly enforced physical and social distancing.
14
SAMPLING TECHNIQUE
The research utilized a simple random sampling technique in selecting one-hundred
twenty (120) randomly students of Francisco E. Barzaga Integrated High School students.
The researchers are randomly selected subset of a population. In this examining technique,
every individual from the population has a precisely equivalent possibility being chosen.
(Lauren T., 2020).
According to Crosswell (2012, p.143), any individual has the same probability to be
participants. So, in this research, the researcher estimates the students from each grade level.
the researchers got one-hundred twenty (120) because they took the number of students per
grade level. those grade levels are, grade 7 to grade 10 there are 500 students per grade level
with a total of 2,000 and in grade 11 and grade 12 there are two hundred 200 students per
grade level which there are a total of 400. they put it together that there is a maximum total
of students from grade 7 to grade 12 is 2,400 and all the researchers need is 5% of them so
2,400 multiply by 5%, so the sample was 120.
15
RESEARCH INSTRUMENT
The study employed closed ended questions in survey questionnaires. These
responses are allocated a number during interpretation so they can be entered into a
database. Several different levels of data can be included in a questionnaire.
The outcome of this is the elimination of bias and more spontaneous interaction and
more well-rounded insights. Also, the researcher has prioritized the ethical considerations
of this study based on the voluntary participation and consent given by the respondents.
The respondents are also given the choice of volunteering or withdrawing their involvement
in the study for any reason. In addition, the researcher will only use the respondents'
information to protect their anonymity and confidentiality while conducting the analysis.
In light of the current situation with the community quarantine, ensuring the health and
safety of the responders is of the utmost importance. Also, the researchers make it clear to
the respondents that they will share the results and allow them to ask questions about the
research.
Other significant ethical concerns from this research includes nondiscrimination
toward respondents based on their age and gender—the elimination of any bias that may
arise from these factors.
STATISTICAL TREATMENT
The following statistical formulas were used to interpret the data given by the
respondents and calculate the required information to answer the study's questions:
1. Percentage. This formula was used to calculate the percentage of Francisco E. Barzaga
16
Integrated High School students based on their demographic characteristics and other data on
the questions.
Formula:
P = f/𝐧 x100%
Where:
P = Percentage
f = Frequency
n = Total number of Respondents
2. Weighted Mean. This formula was employed to identify the ABM students who impacted
of social media on their purchasing decision process, and to evaluate the impacts of social
media in customer’s purchasing decision among ABM students.
Formula:
X=∑X/n
Where:
X = Weighted Mean
∑X = Sum of the Quantitative Variables
n = Total number of Respondents
17
DATA GATHERING PROCEDURE
The estimated student population at Francisco E. Barzaga Integrated High School is
2,400. Based on what we asked, there were 50 or less than 50 students per section, 500 per
grade level, and an estimated 400 students in senior high school. The researcher chose a
sample participant in the study from a random sample of five percent (5%) of the population,
which is one hundred twenty (120) selected students of Francisco E. Barzaga Integrated High
School.
This research is employed by collecting data from a standardized questionnaire, which
is collected via a Google Form. The survey technique allows the researcher to obtain facts or
information about the subject of their research through data gathering. As referred to by
Baraceros (2010), it is used to gather or gain knowledge in fields such as demography through
research. It is also often used to assess thoughts, opinions, and feelings.
ANALYSIS OF DATA
The researcher prepared and organized the primary and secondary data according to the
research questions aligned to the theoretical framework. Then, related studies will be
utilized in comparison to the findings to validate and understand the phenomenon. From
these variables, such as Customer’s Exposure, Customer’s Behavior and Post- purchase
decision will be addressed. After that, the researcher utilized the tool provided by the
theoretical framework to understand the Purchasing Decision Process experienced by the
students of Francisco E. Barzaga Integrated High School who encountered Customer’s
18
Behavior towards a product in the study within the context of David C., Dave E… (2009)
in The Consumer Decision Journey. It seeks to provide the journey of consumer’s decision
integrating customer’s behavior and brand awareness while addressing the customers of
Francisco E. Barzaga Integrated High School who purchased as a customer in purchasing
a product.
In addition, the data subjected to univariate data analyzes one variable and is used
to identify characteristics of a single trait and is not used to analyze any relationships or
causations. As indicated by Brock (2022), Descriptive statistics are brief informational
coefficients that summarize a given data set, which can be either a representation of the
entire population or a sample of a people. In short, help describe and understand the features
of a specific data set by giving short summaries about the sample and measures of the data.
This employed measures of central tendency by getting the mean scores of Customer’s
Exposure, Customer’s Behavior and Post-Purchase Decision. In conclusion, the data would
be presented in graphical and numerical form, complete with descriptions and citations to
cite evidence to address the primary objective of the study and the research questions. This
serves as the foundation for the conclusions and recommendations that the researcher would
provide.
19
INFORMED CONSENT AND VOLUNTARY PARTICIPATION
The process of obtaining consent consists of the following:

● Permission was given freely (voluntary).
● Subjects were able to understand what was asked of them.
● Involved persons were competent to provide consent.
Participants are adequately well-informed about the research, comprehend the
information, and have the power of freedom of choice to allow them to decide whether to
participate or decline.
Researchers obtained participants' agreement to participate in this study only after
a thorough explanation of the research process. All participants will be required to provide
informed consent. Participants were approached individually and explained the purpose of
the study and the data collection process. They are given an appropriate time to ask
questions and address any concerns. This will explain that their participation will be
voluntary. The researcher will provide the key informant's information sheet to illustrate
the study further.
Participants has given appropriate time to read the information sheet and decide
whether they wanted to participate in this study. In this case, 24 hours up to three days was
given. Participants will sign the informed consent form before the interview to indicate their
permission to be part of the study, and the participants will confirm this signature before the
survey session. The researcher has explained to the participants that they have the opportunity
or right to withdraw from the study at any time, even after the informed consent has been
signed.
23
Chapter 3
RESULTS AND DISCUSSION
This chapter presents the data analysis and results from the research study. The
information gathered from the respondents was illustrated through visual representations. The
statistics are further discussed and their interpretation is given.
The research yearns to study the influence of social media on the purchasing decision
of Francisco E. Barzaga Integrated High School Students. Functionality, Customer’s
Exposure, Customers Behavior and Post-Purchase Decision which are the major factors
influencing the buying behavior of the consumers.
Specifically, the research will address the following questions:
1. What is the demographic profile of the respondents:
1.1 Age;
1.2 Gender;
2. What are the mean scores of purchasing decision of selected FEBIHS students in terms
of the following;
2.1 Customer’s Exposure;
2.2 Customer’s Behavior; and
2.3 Post-Purchase Decision
24
3. How does social media influence the customer’s purchasing decision?
In accomplishing the study, the researchers carried out the following procedures:
1. Creating of a survey questionnaire through Google forms.
2. Selection of respondents through stratified sampling technique.
3. Giving a letter of request to the chosen respondents for this study.
4. Brief orientation to respondents about the purposes and procedures of the study.
5. Giving of respondents’ consent letter for the people who will going to participate.
6. Analysis, and interpretation of data.
25
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Table 1. Sex Demographic Profile of FEBIHS Students.
Sex Frequency Percentage

