Group 5-Research Online Advertising

PERCEPTION OF ABM STUDENTS OF PEDRO S.
TOLENTINO
MEMORIAL INTEGRATED SCHOOL TOWARD
ONLINE ADVERTISING
A Research Paper
Presented to the Faculty of
The Senior High School Department of
Pedro S. Tolentino Memorial Integrated School
In Partial Fulfillment of the Requirements
In Inquiries, Investigations, and Immersion
First Semester S.Y. 2022 – 2023
By;
Dote, Krizelle Joy G.
Evangelista, Leonard C.
Gayeta, Jeric F.
Javier, Christine C.
Javier, Andria S.
Jusi, Alexandra Mae R.
Sanchez, Liesa Grace B.
Grade 12- Rizal
October 2022
APPROVAL SHEET
This research entitled "PERCEPTIONS OF ABM STUDENTS OF
PEDRO S. TOLENTINO MEMORIAL INTEGRATED SCHOOL TOWARD
ONLINE ADVERTISING" prepared and submitted by Krizelle Joy Dote,
Christine Javier, Liesa Grace Sanchez, Andria Javier, Alexandra Mae Jusi,
Jeric Gayeta, and Leonard Evangelista in partial fulfillment in Inquiries,
Investigation and Immersion has been examined and is recommended for
approval and acceptance for an oral examination.
SIR JOJO ANICITO SUAREZ
Research Adviser
i
ABSTRACT
The study entitled PERCEPTION OF ABM STUDENTS OF PEDRO S.
TOLENTINO MEMORIAL INTEGRATED SCHOOL TOWARDS ONLINE
ADVERTISING was conducted in order to determine the perception of the
students towards online advertising. This study aims to discover how online
advertising influences students’ buying behavior. Moreover, this study looks
into the possibility of online advertising positively impacting students' financial
and purchasing decisions and can be used in promoting the advantages of
using online advertisements. The researchers used a Quantitative descriptive
design in order to meet their desired goal. In order to ensure that the
proposed study would be correctly reviewed by strand experts and future
users of the study, 30 participants from Grade 11 and Grade 12 ABM students
were chosen by using Stratified Random Sampling. After gathering,
organizing, evaluating, and interpreting the data, the researchers found that
online advertising is beneficial to consumers in purchasing a product and as a
medium for informing consumers about a specific product or brand. Online
advertising has a positive impact and influences consumers positively in terms
of purchasing decisions. The findings of the study, together with the
researchers' individual insight, and interpretation, some articles have laid the
groundwork for the conclusion to be made at the end of the study.
Researchers recommended that future researchers conduct studies to
improve the quality of the researcher's output.
Keywords: Online advertising, Purchasing Decisions, Consumers
ii
ACKNOWLEDGEMENT
The researchers would want to extend their sincere gratitude to the
following people for serving as their mentors and helping them to produce
their study work.
To their adviser in Inquiries, Investigation, and Immersion, Mr. Jojo
Anicito Suarez for his significant part in guiding the researchers and
transferring the knowledge he has taught them.
To their Class Adviser, Ms. Gereca Ydssa Capili for setting a positive
example for them and giving each student her entire support.
To the parents of the researchers, for their assistance and commitment
to providing for their children's financial requirements during the research
study.
To their classmates and friends, for the encouragement and motivation
provided by their peers and friends, who helped the researchers finish the
research projects.
To the respondents, who offered direct and significant criticism in
response to the interviews that provided the research project's data.
Finally, thanks to our Almighty God for giving the researchers the
strength, insight, and resolve they required to accomplish their research work.
K.J.G.D.
L.C.E.
J.F.G.
C.C.J.
A.S.J.
iii
A.M.R.J.
L.G.B.S.
DEDICATION
To our parents, who have guided us, shown us love and care, and provided
for our needs financially,
To our teachers, who assisted us in accomplishing the research,
To our classmates and fellow researchers who assisted us in completing our
research by cooperating and supporting us,
To our friends and family members who have provided us with advice and
encouragement in finishing this project, thank you.
To the Almighty God, who guides us and bestows us with power and abilities,
protection, and a long healthy life.
K.J.G.D.
L.C.E.
J.F.G.
C.C.J.
A.S.J.
iv
A.M.R.J.
L.G.B.S.
TABLE OF CONTENTS
APPROVAL SHEET.……………………………………………………………. i
ABSTRACT………………………………………………………………………. ii
ACKNOWLEDGMENT………………………………………………………….. iv
DEDICATION…………………………………………………………………….. v
TABLE OF CONTENTS………………………………………………………… vi
CHAPTERS
I. THE PROBLEM AND ITS SETTING
Introduction……………………………………………………………………….. 1
Statement of the Problem……………………………………………………….. 3
Conceptual Paradigm of the Study…………………………………………….. 4
Research Hypothesis……………………………………………………………. 6
Significance of the Study………………………………………………………... 7
Definition of Terms……………………………………………………………….. 8
Scope and Delimitation………………………………………………………….. 9
II. REVIEW OF RELATED LITERATURE AND STUDIES
Related Literature………………………………………………………………... 10
Related Studies…………………………………………………………………... 13
Synthesis………………………………………………………………………….. 19
III. METHODOLOGY
Research Design…………………………………………………………………. 21
Population Sample……………………………………………………………….. 21
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Research Instrument…………………………………………………………….. 22
Validation of Research Instrument……………………………………………... 24
Data Gathering Procedure………………………………………………………. 24
Statistical Treatment of Data……………………………………………………. 25
Ethical Considerations…………………………………………………………… 26
IV. Results and Discussion
Presentation, Analysis, and Interpretation of Data…………………………… 27
V. SUMMARY, CONCLUSIONS, AND RECOMMENDATION
Summary…………………………………………………………………………... 40
Findings……………………………………………………………………………. 41
Conclusions……………………………………………………………………….. 43
Recommendation…………………………………………………………………. 43
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LIST OF TABLES
1 Scale, range, and description………………………………………………… 23
2 Mean distribution of the ABM students of Pedro S. Tolentino Memorial
Integrated School perception of online advertising…………………………… 27
3 Mean Distribution of the benefits of online advertising to the consumers…29
4 Mean distribution of the Effects of online advertising on the consumer
financial aspects………………………………………………………………… 31
5 Mean distribution of the effects of online advertising on consumer brand
loyalty……………………………………………………………………………… 32
6 Mean distribution of the effects of online advertising on the consumer
Budgeting Allowance…………………………………………………………… 34
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LIST OF FIGURES
Figure
1 Research Paradigm…………………………………………………………… 4
2 Theoretical Framework……………………………………………………….. 5
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CHAPTER I
THE PROBLEM AND ITS BACKGROUND
This chapter presents the background of the study, the statement of
the problem, the conceptual framework, the theoretical framework, the
statement of the hypothesis, the significance of the study, the scope and
delimitation, as well as the definition of terms of the study.
Introduction
The development of technology caused so many benefits to people
and their lives. The number of people using the internet and social media has
increased. Different types of businesses also appeared and they used the
modern lifestyle of people caused by technology so that they could advertise
their products to people. This advertising is called online advertising. It has
caught people's attention because of its creativity and engaging viewing. Over
time, young people get to know the online world better and often entertain
themselves by watching videos, playing online games, and talking to friends
online.
Digital advertising is a sort of marketing that promotes products using
the internet. It has a variety of products that are promoted by celebrities. It is
also one of the most effective ways of advertising because many people are
using social media now so through it every customer can easily find out about
their products. It also grabs attention because they use famous artists or
influencers. With the use of online advertising, it is better to show how to use
or use a product. Even if the explanation is short, every customer can easily
understand it. The publisher of these products allows people to promote the
products and earn money by doing so. They can also be used as content in
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blogs. The digital age has brought new changes in advertising products in
today's generation. Different forms of online advertising influence consumers'
attitudes, beliefs, and perceptions in different ways. Online advertising is a
type of promotion that specifically uses the internet to spread marketing
messages to attract consumers. Online advertising has grown rapidly and
also captures the interest of students.
According to Techopedia (2018), online advertising is a type of
marketing that uses the Internet as a tool to drive visitors to websites and
target and communicate with potential customers. Online advertising aims to
define markets through special and practical uses. Online advertising is also
known as Internet advertising or digital advertising. Some examples of
applications that have online advertising are Google, Facebook, TikTok,
Instagram, Twitter, Messenger, and YouTube which a lot of children and
students are using, for entertainment and educational purposes.
Nowadays, a lot of students look for classes, programs, and online
tutorials through online to learn and gain more knowledge. Various platforms
are being used by students for their studies such as Google, Facebook, and
other websites on the internet which contain advertisements. Due to the use
of social media by young people or students, they see or watch online
advertising every day. Sometimes it is inevitable that they will be enticed by
social media influencers and other types of ads to buy something that is not
important to them. Money is wasted and will only go to nothing if the person is
influenced to buy something that is not important to them. Instead of spending
it on valuable things and school supplies, it will go on useless things. Online
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advertising also causes impulse buying in other students because of its
attractive persuasion.
According to Madarang (2020), the data collected by the cybersecurity
firm, 43. 09% of Filipino children are using social media for messaging. They
may encounter various online advertisements in some applications that they
use in interacting with other people that may help them in purchasing their
necessary items and they may encounter negative advertising that causes
scams. Since some activities in school are also dominated by technology,
there is a high possibility that they will get engaged in such advertising.
Student shopping behavior and habits are greatly influenced by various
web advertisements. Since students are most likely to engage in social media
there is a high tendency to encounter online advertising which affects their
decisions in buying online even in traditional shopping. The purpose of this
study was to determine the perceptions of ABM students regarding online
advertising and how online advertising influence the buying behavior of
students nowadays. In addition, this study looks into the possibility of online
advertising positively impacting students’ financial and purchasing decisions
and can be used in promoting the advantages of using online advertisements.
Statement of the Problem
This study is conducted to determine the perceptions of ABM students
