Senior High School

CRISTO REY HIGH SCHOOL

TikTok Advertising and Purchasing

Decisions Among the Senior

High Students

A Research Proposal Presented to the

Faculty of Senior High School Department
Cristo Rey High School
Cristo Rey, Capas

In Partial Fulfillment
Of the Requirement for the
Practical Research 2

Members:

Sandara P. Relatores
Justin Mae Paderes
Danna Mae Josep Cruz
Ma Leane Joy Valencia
Kristle Guiang
Carlo Zagarra De Guzman
Patrick Apolinar
Jay Ar G. Combis
Flexin Flynt Adaoag
Zam Mae Yalung

Submitted to:

Merly L. Pingol

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Chapter 1

The Problem

Introduction

A marketing strategy known as advertising involves purchasing real estate to

advertise a good, bad, or intangible idea. As we all know, advertisements are real

advertising messages. (Shopify), Due to the proliferation of the social media in our present

generation, social media advertising is now one of the most effective ways to attract the

attention of students and to influence their purchasing decisions for any kind of product

or business in the present generation. As a result of its rapidly expanding market and

engagement reach, TikTok, a popular social media platform owned by ByteDance, is

becoming more frequently used in marketing plans. Short-form video material is

primarily created to attract the attention and awareness of students’ users, who

predominate on the site. (Arauje, 2022) People frequently identify with the tastes of

influencers because they believe they are interconnected across all product choosing

facets. Students in particular, as it is the generation most impacted by digitalization

among all others. Given the prevalence of electronic word of mouth in this generation, it

is therefore no surprise that influencers primarily affect them (e-WOM).

Silva (2017) conducted a survey on “Advertising on social networking sites” with

the objective of ascertaining the effectiveness of users towards advertisement messages.

It also aimed at assessing the influence of social networking sites on the consumer buying

behaviour. An amount of 39% increase in advertising spends on social networking sites

have been forecasted for 2016. Results from the analysis indicated that social media is a

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very important tool for networking among youngsters. Hindshaw, (2016) has studied on

“Effectiveness of advertisement in social networking sites” with aim to measure both the

positive and negative aspects of advertisements. He concluded that the advertisement

creators must concentrate moron the information and social aspects in any advertising

and must avoid for harm products. A questionnaire measuring motivation, knowledge and

effectiveness of advertisements Bashar, (2016) have done an empirical research to

understand the effectiveness of social networking sites as a marketing tool and an effort

has been made to analyze the extent social networking sites helps consumers in buying

decision making. Results of paper suggested that the medium is growing very fast and

holds huge potential but is still in its nascent stage in India.

Therefore, it is time for the companies to make effective strategies and execute

them to win larger share of business through this revolutionary medium and become the

innovative firm of coming future. Vijai, and Sharma, (2015) have done a study on social

networking sites experience of consumers and marketers in the State of Punjab. Based on

the results of the study and reviewed literature, the paper suggested the measures for

effective of advertising on Social Networking Sites (SNS) strategies that Above all,

social networking sites marketing content should be “interesting”, “informative”,

“interactive” and “reliable”. Marketers should align their social marketing effort with the

changing tastes and preferences of customers. They suggested that the advertisement

promotes competition in the market which leads to supply better quality products for

consumers. Yadav, (2015) has made an attempt to set up the significance of social

networks as an advertising medium and evaluated the existing advertising methods that

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are in trend via certain case studies and concluded that social websites are not just a tool

to interact with the different people but also medium to reach the prospective customers.

The study will take place at Cristo Rey High School located at Brgy.Cristo Rey,

Capas, Tarlac with a total population of 35,334 and 6,112 or 19.64% of it are presumed to

be a high school students were most of them are a user of TikTok. (PhilAtlas, 2020)

Digital advertising has been proven to be really effective in these present times.

However, a successful advertising strategy should also be considered for the product to

boost its sales. The researchers will identify the issues involving engagement issues with

the advertising and the public interest of those living in Cristo Rey in order to assess the

current situation and conclude an implication to improve the benefits and cater to the

purchase behavior of the people.

In this study, the main objective of the researcher is to determine the relationship

between the TikTok Advertising and Purchasing Decisions among the senior high

students of Cristo Rey High School in order to assess the problems with engagements and

solve them and present a solution for the issues identified.

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Review Related Literature

The way businesses are operated has irrevocably changed as a result of digital

advancement and Web 2.0's expansion, which has fostered complex web platforms rather

than just a brick-and-mortar model (Lin et al. 2017, cited in Henninger et al. 2019, p.18).

In a nutshell, the development of Web 2.0 has made the internet dynamic and robust

because it "leverages customer-self service and algorithmic data management to reach out

to the entire web, to the outskirts and not just the center, to the long tail and not just head"

(O'Reilly, no date). The development of numerous social networking channels and the

creation of varied UGC are both effects of this technological improvement.