Female 72 60%
Male 48 40%
Total 120 100%
Table 1. Displays the sex demographic of the students of FEBIHS. The research
sample has 72 female or 60% of the overall Respondents. Therefore, male respondents
have 40% for overall research sample or has 48 male respondents' frequency.
Mean score: 30
Table 2. Age distribution of FEBIHS students
Age Frequency Percentage

19 9 7.5%
18 36 30%
17 14 11.67%
16 20 16.67%
15 9 7.5%
14 14 11.67%
13 16 13.33%
12 1 0.83%
20 1 0.83%
Total 120 100%
Age distribution can be seen in table 2, the 120 randomly selected FEBIHS
Students. In line with the frequency and Percentage, age 12 and 20 have only one
Respondent or 0.83% of the Respondent were 12 and 20 years old and 36 respondents
or 30% of the respondents were 18 years old, the highest number of Respondents is 18
years old.
Mean score: 2.37
To assess the Consumer behavior, Brand awareness and Post-Purchase Decision,

Jamil (2002) score interpretation was used the mean scores are 1.00 and 2.33 mean Low
level of acceptance, 2.34 and 3.66 are moderate agreement, and a score of 3.67 and 5.00
indicated high level of agreement.
Table 3: Mean Score Interpretations
Mean Scores Mean Score Interpretation

1.00 to 2.33 Low
2.34 to 3.66 Average/Moderate
3.67 to 5.00 High
26
Customer’s Exposure
Table 4.1 Social media sites on a daily basis
Social media sites Frequency Percent
Social networking 110 91.67%

Microblogging 1 0.83%
Blogs/Forums 0 0%
Social bookmarking 1 0.83%
Photo & video 8 6.67%
Total 120 100%
Table 4 indicates which social media sites they are using on a daily basis. Social
Networking had 110 or 91.67% of the respondents, Microblogging 1 of 0.83%,
Blogs/Forums 0 or 0%, Social Bookmarking 1 or 0.83%, Photo Video 8 or 6.67%. The
lowest number of the respondents is Blog/Forums because it has no respondents, and
Microblogging and Social bookmarking with 1 or 0.83% of the respondents, and the
highest number of the respondents is Social Networking with 110 or 91.67% of the
respondents. The most used social media sites by Francisco E. Barzaga Integrated High
School students are Social Networking sites in their daily life to get information, which
means that there is a great chance to affect their purchasing decisions because the
respondents are exposed to social media sites.
Interpretation:
Mean score 4.8 – High
Table 4.2 Hours spent on social media
Hours Frequency Percentage

0 0 0%
1-3hours 29 24.17
4-6 hours 37 30.83
7-9 hours 22 18.33
10 hours or more 32 26.67
Total 120 100%
Table 4.2 revealed the amount of time they're spending on social media. The
lowest number of the respondents is 0 this implies that all Respondents can utilize
online entertainment consistently and the highest number of the respondents is 4-6
hours and has frequency and percentage of 37 or 30.83% respondent. It shows that they
often spending time for 4-6 hours on social media implying that the respondents have
sufficient opportunity to utilize social media locales every week. The mean score of
tables 4 is 4 which has a high interpretation this means that every week they are able to
27
use social media to receive different information affecting their consumer behavior.
Interpretation:
Mean score 4.8 – High
Table 4.3 Social media sites that able to seek information for a products
Degree Frequency Percentage

Strongly agree 29 24.17%
Agree 76 63.33%
Neutral 13 10.83%
Disagree 0 0%
Strongly disagree 2 1.67%
Total 120 100%
Table 4.3 proves that if they think that with the social media sites, they are able
to seek out products/services information initiatively (active). The lowest number of
the respondents is Disagree with no respondents, but strongly disagree has 2 or 1.67%
of respondents. and the highest number of the respondents is Agree with 76 or 63.33%
of the respondents. Indicating that they the consumers think that social media sits are
able to give information about a product/service initiatively.
Interpretation
Mean score: 4.8 - High
Customer’s Behavior
Table 5.1 Pre-judgement towards a particular product/service

Always 23 19.17%
Often 24 20%
Sometimes 63 52.5%
Seldom 3 2.5%
Rarely 4 3.33%
Never 3 2.5%
Total 120 100%
Table 5.1 indicates the brand awareness if they have pre-judgement

(positive/negative) towards a particular product and/or service before an actual
consumption. The Lowest number of the respondents is Seldom and Never who has 3
or 2.5% of the respondents this means that they don’t know much about the brand that
they could buy, so they search for information to gain knowledge about that brand and
the highest number of the respondents is Sometimes with 63 or 52.5% of the
respondents. This indicates that many of the consumers’ from FEBIHS has average or
28
moderate pre-judgement towards a particular product or services before an actual
consumption.
Interpretation:
Mean score: 3.33 – Average/Moderate
Table 5.2 Factors cause by their pre-judgement
Frequency Percentage
Previous knowledge 38 31.67%
Knowledge or awareness of the brand 33 27.5%
Brand reputation 7 5.83%
Information from the internet 31 25.83%
Information from peers, friends or 11 9.17%
family members
Total: 120 100%
Table 5.2 demonstrates the factors because of their pre-judgement. The lowest
number of the respondents is Brand Reputation who has Frequency and Percentage of
and 7 or 5.83% of the respondents. and the highest number of the respondents is
Previous Knowledge who has 38 Frequency and has the percentage of 31.67% of the
respondents. With the total of 120 or 100% of respondents. It shows that Previous
Knowledge are the cause of their pre-judgement.
Interpretation
Table 5.3 Consumers tend to seek out information