of Pedro S. Tolentino Memorial Integrated School towards online advertising.
Specifically, this study aims to provide answers to the following
research questions:
1. What is the perception of the respondents to online advertising?
2. What are the benefits that could be taken in online advertising?
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3. How does online advertising affect the consumers in terms of:
A. Financial Capacity
B. Brand Loyalty
C. Budgeting Allowance
4. Based on the findings, what propose program can be done to present
the advantages of online advertising?
Conceptual Paradigm of the Study
The conceptual paradigm of the study was created in order to
effectively and clearly illustrate the ideas and concepts of the research. This
paradigm of the study discussed the perceptions of AMB students of PSTMIS
towards online advertising. This study was anchored on the influences and
advantages of online advertising on students as a consumer.
Online Advertising
Contributes to
Buying Behavior of Data Gathering
Students
A Proposed
Benefits Of Online
Data Analysis and Program that will
Advertising to
Interpretation Present the
Students
Advantages of
Online Advertising
Effects of Online
Survey
Advertising to the
Questionnaire
Consumer
4
Figure 1: Research Paradigm
Figure 1 presents the paradigm of the study. The first box or the inputs
are the perceptions of ABM students towards the contribution, benefits, and
effects of online advertising to students or consumers. The second box
enumerated the processes that will be used in gathering research data such
as survey questionnaires, gathering data, and data analysis and
interpretation. The output of the research is the proposed program to present
the advantages of online advertising and how to avoid negative advertising.
Theoretical Framework
For the study to have the essential result, the researchers sought some
ideas that might be helpful in comprehending the study’s objectives. Figure 2
illustrates the various principles taken by the researchers to enhance the level
of quality of the study’s findings.
Enhancement on Positive
Purchasing Habit
Responds on Online
Advertising
Program That Will Present
the Advantages of Online
Advertising
Influence of
Advertisements on
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teenagers
Figure 2: Theoretical Framework
Enhancement on Positive purchasing habits, based on the concept of
Tshepo Tlapana (2021), online advertising uses a range of advertising
strategies to connect, communicate, persuade, and reach people. These tools
can enhance positive purchasing habit because it influences the consumer’s
way of purchasing and helps in making decisions. Response to Online
Advertising, according to Saba Lurie, (2020), younger individuals can improve
consumer literacy and become more capable of responding to advertising
rather than merely reacting to it by being taught to observe and discuss
advertising in various forms and circumstances. Influence of advertisements
to teenagers, based on the study of IvyPanda, (2022), teenagers are drawn to
different types of advertising. They are exposed to more commercials as they
become older, which shapes their personality. Every stage of a child's growth
is surrounded by marketing. Due to their purchasing and consumption habits,
extensive study has shown that teenagers are important in a number of
businesses. The primary driving force behind teen purchases is the influence
of advertisements that are published or posted online.
Therefore, the stated ideas are significant in this study to construct the
details about the proposed program that will present the advantages of online
advertising to the students.
Research Hypothesis
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The null hypothesis is being tested in the study. The proposed program
presenting the advantages of online advertising is not beneficial.
Significance of the Study
The researchers believed that this study is beneficial to the following:
students, teachers, parents, and future researchers.
Students. This study will serve as a good source of knowledge for
them to know the benefits that could be taken in online advertising and how
online advertising affects the consumer in terms of financial capacity, brand
loyalty, and budgeting allowance. This study will help ABM students to
improve their knowledge about online advertising.
Teachers. This study will serve as a tool to provide teachers with valid
and reliable benefits in the online advertising of their students. Through this
research, teachers may discover what are the advantages and disadvantages
of online advertising from their ABM students to help their students to develop
their knowledge in managing online advertising.
Parents. They will be able to have an idea of the situation that their
child was going through online advertising. This research will serve as an eye-
opener to parents on how to help their children to manage online advertising.
Future Researchers. This research can be used as reference material
and a guide for future researchers who would plan to make any related study
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precisely the situation brought by managing online advertising and ABM
students to know the benefits of taking online advertising.
Definition of Terms
The following term was defined according to how they are being
used in the study:
Online Advertising. It is a marketing approach that involves using the
Internet as a medium to increase website traffic as well as target and send
marketing messages to the appropriate clients.
Purchasing Habit. These are the purchasing behaviors or habits that
involve consistently purchasing a certain brand.
Marketing. It is the process of promoting and selling products or
services to customers.
Internet. It is a computer network that provides various information and
communication services through interconnected networks that use
standardized communication systems.
Social Media. Platforms and applications that enable users to create
and share content or engage in social networking.
Budgeting. It is an estimate of income and expenditure for a specified
period in the future.
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Digital Age. A time when the general public has widespread access to
enormous volumes of knowledge, partly thanks to computer technology.
Consumer. A buyer who makes purchases for their own use.
Program. The acts involved in connecting and forming relationships
with others in order to accomplish an objective.
Scope and Delimitation
The scope of this research study is the perception of ABM students
toward online advertising. This research discussed the benefits that students
as a consumer could be taken while using online advertising and how online
advertising affect the consumer's buying behavior in terms of their financial
capacity, brand loyalty, and their budgeting strategies.
This research discussed the advantages and disadvantages of using
online advertising in purchasing habits of the respondents. The proposed
programs can be done based on the results of this study are also included in
this paper.
The purpose of this study was to determine the perception of ABM
students towards online advertising and how this influences the buying
behavior of students nowadays. Moreover, this study aims to look for the
possible impacts of online advertising on the financial and buying decisions f
students. The promoting strategies of the product are excluded in this study
since the goal of this research is all about the consumer's buying behavior.
This paper only covered the students who belong to the ABM strand of Pedro
S. Tolentino Memorial Integrated School. The interpretation of the collected
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data and the results of this research by the researchers are the only data that
are gathered from the chosen respondents of this study.
CHAPTER II
REVIEW OF RELATED LITERATURE AND STUDIES
This chapter includes the ideas, finished thesis, generalization or
conclusions, methodologies, and others. Those included in this chapter help
in familiarizing relevant and similar information to the present study.
Related Literature
The researchers looked for and compiled data relevant to their ongoing
study on how most online advertising is perceived. It will serve as a significant
foundation for the conclusion of the study.
According to Asrael (2018), advertising on social media produces
content that intends to grab the readers’ attention and keep them informed.
Social Media advertising is posted on the applications or websites like Twitter,
Facebook, Google, Instagram, YouTube, etc. The ability to tailor the message
is provided by internet-based social media, which opens up the possibility of a
transactional process of communication between marketers and customers.
Consumers carefully and purposefully choose the brands they discuss on
social media platforms to create good or bad perceptions of them.
Additionally, brand commitments are important to marketers because they link
10
people to consistent sets of self-meanings, which in turn influence their
purchasing behavior.
Engr. Anthony Paras (2018), stated that today's internet usage is
expanding quickly. It is a crucial tool for communicating with customers. The
number of internet users is growing, making it crucial to comprehend
customer views to determine the efficacy of online marketing. The internet is a
common tool in modern life. The emergence of the internet has benefitted
humanity greatly. This medium allows people to buy, advertise, and sell goods
and services. Online advertising is a type of marketing tactic that uses the
internet to advertise products by distributing information via websites, e-mail,
and other channels. Internet-based advertisements are referred to as online
advertising. This helps to spread awareness of an organization's existence as
well as its goods and services. Both good and negative views are influenced
by web advertising among customers. Consumer perception refers to the
study of the procedures followed by individuals or groups when they choose,
acquire, use, or discard the goods, ideas, or experiences that will satiate their
needs and desires as consumers. People are familiar with and strongly
associated with several domestic and foreign brands. Their culture, way of
life, and environment shape these perceptions in their thoughts. Consumer
behavior is significantly influenced by advertisements. They serve as sources
of inspiration for customers to purchase a specific good. Building trust can
also be accomplished through advertisements. If the consumer is interested in
the product's quality and price range, this is a substantial inducement. Product
evaluation and brand recognition can also help to develop a positive purchase
mindset. People use electronics and the internet more frequently, so online
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advertising has expanded quickly. This is one of the key causes for which
practically all businesses use online advertising to launch new products.
Moreover, with the expansion of online social networks, social
networking websites become the most well-known features in the new era.
Because of this, many social media users are using social media for business
purposes. One of the benefits of using social media for business is that
marketers can easily reach consumers around the world so they to purchase
a product without the use of traveling. Numerous factors in social media
advertising can influence consumers' impressions in both positive and
negative ways. These include product knowledge, the effectiveness of
promotion, informativeness, and entertainment.
