The Impact of Social Media To Customer Purchase Decision

THE IMPACT OF SOCIAL MEDIA TO CUSTOMER PURCHASE DECISION; SPECIFICALLY IN
MUNICIPALITY OF SAN PEDRO
CHAPTER 1
INTRODUCTION
Social media marketing is no longer a new aspect, but still considering an evolving
topic in the field. The internet and especially social media have change how
consumers and marketers communicate. Social Networking is “the act of
engagement” while the Social Media is the tool used to communicate with mass
audience (Harshorn 2010). Social media has a tremendous impact on our culture, in
business, on the world-at-large. Social media is helping to create awareness and can
also be effective in driving repeat sales and also allow people to share content
quickly, efficiently and in-real time,
There are two types of Social Media Users: Digital Natives and Digital Immigrants.
Digital Natives are generally born after the 1980’s and they are comfortable in the
digital age. However, digital Immigrants are the older crew, weren’t raised in a digital
environment. Social Media platforms vary from Web Blogs, to micro-sharing
platforms, Look book, to life streams to social networks and much more.
SPCBA RESEARCH CENTER

Consumer buying behavior is the sum total of a consumer’s attitudes, preferences,
intentions and decisions and regarding the consumer’s behavior in the marketplace
when purchasing a product and this requires decision and the decision involves a
choice. Consumers go through a series of stages before making a purchase decision.
This research aims to assess the frequency at which the customers are social
networking, and whether it has affected on the purchase decision. If there is an
impact on the purchase decision, all these questions will be answered through this
research paper.
Statement of the Problem
This study determines the Impact of Social Media to Customer Purchase Decision,
the following problems are specifically answering in these questions;
1. What is the demographic profile of the respondents according to;
 Age
 Gender
 Occupation
2. What are the factors to consider in social media that can create impact to the
customers in decision making?

3. What kind of social networking does the customer use when purchasing a
service and product?
4. What is the behavioral profile of the respondents according to;
 Shopping Frequency
 Shopping Plan Decision
5. What are the customers perception and experience to purchase through
social media?
Objectives
The main objective of this study is to identify the impact of social media to customer
purchase decision. These are the specific objectives of this study;
1. To be able to know the demographic profile of the respondents which
includes age, gender and occupation.
2. To determine the impact of purchasing decision using social media.
3. To be able to know the behavioral profile of the respondents which includes
shopping frequency and shopping plan decision.
4. To be able to know the specific application use by costumer.
5. To be able to know the perception of the customer.

Theoretical Framework
According to Saul McLeod (2017) behaviorism refers to a psychological approach
which emphasizes scientific and objective methods of investigation. The approach is
only concerning with observable stimulus response behaviors, and states all
behaviors are learn through interaction with the environment. According John
Watson (1913) the behaviorist movement began which set out a number of
underlying assumptions regarding methodology and behavioral analysis:
Behaviorism is primarily concerns with observable behavior, as opposed to internal
events like thinking and emotions.
Types of Behaviorism
1. Methodological Behaviorism
Refers as the ‘behaviorist manifesto’. According to Watson purely objective
experimental branch of natural science. Theoretical goal is the prediction and
control of behavior. The behavior of man, will all refinement and complexity,
forms only a part of the behaviorist’s total scheme of investigation.

2. Radical Behaviorism
According to B.F Skinner recognized the role of internal mental events. Radical
behaviorism accepts the view the organisms are born with innate behaviors and
recognize the role of gene and biological components in behavior.
Kotler’s buyer decision process
Post-
Need
Purchase
Recognition
decision
Actual-
Information
Purchase
search
decision
Evaluation
of
Alternatives
This theory of Kotler’s is helping to know how the customers actually make buying
decision. The first step for the buying decision process is to have recognition. The
second step is the information search, in this stage the customers searches the
information about the product or services. The third step is to evaluate the

alternatives, after getting the required knowledge about the product, the customer
evaluates the various alternatives on the basis of the satisfying the power, quality
and features. The fourth step is to purchase decision, after evaluating the
alternatives the buys the suitable product. The last step is post purchase behavior,
after buying the product customer will either be satisfied or dissatisfied.
Conceptual Framework
•Demographics
PROCESS • The Impact of
•Behavioral Profile Social Media to
Shopping Frequency • Survey
Shopping plan Decision Customer
Questionnaires
•Impact of using Social Purchase Decision
Media Application
INPUT OUTPUT

