THE IMPACT OF FACEBOOK INFLUENCERS TO THE IMPULSIVE PURCHASING OF GRADE 12 ACCOUNTANCY, BUSINESS AND MANAGEMENT STUDENTS

Abstract

Impulsive purchasing happens when a consumer buys a product without careful consideration or planning. It refers to sudden or unplanned purchases driven by an immediate desire to buy something. This study aims to explore the impact of Facebook influencers on the impulsive purchasing behavior of Grade 12 students enrolled in the Accountancy, Business, and Management track.ts. The researchers gathered 166 responses from students in ABM 1 to ABM 8, excluding ABM 7, who participated in the survey. This study utilized a quantitative research method with a descriptive-correlational research design, and employed simple random sampling as the primary method for data collection. Additionally, the study used the Pearson correlation coefficient to assess the impact of Facebook influencers on the impulsive purchasing behaviors of the students, aiming to identify the relationship between these two variables. The r value of this study is 0.609, and the p value is less than 00001. This indicates that the null hypothesis is rejected, signifying a significant relationship between Facebook influencers and the impulsive purchasing behavior of Grade 12 Accountancy, Business, and Management students. 

The findings suggest that the status of Facebook influencers—specifically their familiarity, persuasion skills, and credibility—can influence the impulsive purchasing decisions of these students. Notably, the study found that the persuasion skills and credibility of Facebook influencers have a greater impact on students' impulsive purchasing than their familiarity with the influencers. Based on their findings, the researchers recommended that students establish a clear timeframe to evaluate their purchasing decisions and to carefully consider the influences on their choices before making a purchase. They also suggested that students seek opinions from neutral individuals who have previously used the products before making any decisions.

Additionally, establishing a standard for their purchases can help students assess prices more effectively and encourage them to prioritize quality over luxury brands. Furthermore, the researchers advised parents to assist students in managing their purchases and to guide them throughout the buying process to help prevent impulsive decisions.