Menon and Raghavan (2020), state that advertising is one of the best
ways to communicate to the audience and give them the information and
messages that they want to convey. Online advertising is a way of selling
goods, services, and products by posting information with the use of the
internet. The main purpose of advertising is to attract people to purchase their
products. In today's generation, everyone is used to ignoring online
advertisements because advertisements are everywhere. Therefore,
advertisers come up with the idea to make their advertisements more
convincing and attractive. In purchasing products online, the main factors that
influence customers have been identified as price, trust, and convenience.
The price is one of the main factors because consumers found out that the
price online is lower than the price in physical stores. As plenty of shoppers
tend to use social media and depend here on their marketing purchasing
decisions, advertising through social media has become more significant. The
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majority of customers are influenced by advertisements online and purchased
the products after watching them. Moreover, customers are being influenced
based on their wants and interest. This only shows that online advertising has
a big impact on the online purchasing behavior of consumers.
According to Harchekar and Yadav (2021), people use the internet in
their daily life. With more people using internet networks, it is now employed
as a means of social interaction. Smartphone-mediated connectivity, which is
based on developing information and networking technologies through the
internet network, has changed how people keep in touch and how businesses
and organizations conduct business. Students and young people are
particularly impacted by the usage of online advertising since they frequently
use it for educational and entertaining purposes. Students' attitudes regarding
online advertising have changed, and this has both positive and bad effects
on their purchasing decisions. Website advertising is important for the
advertising company, but it also negatively impacts internet consumers. With
the increase in the use of Online advertising, there is also an increase in the
use of it to make scams and frauds. Consumers are concerned that their
privacy will be affected by online advertisements.
Related Studies
The researchers searched for various studies on online advertising that
could serve as the foundation for their response to this study. This will give
the researchers crucial information they need to do their study.
Arana (2019), mentioned that the digital marketing landscape is
continuously growing due to the increasing number of Filipinos who choose
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digital channels over traditional media. The online magazine has been an
advantage to people, especially teenagers. Since technology continuously
growing, we can use it to gain some income even though we're studying.
Companies can use social media as an asset and may use it for their benefit,
though there must be some regulation and control for further conversation.
Online marketers can now simply post a sponsored advertisement on
Facebook for a significantly lesser amount and reach their target market who
really might be interested in their brand. It will allow you to personally interact
with customers daily because customers are more likely to purchase from a
business that has a good working relationship.
Manala (2020), discussed that advertising helps a company to reach its
target market. Celebrity endorsement is one of the popular advertising forms
nowadays on online platforms which influences the buying behavior of the
consumer even the students who spend most of their time browsing the
internet. Advertising is an essential part of a business to promote a certain
product to the people and their target audience. Even though advertising is
expensive business owners will still afford to use it to promote their business
and it can drive business growth. It provides useful details to the people that
talk about the product benefits and specifications. Advertising includes any
paid nonpersonal communications of an identified sponsor's presentation and
promotion of concepts, products, or services. Its major goal is to communicate
with a specific audience or target market to advance them through the
purchasing process. As a tool, advertising aims to accomplish any one or a
combination of the following: (a) educate clients of the sponsoring business
and its goods, (b) convince them that the products are worthwhile, or (c) just
14
let them know that they are still available products and a potential future
requirement for them. Several media are used in advertising, each has unique
advantages and disadvantages. Depending on the situation, advertising might
be highly pricey of the length of the advertising or the medium chosen for
advertisement effort. Advertising is one of the biggest line items on an income
statement, but businesses of all sizes and in all industries use it to increase
sales and enhance their brand recognition. A cursory analysis of publicly
traded corporations reveals that annual advertising spending can amount to
billions of dollars. Despite being one of the biggest line items on an income
statement, advertising is used by businesses across all sectors and sizes to
increase sales and enhance their brand recognition.
According to Ramraj (2018), the Internet has altered how businesses
sell themselves and how consumers seek information. Consumers are
continuing to adapt to new marketing strategies including the use of
technology, such as online marketing. Online marketing has introduced new
marketing challenges such as information overload and the security of
personal data. Online marketing first appeared in the early 1990s, but it was
not widely used. Marketers today offer things solely through the Internet, with
little physical presence. Marketers must discover strategies to meet all of the
consumer needs that come with operating in an online company environment.
Since the first industrial revolution, when business marketing was based on
manufacturing, online marketing has come a long way. The fourth industrial
revolution provides the impetus for quick reform, such as digital, physical, and
biological technology, and without these reforms, marketers would be unable
to ensure that the benefits of new technologies are dispersed. Online
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marketing allows you to establish a digital environment in which businesses
and consumers can connect. This is because devices are getting more digital
and interconnected, allowing businesses to reach a larger number of
individuals when undertaking internet marketing. When a business wants to
expand its market, expand its customer base, boost sales, and raise
shareholder value, it is critical to consider how consumers perceive it. Even
while online marketing is growing and changing, this does not ensure that
consumers will view it favorably or believe it to be a viable option. Consumer
behavior regarding internet marketing provides a clue as to the perception
that is held by consumers and also provides businesses with a consensus on
consumer perception about online marketing.
According to Bhagwati and Dutta (2018), digital marketing has
utilization in various sectors. Digital media affects young aspirants, especially
in the instruction which is an element of the decision-making process of young
students. Statistics reveal that India has over 360 million internet users and
approximately 85% of the population is active totally on smartphone devices.
Most businesses are 49% investing in digital marketing. Digital marketing
accommodates both the rising number of e-users and also the latest
innovations that spring up every day.
Kotler (2019), states that advertising is any paid kind of impersonal
marketing of products, services, or ideas. Advertising is regarded as a vital
communication strategy in marketing and modern life, where it is utilized to
release products that will entice many people to purchase them. It is viewed
as an introduction to a new product or business; it gives breakthroughs, raises
awareness of a certain product, and distinguishes it from others. Advertising is
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a vital marketing communication strategy for reaching, informing, and
motivating prospects.
Furthermore, young customers are becoming more conscious of a
variety of marketing that delivers appealing products to consumers as
technology advances. They become aware of how they might manage their
expenditure on each good they wish to purchase, both individually and over
time. Nowadays, young people prefer to shop online since it allows them to
find products more simply and at the best price. It also serves as the
foundation for budgeting the money spent on purchasing things that a
consumer requires and desires.
According to Pal (2019), due to the growth of industrialization, the
usage of advertisements expanded during the 20th century. Advertising is a
tool used by many businesses to promote their goods and services. Because
of its ability to persuade, advertising has significantly impacted consumer
choice and purchase. Nowadays, advertising uses a variety of strategies
because of technological advancements. Some mobile advertisements have
been successful in drawing viewers' attention. Advertising was discovered to
be a potent communication tool for getting information over to the target
audience of casters. People of all ages concur that web adverts give them the
majority of the product information they require. Advertising and consumer
purchasing behavior have a favorable association with customers' emotional
responses. A significant part of the company is advertising. Advertisements
are used to introduce a business, build a brand, and position a business, a
product, or a service in the buyer's mind relative to other well-known, rival
businesses. A tool used by businesses to market their goods and services is
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advertising. In the minds of consumers, advertisements shape how they
perceive a product. Due to the rise of industrialization and the provision of
manufactured and processed goods, advertising use has significantly
increased in the 20th century. Businesses can select the most effective
advertising plan for their company's marketing campaign by utilizing
knowledge, science, and experience in appropriate and right ways. Based on
the propensity of the customer to make purchases marketing is used in
business.
Belga, Garcia, and Mendoza (2019) discussed that young adults in
particular today’s generation are becoming more and more addicted to using
social media. Consumers, particularly young adults, can be easily contacted
through this type of social media connection and informed about the good or
service, the brand, and even the business. Additionally, younger generations
are renowned for having complicated and fluid tastes. Local businesses can
do the same by gathering various data regarding current events, trends, and
happenings that reflect the interests of their target market. Digital adverts,
which are effective social media marketing techniques, can also influence how
a customer responds to a product or service.
Additionally, clients may now communicate with businesses by leaving
likes, comments, and suggestions, thus local businesses come up with the
idea think and generate new ideas that would satisfy the needs of their
