THE INFLUENCE OF SOCIAL MEDIA MARKETING ON HUMSS

STUDENTS PURCHASE DECISIONS

A Thesis Presented
to the Faculty of
BETINAN NATIONAL HIGH SCHOOL
Betinan, San Miguel, Zamboanga del Sur

In Partial Fulfillment of the

Requirements for Inquiries,
Investigation and Immersion Course

Baldicantos, Ivy Mae B.

Javanes, Kyna B.
Mata, Shaira Mae C.
Pausanos, Justine Jay E.
Tulang, Andre Gabriel S.
Ursonal, Arnelyn J.

March 2025
 ii

CERTIFICATE OF PANEL APPROVAL

The research proposal entitled “THE INFLUENCE OF

SOCIAL MEDIA MARKETING ON HUMSS STUDENTS PURCHASE

DECISIONS” prepared and submitted by Baldicantos, Ivy Mae

B., Javanes, Kyna B., Mata, Shaira Mae C., Pausanos,

Justine Jay E., Tulang, Andre Gabriel S., and Ursonal,

Arnelyn J. in partial fulfillment of the requirements for

Inquires, Investigation, and Immersion Course, is hereby

recommended for approval.

SHYNY LYNN S. BATINGAL

3I’s Subject Teacher

Date

This research proposal is approved in partial

fulfillment of the requirements in Inquires,

Investigation and Immersion Course.

Approved by the Oral Examination Committee on

with a rating of .

ARNOLD S. DUMAPAT WYCHE S. MONTIMOR

Panelist Panelist

MC LORD M. REPLAGAO,Ed, D.
Panelist
 iii

ABSTRACT

BALDICANTOS, IVY MAE BASAYA, JAVANES, KYNA

BREGONDO, MATA, SHAIRA MAE CABUSAO, PAUSANOS, JUSTINE JAY
ENGANO, TULANG, ANDRE GABRIEL SISICAN, AND URSONAL,
ARNELYN JABAHAB, Betinan National High School, Betinan,
San Miguel, Zamboanga del Sur, May 2025 THE INFLUENCE OF
SOCIAL MEDIA MARKETING ON HUMSS STUDENTS PURCHASE
DECISIONS. A Thesis Paper.

Subject Teacher: Shyny Lynn S. Batingal

This study examines the impact of social media

marketing on the purchasing decisions of HUMSS students
at Betinan National High School. It aims to identify the
factors that influence students’ decisions to buy
products online. A Descriptive-Qualitative research
design was employed, utilizing close-ended questionnaires
distributed to 35 purposively selected respondents. The
data collected were thoroughly analyzed to uncover the
key influences on students’ online purchasing behavior.
The results reveal that the most significant factor
influencing students’ decisions is the latest trends.
This is followed by the awareness of new products, and
enjoyment in engaging with brands on social media.
Perception of social media advertisements also plays a
role, but it has a lesser influence compared to the
previous factors. The least influential factors were
promotional posts and engagement with virtuals on social
media. This study indicates that HUMSS students’
purchasing decisions are significantly influenced by
social media marketing. This underscores the importance
of trends, product awareness, and social media
interaction in shaping consumer behavior among the
younger demographic.
Keywords: social media marketing, purchase decisions, HUMSS
students, online shopping, trends.
 iv

ACKNOWLEDGEMENT

We would like to express our sincere gratitude to

everyone who helped us complete this project. First, we

extend our heartfelt thanks to Mrs. Shyny Lynn Batingal,

our dedicated teacher, for her guidance, knowledge, and

encouragement. Her patience and support have been

invaluable in shaping and improving our study.

We are also grateful to our classmates for their

helpful feedback, advice, and support. Their motivation

and teamwork have inspired us to keep going and do our

best.

A special thanks to the faculty of Betinan National

High School for their time and assistance. We also

appreciate the teachers who guided and supported us

throughout this journey. Their encouragement and

understanding have meant so much to us.

 v

DEDICATION

This research is dedicated to all those who have

guided, supported, and encouraged us throughout this

journey of learning and discovery. First and foremost, we

sincerely thank our families for their unwavering love

and support. Their encouragement and belief in our

abilities have been our foundation, motivating us to

persevere and succeed. A special acknowledgment goes to

our 31's teacher, Mrs. Shyny Lynn S. Batingal, whose

guidance and mentorship have been invaluable. We

appreciate the opportunity she provided us to engage in

this research and for her unwavering support every step

of the way.