Influence, however, can “be broadly defined as the power to affect a person, thing

or course of events” (Brown and Hayes, 2008, p. 49). The modern version of influencer

on social media has been interpreted as users on social networking platforms with the

likes of Instagram, YouTube, Facebook, or Twitter, and who have thousands or even

millions of followers (Baker, 2020). Freberg et al (2010) further define social media

influencers as people or creators who “represent a new type of independent third party

endorser who shape audience attitudes through blogs,tweets, and the use of other social

media”.

Tik Tok advertising Video marketing is currently the best marketing strategy as

people nowadays prefer watching videos rather than reading. A survey by Wyzowl(2020)

showed that the average person spends 1.5 hours per day watching videos, and the

number of organizations using video as a marketing tool also has increased from 61% to

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85% since 2016. TikTok as one of the social media platforms has rapidly developed and

is predicted to beat the popularity of Instagram. TikTok has become the second most

downloaded application in the world with 740 million times on Apple Store and Google

Play Store in 2019 (Burhan, 2020). This creates an opportunity for marketers to promote

their products via Tik Tok.

The advantage of Tik Tok compared to other social media is an algorithm that can

present relevant content according to user's interests and their frequently watched videos

(Aruman, 2020). TikTok also allows marketers to interact with consumers in a more

interesting and interactive way (Anugerah, 2020). The ability of social media algorithms

to filter ads according to user preferences and characteristics make it possible to deliver

more individualized ads (Robins, 2003; Unal et al. 2011). This ability is proven to play

the biggest role in shaping the perceived advertising value which is in line with Segijn

and Ooijen (2020). These findings are also consistent with the results of research by

Fatima and Abbas (2016) and Wu and Hsiao (2017). Thus, personalization becomes a

main consideration factor in designing TikTok video ads. Interaction with consumers also

supports the success of an advertisement. TikTok allows customers to actively participate

in creating their own videos (user-generated content). TikTok also provides a polling

survey feature that can further increase interactivity between brands and consumers. It

makes customers feel that the seller/brand wants to listen to their opinions. The

seller/brand can later customize the advertising content based on customers' feedbacks to

increase their perceived advertising value (Logan et al., 2012; Shim et al., 2013; and Wu

and Hsiao, 2017), where interactivity can increase the social media advertising value.

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Most customers will find an advertisement more useful and entertaining to follow if they

can interact with it, and in the end they will be motivated to buy the product or service

that is offered (Alalwan, 2018).

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).

Sondergaard,Grunert and Scholderer (2005) studied the formation of consumer

attitudes towards different enzyme production methods, suggesting that the formation of

consumers attitudes follow a top down approach more often. This means that before the

formation of purchase intention, consumers have general attitude towards the particular

food. The more positive these attitudes are the more positive purchase intentions will be.

Concluding current literature, it can be detected that is during the pre-conceptual stage of

purchase decision making process, the formation of attitudes will significantly determine

the purchase intention of consumers.

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Moreover, studies by Nikolinakou and King (2018) indicated that video

advertisement aids in connecting people in social media, which leads to sharing and

engaging. These are utilized to capture attention and attain virality. The results of the

study also matched Kujur and Singh's research (2018), who have concluded that giving

consumers peace of mind through positive comments boosts the effectiveness and

information processing ability for advertisements. Both positive and negative comments

are also proven to be influential in catching consumers' attention and attitudes. Thus,

advertisers must utilize this to engage more with Generation Z viewers.

The study's results showed that products and services that are advertised on Tik

Tok increase Generation Z's willingness to purchase. In addition, the TikTok

advertisements aid in convincing them to form intent in purchasing products that they do

not initially want to buy. Further, Generation Z also tends to recommend the products

they saw on Tik Tok video advertisements to their family and friends. This research is

also confirmed by Asshidin et. al (2016), as their results showed that emotions play a

crucial role in Malaysian consumers' purchase intentions regarding American or local

products. The article by Sriram et. al (2021) discovered that emotional advertisements

have a substantial impact on Indian consumers' intent to purchase. The authors pointed

out that integrating emotional aspects in advertisement content could lead to the creation

of a with the audience. Prakash Yadav and Rai (2017) stressed that Generation Z

consumes online content highly, and they prefer to maintain a connection through

technology. In addition, they shared that this generation's social media use also covers

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emotional comforts that strengthen their physical and mental well-being. This current

work found that the entertaining dimension does not positively affect purchase intention.