Operational Framework
Identify the
problem
Analyze and Formulate the

Make Hypothesis
conclusion
Prepare a
Tally the
research
results
questionnaire

Hypothesis
This study is design to determine the impact of social media to customer purchase
decision.
Ho: There is no significant relationship between impact of social media to customer
purchase decision.
Significance to the study
Consumers- This study will help the consumers to know how the social media can
impact by purchasing decision.
Researchers- This study will help the Researchers to enhance the ability to do a
research paper that will be beneficial to the work field.
Future Researcher – This study will allow Future Researcher to benefit from this
research as reference and framework in conducting their own researcher in future.

Scope and Limitation
This study focuses primarily on the impact of social media on purchasing decision of
customers with in San Pedro City Laguna. This study will be limited on the barangays
of San Pedro City Laguna.
Definition of Terms
1. Behaviorism - the theory that human and animal behavior can be explained in
terms of conditioning, without appeal to thoughts or feelings, and that
psychological disorders are best treated by altering behavior patterns.
2. Behaviorist - a person who advocates or practices behaviorism.
3. Shopping - is an activity in which a customer browses the available goods or
services presented by one or more retailers with the potential intent to
purchase a suitable selection of them.
4. Perception - a way of regarding, understanding, or interpreting something; a
mental impression.
5. Experience - practical contact with and observation of facts or events.

CHAPTER 2
Foreign Literature
2.1 Definition of Social Media
Researchers and media experts have proposed various definitions for social media.
Kaplan and Haenlein (2010) give a general definition of social media in consideration
of Web 2.0 and User-Generated Content. Social media is a group of internet-based
applications that build on the ideological and technological foundations of Web 2.0
and that allow the creation and exchange of User Generated Content (Kaplan &
Haenlein, 2010, s. 61).
Parr (2010) defines social media as the use of electronic and Internet tools for the
purpose of sharing and discussing information and experiences with other human
beings in more efficient ways.
Jantsch (2008) considers social media as the use of technology combined with social
interaction to create or co-create value.

According to Merriam-Webster dictionary, social media is defined as forms of
electronic communication through which users create online communities to share
information, ideas, personal messages and other content.
Dykeman (2008) regards social media as “the means for any person to: publish
digital, creative content; provide and obtain real-time feedback via online
discussions, commentary and evaluations; and incorporate changes or corrections to
the original content”.
The online encyclopedia wiki defines social media as media for social interaction,
using highly accessible and scalable publishing techniques. Social media use web-
based technologies to transform and broadcast media monologues into social media
dialogues. Despite all kinds of definitions, it is not hard to identify three fundamental
elements that support the existence and prosperity of social media that is content,
communities and Web 2.0. Without the technology, social media is just empty talk.
The Web 2.0 technology enables people to use various platforms to share, discuss
and create contents with each other in the community.

Nevertheless, technology becomes meaningless by itself unless people employ it to
create value. From that point of view, communities, content and Web 2.0 are
complementary and necessary to each other.
2.2 The classification of social media
Just as much as variety in social media definitions, there are also different kinds of
applications and platforms that represent social media. Therefore, it is necessary to
summarize some general types of social media in order to set boundaries between
what belongs to social media and what is not.
2.2.1 Social Network Sites (SNSs)
is an online platform which people use to build social networks or social relationship
with other people who share similar personal or career interests, activities,
backgrounds or real-life connections. Just like the majority of social media platforms,
the connections made on social network sites are primarily based on user’s social
networks in real life and users are encouraged to provide real personal information.
In that sense, social networks sites along with other social media tools merely
provide platforms for real world friends to communicate in the virtual world.