Furthermore, we express our gratitude to Almighty

God for granting us wisdom, resilience, and strength to

overcome the challenges we faced during this study. His

guidance has been our source of hope, helping us navigate

the complexities of academic research with determination

and grace. This research is a testament to the collective

support of our families, friends, teachers, and divine

blessings that have inspired us throughout this journey.

Lastly, we extend our heartfelt gratitude to Jesus

Christ for His wisdom, guidance, and abundant blessings.

 vi

His presence has strengthened our spirits and illuminated

our path, allowing us to complete this study with faith

and perseverance.

TABLE OF CONTENTS

Title Page Page

Certificate of Panel Approval ii
Abstract
iii
Acknowledgement iv
Dedication v
Table of Contents vi

CHAPTER

1. THE PROBLEM

Introduction 1
Conceptual Framework 4
Statement of the Problem 6
Significance of the study 6
Scope and Delimitation 7
Definition of Terms 8

2. REVIEW OF RELATED LITERATURE

Social Media Marketing

11
Product Quality and Reviews
13
Website/ User-Experience
14
Price Sensitivity
16
Impulsivity and Persuasion
17
Personalization
18
Aesthetic Appeal
20
Trend Awareness
23
Implications of Factors Influencing
the Online Purchasing Decision-Making Process
25
Synthesis
27
 vii

3. METHODOLOGY

Research Design
28
Research Environment
29
Research Participants
29
Research Instrument
29
Sampling Design
30
Data Gathering Procedures
31
Data Analysis
32

4. PRESENTATION,ANALYSIS,AND INTERPRETATION OF DATA

Factors Influencing the Decision-making in

34
Purchasing Online

5. SUMMARY OF FINDINGS, CONCLUSIONS, AND

RECOMMENDATION

Summary of Findings 41
Conclusion 44
Recommendations 45

REFERENCES 47

APPENDICES

A Documentation 53
B Questionnaire 54
C Letter to the School Principal 56
D Computations 57
viii
 ix

LIST OF FIGURE Page

Figure 1. Schematic Diagram of the Study 5

 x

LIST OF TABLE Page

Table 1. Mean Response Distribution of

HUMSS Students Decision-Making in Purchasing
35
Online
xi
 CHAPTER I

THE PROBLEM

Introduction

Social media marketing puts consumers back at the

heart of business, giving marketers new tools to interact

with and engage consumers in innovative ways. To succeed,

marketers must understand how social media affects

consumer buying behavior. This modern marketing approach

opens new opportunities to promote products or services

compared to traditional media.

Peighambari (2016) customers purchasing behavior

refers to the steps customers take before purchasing a

good or service, including the circumstances under when,

why, and how they make or decline to make a purchase. In

all business and service industries, customer behavior

has the highest concentration. The most crucial factor

for every company to consider understands how customer

needs and preferences are changing in the modern world.

Since changes in culture, economy, and technology affect

how customers behave. The studies’ sites, procedures, and

goals on customer behavior are ultimately changed due to

these alterations.

Furthermore, the rise of social media platforms

transformed how businesses connect with customers,

especially in marketing. Platforms like Facebook,

 2

Instagram, and Twitter are now key in influencing

purchasing decisions. This is particularly true for

younger consumers, such as students in the Humanities and

Social Sciences (HUMSS) strand, who spend considerable

time on these platforms. HUMSS students are usually very

active on social media, where they gather information,

spot trends, and interact with others. These platforms

display ads, influencer recommendations, and suggestions

from friends, all of which can change students’

perceptions of products and their buying preferences.

Ashley and Tuten (2015) noted that targeted ads on

social media use emotional and interactive elements to

affect students, often leading to impulse purchases. This

is particularly relevant as HUMSS students encounter more

personalized ads. Their study found that 62% of students

made impulse buys due to emotionally appealing and

interactive advertisements.

