Effects of digital display advertising on purchase decision of students in selected universities in Cavite / by Dean Claire Q. Ambion, Kaye Angelica V. De Sagun, Jherlene Rose V. Oliveros and Maria Sophia J. Rondolo.

Thesis (Bachelor of Science in Business Management major in Marketing Management) Cavite State University

Includes bibliographical references.

College of Economics, Management and Development Studies (CEMDS)

AMBION, DEAN CLAIRE Q., DE SAGUN KAYE ANGELICA V., OLIVEROS, JHERLENE ROSE V., RONDOLO, MARIA SOPHIA J. Effects of Digital Display Advertising on Purchase Decision of Students in Selected Universities in Cavite. Undergraduate Thesis. Bachelor of Science in Business Management Major in Marketing Management. Cavite State University, Indang Cavite. August 2022. Adviser: Ms. Maurrin DR. Madrid

The use of text-based or graphic adverts on websites or social media networks to entice consumers to take action or merely enhance brand awareness is known as display advertising (Stanimirovic, 2021). This study investigated the effects of the attitude on digital display advertising on purchase decision of college students towards smartphones. Specifically, it aimed to: (1) describe the socio-demographic profile of the college students in Cavite in terms of: age, sex, civil status, and monthly allowance; (2) determine the social media usage of college students in terms of: mostly used social media platforms, and average time spend on social media each day; (3) determine the level of attitude on digital display advertising of college students in terms of: entertainment, informativeness, credibility, and irritation; (4) determine the level of purchase decision of college students towards smartphones in terms of: cultural, social, and personal; (5) determine the significant difference on the level of attitude taken on digital display advertising on the socio-demographic profile of college students; (6) determine the significant difference in level of purchase decisions across socio-demographic profile of college students; and (7) determine the significant effect of level of attitude on digital display advertising have on college students' level of purchase decisions. By the use of an adapted questionnaire, all the data needed were gathered from the college students. The data were analyzed using frequency, percentage, weighted mean, standard deviation, T-test, and analysis of variance (ANOVA). Majority of the college students that were exposed on digital display advertising were 21 years old, female and single. Their daily allowances range from 1,001php to 5,000php. Majority of the college students average time spent on social media is 6-10 hours. Among the level of attitude of college students, informativeness was found to be the most effective factors in influencing consumers' attitude towards digital display advertising. It shows that digital display advertisement that has qualitative features and useful informative content were important to the students to have a purchase decision towards smartphones. It is advised that future researchers widen their research settings by including a larger sample size of participants based on the results of the study. In order to obtain more accurate findings and take into consideration additional factors of digital marketing and channels, it should be conducted on a large number of youth or individuals of different ages.

Submitted copy to the University Library. 11/07/2022 T-9217