Nevertheless, social network sites nowadays are far more than just platforms rather
it has gradually been integrated into people’s daily life. The original version of social
network sites dated back to 1995 where community such as classmates.com tried to
help people find back their old friends and school mates by having people’s email
addresses linked to each other. It was not until early 2000s, with the development of
user profile functions, social network sites entered the second stage and the new
generation of social network sites emerged and became popular soon (Taprial &
Kanwar, 2012, s. 18). The best examples are Friendster in 2002 and MySpace in 2003.
The real fever of social media sites started with the birth of Facebook founded by
Mark Zuckerberg and his colleagues in 2004. By the end of December 2013, it had
1.23 billion active users monthly worldwide. Almost all the basic functions of social
network sites can be found in Facebook and it keeps delighting people with new
features and innovation (e.g. timeline, maps).
2.2.2 Blogs
The term ‘blog’ appeared as both noun and verb in 1999 which is shortened form of
‘Web log’ (Andrew, 2009, s. 49). Blogs are online journals and it is most often
arranged in the chronological order containing text, data, images and other media
objects recorded and retrievable through a web browser. There are number of

features that distinguish blogs from portal website and other general websites. Blogs
tend to write in a personal tone and conversational style. There is usually a topic
before bloggers start to write. Blogs are flexible and extensive in the way that
bloggers can create links and make references from other sources which enable both
readers and bloggers track back while they are reading blogs. Blogs also allow
comments and subscription which promote online interaction and form of
community groups. Bloggers and wikis are the most two popular blog platforms.
2.2.3 Wikis
knowledge base website on which users collaboratively modify content and
structure directly from web browser. In a typical wiki, text is written using a
simplified markup language and often edited with the help of a rich-text editor. A
wiki is run using wiki software, otherwise known as a wiki engine. A wiki engine is a
type of content management system, but it differs from most other such systems,
including blog software, in that the content is created without any defined owner or
leader, and wikis have little inherent structure, allowing structure to emerge
according to the needs of the users.

2.2.4 Podcasts
The definition of podcast by Merriam-Webster dictionary is a program (as of music
or talk) made available in digital format for automatic download (Merriam-
Webster.com, 2014). Audio and video files are published on the internet that allows
users to subscribe to. The feature of subscription truly represents the sociability and
community characteristics of social media. People have long been able to upload
video and audio files on the internet, but with the subscription feature, each
individual is doing their own marketing by notifying subscribers as soon as they have
updates. This enables everyone to build their own audiences and communities which
is the basic formation of social media. Apple’s iTunes is the most widely used
podcast platform around the world. The podcast can be either listened to on the
computer or downloaded onto mobile devices with iTunes application.
2.2.5 Forums
The internet forum is also known as community bulletin board or message board.
The formation of forum starts with a group of people who share the same interests
or would like to discuss a specific topic. Forum can be considered as the longest form
of online social media. Not surprisingly, forum has a strong sense of community with

one or several administrators serve the role as moderators that regulate improper
posts on the forums. The discussion on the forum is called thread in which different
forums members participate for the purpose of online debate, enquiring advice or
seeking help, etc. The threads do not necessarily start by the administrator and
unlike blogs which is owned and managed by the bloggers, threads are started by
any members in the forums who want to discuss and share something with others
(Mayfield, 2008).
2.2.6 Content Communities
Content communities can be regarded as a combination of social network sites and
podcasts. It shares some common features from these two social media forms.
However, content community has a particular focus on sharing a certain type of
content such as photo, video, music and bookmarks (Mayfield, 2008). Examples of
popular content communities are Snapchat, Instagram (both focusing on sharing
photography), YouTube (world’s largest video sharing service), delicio.us
(bookmarks).

