000			04036nam a2200301Ia 4500
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005			20251117094344.0
008			250327n 000 0 eng d
040			_erda
041			_aengtag
050			_aHF5415.13 A38 2024
082			_a.
100			_aAguilar, 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.
245		0	_aTiktok influencer marketing and purchasing decision on make-up products: A proposed promotional strategy
264			_a. _b. _cc2024
300			_bBusiness Research: (BSBA major in Marketing Management) - Pamantasan ng Lungsod ng Maynila, 2024
336			_b. _atext _2rdacontent
337			_30 _b. _aunmediated _2rdamedia
338			_30 _b. _avolume _2rdacarrier
385			_a2
505			_aABSTRACT 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
520			_aABSTRACT 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
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655			_aacademic writing
942			_alcc _cMS _01 _2lcc
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