THE INFLUENCE OF SOCIAL MEDIA ON THE CONSUMER'S BUYING BEHAVIOR AMONG FOURTH YEAR STUDENT IN THE BUSINESS COURSE AT BESTLINK COLLEGE OF THE PHILIPPINES

Abstract

This study was carried out to determine the effect of social media on the purchasing habits of selected students in Business courses at Bestlink College of the Philippines. By utilizing social media in relation to consumer buying behavior, consumers can impact other buyers through their reviews of utilized products or services. In this research, we examined the impact of social media and how the decision to shop online impacts consumer purchasing behavior, focusing on product reviews, social media influencers, and live selling. Questionnaires were created to direct the research. The study's population comprises 4th-year students of Business courses in the academic year 2023-2024. The results of the study will help the student to reduce their purchasing behavior on social media and to enhance the awareness of the student regarding the impact of social media on their lifestyle. A total of 50 students were chosen to take part in the study using random sampling methods. The descriptive method was utilized to illustrate the data of the study. A questionnaire created by the researcher was devised. The questionnaires were validated by specialists to assess their content and were ultimately administered in a pilot test to ascertain their reliability. After determining its reliability, the validated questionnaires were distributed by the researcher to the primary respondents utilizing the Likert scale. The collected data were examined using percentages and a weighted mean. According to the analysis, it was discovered that a majority of the respondents are affected by social media influence; it encourages them to purchase the products that are promoted. Conversely, Live selling and Product reviews are the second preference among the students that influence them.