customers. It is the same with the clients, seeing their responses, remarks
and the word of mouth through the internet has great help for them to decide
on their purchases. Social media has a now big impact on the customer’s
buying behavior. Young adults in the Philippines are most likely to spend an
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average of 10 hours using social media. Marketers use this chance to
promote and spread brand awareness and develop information about their
companies. Long spending of time with young adults using social media is a
big opportunity for marketers to interact with clients.
Synthesis
The related literature and studies reviewed allowed the researchers to
have a clearer understanding of online advertising by ABM students of Pedro
S. Tolentino Memorial Integrated School. Furthermore, the reviewed literature
and studies emphasized the impact of online advertising on consumers and
students.
In the study by Harchekar and Yadav (2021), students and young
people are particularly impacted by the usage of online advertising since they
frequently use it for educational and entertainment purposes. Consumers'
attitudes regarding online advertising have changed, and this has both
positive and bad effects on their purchasing decisions.
The study of Menon and Raghavan (2020), mentioned that as plenty of
shoppers tend to use social media and depend here on their marketing
purchasing decisions, advertising through social media has become more
significant. The majority of customers are influenced by advertisements online
and purchased the products after watching them. Moreover, customers are
being influenced based on their wants and interest. This only shows that
online advertising has a big impact on the online purchasing behavior of
consumers.
19
The study by Paras (2018), found that consumer behavior is
significantly influenced by advertisements. They serve as sources of
inspiration for customers to purchase a specific good. Building trust can also
be accomplished through advertisements. If the consumer is interested in the
product's quality and price range, this is a substantial inducement. Product
evaluation and brand recognition can also help to develop a positive purchase
mindset. People use electronics and the internet more frequently, so online
advertising has expanded quickly. Numerous factors in social media
advertising can influence consumers' impressions in both positive and
negative ways. These include product knowledge, the effectiveness of
promotion, informativeness, and entertainment. Consumers’ and students
perceived that online advertising helps in choosing products and affects the
buying behavior of a customer. And social media advertising influences the
consumer in positive and negative ways in their purchasing habit.
20
CHAPTER III
RESEARCH METHODOLOGY
This chapter presents the methodology employed by the researchers in
analyzing and interpreting the data about the variables of this study. This
chapter shows how the researchers come up with the study for the
respondents.
Research Design
The main purpose of this research is to determine the perceptions of
ABM students at Pedro S. Tolentino Memorial Integrated School towards
online advertising. To accomplish this, the researchers collected and acquired
sufficient data for the study using a quantitative descriptive research method.
According to McCombes (2019), descriptive research aims to describe a
population, situation, or phenomenon accurately and systematically. A
descriptive research design can use a variety of research methods to examine
one or more variables. Unlike in experimental research, the researcher does
not control or manipulate any of the variables, only observes and measures
them.
Population Sample
Based on the computation done by the researchers the ideal sample
size for a population of ABM Senior High School Students is 62. The target
21
population in the study will be thirty (30) students of ABM senior high school
students as advised by the statistician. The sample is comprised of ABM
students of Pedro S. Tolentino Memorial Integrated School. According to
Ganti (2022), in statistics, a sample size of 30 is quite standard. A sample size
of 30 frequently widens the population data set's confidence interval to the
point where comments contradicting your findings are justified. The probability
that your sample will be representative of your population set increases with
the sample size.
The researchers have polled a variety of ABM students to identify the
impact of taking online advertising. These individuals are asked to complete a
questionnaire provided by the researchers and are expected to participate
actively.
The respondents are selected using the Stratified Random Sampling
method, this is typically used by researchers when trying to evaluate data
from different subgroups or strata. It allows the researchers to quickly obtain a
sample population that best represents the entire population being stratified. It
is done by dividing the entire population into homogeneous groups called
strata. It ensures each subgroup within the population receives proper
representation within the sample. The sampling method would be
advantageous to the researchers since it would make it simpler for them to
obtain the necessary data.
Research Instrument
The researcher used an online survey questionnaire to collect the data
needed to support the study and to certain of answers to certain questions.
The questionnaire was made by the researchers with the help of reference
22
materials found in reliable online sources. The questionnaire employed in this
study was created to gather data on the perceptions of ABM students of
Pedro S. Tolentino Memorial Integrated School towards online advertising.
Construction of Questionnaire. It was a satisfaction online survey
questionnaire in which ABM students were asked to rate their level of
perceptions towards online advertising. Analysis of Questionnaire. To
analyze the questionnaires, the following process was taken.
1. Questionnaire encoding:
The respondent’s expected responses are given parameters. Analogous
verbal explanations were utilized for each of the numbers Chi-square of
interpretations.
A Likert Scale is a rating scale used to measure opinions, attitudes, or
behaviors (Bhandar and Nikopoulou, 2020). The values range from 1 to 4,
with one being the lowest value and 4 being the highest.
Table 1 contains the scale and the related description for each range, as
shown below. This information will be used to assess ABM students’
perceptions of online advertising.
Table 1. Scale, Range, and Description
Scale Range Description
4 3.50-4.00 Strongly Agree
3 2.50-3.49 Agree
2 1.50-2.49 Disagree
1 1.00-1.49 Strongly Disagree
23
2. Key in of data:
Statistical analysis of the coding values was performed using Microsoft
Excel.
3. Analysis:
The coded queries were evaluated using Microsoft Excel.
Validation of Research Instrument
The questionnaire for this study is validated for face validity wherein it
determines if the questionnaire is acceptable for this research. Moreover,
before the distribution of the questionnaire, the researchers present the data-
gathering instrument and request some advice from their research adviser.
This is to ensure that the questionnaire is accurate and relevant.
Following the advice of their research adviser, those unnecessary
statements and words are eliminated from the questionnaire. Some of the
words and statements have been correctly replaced and changed. There are
some added items to guarantee that the questionnaire is accurate as well as
the information that is required and needed in this study. After the revision of
the data gathering instrument, the researchers represent it again to their
research adviser before the distribution.
Data Gathering Procedures
To achieve the objective of this research study, the researchers
followed some procedures. The researchers selected the Grade 11 and 12
ABM students of Pedro S. Tolentino Memorial Integrated School and ask
them to answer the prepared survey questionnaires via a google form.
24
The researchers choose the appropriate data gathering instrument
which is the survey questionnaires. They constructed the questionnaires
based on the statement of the problems of this study that are being solved.
Furthermore, they request the approval and validation of the questionnaire
from their research adviser. The data-gathering instrument of this study is well
constructed and revised according to the recommendation of the research
adviser.
The instruments were retrieved after the respondents were finished
answering. After that, the data gathered would be analyzed and assured that
it will only be used in this research paper. The information and data gathered
were based on the statistical analysis results.
Statistical Treatment of Data
The gathered responses to the questionnaire from ABM senior high
students were statistically analyzed to come up with the findings. The
statistical tools employed were percentage, ranking, and weighted mean to
successfully interpret the data.
The percentage is to be used to use to compare or explain the ranges
of data. Parts per hundred of the sampled population as a whole are used to
measure it. This is used to calculate the percentage distribution and frequency
counts of the related variables for the respondents.
The ranking will be used to determine the assessment of the
respondents by arranging the order of the result.
The Weighted Mean is a statistical tool used to compute the weight of
the responses in the questionnaire assigned by the researchers during the
actual data-gathering procedure.
25
∑ fχ
x=
N
Ethical Considerations
Informed consent is one of the central principles of research ethics.
Human volunteers should be fully informed about the requirements for
participation in the study before freely engaging in it, following which they
should provide their consent. The primary objective is to provide potential
participants with sufficient information in a language they can comprehend so
they may decide for themselves whether or not to participate in the research
endeavor.
The researchers provide a brief written explanation of the study to the
respondents, senior high school students from ABM of Pedro S. Tolentino
Memorial Integrated School. Respondents should be aware of the study's
confidentiality regulations and given the option of discontinuing participation.
Respondents affirm their willingness to cooperate and the absence of any
pressure by signing a consent form. The respondent's participation must be
scheduled by the researchers at a convenient time and location.
The Pedro S. Tolentino Memorial Integrated School's ABM students
are provided with a link to the Google Form survey via any communicative
internet platforms, such as Facebook, Messenger, Instagram, and others.
Disseminating the link and informing the study's participants of the results are
the responsibility of the researchers.
26
CHAPTER IV
RESULTS AND DISCUSSION
This chapter presents all the data gathered and the responses
provided by the respondents, as well as its analysis. The findings relate to the
research questions that guided the study. Data were analyzed to evaluate the
perception of ABM students of Pedro S. Tolentino Memorial Integrated School
toward online advertising.
1. Perception of ABM students Pedro S. Tolentino Memorial
Integrated School toward the online advertising
The researchers gathered data to identify the perception of ABM
students to online advertising.
Table 2
Mean Distribution of the ABM students of Pedro S. Tolentino Memorial
Integrated School Perception of Online Advertising.
Statements Weighted Verbal Rank