Similarly, Patel (2016) examined how social media

marketing affects students’ purchasing behavior, noting

that advertisements on these platforms are often tailored

to the preferences of younger users. Patel concluded that

students are easily swayed by online reviews,

influencers, and targeted ads that resonate with their

lifestyle, which significantly influences their purchase

decisions.
 3

This research asserts that social media marketing

significantly influences HUMSS students’ buying behavior

through influencer recommendations, peer validation, and

targeted ads, ultimately fostering brand loyalty and

trust.

The study aims to explore how social media marketing

affects the purchasing behavior of HUMSS students,

focusing on social media influencers, peer interactions,

and personalized ads. It seeks to understand how these

factors contribute to brand trust, impulse buying, and

brand loyalty among these students.

This study will contribute valuable insights to the

fields of marketing and education, highlighting how

social media marketing specifically impacts the buying

decisions of HUMSS students. It will inform marketers

about the importance of targeting young audiences and

demonstrate how influencer culture and peer interactions

can drive consumer behavior. Furthermore, to it will

emphasize the growing need for personalized and

interactive marketing strategies in today’s digital

landscape, which can be applied across various

industries.
 4

Conceptual Framework

The conceptual framework of this study is depicted

in a schematic diagram in Figure 1 on the next page. As

indicated in the figure, the study investigated the

factors influencing the decision-making process in online

purchasing among the respondents. The results of the

study fostered implications in understanding why the

yielded factors influence the decision-making in

purchasing online.
 5

Factors Influencing
the decision- making
Implications
in Purchasing Online

Figure 1. The schematic diagram of the study

 6

Statement of the Problem

This study assessed the extent to which social media

marketing influences the purchasing decisions of

Humanities and Social Sciences (HUMSS) students in

Betinan National High School.

Specifically, it answered the following questions:

1. What are the factors influencing the students’

decision-making in purchasing online?

2. What implication does the result yield?

Significance of the study

Students. This study helped HUMSS students

understand how social media marketing affects their

buying choices. By learning about how social media shapes

what people buy, students can think critically about ads

and influencer promotions. This knowledge allowed them to

consider the pros and cons of these influences, enabling

them to make better decisions and encouraging them to

shop responsibly in line with their values.

Teacher. This understanding helped educators lead

important conversations in class about the ethics of

marketing and the need for media literacy. Teachers can

 7

guide students on how to navigate social media marketing

effectively, showing them how it can affect their

decisions. They may also choose to include these topics

in their lessons to help students learn about real-world

marketing practices.

Future Researcher. The results of this study served

as a strong starting point for future researchers

interested in how social media marketing impacts consumer

behavior, especially among young people. This research

will promote deeper studies into the specific factors

that influence HUMSS students’ buying decisions, like

peer pressure, emotional marketing, and trust in

influencers. It also helped Identify areas that need more

research and encourage further exploration of social

media marketing’s effects on different groups in society.

Scope and delimitation

The study is focused on the influence of social

media marketing on the purchasing decision of the senior

high school students of Betinan National High School. The

respondents of this study were 35 HUMMS students selected

purposively. This research is limited to Betinan National

High School and senior high school students’ therefore,

the findings cannot be generalized to other educational

 8

institutions. However, the insights gained from this

study served as a basis for further exploration and

comparison to the other similar context.

Definition of Terms

For better and precise understanding of this study,

the following terms are defined:

Brand Awareness. How Familiar people are with a brand,

often influenced by how much they see its ads and

promotions on social media.

Brand Loyalty. When a consumer keeps buying a brands

product because of positive experiences, trust and a

personal connection of a brand.

Consumer. A person who is willing to buy a product.

Consumer Buying Behavior. The way people make decisions

about what to buy, including how social media who

can affect what others buy by recommending or

reviewing products.

Engaging Content. Content that grabs attention and

encourages people to interact by liking, sharing, or

commenting which can build trust in a brand.

Impulse Buying. Making an unplanned purchase, often

influenced by emotions triggered by ads, social

media posts or influencer suggestions.

HUMSS students. Students studying Humanities and Social

Sciences, who often focus on subjects like society,

 9

culture and behavior and are active on social

media. Influencer. People with a large following on

social media who can affect what others buy by

recommending or reviewing products

Media Literacy. The ability to understand and think

critically about the media we see including

recognizing the messages and tactics used in

advertising.