The results of Jain et. al (2018), showed that entertainment has a positive

influence on consumers. This contrasts with the present study's findings which are in line

with the study of Wijayaa et. al (2021), wherein they found that entertainment content has

no effect on the purchase intention of Indonesian consumers of smartphones. They

concluded that increasing entertainment would not significantly increase the consumers

purchase intention. However, this contradicts Dwidienawati et. al (2020) that

incorporating information on social media platforms positively impacts the users' online

buying decisions. Additionally, Hashim et. al (2018) affirmed that even though they

found significant effects of informativeness towards purchase intention, they stated that

information in mobile advertising that is disseminated to the audience at the wrong time

tends to result in low purchase product intention on online advertisement. This is

supported by Leong et. al (2021) that not all information on social media is useful to the

users as they tend to only focus on essential information that may potentially establish

their intent to purchase. Moreover, the research findings showed that consumer behavior

positively influences purchase intention.

The literature section outlines psychological factors of TikTok users and social

media influencing buying behaviour have been researched extensively but TikTok as a

social media application affecting the perception of brands which inevitably impacts the

purchase intent process of Generation Z are yet to be highlighted. Examining this theory

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could provide us with rich data on how trending hashtags, viral challenges and other

factors can drive engagement and impact users’ buying decisions eventually giving us a

peek into the way brands are perceived.

The internet as well as social media had a massive impact on the lives of

Filipinos. People spend a significant time on social media in all aspects of their lives.

Therefore, most businesses extend their products and services on online platforms.

Nowadays, different strategies with concern in marketing are performed by businesses in

order to attract consumers to make purchases. Some Filipinos usually use various internet

platforms to evaluate potential purchase decisions before making a final decision. With

that said, what Filipinos see and hear influences their purchase patterns, which has a

significant impact on their purchasing habits. Arellanoet. al (2022)

Review Related Studies

Advertising is a method through which organization advertise their product or

services and make customer aware about the product. The amount that is invested by the

organization on advertisement is very high. Consumer purchase decision involves all the

decision that is made by the customer before purchasing the products like taste,

preferences, choice, brand appeal etc. Advertising has a positive impact on the Consumer

Purchase Decision. The research provides substantial evidence that majority of the

consumer are influenced, attracted and make actual purchase due to the advertisement.

Advertising act as a medium between the organization and the end consumers. The

organization advertise their product so that consumer are aware about their products and

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consumer see those advertisement to know the features and many more things about the

products. (Zhang, 2019)

The Philippines is already a mature market when it comes to social media.

Filipinos are a very social and expressive people, which is one reason why social media is

big in the country. As such, Filipinos are quick to gravitate towards new channels for

self-expression. With social media, users can create an online space where they can

reconstruct their identities corresponding to their interests and amass a following of like-

minded individuals. As avid social media users, Filipinos have been known to be

internet-savvy, early technology adopters who are highly active in the digital sphere.

(dataSpringEditors, 2021) At least 44.4 million TikTok users are active in the Philippines

today. TikTok has seen various content from Filipinos in 2022. (Lema and Escudero,

2022). Outside of pure entertainment, the app is used also as a platform for social

commentary, education, and even misinformation. And for brands and businesses, the

app, much like any other channel, provides opportunity.

TikTok is the third most-favorite social media platform in the Philippines. This

short-form video app offered Filipinos from all ages a variety of creative content, from

the niches of beauty, gaming, sports, parenting, visual arts, and many more. This led to

the rise of TikTok users in the country, now amounting to 35.96 million Filipinos overall.

This is over 32% of the entire Philippine population. This made TikTok one of the best

social media platforms to produce successful marketing campaigns in the country.

(eightmedia.ph, 2021)

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According to Internet World Stats, the Philippines is one of the most 'online'

countries in the region. And Filipinos are so 'online', that the Guardian recently reported

that the country topped the world internet usage, with its citizens spending more than 10

hours per day online.

After reviewing the findings of several studies, the literature indicates that TikTok

enables users to create and consume entertaining videos. The application motivates

generation Z to participate in viral videos and hashtag challenges but the argument on

whether using TikTok impacts their buying behaviour is yet to be explored. The platform

is considerably new and given that the application grew exponentially in recent years,

there are not enough academic studies executed in the marketing field. This new

revolutionary application is still untouched by several brands and warrants further

investigation to better understand the platform for marketing strategies.

Gen Z’s are used to researching products and comparing prices online before

making a purchase. And they’re not afraid to buy things sight unseen; they’re

comfortable making purchases without ever seeing or touching the product in person.

Gen Z’s are very trusting of online reviews. If they see good reviews from people they

trust, they’re more likely to make a purchase. So, if you want to sell products to Gen Z’s,

you must ensure your online presence is vital and that you do your best to get a five-star.