Mean Interpretation
Online advertising….
Creates engagement 3.20 Agree 3
for students to make
purchases.
Affects the decision- 3.03 Agree 5

making of consumers.
27
Affects the consumer’s 3.13 Agree 4
preference.
Increase product 3.27 Agree 2
awareness.
Is accessible and 3.47 Agree 1
relevant to inform
consumers.
Composite Mean 3.22 Agree
Table 2 presents the mean distribution of the perception of the
respondents towards online advertising. With a weighted mean of 3.47,
Statement 5, “Online advertising is accessible and relevant to inform
consumers.” accumulated a verbal interpretation of Agree, ranked the highest.
On the other hand, Statement 2, “Online advertising affects the decision-
making of consumers.” got the lowest rank with a weighted mean of 3.03.
According to Indeed Editorial Team (2021), Online advertising
increases consumer trust by educating and informing the public about a
particular product. Consumers can base their product purchases on new
information from online advertising. It is accessible since it can be found on
various websites, social networking sites, and search engines on the internet.
By raising awareness of goods, services, and concepts, online advertising
provides consumers with relevant information. It can inform customers about
the features and advantages of new or old items, as well as announce new
programs and products. Online advertising also can answer the queries of the
consumer regarding a brand and allow you to capture lead information without
risking your personal information.
2. Benefits that could be taken in online advertising
The researchers gathered data to identify the benefits that could be taken
in online advertising.
28
Table 3
Mean Distribution of the Benefits of online advertising to the consumers