Always 34 28.33%
Often 37 30.83%
Sometimes 42 35%
Seldom 2 1.67%
Rarely 2 1.67%
Never 3 2.5%
Table 5.3 shows if they tend to seek out information that is consistent with their
initial opinion/reference for a purchase. The lowest number of the respondents are
Seldom and Rarely who has the same Frequency and Percentage of 2 or 1.67% of the
respondents this means that they rarely use their initial opinion or knowledge before
they buy. And the highest number of the respondents is Sometimes who has Frequency
and Percentage of 42 or 35% of the respondents. Many of the respondents sometimes
use their initial opinion/reference for a purchase this means that they need to get
29
information about the product they will buy from social media sites. However, there
are 34 or 28.33% of the respondents who chose always, which means that they are just
based on their initial knowledge of that product because they already trust that brand,
so they don’t need to look for other information on social media.
Interpretation:
Table 5.4 Social media triggers consumers to purchase a product
Yes 76 63.33%
No 21 17.5
Not sure 23 19.17
Total 120 100%
Table 5.4 indicates if social media triggers you to purchase a product/service.

The lowest number of the respondents is No who has the Frequency of 21 and has a
percentage of 17.5% this means that they will not be attracted by social media when
buying a product/service because they have self-control in purchasing and the highest
number of the respondents is Yes with the Frequency and Percentage of 76 or 63.33%
of the respondents many respondents are immediately obsessed with buying because of
what they see on social media, they can see that it is used by famous artists or that it is
helpful in everyday life. Overall, with the total of 120 or 100% of the respondents.
Interpretation:
Table 5.5 Consumers are searching for related information on social media

Always 60 50%
Often 30 25%
Sometimes 26 21.67%
Seldom 2 1.67%
Rarely 1 0.83%
Never 1 0.83%
Total 120 100%
Table 5.5 indicates that the respondents are always searching for related
information on social media, The lowest number of the respondents is the Never
which has a total of 0.83% or frequency of 1 respondent. and the highest number of
respondents is Always who has Frequency and Percentage 60 or 50% of the
respondents. It shows that they are always using social media for searching related
information.
30
Interpretation:
Table 5.6 Sources of information of FEBIHS Students
Social media sites Frequency Percentage

Facebook 94 78.33%
Twitter 3 2.5%
Online 15 12.5%
Forums/Communities/Blogs
YouTube 8 6.67%
Flickr 0 0%
Total 120 100%
Table 5.6 proves the sources of information FEBIHS students are using. Flickr have no
respondents or 0, but the lowest number of respondents is Twitter with frequency of 3
or percentage of 2.5%. YouTube have frequency of 8 respondents or 6.67%. Online
Forums/ Communities/Blogs have 15 respondents or 12.5%. The Highest is Facebook
which has total of 78.33% or frequency of 94 respondents. It shows that many of the
students of FEBIHS are using Facebook to gather information sources using it.
Interpretation:
Mean score: 4.8
Table 5.7 Advertisements, blog, Facebook pages or user reviews

Strongly agree 29 24.17%
Agree 65 54.17%
Neutral 24 20%
Disagree 2 1.67%
Strongly Disagree 0 0%
Total 120
Table 5.7 shows if the respondents they agree, for instance, advertisements, blog
posts, Facebook pages, or user reviews on social media influence them to try new
brands, products, or services. Strongly Disagree has no respondents, but the lowest
number of the respondents are Disagree who has the Frequency and Percentage of 2 or
1.67% of the respondents. Means that the 1.67% of the respondents disagree that
advertisements, blog posts, Facebook pages, or user reviews on social media influence
them to try new brands, products, or services. And the highest number of the
respondents is Agree who has Frequency and Percentage of 65 or 54.17% of the
respondents this means that many of the respondents agree that advertisements, blog
posts, Facebook pages, or user reviews on social media influence them to try new
brands, products, or services.
31
Interpretation:
Table 5.8 Consumers are relying to available information on social media

Always 23 19.17%
Often 31 25.83%
Sometimes 54 45%
Seldom 4 3.33%
Rarely 4 3.33%
Never 4 4.33%
Total 120 100%
Table 5.8 demonstrates if they rely on information available on social media if

they have uncertainties about a purchase. The lowest number of the respondents are
Seldom and Rarely who has the same Frequency and Percentage of 4 or 3.3% of the
respondents this means that they rarely rely on information available on social media.
And the highest number of the respondents is Sometimes who has Frequency and
Percentage of 54 or 45% of the respondents this means that many of the respondents
sometimes rely on information available on social media.
Interpretation:
Table 5.9 Consumers change preference after searching relevant information

Always 17 14.17%
Often 38 31.67%
Sometimes 51 42.5%
Seldom 4 3.33%
Rarely 8 6.67%
Never 2 1.67%
Total 120 100%
Table 5.9 proves if the consumers change their initial purchase preference after
searching relevant information via social media sites. The lowest number of the
respondents is never. Then Frequency and percentage of 2 or 1.67% respondent. Its
means they use their search relevant information before buy anything. The highest
number of the respondent is often and Has frequency and percentage of 38 or 31.67%
respondent They use often for change their initial purchase.
32
Interpretation:
Table 5.10 Consumers change their attitude after reading comments toward a
brand, product or service
Yes 83 69.17%
No 9 7.5%
Not sure 28 23.33%
Total 120 100%
Table 5.10 displays if the respondents change their attitude after reading
positive comments toward the brand or product or service in online articles. The lowest
number of the respondents is 9 or 7.5% frequency. It means that 9 out of 120
respondents remain the same attitude even if they already read a positive comment
toward the brand or product. The highest number of the respondents is Yes. The
frequency and percentage are 83 or 69.17% respondents. This mean that many of the
customers in FEBIHS change their attitude after reading a positive comment toward the
brand or product.
Interpretation:
Table 5.11 Feedbacks on social media affects the customer’s purchase