Another thing to remember is that Gen Z’s love discounts and deals. They’re always

looking for ways to save money, so be sure to offer them some incentives when they shop

with you. (Ortiz, 22)

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As mentioned by Alalwan, (2017), there are different marketing practices that

firms could apply over social media platforms (i.e. advertising, e-WOM, customer

relationship management, and branding). However, the significant interest in social

media marketing has been in terms of advertising from both researchers’ and

practitioners’ perspectives (Alalwan, 2016). Such interest is also demonstrated by the

large amount of money spent by organizations on advertising campaigns; for instance, in

2016 about 524.58 billion USD was invested for this purpose as reported by Statista

(2017a). The same level of interest was also paid to social media ads, according to

Statista (2017b), with about 32.3 billion USD spent in 2016 on both desktop and mobile

social media ads. This, in turn, raises a question about the feasibility of such campaigns

from the firm’s perspective. More importantly, marketers are always faced with the

challenge of how they can plan and design these social media ads in a more effective and

attractive manner.

According to Djafarova&Bowes (2020), this generation has a high attachment and

even dependence on social media as an integral part of their daily activities.

Furthermore, the intensity of social media use makes this generation very easily exposed

to digital advertising and quickly follows online trends. Responding to customer

behaviour and preferences towards social media, marketers, especially local products,

have begun to adopt social media as a marketing communication channel.

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Conceptual Framework

The goal of this study was to determine the relationship between the TikTok

Advertising and Purchasing Decisions among the senior high students of Cristo Rey High

School. By that, the conceptual framework that is used in this study is IV-DV model

which it further shows the relationship of TikTok Advertising and Purchasing Decisions

that includes the sub variables.

Purchasing Decisions TikTok Advertising

1.1 Popularity 2.1 Purchase Decision

Making
1.2 Services
2.2 Purchase Intention
1.3 Frequency
2.3 Online Customer Review

Implication

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Statement of the Problem

The purpose of this study is to determine the relationship of TikTok Advertising

to the Purchasing Decision of the students in Cristo Rey High School, Academic year

2022-2023. In order to know the effectiveness of TikTok Advertising in our modern

generation. Specifically, it seeks to answer the following questions.

1. How does TikTok Advertising determine in terms of:

1.1 Popularity

1.2 Services

1.3 Frequency

2. How does Purchasing Decision students be assess in terms of:

2.1 Purchase Decision Making

2.2 Purchase Intention

2.3 Online Customer Review

3. Is there any significant relationship between TikTok Advertising and Purchasing

Decision?

4. What is the implications of the study to:

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4.1 Business

4.2 Students

4.3 Future Entrepreneurs

Hypothesis

The hypothesis was tested 0.05 level of significance.

1. There is no significant relationship between TikTok Advertising and

Purchasing Decisions of the students.

Scope and Delimitation

The study is a correlational research approach that focuses on the relationship

between Tiktok Advertising and the Purchasing Decisions of Senior High students at

Cristo Rey High School during the academic year 2022–2023. Furthermore, the study

limits itself to the TikTok advertising and the services they provide as well as their

popularity with Cristo Rey students and its influence on their purchasing decisions. It also

examines the influence of TikTok advertising on the frequency of the students'

purchasing decisions, and makes no attempt to measure this variable in other

environments. Other elements that can influence students' purchase choices, such as their

shopping budget and methods, were not covered in the study.

Significance of the Study

This study is undertaken to find out the relationship of TikTok Advertising to the

Purchasing Decision of the students in Cristo Rey High School.

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The result and findings of this study were beneficial to the following individual

that would serve a significant factor to their decision making.

To the Students, this study will guide them how to be wise when they are having

purchasing decisions. They will lessen their time looking for something physically with a

cheaper price than looking online ads and make purchase easily because they can find a

product with a cheaper price plus a discount and voucher. This study teaches the student

to be more practical without wasting more time

To the Resellers, this study can help them increase their knowledge about their

strategy when selling. Resellers can also lessen their time looking for customers who will

buy their product and a seller who have a much cheaper price for its resellers. It will

make them gain more customers by just posting a video and photo of what they are

reselling.

To the Small Businesses, this study will provide data that can make them more

profitable and promote your business easily. TikTok advertising can suit to your small

business because they are budget friendly and can make your business expose and go

viral easily. It is easy to advertise in Tiktok and go trending with that it can make your

business known and can gain customers practically.

To the Future Researchers, this study will serve as their reference material for

related studies.

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Definition of Terms

Frequency. It refers to the occurrence of something in a repeated manner in over

a given particular amount of time (Oxford Language). In this study, It pertains to a time

when you were often using TikTok.

Impact. The process of affecting someone or something strongly (Oxford

language). In this study, It is an effect or outcome of using TikTok to view

advertisements.

Popularity. It refers to the state of something being admired by many (Oxford

Language). In this study, it is referring to how well-liked, well-used, and well-known

TikTok is as a platform.

Purchasing Decision. It is the thought process that leads a consumer from

identifying a need, generating options, and choosing a specific product and brand (IGI

global). In this study it refers to the behavior of the respondents when presented with

advertisements on TikTok, whether they would purchase the promoted products or not.