Peer Influence. How friends, classmates or social

connections impact someone’s decisions often taking

recommendations or shared experiences on social

media.

Personalized Marketing. Ads and messages customized for

each person based on their preferences, habits and

online activity made possible by analyzing data.

Social Media. Refer to online platforms like Facebook,

Instagram, Twitter, Tiktok and Youtube where people

can create, share and interact with content such as

texts, messages, and videos.

Social Media Marketing. Using Social Media platforms to

promote products or services, interact with

customers and build brand awareness through posts,

ads, and other online content.

Social Validation. When people look for approval from

their peers, which can influence their buying

 10

decisions based on what others think is popular and

accepted.

Targeted Ads. Ads created specifically for certain groups

of people based on their online activity, Interests

and personal data.

 CHAPTER 2

REVIEW RELATED LITERATURE

The researcher carefully reviews various studies and

literature in this chapter to highlight the importance of

the current investigation. It provides an overview of

recent developments that enhance understanding of the

topic, making it more accessible. The chapter discusses

related research and critical insights to help

researchers effectively engage with social media

marketing. It also explores students’ perceptions of

social media marketing in relation to their purchasing

decisions.

The first section focuses on the role of social

media marketing in influencing purchasing behaviors,

while the second segment talks about the factors

influencing the decision-making process in purchasing

online. The third segment examines the implications of

these factors on consumer behavior. Thus, the last

section contains the synthesis of the studies and

literature from which this research is anchored on.

Social Media Marketing

Kaplan and Haenlein (2014) examine how social media

has evolved from early communication tools to its current

 12

importance. They classify different platforms by how

people use them and engage with each other. The authors

stress that understanding social media is crucial for

businesses and individuals, especially for marketing.

They also highlight the challenges and opportunities

social media presents, encouraging ethical use.

Additionally, Tuten and Solomon (2015) examine how

social media is changing marketing strategies and

consumer behavior. They discuss different social media

platforms and how businesses can use them effectively.

The authors stress the need for engagement and building

relationships with consumers instead of relying on

traditional ads. They also highlight the challenges of

measuring success on social media and the importance of

clear metrics.

Kumar et al. (2016) investigated this phenomenon,

shedding light on its influence on purchase intentions.

Their study revealed that social media advertising

positively impacts purchase intentions, particularly

among younger consumers. He emphasized that social media

advertising’s effectiveness stems from its ability to

facilitate peer-generated content, foster social

interactions, and create brand awareness.

Smith (2021) investigates how social media affects

mental health, particularly among young people. The study

highlights both positive and negative effects, such as

 13

increased connectivity versus feelings of loneliness.

Smith emphasizes the importance of moderation in social

media use and suggests strategies for promoting healthier

online habits. The findings aim to raise awareness about

the mental health implications of social media and

encourage further research in this area.

Product Quality and Reviews

The utilization of social media has seen a dramatic

increase in recent years, with social platforms playing a

central role in content marketing and the sharing of

product information. Facebook, Instagram, and Twitter

have revolutionized how users consume information,

express opinions, and make purchasing decisions regarding

products and services. These platforms fulfill various

needs, including emotional, social, functional, self-

oriented, and relational needs, which has resulted in

increased user engagement (Constantinides, 2014).

A core driver of social media consumerism is trust,

which has emerged as a key factor in influencing online

buying behavior. Wang et al., (2016), highlights the

importance of trust in e-commerce. These studies

emphasize that the level of trust a user has in the

platform or merchant can significantly impact their

willingness to engage in purchasing activities. Despite

 14

the established connection between trust and purchasing

behavior, however, limited research has examined how

users' perceptions of social commerce platforms

themselves contribute to establishing trust.

Lu, et al., (2016) Social support, which encompasses

user interactions such as comments, reviews, and general

social engagement, has been identified as a significant

factor influencing consumer purchase decisions. Positive

social interactions with peers or the wider community

enhance the credibility of a product or service, which,

in turn, boosts trust and encourages potential buyers to

proceed with their purchases. Social validation from

others is particularly important in the context of social

commerce, as it provides consumers with the confidence

they need to make informed buying decisions.

Website/ User-Experience

The use of social media has become an integral part

of adolescents' daily lives, facilitating communication,

social interactions, and access to new information.