Mean Interpretation
Gave the consumer 3.27 Agree 1.5
clear information
about the products
that they are going to
purchase.
Spread awareness in 3.27 Agree 1.5

terms of buying
decisions.
Can help consumers 3.23 Agree 3

lessen their time
consumption when
buying products.
Improves the 3.07 Agree 5

consumer’s
perception of
purchasing products.
Helps consumer to 3.20 Agree 4

select better-quality of
products.
Table 3 shows the mean distribution of the benefits that could be taken
in online advertising. As shown in the table, two statements specifically
Statement 1, “Online advertising gave the consumers clear information about
the products that they are going to purchase.” and Statement 2, “Online
29
advertising spread awareness in terms of buying decisions.” Are tied for the
highest rank. Both statements have a weighted mean of 3.27 and a verbal
interpretation of Agree. While Statement 4, “Online advertising improves the
consumer's perception in purchasing products.” Got the lowest rank with a
weighted mean of 3.07. Naturally, online advertising is beneficial to
consumers which are supported by several related literatures.
According to Mishra and Malik (2019), the majority of customers use
the internet to research products before purchasing them, as well as to
discover important information about specific items. Online advertising
educates the viewer by providing relevant or in-depth information. Online
advertising affects the consumer to make a purchase decision since it is
trustworthy and can be relied upon as an accurate source of information.
Customers are given access to the most recent information through online
advertising, helping them feel more prepared to make judgments. It's a great
way for customers to get interesting and relevant content that includes
information that matters to them.
3. Online advertising affects the consumers purchasing
experiences
The researchers gathered data to identify how online advertising
affects the consumer’s experience as they make purchases in terms of
financial aspects, brand loyalty, and budgeting allowance.
3.1 Financial Aspects. The table below shows the gathered data
from respondents regarding consumer financial experiences as they make
purchases in terms of financial aspects.
30
Table 4
Mean Distribution of the Effects of Online Advertising on the
Consumer Financial Aspects

Mean Interpretation
Persuades consumers 2.60 Agree 5
to buy things they
should not buy.
Helps consumers to 2.67 Agree 4

manage the risk when
it comes to large
purchases.
Helps to improve the 3.10 Agree 2

skills of consumers
when doing online
transactions in
Make consumers 3.03 Agree 3

create impulsive
purchases.
Increases the volume 3.13 Agree 1

of consumer
purchases.
Table 4 reveals the mean distribution of the effects of online advertising
on consumers in terms of financial aspects. As shown above, Statement 5,
31
“Online advertising increase the volume of consumer purchases.” ranked the
highest with a weighted mean of 3.13 and verbal interpretation of Agree. On
the other side, Statement 1, “Online advertising persuades consumers to buy
things they should not buy.” The verbal interpretation of Agree and weighted
mean of 2.60 ranked the lowest.
According to Tweni and Tlapana (2021), Due to the engaging
advertisements seen on online platforms, the sales of various companies are
increasing due to the number of things consumers are buying. To connect,
interact, convince, and reach consumers, online advertising employs a variety
of advertising techniques. Customers are affected by these tools in such a
way that they can't help but purchase, and they are also useful in decision-
making. With online advertising seen on social media, especially if it is used
or supported by influencers, consumers buy more products from a brand. As
consumers develop a basis and see it as rewarding it influences the buying
decision where the quantity of the product, they buy increases.
3.2 Brand Loyalty. The table below shows the gathered data from the
respondents regarding the consumer financial experiences as they make
purchases in terms of Brand Loyalty.
Table 5
Consumer Brand Loyalty
Statements Weighted Verbal Interpretation Rank

Mean
Online advertising 3.13 Agree 4
creates a remarkable
identity that will
increase brand loyalty.
32
Consumers can easily 3.30 Agree 2
remember the brand
as the brand visibility
on social media
platforms increases
through the help of
online advertising.
Online advertising can 3.00 Agree 5

cause a switching of
brand preference due
to its unique
engagement.
If the brand is better 3.23 Agree 3

known due to online
advertising, the brand
loyalty of the
consumers will
increase.
Good communication 3.57 Agree 1

with the seller helps
the consumers to be
loyal to the products.
Table 5 above shows the effects of online advertising on the brand
loyalty of consumers. With the verbal interpretation of Agree and weighted
mean of 3.57, Statement 5, “The good communication with the seller helps
the consumers to be loyal to the products.” got the highest rank. Meanwhile,
the least ranked statement would go to Statement 3 with a weighted mean of
3.00 and verbal interpretation of Agree.
According to Cabigting et al. (2022), online advertising has a huge
impact on both customer loyalty and purchasing decisions because it is a
medium in which sellers connect with consumers. Having good
communication with the customer develops customer loyalty. Online
33
advertising helps build a better relationship with consumers that makes them
loyal to a product. With the growth of the Internet, consumers grow more
critical of brands. They have more access to information about brands and
products. This opens the door to building a relationship with brands they trust.
As the consumers get more familiar with your business, they begin to trust
your brand and feel comfortable with it.
3.3 Budgeting Allowance. The table below shows the gathered data
from respondents regarding consumer financial experiences as
they make purchases in terms of budgeting allowance.
Table 6
Consumer Budgeting Allowance
Statements Weighted Verbal Interpretation Rank

Mean
Consumers try to 2.97 Agree 4
spend their allowances
on buying unnecessary
things online.
The online store helps 3.03 Agree 2
consumers save their
money/allowance in
terms of giving
discounts.
Consumers do not let 2.80 Agree 5

their budgeting be
affected no matter how
engaging an online
advertisement is.
Online advertisements 3.10 Agree 1

gave consumers clear
information about the
product so they can
buy products/things
that suit their budget.
Customers only 3.00 Agree 3
34
choose the products
that are cheap so that
they can save some of
their allowances.
Table 5 presents the mean distribution of the effects of online
advertising in terms of the budgeting allowance of the respondents. Statement
4, with the verbal interpretation of agree and weighted mean of 3.10, got the
highest rank. On the other hand, with a weighted mean of 2.50 and verbal
interpretation of Agree, Statement 3 ranked the lowest.
According to Pratap (2020), online advertising Increased awareness
means more options to choose from so the consumers can decide on which
product suits their budget. As a result of company advertisements, consumers
become more aware of products that better meet their demands. They can
quickly locate alternatives for the things they use. For instance, one business
might sell a pricey product under a premium brand, while another might sell a
less expensive alternative. The customer can choose the option that best
meets his or her demands due to greater awareness.
4. Program that can help to present the advantages of online
advertising to the ABM students of Pedro S. Tolentino Memorial
Integrated School
The researchers gathered data in order to share knowledge as well as
provide an understanding of the advantages and benefits of online advertising
to consumers.
4.1. Promote the utilization of online advertising to the ABM students.
35
4.2. Discuss the advantages and benefits of online advertising.
4.3. Make an infographic that will serve as a resource for the ABM
students to read and learn about online advertising.
ACTION PLAN
Online Advertising: Program for the Development of skills and
awareness
Description and Rationale Goals and Objectives Procedures and Resources