Services. it refers to the system which supplies the public needs of people

(Oxford Language). In this study, it pertains to the TikTok allows user to watch, create

and share short videos.

Students. it refers to a person who is studying at a university or other place of

higher education (Oxford Language). In this study, it refers to the respondents who uses

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TikTok and had a experience purchasing something from the advertisements presented by

TikTok itself.

TikTok advertising. It refers to the advertisements. TikTok is using to promote

products to it's user such us students. Ads on TikTok are a form of social media

marketing, and they usually aim to spread awareness about the advertiser or sell a

particular product or service(Hoote suite).

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CHAPTER II

METHODOLOGY AND DATA SOURCES

This chapter includes the process of how the researcher conducted a thorough

investigation to gather relevant information and the design of the research used to

understand the concept of this research and the study.

Research Design

This study used correlational research design. This research design describes the

relationship of variables through the use of correlational statistics. Correlation is a

measure of the association or co-variation of two or more variables, it indicates the

strength and direction of linear relationship between these variables (Go and Posecion,

2010)

Research Locale

Cristo Rey High School located at Brgy.Cristo Rey, Capas, Tarlac with a total

population of 35,334 and 6,112 or 19.64% of it are presumed to be a high school students

were most of them are a user of TikTok (PhilAtlas, 2020). This is the locale chosen to

facilitate the collection of data because the researchers and the respondents are both

locals in the same institution.

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Participants and Sampling Procedure

The target respondents of this study are the Senior High Students of Cristo Rey,

High School who particularly use TikTok in buying something online. It is important to

know how did the researchers selected the participants of the study. Hence, Purposive

Sampling will be used for considering the availability of the respondents being selected

for collecting data. This do take part on not just data collecting but also for choosing

certain respondents based on their willingness to participate on the study being

conducted.

Data Gathering Procedure

Related Literature, studies and other citations will be gathered in the library band

some will be accessed from the internet making the study rich with pertinent information

data.

The researchers will give consent to the respondents before data gathering. It will

be clearly explained to the respondents the objectives of the research. Convenience

sampling will be employed in the survey. The survey about TikTok advertising and

purchasing decision will be distributed to the senior high students of Cristo Rey High

School.

The researchers will select 93 senior high students to answers the questionnaire

about the TikTok Advertising and Purchasing Decision. Since some terms in the

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questionnaire are quite complicated, the respondents will be guided and assisted by the

researchers in answering the survey questionnaire.

Research Instrument

The researchers adopted a survey questionnaire from various sources in the

Internet. The instrument that will be used in collecting data is 4-point Likert scale such

as; Strongly Agree, Agree, , Disagree, Strongly Disagree. The survey questionnaire

contains the following sections:

The first part of every survey questionnaire contains the respondent’s profile such

as name, age, gender, grade and section. The second part of the questionnaire would be

about the assessment of popularity, then the third part would be about the services, then

the frequency, purchasing decision making, purchase intention, and the online customer

review. In this parts the efficiency of the TikTok advertising will be evaluated.

Statistical Statement

A quantitative data analysis will use to measure the Correlation Between TikTok

Advertising and Purchasing Decisions of senior high students in Cristo Rey High School.

The data that will gather from the participants will thoroughly analyze by the researchers.

For the TikTok Advertising and Purchasing Decision questionnaire, the researchers will

analyze the collected data using frequency count and percentage. It is calculated by

taking the frequency divided to the total number of participants multiplied by 100%

(Korb, 2013). Pearson Correlation will also be used which it assigns a value between -1

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to 1, where 0 is no correlation and 1 is the total positive correlation that measures the

relationship of the two variables. Moreover, the weighted mean of their relationship will

be described using the following value.

Index Limit of Index Description

4 3.26 – 4.00 Strongly Agree

3 2.51 – 3.25 Agree

2 1.76 – 2.50 Disagree

1 1.00 – 1.75 Strongly Disagree

Ethical Consideration

In this study, taking into mind the researchers’ study of ethical norms, the

researchers will consider a variety of issues. Always keep in mind to ask the right person

on the participants for permission. Before the researchers would proceed in disseminating

the survey questionnaire, the researcher would send out a letter of permission to the

office of the barangay.

Then, the researcher must provide informed consent to inform the participants

about the research study and the type of study that they will be participating. The people

who decided to participate in the researcher’s study have to put their trust in them. That

being stated, the researchers must not betray the trust that has been placed in them.

Nonetheless, the researchers reached confidentiality with the individuals that the

information received from the participants appears to be confidential and that it must be

handled with caution.

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Lastly, the researchers not only notify the participants of the study in which they

are taking part, but they also inform them of their right to withdraw from involvement if

they feel uncomfortable or do not want to participate any longer. This should be a

reminder to the researcher that the study that will be conducted has a pure approach of

giving them the benefits and right knowledge as a respondent of the study.

