Tiktok influencer marketing and purchasing decision on make-up products: A proposed promotional strategy
By: Aguilar, Princess Ann P. Babar, Shainah P. Bautista, Ma. Sherwina Kathlene M. Berceles, Janina N. Bermundo, Jenna Mae V. Dasco, Jenny Rose R. Dela Cruz, Marc Remor A. Malonzo, Nicole G. Urmatan, Jeremie E. Villarama, Mary Grace S
Language: English . . c2024Description: Business Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024Content type: text Media type: unmediated Carrier type: volumeGenre/Form: academic writingDDC classification: . LOC classification: HF5415.13 A38 2024| Item type | Current location | Home library | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|---|
| Thesis/Dissertation | PLM | PLM Filipiniana Section | Filipiniana-Thesis | HF5415.13 A38 2024 (Browse shelf) | Available | FT8151 |
ABSTRACT This research investigated the relationship between Tik Tok influencer marketing and purchasing decision of make-up products among the students of the Pamantasan ng Lungsod ng Maynila (PLM). The study aimed to give understanding of the most influential aspects of TikTok influencer marketing in the purchase decisions of PLM students on make-up products. Adopting a quantitative descriptive correlational approach with non-probability convenience technique and quota sampling, the study surveyed 200 PLM students to gather their insights using questionnaires as a main instrument. Percentage and frequency was used to analyze the demographics Weighted mean and standard deviation was used to analyze the aspects of TikTok Influencer Marketing, and the demographics of the respondents and Spearman's tho was used to analyze the relationship between the two variables. This is to gauge information on their purchasing decisions in make-up products and marketing strategies used by Tik Tok influencers. The research uncovered a statistical analysis with interpretations of no significant correlation between Tik Tok influencer marketing and purchasing decisions. These findings emphasized the analysis of the effectiveness of promotional strategies, adapting to changing consumer behaviors and preferences to optimize their influence across all marketing efforts. Keywords: Tik Tok Influencer, Tiktok Influencer Marketing; Purchase Decision; Make-up products; Social Media Platform
ABSTRACT This research investigated the relationship between Tik Tok influencer marketing and purchasing decision of make-up products among the students of the Pamantasan ng Lungsod ng Maynila (PLM). The study aimed to give understanding of the most influential aspects of TikTok influencer marketing in the purchase decisions of PLM students on make-up products. Adopting a quantitative descriptive correlational approach with non-probability convenience technique and quota sampling, the study surveyed 200 PLM students to gather their insights using questionnaires as a main instrument. Percentage and frequency was used to analyze the demographics Weighted mean and standard deviation was used to analyze the aspects of TikTok Influencer Marketing, and the demographics of the respondents and Spearman's tho was used to analyze the relationship between the two variables. This is to gauge information on their purchasing decisions in make-up products and marketing strategies used by Tik Tok influencers. The research uncovered a statistical analysis with interpretations of no significant correlation between Tik Tok influencer marketing and purchasing decisions. These findings emphasized the analysis of the effectiveness of promotional strategies, adapting to changing consumer behaviors and preferences to optimize their influence across all marketing efforts. Keywords: Tik Tok Influencer, Tiktok Influencer Marketing; Purchase Decision; Make-up products; Social Media Platform
Filipiniana
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