Strongly agree 60 50%
Agree 45 37.5
Neutral 13 10.83
Disagree 2 1.67%
Strongly disagree 0 0%
Total 120 100%
Table 5.11 shows if they agree that feedbacks on social media affect their
purchase. Disagree Strongly Disagree has no respondents, but the lowest number of
respondents Disagree who has the Frequency and Percentage of 2 or 1.67% of the
respondents this means that they don't agree that feedbacks on social media affect their
purchase. And the highest number of the respondents is Strongly Agree who has
Frequency and Percentage of 60 or 50% of the respondents. Many of the respondents
agreed that feedbacks on social media affect their purchase.
Interpretation:
33
Post – Purchase Decision
Table 6.1 Respondents like to share a comments or reviews after purchase

Always 26 21.67%
Often 21 17.5%
Sometimes 39 32.5%
Seldom 8 6.67%
Rarely 20 16.67%
Never 6 5%
Total 120 100%
Table 6.1 proves whether the respondents like to share comments, reviews,
blogs, posts, related articles, etc. after making a purchase. The highest percentage is
sometimes, with a total of 39 votes out of 120 respondents and the two lowest are rarely
and never, with both number of 7 respondents or 5.8%. This indicates that many of the
customers from FEBIHS sometimes leave a comment or reviews on the products after
they purchase.
Interpretation:
Table 7. The General Weighted Mean of the variables
Customer’s Exposure Weighted mean

Table 4.1 4.80
Table 4.2 4.80
Table 4.3 4.80
General Weighted Mean 4.80
Customer’s Behavior Weighted mean
Table 5.1 3.33
Table 5.2 4.80
Table 5.3 3.33
Table 5.4 13.33
Table 5.5 3.33
Table 5.6 4.80
Table 5.7 4.80
Table 5.8 3.33
Table 5.9 3.33
Table 5.10 13.33
Table 5.11 4.80
34
Post-Purchase Decision Weighted mean
Table 6.1 3.33
In table 7 can be seen the general weighted mean of each variable after using
the statistical treatment. The result shows that Consumer’s Behavior has a total mean
of 4.80, it will be known here that the respondents always use social media because of
the high mean score it is proven that it is also a factor in their Purchasing Decision,
Brand awareness has a mean of 5.68 it shows that the respondents use brand
awareness before they buy the product they are looking for, it can also be known here
that they first search for information on social media sites to gain knowledge about
that brand, And Post-Purchase Decision has a total mean of 3.33 It is said here that
because of their experience with that brand, they can validate the feedback they read
before they buy and at the same time others can also see their feedback so that others
can also have information about it.
Variables Weighted mean

Customer’s Exposure 4.8
Customer’s Behavior 5.68
Post-Purchase Decision 3.33
General Mean Score 4.60
35
Chapter 4
SUMMARY, CONCLUSION AND RECOMMENDATIONS
This chapter provides a summary of the research that was conducted, the
conclusions that were reached, and the recommendations that were formulated as a
result of the investigation. In this study, the influence of social media on customer’s
purchasing decision among selected Francisco E. Barzaga Integrated High School were
examined.
SUMMARY OF THE STUDY
This study is to ascertain the influence of social media on Customer's purchasing
decision among selected Francisco E. Barzaga Integrated High School students. It
acknowledges the following questions: (1) what is the demographic profile of the
respondents like (1.1) age and (1.2) gender; (2) what are the mean scores of the
variables (2.1) Customer’s Exposure, (2.2) Customer’s Behavior, and (2.3) Post-
purchase decision; and (3) how does social media influence the customer's purchasing
decision.
The researcher employed a simple random sampling technique to gather the
respondents of randomly selected one hundred twenty (120) students of Francisco E.
Barzaga Integrated High School who falls under the following requirements such as an
online consumer who often buys product online. By a form of Google docs, the close
ended survey questionnaire was given to the respondents and responses are thoroughly
checked.
36
Chapter 1's main focus was the study's objectives. The study started by
identifying and in-depth explaining the problem that needed to be studied. Additionally,
it clarifies some of the study's concepts. The conceptual framework was also mentioned
to enhance the research investigation.
Chapter 2 covers the research's conception and methods. The demographic and
sample that were used to create the statistics were presented. A non-probability
sampling technique was used in conjunction with a conventional survey questionnaire
to collect data from respondents. The information was provided in Chapter 3. It
provided a concise justification for the weighted mean and percentage. The analysis of
the results that resulted in the formulation of conclusions was presented by the tables.
In Chapter 4, the summary, conclusions based on the data analysis's findings