2.2.7 Microblogs
Literally, microblogs are supposed to be mini versions of blogs. However, microblog
is more than just a blog. It combines the basic elements of blogs with the functions
of instant messaging and social networking from other social media platforms.
Twitter is no doubt the dominant player in the micro-blog field with over 200 million
active users. Tweets are the messages send by users through various platforms
including twitter websites, mobile device applications and SMS. Messages are limited
to 140 characters which is the most obvious feature of ‘micro’ blog. Different users
treat twitter for different purpose but the fundamental aim is to simply keep in
touch with own networks and share thoughts or start conversation even though
nowadays following celebrities have become a trend.
2.4 The Characteristics of Social Media
With the mature of Web 2.0 technology, social media has reached almost everyone
around the world as long as you have electronic devices connected to Internet. It has
already been integrated into part of our daily life. Nevertheless, when people are
discussing the widely-circulated term social media, very few have truly understood
the essence of social media. Understanding the characteristics of social media is not

only important for individuals but also crucial for companies who want to compete in
the market. Consumers who have good command of social media skills and
perception of social media characteristics will make their life easier and bring
themselves additional value (personal marketing, product information seeking, job
search, etc.). Companies employing social media as part of their marketing strategy
without essentially understanding the characteristics of social media are doomed to
failure. Even though thousands of articles and blog posts have been discussing social
media from different aspects, there is quite little theoretical literature which
systematically describes the properties of social media.
To my delight, several articles still give great description of social media
characteristics. Mayfield (2008) pointed out five fundamental characteristics that
shared by almost all social media platforms: participation, openness, conversation,
community and connectedness. Taprial and Kanwar (2012) identify five properties
that are more powerful and distinguish the social media from the traditional media.
They are accessibility, speed, interactivity, longevity and reach.
Based on the literature on social media, 9 characteristics of social media can be
summarized as follow:

2.4.1 Community
Community in social media share same features with other online and virtual
communities, which are formed based on people who share the same interests or
background. However, there are differences in which the network formed in social
media is often an extension of the network in the real world and trust in social media
network is usually higher than other communities.
2.4.2 Connectedness
Social connectedness is defined as interpersonal, community, and general social ties
(Teixeira, 1992, p.36). From Mayfield’s point of view, connectedness is closer to
integration in the sense that sites, resources, and people are connected through
links and shared by users on various social media platforms.
2.4.3 Openness
Almost all the social media platforms are free to join and anyone can use social
media as medium to create, edit, communicate, consumer and comment contents

(Mayfield, 2008). Social media creates an atmosphere that encourages participation
and sharing information.
2.4.4 Speed
One of the advantages of online social network compared with real life network is
the communication and spread speed. In contrast of traditional WOM, where
opinions may disappear into thin air, online WOM spreads consistently results in
viral effect. Contents published on social media platforms are instantaneous and
are available to everyone in your network as soon as they are published. (Taprial &
Kanwar, 2012).
2.4.5 Accessibility
Like the traditional media which relies on technology and platforms to function, the
same applies to social media which is the product of web 2.0 technologies and user
generated content. The development of different electronic devices, anyone can
access social media anywhere and anytime as long as it is connected to internet.

2.4.6 Participation
Burgoon et al. (2000) defines participation as the extent to which two or more
parties are actively engaged in the interaction in contrast to lurking, passively
observing or monologues. As mentioned before, social media encourages
participation and feedbacks. One party creates content and shares on the platform
to arouse the interest of the other party so that they will actively contribute and give
feedbacks. From this point of view, the line between media and audience becomes
blurred as everyone can become creators, communicators, readers and consumers
of contents on the platforms and each individual’s identity is shifting all the time
(Mayfield, 2008).
2.4.7 Conversation
Traditional media communicates in one way in which content is created by media
and distributed to audience while social media is based on user-generated content
which means everyone becomes the source for communication. This means two-way
or multi-way communication is formed in the social media which aims at fostering
interaction among users and other parties.