The study conducted by  To promote the  The researchers will
the researchers focused on utilization of do some consultations
proposing an advantageous online with professionals and
program for online advertising. experts inclined with
advertising that will be  To show the knowledge regarding
presented to ABM students impacts of online the issue to provide
of Pedro S. Tolentino advertising on the information that is
Memorial Integrated School. consumers. needed.
As the researchers  To develop the  The researchers will
conducted the study, it was skills of students gather information on
found that online advertising in using online different websites for
has a positive impact on advertising tools. the construction of the
consumers. Thus, the  To raise overall infographics.
researchers come up with a awareness  The researchers will
possible action plan, entitled towards online provide a personalized
“Online Advertising: advertising. learning module that
Program for the includes detailed
Development of Skills and guides on the
Awareness” which focuses functions of online
on presenting the advertising tools.
importance and advantages  The researchers will
of online advertising. also upload the said
infographics on
different social media
platforms to promote
the information
effectively.
 Combining the
strategies and
knowledge of the
researchers,
professionals, and
experts, social media,
and websites, the
program shall become
36
successful.
Timely and Sustainability Evaluation Reflections and Comments
The said symposium is  The school  The researchers might

expected to be conducted teachers and encounter difficulty in
on January 6, 2022, as well principal will distributing the
as the distribution of choose to adhere infographics. But
infographics. to the said through the
program. determination and
 The students who willingness of the
will benefit from researchers with the
this program will help of social media
be aware and platforms, the
skillful in using essential information
online advertising shall be distributed.
tools and they  The researchers also
can use it when hope that the
purchasing goods infographics that will
online. be distributed will
informative enough
and will comprehend
easily to adhere to the
program.
37
PROGRAM
38
39
INFOGRAPHIC
40
CHAPTER V
SUMMARY, FINDINGS, CONCLUSIONS, AND RECOMMENDATIONS
This chapter presents the summary of the research study undertaken,
the main findings revealed or indicated the conclusions drawn, and the
recommendations made as an outgrowth of this research, all based on data
obtained from the meticulous and consistent data gathering by the
researchers over the course of the study.
Summary
This study is concentrated to identify the perception of ABM students of
Pedro S. Tolentino Memorial Integrated School toward online advertising.
Specifically, this study aims to provide answers to the following research
questions:
1. What is the perception of the respondents to online advertising?
2. What are the benefits that could be taken in online advertising?
3. How does online advertising affect the consumers in terms of:
a. Financial Capacity
b. Brand Loyalty
c. Budgeting Allowance
4. Based on the findings, what propose program can be done to
present the advantages of online advertising?
The researchers used a quantitative descriptive research design to
conduct this study. The purpose of this design is to gather measurable data
from population data for statistical analysis. To identify the study’s objective,
the descriptive research approach is employed to accurately analyze the
population or scenario. Moreover, the researchers also used secondary
41
sources such as online references, books, papers, and their knowledge or
ideas to help in supporting their study and to be a reference in validating the
data they gathered.
The main research instrument utilized by the researchers was survey
questionnaires to get the quantitative data necessary to address several of
the studies’ research topics. Furthermore, the study’s respondents were 30
ABM students of Pedro S. Tolentino Memorial Integrated School. The
personal information of these participants was kept strictly confidential.
Percentage, weighted mean, and frequency were used as statistical tools to
analyze the gathered data.
Findings
After a series of data gathering, analyzing, and interpreting, the
following details were found in the study.
1. Perception of the respondents to online advertising.
Based on the findings, online advertising is accessible and relevant to
inform consumers which ranked first with a weighted mean of 3.47 and a
verbal interpretation of agree, while online advertising affects the decision-
making of the consumers ranked last with a weighted mean of 3.03 and a
verbal interpretation of agree. Overall, the data resulted in a composite mean
of 3.22, indicating that the perception of the respondents towards online
advertising has a verbal interpretation of agree.
2. Benefits that could be taken in online advertising.
The findings reveal that online advertising gave the consumers clear
information about the products that they are going to purchase and online
advertising spread awareness in terms of buying decisions, has the same
42
weighted mean of 3.27, and a verbal interpretation of agree. Furthermore,
online advertising improves the consumer's perception of purchasing products
ranking the last with a weighted mean of 3.07 and a verbal interpretation of
agree. The ABM students of Pedro S. Tolentino Memorial Integrated School
believe, according to the survey, that there are benefits that could be taken in
online advertising.
3.1 Financial Aspects. The results indicate that online advertising
increases the volume of consumer purchases which ranked first, with a
weighted mean of 3.13 and a verbal interpretation of agree, while online
advertising persuades the consumers to buy things, they should not buy
ranked last, with a weighted mean of 2.60 and a verbal interpretation of agree.
Furthermore, the data provided a composite mean of 2.91, indicating that
online advertising affects consumers in terms of financial aspects have a
verbal interpretation of agree.
3.2. Brand Loyalty. It can be observed from the results that good
communication with the seller helps the consumers to be loyal to the products
which ranked first, with a weighted mean of 3.57 and a verbal interpretation of
agree, and online advertising can cause switching of brand preference due to
its unique engagement ranked last, with a weighted mean of 3.00 and a
verbal interpretation of agree. Overall, the data resulted in a composite mean
of 3.25, indicating that online advertising affects consumers in terms of brand
loyalty and has a verbal interpretation of agree.
3.3. Budgeting Allowance. The data indicates that online
advertisements gave the consumers clear information about the product so
they can buy products that suit their budget which ranked first with a weighted
43
mean of 3.10 and a verbal interpretation of agree. Moreover, consumers do
not let their budgeting be affected no matter how engaging an online
advertisement is ranked the last, with a weighted mean of 2.80 and a verbal
interpretation of agree. Also, the data provided a composite mean of 2.98,
indicating that online advertising affects the consumers in terms of budgeting
allowance have a verbal interpretation of agree.
Conclusions
Based on the findings of the study, the following conclusions were
drawn:
1. Online advertising is beneficial to consumers in purchasing a product
and as a medium for informing consumers about a specific product or brand.
Also, the statement that ranked 1st in the survey “Online advertising is
accessible and relevant to inform consumers.” proves that online advertising
help consumers in purchasing a product.
2. The null hypothesis is not accepted, therefore the proposed program
presenting the advantages of online advertising is beneficial.
3. This concludes that online advertising has a positive impact on
consumers based on the responses of the participants of the study.
Recommendations
Based on the findings and conclusions of the study which were
previously shown, the following recommendations are hereby presented:
1. The researchers advise the consumer to consider watching online
advertising before purchasing a product for more additional
information.
44
2. Similar studies may be conducted to certify the impact of online
advertising on the consumer’s buying behavior. Additional
experimental methods may be utilized to provide a more specific
and thorough analysis.
3. Future studies may be conducted to improve the quality of the
researchers’ output. Future researchers may utilize this work as a
guideline for similar studies to increase the effectiveness of online
advertising to consumers.
45
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48
APPENDIX A
COVER LETTER
November 2022
Dear Respondents,
Good day respondents!
We are Senior High School students of Pedro S. Tolentino Memorial
Integrated School conducting research entitled ‘Perception of ABM Students
of Pedro S. Tolentino Memorial Integrated School towards Online Advertising’
as partial fulfillment of our requirements in Inquiries, Investigation, and
Immersion.
We have chosen you as the respondents to provide our needed data.
We will make sure to respect your response and we will assure you that the
data we gathered in this survey will only use in this research paper.
Thank You, Keep Safe and God Bless!
Respectfully yours,
The Researchers
Sir Jojo Anicito Suarez
Research Adviser
49
SURVEY QUESTIONNAIRE
Directions:
Please indicate your level of agreement or disagreement with each of these
statements regarding the perception of ABM students of Pedro S. Tolentino
Memorial Integrated School toward online advertising. Place a checkmark on
the box of your answer.
1. Do you agree or disagree with the statement about the perception of
consumers to online advertising?
Online advertising…. Strongly Agree Strongly Disagree

Agree Disagree
Creates engagement for
students to make
purchases.
Affects the decision-

making of consumers.
Affects the consumer’s

preference.
Increase product
awareness.
Is accessible and relevant
to inform consumers.
2. Do you agree or disagree with the benefits that could be taken in online
advertising?