will come first and the research study will come to an end with the remaining portion
that will focus on the main findings and suggestions.
SUMMARY OF THE RESULTS
The research concentrated on the influence of social media on purchasing
decision of selected Francisco E. Barzaga Integrated High School Students. The main
objectives of this research is to: (1) discover the demographic profile of the respondents
including age and gender; (2) determine the weighted mean scores of each variables,
(2.1) Customer’s Exposure, (2.2) Customer’s Behavior, (2.3) and Post-Purchase
Decision; (3) and find out how does social media influence the customer’s purchasing
decision. The percentage and the general weighted mean formula are used to evaluate
and interpret the data from the one hundred twenty (120) respondents who responded
to the survey. The findings of the researchers led to the following conclusion:
37
Demographic profile of the respondents
The research samples have 72 female respondents or 60% of the overall
respondents. Therefore, male respondents have 40% for the overall research sample or
has 48 male respondents’ frequency. The age distribution of 120 randomly selected
students of Francisco E. Barzaga Integrated High School. In accordance with the
frequency and percentage, 1 out 120 respondents or 1% of the respondents were 12
years old and 13.33% or 16 respondents were 13 years old. Furthermore, 14 respondents
or 11.66% of the total respondents were 14 years old and 9 respondents or 7.5% of the
respondents were 15 years old. 20 respondents or 16% of the respondents were 16 years
old and 14 of the respondents or 26% of the respondents were 17 years old. Moreover,
36 of the respondents or 54% of the respondents were 18 years old. Lastly, 9
respondents or 4% of the respondents were 19 years old and 1 of the 120 respondents
or 1% of the respondents were 20 years old.
The weighted mean scores of each variables: (2.1) Customer’s Exposure; (2.2)
Customer’s Behavior; (2.3) and Post-Purchase Decision
Customer’s Exposure is second to the highest variables that affects the
customer’s purchasing decision, with an overall weighted mean of 4.8, which implies
high. The findings convey that through the respondent exposure on social media sites,
it ushers them to have their own perception towards a certain product/brand that would
turn to what behavior they will acquire towards it. Additionally, the respondents
also believed that social media sites have the ability to provide the information actively
about what they want.
38
Customer’s Behavior is recorded as the highest with a weighted mean of 5.68,
which falls on the category of high. As to the results, the respondents are often able to
have pre-judgements about a product/service before their actual purchase by having
their knowledge about the product/services through always searching relevant
information on social media. Moreover, they also often have their consistent
preferences in purchasing since most of the respondents believed that social media
triggers them to purchase it. The findings presents that the respondents agreed that they
are influenced by the feedbacks given on a certain product when purchasing and that
they sometimes share their comments/reviews through social media. The results also
shows that the feedbacks on social media can affect their purchase because just by
reading positive comments online, the respondents are likely to change their behavior
or attitude towards a product/service. Furthermore, they agreed that social media is an
effective platform for consumers in communicating with others.
Post-Purchase is one of the variables which is the least among the others, with
a weighted mean of 3.33 that implies as average/moderate. The findings presents that
the respondents sometimes leave a comment or reviews on the products after they
purchase.
CONCLUSION
The emergence of social networks has not just had a great impact in the way
companies promote their products and services, but also in the decision-making process
of consumers regarding their purchases. Social media has become a platform where
consumers interact with a brand.
39
From the analysis, it can be concluded that social media has a great influence
on the purchase decision of students in FEBIHS. It gives them information that either
triggers them to buy or enlightens them to the quality and features of a certain product
that can change their preferences in purchasing decision since they are moderately
reliant and highly exposed on social media information. Social media helps the
customer to do their preliminary research and it also helps them in speeding up their
buying decision process and avoids questions at the store. Additionally, It has become
a platform which helps in spreading word-of-mouth and is a useful place to get most of
the information about the goods and services. It allows them to make recommendations
and evaluate the product through status updates and reviews. This also helps the
consumer to recommend the product and to freely share their post-purchase experiences
and feedback that can be one of the initial consideration a potential customer will
acquire.
40
Recommendation
Recommendations 1
Conduct an in-depth analysis about the impact or how social media affects a
person’s purchasing decision.
Recommendations 2
For future researchers, they should also try to make respondents from other
teenagers if social media also affects their purchase, in order to prove the research more
and can be used by other researchers.
Recommendations 3
This research only focuses on the influence of social media on customer’s
purchasing decision, they can check something else about it, such as whether social
media is harmful to other people's purchasing decisions.
Recommendations 4
Many of the FEBIHS students and other people are planning to start a business,
so they should know that social media influence the purchase of a customer, they can
think of posting an Advertisement on social media and feedbacks of customers to their
product so that it can quickly attract buyers.
Recommendations 5
This study will only be the foundation of research in the future, the researchers
were not able to prepare questions for future research because they only took the
questions from the proven research, so the researchers expected the better research will
be developed and they will relate the questions to their own research.
`
Recommendation 6
This research only has 120 respondents because it is not enough, so they can
recommend more respondents to prove the research that will be developed in the future.
Recommendation 7
The Researchers lacked the standard of respondents, so it is suggested that
future researchers make respondents who are employed and long-time online shoppers.
Recommendation 8
A lot of literature was not included in this study so it suggests that more
literature can be found and proven research can be obtained in developing effective
research.
Recommendation 9
The Researcher used a descriptive design to investigate the influence of social
media to purchasing decision of FEBIHS students. Because their relationship is not
explored, we suggest to try it in a correlational design.
Recommendation 10
The purchasing decision determines to the consumer what they will buy. It can
be used by entrepreneurs who will build a business to use social media in persuading
consumers because it affects the purchase of their needs and wants. Accordingly, future
researchers are advised to use a different method of obtaining price information so that
it can complement the study of the research industry.

ACKNOWLEDGEMENTS
The researchers take this opportunity to recognize the following individuals
who have extensively committed to the completion and success of this research
undertaking:
First and foremost, we would like to thank our Almighty God for giving us
the hope to finish this work by giving us the knowledge, wisdom, and strength we
needed to finish this research paper as well as the willpower and blessings that enabled
us to finish and make this study possible.
To Ms. Yamasaki Ariane Divina, Quantitative Research Teacher, for giving
the researchers the skills they needed to conduct this study. You taught us how to
conduct research, and we really appreciate that. Without your persistence and desire to
instruct us, we couldn't have completed this research project. We appreciate how you
guided everyone through the research process step by step.
To our parents, who patiently and consistently provided us with financial,
ethical, and spiritual support during the process of the study. We appreciate the love
and support we got from our heartfelt condolences every day, but particularly when the
moment of our research defense was approaching.
To our respondents, we are really thankful for the patience, time, and effort
that you have given to us. It is very encouraging and incomparable, indeed. Without
you, we would not be able to gather data and finish the study without you. We wanted
to thank all of our survey participants from the bottom of our hearts.
Lastly, to the researchers, Maria Isabel Sunga, April Gerona, John Lyan
Tudla, Julianna Faith Reyes, Rose Marie Pascual, Risalyn Ramos, Aljean Pinote,
Jericho F. Magtabog and Zhan Michael Javier this study won’t be successful
without the dedication of everyone in this group. We may face many obstacles and
struggles during the process but we still did our best to make this possible. Our hard
work now paid off and all the sleepless we’ve experienced is all worth it.
CURRICULUM VITAE
PROFILE
A student who is determined and do all the efforts she can to achieve all the
goals she has. She can multi-task and can handle all the stress she has. She is also
passionate with the things she loves.
PERSONAL INFORMATION
Full Name : Rose Marie S. Pascual

Address : 071 Guevarra St. Zone 1 Dasmariñas City, Cavite
Contact Number : 0912-441-1056
Age : 18
Date Of Birth : April 08, 2005
Gender : Female
E-mail : rosemariepascual0@gmail.com
EDUCATIONAL BACKGROUND
ELEMENTARY
• Dasmariñas Elementary School
Located at Don P. Campos Avenue, Zone III, Dasmarinas City, Cavite
JUNIOR HIGHSCHOOL
• Francisco E. Barzaga Integrated High School
Located at Lagmay Compound, Medina Ville Brgy San Jose , Dasmariñas, Philippines
PRESENT
ACHIEVEMENTS
ELEMENTARY
- Graduated last 2017
JUNIOR HIGHSCHOOL
ADDITIONAL SKILLS
- Willing to Listen
- Hardworking
- Communication
CHARACTER REFERENCES:
Mr. Joseph Saylon, Grade 6 Adviser
Mr. Jazero Crisostomo, Grade 10 Adviser
Mr. Teddy Gan, SHS Adviser
CURRICULUM VITAE 2x2
PROFILE
A student leader who inspires to be a better person every single day. A person
who wants to be a channel of blessing to the people around her. She can assess situation
and engage in interactions, relations, and exchanges based on what is suitable for the
context and person or people being interacted with. She gives all her energy & effort to
the things she wants to achieve.
Full Name : Maria Isabel Baranda Sunga

