THE PERCEIVED IMPACT OF YOUTUBE AS A DIGITAL PLATFORM ON THE BUYING BEHAVIOR OF GRADE 12 ACCOUNTANCY BUSINESS AND MANAGEMENT STUDENTS

Abstract

In a time when technology has been advancing at an exponential rate, the field of commerce and business approaches has undergone significant change. Students majoring in Accountancy, Business, and Management in Grade 12 at Immaculada Concepcion College must understand the important role that YouTube, as a digital platform, plays in shaping the course of businesses. This aims to explain how these students, as future business leaders, can leverage the influence of YouTube by examining its significant effects on the buying behaviors of Grade 12 ABM students in the marketing industry. The researchers use quantitative research as their method and descriptive research as their research design. They also employ probability sampling techniques and utilize simple random sampling to collect data from 171 Grade 12 Accountancy, Business, and Management students using researcher-made survey questionnaires and online-based survey questionnaires via Google Forms. Based on the findings, most respondents highly agree or agree with a certain question. Therefore, the study concludes that entertainment value plays a significant role in attracting and retaining viewers, which can indirectly influence their exposure to advertisements and promotional content. The findings in the research show that the researchers study help students to have the ability to understand their limits on buying and track their expenses. This explains whether Youtube as a digital platform affects the buying behavior of Grade 12 Accountancy Business and Management students that are buying through Youtube advertisements.