Social media platforms such as TikTok, Twitter,

Instagram, Snapchat, and Facebook have transformed how

teens engage with one another, allowing them to share

ideas, support social relationships, and explore new

social information (Rideout & Robb, 2018; ArmstrongCarter

 15

& Telzer, 2021). For adolescents, these platforms serve

multiple purposes, ranging from maintaining peer

relationships to expanding their social networks and

acquiring knowledge about their friends and social

circles (Lenhart, et al., 2015).

However, with the widespread adoption and

omnipresent nature of social media, concerns have arisen

about its impact on young people's social and emotional

health. A significant aspect of adolescent social media

use is the tendency to compare oneself to others, which

can lead to negative emotional consequences. As Nesi &

Prinstein (2015) suggest, social media often fuels

unhealthy comparisons, which can be emotionally draining

and contribute to stress. Adolescents may experience

anxiety regarding their online relationships and the

pressure to present themselves in a socially acceptable

way, which can result in feelings of inadequacy and fear

of being judged (Hall et al., 2021; Steele, et al., 2020;

Weinstein, et al., 2016).

Furthermore, studies have highlighted that

adolescence face the "fear of missing out" (FOMO), which

exacerbates relational pressures and contributes to

heightened stress levels (Nick, et al., 2021). This

emotional strain can manifest in a deeper fear of

rejection, with teens increasingly concerned about their

social standing in both online and offline spaces (Nick,

 16

et al., 2021). Despite these challenges, social media

remains a vital tool for maintaining social connections,

and some researchers argue that it may foster a sense of

social connectedness, especially for those craving

validation or seeking new stimuli (Pouwels, et al.,

2021).

Price Sensitivity

With businesses lowering expenses and individuals

reducing spending, several nations are experiencing an

economic downturn in the post-pandemic era (Joyce, 2023).

In fact, price sensitivity is becoming more and more

prominent in global consumption habits. Price sensitivity

has been extensively researched in marketing (Bijmolt, et

al., 2015) and describes how customers respond to price

levels and changes (Goldsmith, et al., 2015). Highly

price-sensitive consumers typically seek more competitive

prices in comparison to those who are less price-

sensitive (Natarajan, et al., 2017). According to earlier

research, price sensitivity at the individual level might

be rather stable and able to gauge individual variations

(Natarajan, et al., 2017).

Subsequent research revealed that price sensitivity

differs among individuals and is influenced by

situational conditions. Price sensitivity among consumers

 17

varies by category and is often influenced by the

occasion of consumption (Cortiñas, et al., 2018).

Customers who purchase online, for example, have

lower price sensitivity than those who shop offline, and

families' price sensitivity is inversely correlated with

their distance from physical stores (Chu, et al.. 2018).

The distance from stores (Chu, et al., 2018). The

distance from competitors will also have an impact, in

addition to the distance from actual retailers (Hoch et

al., 2014). Variables relating to the weather have been

investigated. According to Li, et al. (2017), purchase

responses to promotions are lower and slower in wet

weather and greater and faster in sunny weather compared

to overcast weather. Social surrounds, which include

other people's traits and roles as well as ongoing

interpersonal interactions, make up the second category

of situational variables. Wakefield and Inman (2003)

demonstrate that price sensitivity is reduced from this

angle.

Impulsivity and Persuasion

Global online buying has dramatically increased

during the last ten years. According to Statista (2022),

the spread of smartphones, easier access to the internet,

and the simplicity of digital payment methods are all

 18

responsible for this extraordinary growth (Organisation

for Economic Co-operation and Development [OECD], 2020).

At the same time, algorithms are now a major factor in

determining how people shop online. Businesses can now

more intricately customize their marketing campaigns to

developments in artificial intelligence (Al) and machine

learning. According to Akter, et al. (2019), Al makes it

easier to analyze large datasets in order to identify

consumer preferences, which improves focused marketing

efforts. Pappas (2016) discovered a substantial

association between algorithm-driven impulse purchases

and buyer's regret.