Address : B22 L24, Goldenville 1, Sabang, Dasmariñas, Cavite
Age : 17 years old
Date Of Birth : October 1, 2005
Gender : Female
E-mail : sungamariaisabel@gmail.com
ELEMENTARY
• Sabang Elementary School
Located at 1936 At Brgy.Sabang, Dasma, Cavite
JUNIOR HIGHSCHOOL
PRESENT
ACHIEVEMENTS
ELEMENTARY
- Conduct Awardee
- Badminton Doubles 2nd Placer
JUNIOR HIGHSCHOOL
- A student leader since 7th grade
- School Organization Officer
- A consistent Honor Student
- A Conduct Awardee
- Graduated last 2021 with an award
PRESENT
- A consistent Honor Student
- Digitalino Graduate
- A student leader
ADDITIONAL SKILLS
- Flexible in any changes may come.

- Know how to manage time properly.
- Determined and competitive.
- Has a problem-solving abilities.
Mr. Jovinson Anog, Grade 6 Adviser
Mrs. Maria Jevvy Orig, Grade 10 Adviser
CURRICULUM VITAE
PROFILE
A student who loves math. Also, he always encourages those people around him
to love his favorite subject. He loves challenging things and problem-solving. He loves
to learn something new and to discover new things.
Full Name : John Lyan M. Tudla

Address : Zone 1-A Ma. Cristina village back of Meralco
Contact Number : 09292647928
Age : 18
Gender : Male
E-mail : johnlyantudla@gmail.com
ELEMENTARY
JUNIOR HIGHSCHOOL
PRESENT
ACHIEVEMENTS
ELEMENTARY
- Conduct Awardee
JUNIOR HIGHSCHOOL
- A Math Awardee
- Rubik’s Cube 5th Placer
ADDITIONAL SKILLS
- Hardworking
- Determined
- Can multi-task
Ms. Aida Lara Escanilla, Grade 6 Adviser
Mr. Archie Barte, Grade 10 Adviser
CURRICULUM VITAE
PROFILE
A student who works well in a team but also on her own as she likes to set her
self-goals which she will achieve, she has good listening and communication skills, she
have a creative mind and she always up for new challenges and also she is well
organized and always plan ahead to make sure she manage her time well.
Full Name : Julianna Faith S. Reyes

Address : 35 P.S Avendaño Ext. Zone-1, Dasmariñas, Cavite
Age : 17
Date Of Birth : July 14, 2005
Gender : Female
E-mail : juliannareyes42@gmail.com
ELEMENTARY
JUNIOR HIGHSCHOOL
PRESENT
ACHIEVEMENTS
ELEMENTARY
JUNIOR HIGHSCHOOL
- Student Leader
- Class Officer
ADDITIONAL SKILLS
- Hardworking
- Communication Skills
- Willing to Listen
Mrs. Priscila S. Pinili, Grade 6 Adviser
Mr. Glen Paul Abawan, Grade 10 Adviser
CURRICULUM VITAE
PROFILE
A student who wants to discover and improve her skills and acquire knowledge
while studying and apply it to her future career field.
Full Name : April Joy B. Gerona

Address : Blk9 L47 P3 Riffle St. Valle Verde, Dasma, Cavite
Age : 17
Gender : Female
E-mail : apriljbg@gmail.com
ELEMENTARY
• Calvary Baptist Academy
Located at #39 Camerino Ave. Dasmarinas City, Cavite
JUNIOR HIGHSCHOOL
PRESENT
ACHIEVEMENTS
ELEMENTARY
- Graduated elementary last 2017
- Semi-finalist of 2015 season V Mar Dunong Spelling Bee
- Consistent 3rd honor student
JUNIOR HIGHSCHOOL
- Semi-finalist of News Writing Journalism on 2017-2019 (Private School Division)
- Consistent honor student
- A conduct awardee
- Graduated last 2021 with honors
PRESENT
- Honor student
ADDITIONAL SKILLS
- Good in communication skills
- Always willing to listen and capable to learn faster
- Knows how to manage time
- A multi-tasker
Mrs. Lhorie Espiritu, Grade 6 Adviser
Mrs. Juvielyn Cañada, Grade 10 Adviser
CURRICULUM VITAE
PROFILE
A student who can think creatively and always ready for a challenge. She is
organized and continuously develop plans to make sure she manages her time properly.
Full Name : Risalyn I. Ramos

Address : Liborio Street Villa Catalina Subd. San Agustin 3
Age : 17
Date Of Birth : July 25, 2005
Gender : Female
E-mail : ramos.risalyn25@gmail.com
ELEMENTARY
• Francisco E. Barzaga Memorial School
JUNIOR HIGHSCHOOL
PRESENT
ACHIEVEMENTS
ELEMENTARY
JUNIOR HIGHSCHOOL
ADDITIONAL SKILLS
- Teamwork
- Hard Working
- Willing to Listen
Mrs. Cecille Quillao, Grade 6 Adviser
Mr. Archie Barte, Grade 10 Adviser
CURRICULUM VITAE
Objective
A Senior High School student who seeks opportunities where can utilize my
experiences that may possibly to contribute for the benefits of an organization.
Moreover, I like things that can help me to engage new things, knowledge and skills
that will add up to my personal career development.
Full Name : Aljean E. Pinote

Address : Block 2 Lot 1 Arcontica Sub. Salitran 2
Age : 20
Date Of Birth : June 22,2002
Gender : Female
E-mail : pinotealjean608@gmail.com
ELEMENTARY
• Balantay Elementary School
Located at Brgy Balantay Dimasalang, Masbate
JUNIOR HIGHSCHOOL
PRESENT
ACHIEVEMENTS
ELEMENTARY
JUNIOR HIGHSCHOOL
ADDITIONAL SKILLS
• Communication Skills
• Willing to listen
• Adaptability
• Hardworking
Ms. Alice Javier, Grade 6 Adviser
Ms. Marielle Almeria Bautista, Grade 10 Adviser
INFORMED CONSENT
Title of the Study A DESCRIPTIVE STUDY OF THE ROLE OF SOCIAL