Foreign Studies
2.5 Purchase Intention
The study on consumer buying behavior based on purchase intention has been
developed in marketing for more than 20 years. One issue remains disputable is
whether purchase intention can effectively predict consumer buying behavior.
Armstrong, Morwitz and Kumar (2000) applied four intention-based methods to
forecast sales of existing consumer goods and services. The results proved that
purchase intention is better at forecasting sales than simple extrapolation of past
sales trends.
Nowadays in order to better understand consumer behavior, smart companies dig
deep into analysis of customer’s buying decision process which focuses on their
experiences in learning, choosing, using and even disposing of a product (Kotler et al.
2009). Marketers developed a stage model of buying decision process to simplify the
complexity of real-world situation and at the same time capture the core processes
and stages involved. Five key stages, which are problem recognition, information
search, evaluation of alternatives, purchase decision and post –purchase behavior,
are involved in the model. Marketing researchers generally posit purchase intention

in the phase of purchase decision. In this stage, consumers have already formed
preferences among various brands and ready to make the final purchase decisions.
However, according to Kotler et al. 2009, preferences and even purchase intentions
are not completely reliable predictors of purchase behavior. Two general factors may
somehow intervene between the purchase intention and the purchase decision.
They are attitudes of others and unanticipated situational factors. These two factors
are crucial in the conceptual model proposed in the next part even though they are
expressed in different terms.
2.5.1 The Definition of purchase Intention
The simple definition of purchase intention from Business Dictionary is a plan to
purchase a particular good or service in the future. But purchase intention comes
from behavioral science and evolves from the term intention. According to Fishbein
(1975, 1991), intention is the subjective probability that one perform a particular
action. The concept was then extended to purchase intention which described the
probability that consumers are willing to execute the buying action. Similar definition
has also been proposed by Dodds (1991), Grewal, Monroe and Krishnan (1998),
Schiffman and Kanuk (2000) focusing on the probability of consumer’s willingness to
buy a specific product. Fandos & Flavian (2006) stated that purchase intention

indicates consumer’s predictable behavior, meaning purchase intention can be used
to predict what products or brands consumers will buy next time when they do
shopping. Positive purchase intention not only indicates high probability of actual
purchase but also reflects a consumer’s positive commitment or loyalty towards
products and brands (Moorman, Deshpandé, & Zaltman).
2.5.2 Current Study on Purchase Intention
Purchase intention is crucial in the decision-making process and closely related to
consumer buying behavior. Researchers have developed different theories and
models to identify the formation of purchase intention as well as the understanding
the mechanism from different views and perspectives. At present, there are several
views on the study of consumer purchase intention.
Purchase Intention based on Consumer Attitudes
Purchase Intention based on Perceived Value
Purchase Intention based on Perceived Risk
Purchase Intention based on Theory of Planned Behavior
Purchase Intention based on Technology Acceptance Model

Local Literature
Social Media in Philippines
PH world’s No. 1 in terms of time spent on social media. The Philippines again
topped the world in terms of social media usage as the number of internet users in
the country hit 67 million people, according to a new report by London, United
Kingdom-based consultancy We Are Social. In its Digital 2018 report, which compiled
data from various third-party sources, We Are Social said Filipinos spent an average
of 3 hours and 57 minutes a day on social media sites, mainly on Facebook. 67
million accounts on Facebook in the Philippines, matching the total number of
internet users in the county. Another 10 million Filipinos were on Instagram, which is
owned by Facebook.
The Philippines was ahead in terms of social media usage in a list of 40 countries.
Least interested in social media were the Japanese, who spent an average of 48
minutes a day updating their Facebook status and posting pictures on Instagram.
Overall, Filipinos spent 9 hours and 29 minutes a day on the internet, based on the
2018 report.

