Purchase intention towards shoe products as endorsed by social media influencers among college students in Trece Martires City, Cavite / by John Pablo P. Cajepe, Rissa Lyn S. Cenizal, Dave Spencer H. Olano and Cristine Joy L. Padin.
Material type:
TextLanguage: English Publication details: Indang, Cavite, Cavite State University- Main Campus, 2022.Description: xvi, 108 pages : illustrations ; 28 cmContent type: - text
- unmediated
- volume
- 658.8 C11 2022
- College of Economics, Management and Development Studies (CEMDS)
| Item type | Current library | Collection | Call number | Materials specified | URL | Status | Notes | Date due | Barcode |
|---|---|---|---|---|---|---|---|---|---|
Theses / Manuscripts
|
Ladislao N. Diwa Memorial Library Theses Section | Non-fiction | 658.8 C11 2022 (Browse shelf(Opens below)) | Link to resource | Room use only | T-9220 | 00083597 |
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)
CAJEPE, JOHN PABLO P., CENIZAL, RISSA LYN S., OLANO, DAVE SPENCER H., PADIN, CRISTINE JOY L. Purchase Intention Towards Shoe Products as Endorsed by Social Media Influencers Among College Students in Trece Martires City, Cavite. Undergraduate Thesis. Bachelor of Science in Business Management major in Marketing Management, Cavite State University, Indang, Cavite. August 2022. Adviser: Mr. Elmer D. Baybay.
The study aimed to determine the effect of social media influencers on the purchase intention of college students in Trece Martires City, Cavite towards shoe products. Specifically, it aimed to 1. identify the socio-demographic profile of college students in Trece Martires City, Cavite in terms of age, sex, civil status, school, and monthly allowance; 2. determine the social media usage of college students in terms of social media platforms and frequency of usage; 3. determine the level of perception of college students towards social media influencers in terms of credibility, trustworthiness, attractiveness, and expertise; 4. determine the purchase intention of college students towards shoe products as endorsed by social media influencers in terms of perceived quality, perceived price, and perceived risk; and 5. 5. Determine whether there is a significant relationship between social media influencers and college students' purchase intentions for shoe products. The study was conducted from April 2021 to January 2022 in Trece Martires City, Cavite. The three hundred and eighteen (318) participants were purposely chosen and served as participants. Moreover, descriptive research design and causal research design was used in the study. The study utilized descriptive statistical tools such as frequency, percentage distribution, and mean. Ordinal Logistic Regression was also used that determined the effect of independent variable to the dependent variable. Results showed that college students, as influenced by the SMI, were analyzing the products first before spending the money, but when they saw a significant endorsement of a certain influencer, and they already analyzed the price and the product, they would probably purchase the shoes. They perceive social media influencers as credible, attractive, trustworthy, and experts in endorsing products. As a result, it was concluded that there is a significant relationship between social media influencers and college students' purchase intentions for shoe products.
Submitted copy to the University Library. 12/05/2022 T-9220
Submitted copy to the University Library. 04/6/2022 T-8852 copy 2