MEDIA ON THE PURCHASING DECISION OF
FRANCISCO E. BARZAGA INTEGRATED HIGH
SCHOOL STUDENTS.
Name of the Researchers SUNGA, MARIA ISABEL B.
GERONA, APRIL JOY B.
TUDLA, JOHN LYAN M.
REYES, JULIANNA FAITH S.
PASCUAL, ROSE MARIE S.
RAMOS, RISALYN I.
PINOTE, ALJEAN
MAGTABOG, JERICHO F.
JAVIER, ZHAN MICHAEL
PART I: INFORMATION SHEET
The researchers are Grade 12 students of Accountancy, Business and Management
from Francisco E. Barzaga Integrated High School that is conducting a study titled “A
Descriptive Study of the Role of Social Media on Purchasing Decisions of Francisco E. Barzaga
Integrated High School”. This study will investigate the consumers’ purchasing decision
process and how social media influences them to purchase. Additionally, the research studies
the journey of a consumer goes through which includes the initial consideration in selecting
products, active evaluation by searching information about what they want, then purchasing
moment after choosing the best product and giving feedbacks about their experiences whether
face-to-face word of mouth or using social media. The result of this study is important for
Francisco E. Barzaga Integrated High School students who frequently purchase products as
they can have a knowledge to where they can depend their decisions. They can decide whether
or not to participate after considering the information presented below.
The researchers want to study the Role of Social Media on Purchasing Decisions of
Francisco E. Bazaga Integrated High School. They believe that the respondents can contribute
success to the study by giving accurate and truthful responses to the survey questionnaire.
Additionally, the study’s objectives are to: (1) know the demographic profile of the
respondents, including age and gender; (2) identify the mean scores of purchasing decision with
the variables of customer’s behavior, brand awareness and post-purchase decision; (3) and
determine how does social media affects the customer’s purchasing decision.
The respondents’ participation in this study is voluntary. It is up to them to decide
whether they will take part or not in this study. If they decide to take part in this study, they
will be asked to sign a consent form. After they sign the consent form, they are still free to
withdraw at any time and without giving a reason. Withdrawing from this study will not affect
the relationship they have, if any, with the researcher. If they withdraw from the study before
data collection is completed, their data will be returned to them or destroyed.
This research paper consists introduction, framework and research questionnaires as
well as the procedures on how the researchers will gather and analyze data. The respondents'
responses in this study are very important in order to gather the data that the researchers needed
on order to acquire the data required to find a conclusion for this study.
Once the respondents signed the consent form, the researchers will give the Google
Form link to the respondents who will take part of this study. The respondents will only have 5
(five) to 10 (ten) minutes to answer the survey questionnaires. The research questionnaires have
set of questions that will help the researchers to know how social media impacts customer's
purchasing decision. The respondents will respond to the following questions by placing a
check mark in the answer box that corresponds to their response and/or fill in the blank where
indicated.
The researchers will be collecting the information from the respondents for 3 (three)
days. The respondents who will participate in this study will only have five (5) to ten (10)
minutes to answer and complete their response on the survey questionnaires.
The respondents have the risk of revealing personal or confidential information.
Furthermore, some of the survey questions may make them feel uncomfortable or disturbing.
However, this is not what the researchers intend. If respondents believe the questions are too
sensitive or makes them feel uncomfortable, they are not required to answer them and have the
option to withdraw from the study.
The respondents of this study were required to provide an honest response to each
survey question. This is because the responses will allow them to evaluate how social media
impacts their purchasing decision. With the study's findings as a guide, the business owners
may have an idea on how they will give an effort to promote their products in social media.
The researchers will respect the respondents' privacy by collecting only the most basic
demographic information. Only the research team will have access to respondent information.
The information gathered by the researchers through the online survey forms will be kept
private. If respondents provide their full names on the survey forms, the researchers will always
use nicknames and pseudonyms. The personal information of the participants will be kept
secure and will never be revealed.
Participants will be given appropriate time to read the information sheet and decide
whether they wanted to participate in this study. Participants will sign the informed consent
form before answering the survey questionnaires to indicate their permission to be part of the
study, and the participants will confirm this signature before the survey session. The consent
form will explain to the participants that they have the opportunity or right to withdraw from
the study at any time, even after the informed consent has been signed.
The respondents may contact the researchers if they have any questions or
clarifications. The participants will receive a message once they message the researchers. They
can they can get in touch with the person indicated below.
Name: Maria Isabel Sunga
Contact Number: 0918-6177-774
Email Address: sungamariaisabel@gmail.com

APPROVAL SHEET
This research, entitled “A DESCRIPTIVE STUDY OF THE IMPACTS OF

SOCIAL MEDIA ON PURCHASING DECISIONS OF ACCOUNTANCY
BUSINESS AND MANAGEMENT STUDENTS" prepared and submitted by, Maria
Isabel Sunga, April Gerona, John Lyan Tudla, Juliann Faith Reyes, Rose Marie
Pascual, Risalyn Ramos, Aljean Pinote, Jericho Magtabog and Zhan Michael Javier in
partial fulfillment of the requirements for Inquiries, Investigation and Immersion, has
been examined and is recommended for acceptance and approval for an oral defense.
Ms. Yamasaki Ariane Divina

Adviser
RESEARCH REVIEW PANEL
Approved by the Committee on Oral Defense with the grade of .
Ms. Yamasaki Ariane Divina

Adviser Panel
Panel
Accepted and approved in partial fulfillment of the requirements in Inquires,

Investigation and Immersion
Ms. Erika A. Ilagan

SHS Department Coordinator
LIST OF FIGURES
Figure 1.1 The Consumer Journey………………………………………………….8

LIST OF APPENDICES
A. Survey Questionnaire……….…………………………………………….44-52
B. Consent Form…….…………………………………………………….…53-55
C. Answered Questionnaire..…….…………………………………...…….. 56-64