Personalization

Web content may be envisioned as a combination of

stimuli that are in the form of text, images, sound,

animation, or video. During web page interaction, a user

is exposed to the impacts of these stimuli. There is

growing research interest in the exploration of

connections between web stimuli and user behavior (Smith,

et al., 2014; Zhang et al., 2015; Wang and Li, 2016;

Johnson, et al., 2017; Lee, et al., 2018; Liu and Zhang,

2019; Chang, et al., 2020; Park and Kim, 2021). Although

not conceptualized within the web personalization

framework, these studies make us aware of the tight

 19

coupling between web content, processing aims, and user

behavior. Moreover, research from the stream of flow

theory states that an interactive and engaging experience

is most likely to trigger a flow experience, which in

turn would lead to further exploratory behavior (Chen and

Lee, 2014; Koufaris, et al., 2015; Novak et al., 2016;

Webster and Hayes, 2017; Zhao, et al., 2019; Yang, et

al., 2020).

Web personalization is generally the process of

tailoring web content to respond to the individual needs

of users and to increase business opportunities (Korper

and Ellis, 2014). As online traders start to leverage the

power of personalization agents, we anticipate widespread

adoption of context-driven personalization.

Personalization agents are the IT enabler of web

personalization.

A personalization agent is a set of software modules

employed to create customized content for individual

users. Online merchants can control content-related

parameters at a very fine level with the assistance of

personalization agents, which was previously impossible.

More and more, these agents can now adapt to interaction

contexts, making context-based personalization a reality.

Examples of context-based personalization include

presenting banners of complementary products by examining

the shopping cart of a user in order to optimize cross-

 20

sell opportunities; utilizing name-greeting personalized

banners to redirect the focus of users to cause

elaboration of the banner's message; and organizing the

index of product pages in real time based on clickstream

analysis to reduce the user's search attempts. These are

a few of the numerous options that exist for online

retailers to employ their personalization plans. There is

little understanding of the efficacy of these plans, and

there is no systematic approach to linking these plans to

a general conceptualization of web personalization. The

present work tries to create such a conceptualization and

to comprehend the efficacy of personalization

manipulations on the user decision outcomes and

information processes (Tan and Yang, 2022; Wu and Zhang,

2023; Lee, et al., 2024).

Aesthetic Appeal

As a component of the e-tail strategy, the problem

of e-store design has become a significant issue in

online retailing. As Grewal and Levy (2014) noted, the

effect of web design on online consumer behavior is a

possible area in retailing research due to the lack of

extensive investigation. Today, numerous e-tailers

implement high-tech web technology, including custom

solutions and computer-aided analytical tools, to enhance

 21

internet-based services to succeed in the ultimate

competition.

Nevertheless, from a marketing perspective, having

all the functional features might not be sufficient in

developing a consumer-friendly online shopping context.

Previous studies in the e-tail area have identified that

beautiful web design plays a critical role in making the

online shopping experience better for shoppers (Huang &

Benyoucef, 2016; Kim, et al., 2017). Significantly,

current research has found that most web surfers are

encouraged to carry out online shopping behaviors due to

the stimulating effect of interesting websites (Gao, et

al., 2015).

Considering the website to be the main interface of

an e-tailer throughout consumers' service encounters,

consumers may fail to be interested in further online

browsing if they do not like the interface, even though

the e-tailer can indeed provide advantages like less

expensive merchandise, analytical support, and more rapid

delivery (Lin & Wang, 2018).

When we understand the extent to which consumers are

concerned with the shopping context and how the

atmospherics of a store could have a powerful impact on

buying decisions, we find that designing an aesthetic

website to enable consumers to have fun in their internet

shopping environment is a key retailing research issue.

 22

In this research, we concentrate on such an aesthetic

research strategy to explore e-tail website design and

consumer reactions. As per the American Heritage

Dictionary of the English Language, aesthetics is "a

conception of what is artistically valid or beautiful."

The term aesthetics has also been defined as "the

philosophy of beauty" in the arts literature (Dickie,

2014). In web parlance, web aesthetics could stand for

how various elements and properties are brought together

to provide a sense of beauty (Tractinsky, et al., 2019).

There are a minimum of three reasons why consumer

reactions to web beauty have been investigated. Firstly,

prior marketing studies have acknowledged the underlying

pattern of consumers' online consumption behavior. The

web isn't just consumed for utilitarian reasons, such as

in search of data and lower-cost products; the web is

rather becoming a zone for leisure activities and

enjoyment pursuits that can address consumers' hedonic

needs (Childers, et al., 2014; Gao, et al., 2015).

