population, the research seeks to investigate how internet platforms

affect their marketing behavior. Online shopping websites are super

helpful for buying and selling things online. They make it easy to find
stuff, buy it securely, and manage orders. They're great for students
too because they can shop from home, find good deals, and save
time. But they might spend too much if they buy on impulse. These
websites help businesses reach customers worldwide, manage their
stock, and learn from data to improve. Overall, they've totally
changed how we shop online, making it better for everyone.

Moreover, the study looks at how the increasing use of digital

technologies and online shopping platforms has changed customer
behavior, decision-making, and preferences. The objective is to
ascertain how Senior High School student's online purchasing
behaviors are impacted by social media, mobile apps, user reviews,
and other digital marketing techniques. Additionally, the study
emphasizes how critical it is to modify curricular to provide SHS
students with the tools they need to succeed in an e-commerce-
driven economy. In general, the research aids in the comprehension
of the changing marketing landscape within the management of
agricultural companies and helps to train the upcoming generation
of leaders in the field of farm business management.

According to Gulfraz et al. (2022), conducted the first study

exploring consumer behavior in e-commerce platforms, highlighting
the importance of segmenting the market to understand different
consumer groups' shopping behaviors. By conducting psychographic
segmentation analysis, the study identifies four distinct online
consumer segments and evaluates their shopping behaviors using a
behavior evaluation model. The findings provide valuable insights for
e-retailers to tailor their marketing strategies and allocate
resources effectively for each consumer segment.

Similarly, Martina A. et al. (2022) revealed that in the COVID-19

pandemic initiated a significant shift in consumer behavior in the
Philippines, prompting a surge in e-commerce activity amid national
lockdowns and business closures. Despite a pre-pandemic peak in
GDP growth, the country experienced a downturn of -9.5% in 2020,
while the e-commerce sector witnessed remarkable growth, with
over 88,000 registrations for internet retail sales. This shift
redirected consumer preferences from traditional stores to online
platforms, leading to a surge in shopping app usage and the
emergence of social media platforms like Facebook as preferred
shopping destinations. Convenience, live selling, and mobile
payments gained precedence among Filipino consumers during this
transition. However, the surge in online commerce was
accompanied by an increase in customer complaints, ranging from
price deception to false marketing, with negative online reviews
significantly impacting purchasing decisions.

In addition, Hamli, S. S. A., & Sobaih, A. E. E. (2023) highlighted the

significant impact of the COVID-19 pandemic on consumer behaviors
and purchasing habits in Saudi Arabia. Despite economic decline
caused by quarantine measures, online shopping has become more
common in the country, with the government implementing ban-
related guidelines to limit gathering in government offices, schools,
colleges, and stores. Factors influencing consumer attitudes during
the pandemic include product diversity, convenience, payment
method, trust, and psychological factors. Internet purchasing in
Saudi Arabia grew during the outbreak and restrictions on
movement, leading to a shift in consumer and company behaviors.
However, challenges such as security risks, privacy concerns, and
lack of laws and regulations have hindered the adoption of online
shopping in Saudi Arabia. Understanding and adapting to the
changing landscape of online shopping during the pandemic is
crucial for businesses and consumers alike.

Additionally, the study conducted by Astoriano, et al., (2022) found

that digital marketing is a predominant strategy embraced by
numerous businesses due to its ability to reach a broad audience
beyond geographical boundaries. This study examines how digital
marketing impacts Filipino consumer behavior, particularly in terms
of customer engagement and purchase intention. Hypotheses were
formulated regarding the influence of social media and email
marketing on both engagement and purchase intention. Analysis of
data from 334 online respondents using SPSS software revealed that
social media and email marketing significantly influe