Social Media Platform of Kagayaku Whitening Soap and Its Influence on Consumer Buying Behaviour in Quezon City: A Basis for Marketing Strategies

Vol.4, No.1

Abstract

This study aims to provide information regarding the social media platform of Kagayaku
whitening soap and its influence on consumer preferences for marketing strategies.
Kagayaku Whitening Soap is a beauty product that has gained popularity in Quezon City,
Philippines. To maintain its market position and increase sales, the company needs to
understand the influence of social media on consumer buying behavior.
By using frequency and percentage, the results showed that most of the respondents are
female, which is a total of 72%, aged from 19-24 years old, and have 5,000 below monthly
income. In terms of social media platforms used by kagayaku, TikTok is considered to offer a
lot of tools for creativity. In terms of social media platforms Influence the consumer to buy
the products, effectivity, the respondents said that social media is an effective way to
connect with your customers. Overall, the respondents Strongly Agree that social media is
an effective way to connect with your customers. The null hypothesis is REJECTED using
the Pearson R formula. The researchers recommended that Kagayaku focus on social
media advertising and prioritize accessibility in their marketing efforts.

The study suggests that TikTok is an effective platform to reach its target audience of young
adult individuals in Quezon City. The business may think about adding awards and speeding
up response times to client inquiries to enhance its advertising on other social media sites. It
is crucial to solve the issue of delayed responses by offering prompt and effective customer
support. The business should also concentrate on producing interesting and entertaining
content for its audience. This might boost brand loyalty and client engagement. In order to
enhance the impact of its advertising, the business should customize its marketing
techniques to fit the unique demands of its target population.