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CHAPTER III
ANALYSIS AND INTERPRETATION OF RESULTS

To complete this study properly, it is necessary to analyze the data collected in

Age Frequency Percentage

16 6 7%
17 32 34%
18 45 48%
19 7 8%
20 3 3%
Total 93 100%
order to test the hypothesis and answer the research questions. As already indicated in the

preceding chapter, data is interpreted in a descriptive form.

Table 1. Age of the Respondents.

Based on the table above most of the respondents are at the age of 18 with the

percentage of 48, followed by 34% of age 17, because this is the average age of senior

high school students. Meanwhile, the least participants are at the age of 20 with the

percentage of 3. According to enrollment data presented by a DepEd information systems

analyst during the Senate hearing, for the current school year 2022-2023, at least 68% or

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around four million out of six million of Filipinos aged 16 to 18 years old are enrolled in

senior high school. (Philstar, 2023

Table 2. Gender of the Respondents

The table shows the demographic data of the participants: 30 representing (32%)

Gender Frequency Percentage

Male 30 32%
Female 63 68%
Total 93 100%
of the respondents were Male and 63 representing (68%) were Female which shows that

most of the respondents are female because they are more exposed to social media and

has more interest in purchasing online. Man and women have varying degrees of online

activity across different sites. 74% of internet users are using social media, with women

(76%) having a slight edge over men (72%). (Brandwatch, January 2015)

Table 3. Strand of the Respondents

Table 3 shows that 47% or 44 students out of 93 are in HUMSS Strand. The
Strand Frequency Percentage
ABM 17 18%
STEM 14 15%
HUMSS 44 47%
ICT 12 13%
HE 6 7%
Total 93 100%
lowest percentage of 7% are from HE. It is because most of the senior high students in

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Cristo Rey High School are from HUMSS strand and it has more section than the other

Item/Indicator 4 3 2 1 Mean Verbal

Interpretation
1. I am persuaded to buy on 132 132 2 14 3.1 Agree
TikTok because of the
influencers who promotes the
product
2. I become interested when a lot 148 120 6 13 3.1 Agree
of people share the TikTok video
advertisement
3. I am more likely to buy from a 200 17 6 1 3.4 Strongly
known stores that promote Disagree
themselves using TikTok
Total 93 93 93 93 3.2 Agree
strand like HE.

Table 4. Popularity of TikTok Advertising

Based on the table above popularity shows that the senior high respondents in

Cristo Rey High School, S.Y. 2022 -2023, agreed to the popularity of TikTok because “I

am persuaded to buy on TikTok because of the influencers, and I become interested when

a lot of people share the TikTok video advertisement" have the same mean of 3.1 with

verbal interpretation of agree. While item no. 3 which says that "I am more likely to buy

from a known store that promotes themselves using tiktok" has the highest weighted

mean of 3.4 with verbal interpretation of strongly agree). People use social media not

only for social purposes but also for business purposes. It is used in management and

marketing as a tool to manage organizations and market products and services, especially

to influence customers’ intention and satisfaction. (Sharabi, December 2022)

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Item/Indicator 4 3 2 1 Mean Verbal

Interpretation
1.TikTok advertisement 124 156 6 7 3.1 Agree
promotes product and services
clearly.
2.I see brands that promote their 132 138 4 12 3.1 Agree
products/services on TikTok as
trustworthy
3.TikTok advertisement is much 60 165 22 12 2.7 Agree
better than the other social media
advertisement (Facebook,
Instagram, YouTube)
Total 93 93 93 93 2.9 Agree

Table. 5 Services of TikTok

The result from the table above shows that senior high students of Cristo Rey

High School TikTok users are agree that “TikTok advertisement promotes product and

services clearly” with the weighted mean of 3.1 same with the “I see brands that promote

their products/services on TikTok as trustworthy”. They also agree that “TikTok

advertisement is much better than the other social media advertisement” with weighted

mean of 2.7. This allowed obtaining results confirmed that service and quality

significantly and positively affects users’ satisfaction and loyalty. (Wei, 2020).

Item/Indicator 4 3 2 1 Mean Verbal

Interpretation
I spend at least three weekly 104 102 34 16 2.7 Agree
purchases online

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I interact with these 96 147 22 9 2.9 Agree
advertisements (liking, sharing,
and commenting)
I tend to watch a TikTok video 144 141 10 5 3.2 Agree
advertisement when it has a lot of
positive comments.
Total 93 93 93 93 2.9 Agree
Table 6. Frequency Use of TikTok

Table 6 indicates the frequency use of TikTok of senior high school students in

Cristo Rey high school. In question 1, the data shows that there are 2.7 weighted mean of

the total respondents who agreed that they spend at least three weekly purchases online.