This was the second-highest in the world after Thailand at 9 hours and 38 minutes.
Apart from social media, Filipinos used the internet to watch videos on YouTube and
access news sites.
The high usage comes as Filipinos still lagged behind most regional neighbors and
the global average in terms of internet speed. Overall, internet usage in the
Philippines remains on a growth trajectory with seven million users added over last
year. Internet penetration now stands at around 63 percent out of 105.7 million
Filipinos. Moreover, more than half of the population, or 61 million, access the
internet using a mobile device.
Local Studies
In a global study called Wave7, Filipinos are using social media to primarily connect
with their families living overseas. As of this writing, there are more than 11 million
Filipinos living outside the Philippines. Social media has become a way for them to
communicate with their families and friends instead of using overseas call and text,
which are the traditional ways of communication As Internet penetration increases
in the Philippines, it seems that Filipinos have grown fond of using apps such as
WeChat, Line, Skype, and Facebook Messenger. Line has a Free Call services. I use

Skype to call my friends abroad. With social media, the barrier to communications
between families separated by countries have diminished, and only the country’s
total social activity has increased.
This is how Filipinos use social media – broken down according to its respective
activities, to keep company – 62%, to share new experiences to friends and followers
– 63%, to have fun – 65%, to meet new people – 70% and to stay in touch with
friends and family – 74%.
Over the years, the study has widened its study and strove to find that connection
between human behavior and social media use. During the study’s 7th year, the
results clearly suggested that our behavior in social media are driven by inherent
human truths that underpin consumer’s relationship with products and brands.
Relationship (sharing experiences and emotions), Diversion (entertainment and
relaxation), Progression (career and financial status), Recognition (expressing
opinions and earning respect) and Learning (exploring the world and keeping up-to-
date).

SYNTHESIS OF THE REVIEW
By reviewing relevant literature regarding social media and consumer purchase
intentions, helps to clarify the definitions relevant terms and also helps to
understand different views of researchers on these topics and themes, more specific,
the ways they approach and solve the problems. The following are some conclusions
from literature review; first, the concept of social media has been well elaborated.
Social media is the outcome of both web 2.0 technology and user generated content,
shares similarities with traditional media, but also differs from the traditional media
especially in terms of communication. The classification of social media is not easy as
there are various types or forms social media that exist nowadays and new social
media platforms are launch on Internet every day. A common classification of social
media in western countries by Mayfield (2009) concluded 7 types of social media:
social networks, blogs, wikis, podcasts, forums, content communities and
microblogs.
Social media is developing rapidly in Philippines with a great opportunities in the
market. Social media in the Philippines will continue to grow and become part of
every Filipino’s daily life. Creation of consumption of social media content will

continue to integrate into local culture as well, and whether this will be positive or
negative experience depends on the level of media literacy.
The fact that purchase intentions have been studies by researchers from various
perspectives, the communality of these views on purchase intentions can found that
is purchase intention is the reflection consumer’s psychological process, it is a
common predictor of consumer purchase behavior. Regardless of different views,
recent studies stress the importance of consumer recognition and perception in
determining the purchase intention.

CHAPTER 3
Research Methodology
Research Instrument
The researchers will use questionnaires to gather data, to know the statistically
information that will be helpful for the study. This statistical method will determine
the exact respondents of the study.
Sampling Method
The researchers use purposive sampling or systematic sampling in this study. This is a
non-probability sampling technique where the respondents are base on the
judgement of the researcher.

Description of the respondent
Residence of San Pedro Laguna who are using shopping application to purchase
product and services.
Statistical Treatment of Data
𝒏
𝑵=
𝟏 + 𝑵ⅇ𝟐
The researchers are going to use Slovin’s Formula to compute the total number
population of San Pedro City Laguna.

Name (optional): Age: Gender:
Occupation:
Please check the following questions if STRONGLY AGREE, AGREE, NEUTRAL, STRONGLY
DISAGREE or DISAGREE.
STRONGLY AGREE NEUTRAL STRONGLY DISAGREE

AGREE DISAGREE
1. Social Media is
helpful to purchase
product or service.
2. Social Media
Influencer,
influence your
decision in
purchasing the
product or
services.
3. Social Media
Application caught
your attention and
help you become
aware of a product
or service.
4. Social Media make
you feel a desire of
having the product
or service.
5.

Interview Questions
 What kind of shopping application do you use?
 How frequent do you use this application?
 What factors that affects you when purchasing online?
 Do you consider the feedbacks and reviews before you purchase online?
 Do you think your website data will be protected when you purchasing an
item?