Agree Disagree
Gave the consumer clear
products that they are
50
going to purchase.
Spread awareness in
terms of buying decisions.
Can help consumers

lessen their time
consumption when buying
products.
Improves the consumer’s

perception of purchasing
products.
Helps consumer to select

the better qual of products.
3. Do you agree or disagree with the following effects of online advertising
on the consumer in terms of:
3.1 Financial Aspects

Agree Disagree
Persuades consumers to
buy things they should not
buy.
Helps consumers to
manage the risk when it
comes to large purchases.
Helps to improve the skills

of consumers when doing
online transactions in
Make consumers create

impulsive purchases.
Increases the volume of

consumer purchases.
51
3.2 Brand Loyalty
Strongly Agree Strongly Disagree

Agree Disagree
Online advertising creates
a remarkable identity that
will increase brand loyalty.
Consumers can easily

remember the brand as the
brand visibility on social
media platforms increases
through the help of online
advertising.
Online advertising can

cause a switching of brand
preference due to its
unique engagement.
If the brand is better known

due to online advertising,
the brand loyalty of the
consumers will increase.
Good communication with

the seller helps the
consumers to be loyal to
the products.
3.3 Budgeting Allowance

Agree Disagree
Consumers try to spend
their allowances on buying
unnecessary things online.
The online store helps
consumers save their
52
money/allowance in terms
of giving discounts.
Consumers do not let their

budgeting be affected no
matter how engaging an
online advertisement is.
Online advertisements
gave consumers clear
product so they can buy
products/things that suit
their budget.
Customers only choose

the products that are
cheap so that they can
save some of their
allowances.
53
CURRICULUM VITAE
I. Personal Information
Name: Dote, Krizelle Joy G.
Address: Pagkilatan Batangas City
Birthday: February 08, 2005
Age: 17
Email Address: krizelledote@gmail.com
Contact Number: 09369116676
II. Educational Background
ELEMENTARY
Pagkilatan Elementary School
JUNIOR HIGH SCHOOL
54
CURRICULUM VITAE
Name: Evangelista, Leonard C.
Address: Lilinggiwan 2, Ilijan Batangas City
Birthday: June 28, 2005
Age: 17
Email Address: evangelistaleonard146@gmail.com
ELEMENTARY
Liliggiwan Elementary School
JUNIOR HIGH SCHOOL
55
CURRICULUM VITAE
Name: Gayeta, Jeric F.
Address: Pagkilatan, Batangas City
Birthday: June 25, 2005
Age: 17
Email Address: jeric25gayeta@gmail.com
ELEMENTARY
Pagkilatan Elementary School
JUNIOR HIGH SCHOOL
56
CURRICULUM VITAE
Name: Javier, Christine C.
Address: Lilinggiwan 2, Ilijan Batangas City
Birthday: October 25, 2005
Age: 17
Email Address: javierchristine25@gmail.com
ELEMENTARY
Lilinggiwan Elementary School
JUNIOR HIGH SCHOOL
57
CURRICULUM VITAE
Name: Javier, Andria S.
Address: Lilinggiwan, Batangas City
Birthday: March 15, 2005
Age: 17
Email Address: javierandria@gmail.com
Contact Number:
ELEMENTARY
Lilinggiwan Elementary School
JUNIOR HIGH SCHOOL
58
CURRICULUM VITAE
Name: Jusi, Alexandra Mae R.
Address: Ilijan, Batangas City
Birthday: July 29, 2005
Age: 17
Email Address: alexandrajusi6@gmail.com
ELEMENTARY
Ilijan Elementary School
JUNIOR HIGH SCHOOL
59
CURRICULUM VITAE
Name: Sanchez, Liesa Grace B.
Address: Ilijan, Batangas City
Birthday: November 21, 2004
Age: 17
Email Address: liesagrace.sanchez@gmail.com
ELEMENTARY
Ilijan Elementary School
JUNIOR HIGH SCHOOL
60

Group 5-Research Online Advertising

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PERCEPTION OF ABM STUDENTS OF PEDRO S.

MEMORIAL INTEGRATED SCHOOL TOWARD

Presented to the Faculty of

The Senior High School Department of

Pedro S. Tolentino Memorial Integrated School

In Partial Fulfillment of the Requirements

In Inquiries, Investigations, and Immersion

First Semester S.Y. 2022 – 2023

Dote, Krizelle Joy G.

Jusi, Alexandra Mae R.

Sanchez, Liesa Grace B.

Grade 12- Rizal

This research entitled "PERCEPTIONS OF ABM STUDENTS OF

PEDRO S. TOLENTINO MEMORIAL INTEGRATED SCHOOL TOWARD

ONLINE ADVERTISING" prepared and submitted by Krizelle Joy Dote,

Jeric Gayeta, and Leonard Evangelista in partial fulfillment in Inquiries,

Investigation and Immersion has been examined and is recommended for

approval and acceptance for an oral examination.

SIR JOJO ANICITO SUAREZ

The study entitled PERCEPTION OF ABM STUDENTS OF PEDRO S.

TOLENTINO MEMORIAL INTEGRATED SCHOOL TOWARDS ONLINE

ADVERTISING was conducted in order to determine the perception of the

advertising influences students’ buying behavior. Moreover, this study looks

into the possibility of online advertising positively impacting students' financial

and purchasing decisions and can be used in promoting the advantages of

using online advertisements. The researchers used a Quantitative descriptive

proposed study would be correctly reviewed by strand experts and future

were chosen by using Stratified Random Sampling. After gathering,

online advertising is beneficial to consumers in purchasing a product and as a

medium for informing consumers about a specific product or brand. Online

advertising has a positive impact and influences consumers positively in terms

of purchasing decisions. The findings of the study, together with the

groundwork for the conclusion to be made at the end of the study.

Researchers recommended that future researchers conduct studies to

improve the quality of the researcher's output.

Keywords: Online advertising, Purchasing Decisions, Consumers

The researchers would want to extend their sincere gratitude to the

their study work.

To their adviser in Inquiries, Investigation, and Immersion, Mr. Jojo

transferring the knowledge he has taught them.

To the parents of the researchers, for their assistance and commitment

to providing for their children's financial requirements during the research

To their classmates and friends, for the encouragement and motivation

To the respondents, who offered direct and significant criticism in

response to the interviews that provided the research project's data.

for our needs financially,

To our teachers, who assisted us in accomplishing the research,

To our classmates and fellow researchers who assisted us in completing our

research by cooperating and supporting us,

encouragement in finishing this project, thank you.

protection, and a long healthy life.

I. THE PROBLEM AND ITS SETTING

Statement of the Problem……………………………………………………….. 3

Conceptual Paradigm of the Study…………………………………………….. 4

Significance of the Study………………………………………………………... 7

Scope and Delimitation………………………………………………………….. 9

II. REVIEW OF RELATED LITERATURE AND STUDIES

Validation of Research Instrument……………………………………………... 24

Data Gathering Procedure………………………………………………………. 24

Statistical Treatment of Data……………………………………………………. 25

IV. Results and Discussion

Presentation, Analysis, and Interpretation of Data…………………………… 27