In question 2. The result of the survey shows that the 2.9 weighted mean of the total

respondents agreed that they interact with these advertisements (liking, sharing,

commenting). Resulting to much frequent exposure of students to these advertising. In

question 3. It shows that 3.2 of the total respondents tend to watch an advertisement when

it has a lot of positive comments. They are much more convinced that the product is good

when the ratings are high and the reviews are excellent. The essence of TikTok and its

content is mostly based on authenticity and other unfiltered commentaries (Mintel, 2020)

Table 7. Purchasing Decision Making

Item/Indicator 4 3 2 1 Mean Verbal

Interpretati
on
I believe TikTok has a stronger 172 87 10 16 3.1 Agree
influence over my purchasing
decision than traditional media
(TV Ads, Newspapers, Billboards
etc.)
I have purchased a product after 120 141 14 9 3.1 Agree
feeling persuaded by a TikTok
advertisement
I consider that TikTok has made 112 165 8 6 3.1 Agree
me more likely to purchase29
products
Total 93 93 93 3.1 Agree
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The weighted mean of purchasing decision-making shows that the respondents in senior

high school students of Cristo Rey High School, S.Y. 2022–2023, agreed that TikTok

advertising influences their purchasing decisions. Overall, the data shows that the senior

high school students at Cristorey High School 100% agree that their purchasing decisions

are influenced by TikTok advertising. The findings of this study indicate that advertising

originality has a favorable and significant impact on advertising effectiveness and

purchase decisions by 0,783 and 0,203, respectively (Gede Sri Darma, 2020). Hence this

support the study of Rahman, (2017), user engagement in tiktok advertising significantly

impacts purchase intention because audiences are more likely to purchase the product

when they engage or participate in any social media.

Table 8. Purchase Intention

Table 8 indicates that the item have a weighted mean shows that 3.1 of the
Item/Indicator 4 3 2 1 Mean Verbal
Interpretati
on
TikTok advertising encourage me 100 177 6 6 3.1 Agree
to buy certain product of specific
brands
I believe TikTok has influenced my 112 162 10 6 3.1 Agree
purchase intention and where i shop
for certain things
I consider TikTok as a good way to 104 156 10 10 3.1 Agree
follow trends
Total 93 93 93 93 3.1 Agree
students agreed that the tiktok advertising encourage them to buy a certain product of

specific brand. Thus,this revealed that tiktok advertising highly influences the purchasing

intention of Cristo Rey Senior High School students. In question 2. Results have shown

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that 3.1 of the respondents agreed that they are influenced by the tiktok advertising in

buying a product. This means that most of the students are buying product in tiktok due

to the impact of the advertising. In question 3.1 weighted mean of respondents agreed

that tiktok is a good way to follow trends. By watching ads in tiktok they can cope up to

the newest trends thus this affects their purchasing intentions. This resulted to push the

Senior High school students of Cristo Rey to buy product in Tiktok for them to be at the

latest trends. In overall,the tiktok advertising has a great impact to the purchasing

intention of senior high school students of Cristo Rey High School.

Table 9. Online Customer Review

Based on these online customer review responses, we can infer that the customers

Item/Indicator 4 3 2 1 Mean Verbal

Interpretati
on
I often check the online customers 264 75 4 0 3.6 Strongly
review before purchasing a
Agree
product
I believe that a review appears 244 81 6 2 3.5 Strongly
more trustworthy when a detailed
Agree
profile/identity of the user, who
has created the review is visible
I am easily persuaded when I read 128 144 96 11 4.1 Strongly
generally positive reviews
Agree
Total 93 93 93 93 3.7 Strongly
Agree
are highly reliant on online reviews when making purchasing decisions. In Question 1,

the average rating of 3.6 indicates that the respondents strongly agree that they often

check online customer reviews before making a purchase. This suggests that online

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reviews play a significant role in the decision-making process of the customers. In

Question 2, the average rating of 3.5 indicates that the respondents also strongly agree.

This suggests that customers value transparency and credibility in online reviews. Lastly,

in Question 3, the average rating of 4.1 indicates that the respondents strongly agree. This

suggests that customers are highly influenced by positive reviews and are likely to be

swayed towards purchasing a product if they read a large number of positive reviews.

Overall, these responses suggest that online reviews are an important factor in the

decision-making process of customers, and that they place a great deal of value on the

authenticity, credibility, and positivity of online reviews. Impact of Online Reviews on

Purchase Behavior Cheung and Thadani (2012) found that online reviews significantly

influence consumer purchase behavior. Xie and Lee (2015)

Chapter IV

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SUMMARY, CONCLUSION, AND IMPLICATIONS

This chapter presents an overview of the research as well as the summary of the

results, conclusions, and recommendations.