POTENTIAL ETHICAL CONCERNS
Research ethics govern the norms of behavior for academic researchers.
Adherence to ethical standards is necessary to respect the dignity, rights, and wellbeing
of study participants. The following ethical concerns therefore act as a strong guide for
researchers:
1. Informed Consent and Voluntary Participation
Only when the respondents had thoroughly understood the research technique
were the researchers able to gain their agreement to participate in the study. Informed
consent from each respondent was a requirement. They provided ample opportunity for
them to express any worries or issues they might have. The researcher also provided
access to the key informant's data sheet to further summarize the findings of the inquiry.
The responders were then given enough time to see the explanation page and choose
whether or not they wanted to participate in the study. They were allowed a whole day
to make a decision in a situation like this. Respondents provided informed consent
forms indicating their agreement to participate in the study before online questionnaires
were sent. Prior to the survey session, participants verified the authenticity of their
signatures. The researchers advised the participants that they might withdraw from the
study at any moment, even after they had given their informed permission.
2. Respect
The protection, safety, and wellbeing of study subjects and participants are
ensured by research operations. In order to prevent participants and communities from
risking bodily or mental injury as a result of their engagement in the study, researchers
20
avoided placing them in situations or settings where they might do so. All participant
data is handled completely, with the utmost confidentiality, and with permission to
preserve anonymity. In exchange for their agreement to participate in the study,
respondents agreed that the researchers would keep their identifying information
private.
3. Beneficence
Maximize the advantages of conducting research and reduce any potential
drawbacks. Throughout the course of the study, both volunteers and the researchers
were assured of their safety and protection from harm. The advantages of taking part
in the research study were explained to respondents before they consented to
participate. Participants and the community gain direct and indirect advantages from
research. A system for disseminating research findings to participants and the
community it was conducted in was incorporated. The results of research help people.
The study provided significant contributions to the development of products that might
improve living conditions for individuals who work in the country's educational system
as well as to the advancement of education, teacher preparation, and teacher quality.
4. Justice
Inclusive and Exclusion. The selection criteria utilized to identify research
subjects or participants, as well as the data collection techniques and methodology,
were free of bias. such as biases based on gender, class, race, or culture. The conflict-
of-interest rule is applicable to all research-related activities. The researchers were open
about the exact criteria they used to choose research participants. Researchers worked
21
on subjects that fell within their areas of expertise and occasionally collaborated with
others to broaden their knowledge. Conflicts and expressions of interest. Any
significant financial or other conflicts of interest that might be manufactured to sway
the findings were mentioned by the researchers the study paper's interpretation or
conclusions. Initial analysis of the work by the research adviser revealed potential
conflicts of interest.
22

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A DESCRIPTIVE STUDY OF THE INFLUENCE OF

SOCIAL MEDIA ON PURCHASING DECISIONS OF

In Partial Fulfillment of the Requirements

for Inquires, Investigation and Immersion

Accountancy, Business and Management

Julianna Faith S. Reyes, Rose Marie S. Pascual, Risalyn I. Ramos,

Aljean Pinote, Jericho F. Magtabog and Zhan Michael Javier.

Title of Research: A DESCRIPTIVE STUDY OF THE INFLUENCE OF SOCIAL

MEDIA ON PURCHASING DECISIONS OF FRANCISCO E.

BARZAGA INTEGRATED HIGH SCHOOL STUDENTS

Key Concepts: Customer’s Exposure, Customers Behavior, Post-Purchase Decision

Strand: Accountancy, Business and Management

Research Adviser: Ms. Yamasaki Ariane Divina

media influences purchase decisions of the users.

Franciso E. Barzaga Integrated High School Students, May 05-07, 2023.

businesses on how social media affects their customer's purchasing decision.

selection and cannot be generalized due to environmental differences factors.

TABLE OF CONTENTS ………………….….……………..…….…….......vii-viii

LIST OF TABLES.....…..… .………………………. .…………………………x

LIST OF FIGURES.………………………. .………………………. .…………xi

CHAPTER I: THE PROBLEM AND ITS BACKGROUND

Background of the Study ................................................................................. 1-6

Statement of the Problem ................................................................................... 7

Conceptual Framework ................................................................................ 8-10

Scope and Limitation ........................................................................................11

Definition of Terms .......................................................................................... 12

CHAPTER II: METHODOLOGY

Research Design ................................................................................................ 13

Respondents of the Study ....................................................................................14

Sampling Technique ........................................................................................... 15

Data Gathering Procedure .................................................................................. 18

Informed Consent and Voluntary Participation……………………………..23

CHAPTER III: RESULTS AND DISCUSSION

Results and Discussion……………………………………………………..24-35

CHAPTER IV: SUMMARY, CONCLUSION, AND RECOMMENDATION

Summary of the Study…………………………..……………………...………36-37

Summary of the Results………………………………………………………...37-39

C. Answered Questionnaire..…….…………………………………...…….. 56-64

Table 1: Demographic profile of FEBIHS students in terms of Gender…………....…..26

Today's society is heavily reliant on social media (Wagner, 2015). Merriam-

communities and engage in cross-cultural communication by exchanging data, concepts,

result of improved access to information, social networking, and communication skills

different companies of the same kind.

influencing everything from information seeking to post-purchase behaviors like

expressing or exhibiting discontent with a business or a product (Mangold and Faulds,

although earlier stages of the decision-making process have an influence on purchase

time and money (Qazzafi, 2019).

Balakrishnan, et. al. (2014) conducted a study with a close-ended questionnaire of

networks allow consumers to share their opinions, suggestions, experiences, and

behavior from information acquisition to post-purchase behavior such as dissatisfaction

statements or behaviors (Mangold&Faulds, 2009). Additionally, obtaining purchasing-

networks as a tool to enhance purchasing decisions is heavily influenced by enjoyment.

decisions when a consumer's social media friend, shares or recommends services or

making. However, commercial advertising on social media is available.

much University of Botswana students participate in brand-related eWOM on social media

brand-related eWOM participation on social media, and that participation in brand-related

According to GlobalWebIndex, 54% of social media users use social media to

media are four times more likely to spend more on purchases.

Experience (CX) have a significant influence on customer relationship quality, leading to a

content that meets

relationship management (CRM) to understand how to maintain relationship quality

between an enterprise and its customers. Arby Wibowo (2020).

applying the levels-of-expectation approach to the expectation-disconfirmation paradigm,

varying degrees of complaining or complimenting behavior..