Barangay Population Percentage No. of Samples
San Antonio
Landayan
Langgam
San Vicente
Cuyab
Pacita 1
Pacita 2
Magsaysay
Chrysanthemum
Fatima
Estrella
United
San Roque
United Better
Living
Maharlika
Laram

Poblacion
Sampaguita
Rosario
BagongSilang
San Lorenzo
Nueva
Calendola
Santo Nino
Riverside
GSIS
Nerra
TOTAL

References:
https://business.inquirer.net/246015/ph-world-leader-social-media-usage
pure.au.dk/portal/files/75142267/The_influence_of%20_social_media_on_consume
r_behavior.pdf.
https://technology.inquirer.net/58090/ph-worlds-no-1-terms-time-spent-social-
media.

https://vulcanpost.com/12971/research-philippines-social-media/
https://www.d8aspring.com/eye-on-asia/4-more-reasons-why-social-media-in-the-
philippines-is-huge


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THE IMPACT OF SOCIAL MEDIA TO CUSTOMER PURCHASE DECISION; SPECIFICALLY IN

MUNICIPALITY OF SAN PEDRO

consumers and marketers communicate. Social Networking is “the act of

quickly, efficiently and in-real time,

environment. Social Media platforms vary from Web Blogs, to micro-sharing

SPCBA RESEARCH CENTER

Consumer buying behavior is the sum total of a consumer’s attitudes, preferences,

choice. Consumers go through a series of stages before making a purchase decision.

networking, and whether it has affected on the purchase decision. If there is an

Statement of the Problem

the following problems are specifically answering in these questions;

1. What is the demographic profile of the respondents according to;

customers in decision making?

SPCBA RESEARCH CENTER

service and product?

4. What is the behavioral profile of the respondents according to;

 Shopping Plan Decision

5. What are the customers perception and experience to purchase through

purchase decision. These are the specific objectives of this study;

1. To be able to know the demographic profile of the respondents which

includes age, gender and occupation.

2. To determine the impact of purchasing decision using social media.

3. To be able to know the behavioral profile of the respondents which includes

shopping frequency and shopping plan decision.

4. To be able to know the specific application use by costumer.

5. To be able to know the perception of the customer.

SPCBA RESEARCH CENTER

According to Saul McLeod (2017) behaviorism refers to a psychological approach

which emphasizes scientific and objective methods of investigation. The approach is

underlying assumptions regarding methodology and behavioral analysis:

Behaviorism is primarily concerns with observable behavior, as opposed to internal

events like thinking and emotions.

Refers as the ‘behaviorist manifesto’. According to Watson purely objective

experimental branch of natural science. Theoretical goal is the prediction and

forms only a part of the behaviorist’s total scheme of investigation.

SPCBA RESEARCH CENTER

recognize the role of gene and biological components in behavior.

Kotler’s buyer decision process

SPCBA RESEARCH CENTER

after buying the product customer will either be satisfied or dissatisfied.

SPCBA RESEARCH CENTER

Analyze and Formulate the

SPCBA RESEARCH CENTER

Ho: There is no significant relationship between impact of social media to customer

Significance to the study

impact by purchasing decision.

research paper that will be beneficial to the work field.

research as reference and framework in conducting their own researcher in future.

SPCBA RESEARCH CENTER

Scope and Limitation

of San Pedro City Laguna.

terms of conditioning, without appeal to thoughts or feelings, and that

psychological disorders are best treated by altering behavior patterns.

2. Behaviorist - a person who advocates or practices behaviorism.

3. Shopping - is an activity in which a customer browses the available goods or

services presented by one or more retailers with the potential intent to

purchase a suitable selection of them.

4. Perception - a way of regarding, understanding, or interpreting something; a

5. Experience - practical contact with and observation of facts or events.

SPCBA RESEARCH CENTER

2.1 Definition of Social Media

of Web 2.0 and User-Generated Content. Social media is a group of internet-based

Haenlein, 2010, s. 61).