International Journal of Research and Innovation in Social Science (IJRISS) | Volume V, Issue II, February 2021 | ISSN 2454–6186

Social Media Marketing Towards Consumer Buying Behavior: A Case in Panabo City

Jade Xuccheney N. Jacinto¹, Joylyn S. Pintado², Louie Jay M. Ibañez ³, Ronel G. Dagohoy⁴, Mark Van M. Buladaco^5
1,2,3Student, Bachelor of Science in Information Technology, Davao del Norte State College
⁴Faculty, Institute of Leadership, Entrepreneurship and Good Governance, Davao del Norte State College
⁵Dean, Institute of Computing, Davao del Norte State College

Abstract: Consumers are the kings of markets. No business enterprise can operate without the presence of the consumer, and with the advancement of technology, consumers tend to make countless decisions in purchasing with the use of social media. This study aims to evaluate the influence of social media marketing on consumer buying behavior, particularly among Panabo City citizens who mostly use social media websites to purchase products and services. The study utilizes a non-experimental quantitative research approach, combining correlational and regression techniques. Convenience sampling and Slovin’s formula was used to identify the 399 respondents. With the application of mean, frequency, Pearson r, and Regression Analysis, the result shows that there is a positive, moderate, and significant correlation between social media marketing and consumer buying behavior. Thus, it has been found out that among the indicators of social media marketing, all are predictors of consumer buying behavior. Furthermore, regression analysis results revealed that social media marketing significantly influences consumer buying behavior. Hence, consumers are influenced by process factors and external stimuli brought by social media marketing.

Keywords: Correlational Research, Social Media Marketing, Consumer Buying Behavior, Panabo City

I. INTRODUCTION

A. Background of the Study

Consumers are the kings of markets. No business enterprise can operate without the presence of the consumer. The analysis of customer behavior is focused on consumer buying behavior, with the customer playing the three distinct users, payer and buyer positions [1]. Consumer buying behavior refers to the behaviors of when, why, how, and where goods are purchased or not bought before buying a product or service by customers (both on and offline) [2]. In any field of business and services, consumer behavior is the most concentrated sector. Nowadays, discovering the changing needs and desires of consumers in today’s world is the main deciding factor for every business. As cited by Peighambari and colleagues, the literature on consumer behavior is diverse and comprehensive as changes in culture, economics, and technology influence the way consumers act. These changes eventually lead to modified studies of consumer behavior from where, where, how, and why the subjects are studied [2]. Meanwhile, Ramirez postulates that the contemporary issues of consumer buying behavior are clearly evident and influenced by the 2007 economic downturn