An assessment of the Zark's Burger viral promotion affecting the buying decision of college students / Jonas M. Batalla, Rahim Norman Angelo D. Dizon, Alwyn John M. Tejada, and King Remo C. Vasquez. 6

Business Research: (BSBA major in Marketing Management)- Pamantasan ng Lungsod ng Maynila 2016. 56

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ABSTRACT: The study is an assessment of the Zark's Burger viral promotion affecting the buying decision of college students who are studying in Universities within Intramuros, Manila. In line with this, the proponents seek to know the respondents demographic profile, their means of exposure, factors that the respondents consider in choosing Zark's Burger, and their opinion on the relationship of factors considered and influence of exposure on Facebook posts featuring Zark's Burger to their buying decision process. The researchers then, assumed that it influences their buying decision. From the information gathered from different literatures and studies it is said that using social networking sites become a necessity instead of luxury. People are now socially active online thru facebook. This change is now targeted by marketers as a tool for their promotion. Viral marketing is now one of the most effective way of promotion products and services. It is a modern word-of-mouth technique that is now being used everywhere. The study utilized the descriptive method of research. This was used because it involves the description, analysis, and interpretation of data that are needed to the results of the study. The survey questionnaire was the method used in collecting the data. In terms of the statistical approach, frequency, percentage, and ranking were used in determining the demographic profile, the means of exposure of the respondents, the factors that the respondents considered in choosing Zark's Burger, the respondents satisfaction, and the respondents response if they will posts their experience on facebook and if they were influenced by their exposure on facebook posts featuring Zark's Burger. Chi-square test were used in determining the relationship between the means of exposure and the influence of their exposure on facebook posts featuring Zark's Burger, and between the factors the respondents considered in choosing Zark's Burger and the influence of their exposure on facebook posts featuring Zark's Burger. The researchers tabulated each result per level of exposure, Based from the data gathered, most of the respondents are female. The research was dominated by 17-19 years old occupying 53% of the population. Meanwhile, 53% of the population has a monthly allowance of Php4000-Php6999. The researchers conducted the survey with a sample size of 100 using purposive sampling. The respondents who answered the survey are those college students of the De La Salle University that are the actual customers of Zark's Burger Taft Avenue branch and are exposed on Facebook posts featuring Zark's Burger. The majority of the respondents are on the age bracket of 17-20 years old. It is composed of 53% or 53 out 0f 100 respondents. The majority of the respondent's allowance is in the bracket Php 4000 to Php 6999 and most of it is female or 61% of total respondents. The researchers used Chi-square test in determining the relationship between the means of exposure and the influence of their exposure on facebook posts featuring Zark's Burger, and between the factors the respondents considered in choosing Zark's Burger and the influence of their exposure on facebook posts featuring Zark's Burger. On the first test, the computed value is 10.58318, and it is higher than the critical value, which is 5.991, with the level of significance of 0.05 at degree of freedom of 2. On the second test, that the computed value, which is 25.788497, is higher than the critical value of 7.815, with the level of significance of 0.05 at degree of freedom of 3. The null hypothesis is rejected.

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