Summary of the Study

This research entitled TikTok Advertising and Purchasing Decisions Among the

Senior High Students. The purpose of this study is to determine the relationship of

TikTok Advertising to the Purchasing Decisions of the students in Cristo Rey High

School, Academic year 2022-2023.

This study used correlational research design. This research design describes the

relationship of variables through the use of correlational statistics. A 4-point Likert scale

type of questionnaire was used to collect data for the study. The first part of survey

questionnaire contains the respondent’s profile such as name, age, gender, grade and

section. The second part of the questionnaire would be about the assessment of

popularity, then the third part would be about the services, then the frequency, purchasing

decision making, purchase intention, and the online customer review.

1. TikTok Advertising

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1.1 Popularity

The study showed that respondents in senior high agreed to TikTok's popularity

because they are persuaded to buy on TikTok because of the influencers, and become

interested when a lot of people share the TikTok video advertisement .

1.2 Services

The study found out that senior high students who use TikTok concur that the

platform's advertisements clearly promote products and services, and a response of "I

view brands that promote their products/services on TikTok as trustworthy." With a

weighted mean of 2, they also concur that TikTok advertisement is much better than the

other social media advertisement

1.3 Frequency

The results from this study indicates that the more advertising they see, the more

the students purchase, the more the seller gain profit. In accordance , 2.9 of all

respondents acknowledged that they engage with these adverts in some way (by liking,

sharing, and commenting) When the ratings are high and the reviews are great,

consumers are much more convinced that the product is wonderful.

2. Purchasing Decisions

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2.1 Purchase Decision Making

The study discovered that the weighted mean of purchasing decision-making

shows that the respondents in senior high students of Cristo Rey High School, agreed

that TikTok advertising influences their purchasing decisions.

2.2 Purchase Intention

According to the study, the students agreed that their purchasing intentions and

their will to purchase were influenced by the TikTok advertisements. Overall weighted

mean of 3.1.

2.3 Online Customer Review

The results show that the respondents strongly agree that they frequently check

customer reviews, believe that a review is more credible when the user who wrote it has a

detailed profile or identity visible, and are easily persuaded by positive comments.

3. The significant relationship between TikTok Advertising and Purchasing

Decisions of the students.

The study revealed that the computed relationship between TikTok Advertising

and the Purchasing Decisions of the students has the computed value of 0.4 using the

Spearman rho formula which interpreted as a low correlation between the two variables.

Therefore, the null hypothesis was accepted by having no significant relationship

between TikTok Advertising and the Purchasing Decisions.

Conclusion

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1. Based on the findings it shows that the more popular the advertisements are, and the

higher the ratings they has, the more the students’ purchasers are convinced and

persuaded to buy.

2. According to the results, senior high students at Cristo Rey High School believed that

the products and services which the TikTok’s provides are much more credible than those

other social media platforms.

3. Based on the findings students often encounter TikTok advertisements and view their

product ratings that prove the advertisements’ credibility, which will surely affect their

decisions on how often they purchase. And it is said that most of the senior high students

agreed to make purchases at least three times a week.

4. According to the data, all senior high students at Cristo Rey High School concur that

TikTok advertising has an impact on their purchase decisions. The results of this study

show that creative advertising influences advertising effectiveness and consumer

decisions in a positive and significant way.

5. Based on the findings students concur that by watching advertisements’ on TikTok, the

can cope up to the newest trends. Thus, this affects their purchasing intentions and

resulted to push them to purchase product on TikTok to be in the trends

6. We draw the conclusion that favorable reviews have a significant impact on

consumers, and that reading a lot of positive reviews increases the likelihood that they

will decide to buy a product. Overall, these replies reveal that customers consider online

reviews to be a significant component in their decision-making and that they place a high

value on the credibility, legitimacy, and positivity of online reviews.

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Implications

1. When a company uses well-known influencers to create its commercials, it gets a lot of

views and greatly benefits its bottom line. As a result, the interest of customers will be

drawn to the the advertisements..

2. This implies that many businesses will select TikTok over other social media platforms

for their advertising in order to appear more legitimate and trustworthy and eventually

pique the interest of viewers.

3. Resulting to much frequent exposure of students to these advertising. They are much

more convinced that the product is good when the ratings are high and the reviews are

excellent. This implies that the business owners need to maintain the the quality of their

product for them to gain more profit.

4. It shows that TikTok advertising has a big impact on how the students will purchased.

It implies that the businesses need to improve their way of advertising and marketing into

a more catchy way for it to be more effective to the students purchasing decisions.

5. It implies that the businesses need to increase their stock at the most recent trends

because demand will bound to increase as a result of the students’ desire to keep up with

tends in what they are purchasing.

6. It implies that consumers heavily depend on online reviews to guide their shopping

decisions. It essentially entails that when a company receives a lot of favorable feedback,

sales will increase.

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