Therefore, a website that is artistically fine and brings

satisfaction to one's eyes will be rated highly compared

to less-attractive websites. Web aesthetics research will

contribute to a deeper understanding of the hedonic needs

of web consumers. Secondly, there has not been a good

discussion of a parsimonious measure of total

atmospherics, though past research indicated a strong

 23

impact of total atmospherics on consumers' shopping

behavior (Eroglu, et al., 2014; Puccinelli, et al.,

2021). Since the stimuli of an atmosphere involve many

factors, exploring web aesthetic reactions should

identify if and in what manner individual web aspects,

properties, and aids combined will affect consumers'

psychology and behavioral responses. Beyond ascertaining

how effective single atmospheric stimulus functions are,

web aesthetics provide a complete perception of online

consumer buying situations.

Third, intellectual understanding of web aesthetics

has been reserved for information system users and not

applied to consumers. Earlier studies on human-computer

interaction have produced extensive results on the

dimensionality, consistency, and fidelity of web

aesthetics (Park, et al., 2016; Schenkman & Jonsson,

2017). However, the importance of web aesthetics to

online consumers and their impact on consumers'

purchase/repurchase intentions, loyalty behavior, and

service-switching behavior have not been well understood.

Therefore, empirical studies on consumers' reactions to

web aesthetics appear to be necessary (Lee, et al.,

2023).

Trend Awareness
 24

Fads in consumer behavior also shift over time.

Today, people expect things not only to engage all of

their senses but also to provide a variety of new

touchpoints and entirely new experiences. People desire

more multiplicity, and experiences must deliver more. It

is no longer just about efficiency—multiplicity creates

the demand for hyper-efficiency. Individuals are seeking

and discovering smarter and more effective solutions to

their challenges. People are utilizing every available

inch of space and time, searching for intelligent ways to

combine multiple functions in one property (Brown &

Taylor, 2015). Furthermore, consumers have experienced

super-personalization. New technology has the capability

to read customers and provide them with what they need—

sometimes without even being asked (“Six Trends That Will

Shape Consumer Behavior This Year,” 2014). New

technologies are now integral to people's lives, and

remaining online all the time has become the norm.

Consumers' behaviors are evolving with this shift, and

marketers must account for these changes (Smith & Miller,

2018).

Moreover, today's consumers are increasingly

concerned about the world's resources and people. They

wish to be assured that the brands they buy from share

these same concerns. In 2016 and beyond, more companies

 25

have aligned themselves with environmental and social

issues to meet the growing pressure on brands to stand

for something more than what they sell (Walsh, 2016;

Thompson, et al., 2020). Also, it is important to

consider the traits of today's generation—Millennials.

They are the most important social media audience but are

not so easily swayed by it, with 48 percent stating that

social media has never impacted their buying decisions

(Johnson & Lee, 2014). Millennials are accustomed to

consuming content on multiple platforms via various

devices and are usually heavily influenced by what others

in their peer group think.

Therefore, for marketers, it is crucial to

understand how this group consumes information and,

secondly, how to present the appropriate marketing

message that resonates with them (Davis, et al., 2019).

Implications of Factors Influencing the Online Purchasing

Decision-Making Process

Technological advancements have rapidly influenced

various aspects of life, including e-commerce. Recent

developments in web-based technology and the introduction

of social media have significantly impacted online

trading, particularly through platforms like Shopee,

which is among the most downloaded apps in Indonesia. The

 26

rise of e-commerce, especially among millennials, has

been shaped by factors such as convenience, service

quality, price, trust, information quality, and brand

image (idEA, 2019).

Millennials are known to compare prices, features,

programs, schedules, and product quality across various

e-commerce platforms before making purchasing decisions.

Convenience plays a key role in attracting consumers, as

ease of access and acquisition increases consumer comfort

and enhances the likelihood of purchase. Businesses that

consistently offer high-quality service are more likely

to gain customer loyalty. However, service quality

issues, such as app errors and concerns over data

security, can negatively affect consumer confidence.

Price is another significant factor influencing

online purchasing decisions. The competitiveness of

pricing, particularly on platforms like Shopee, which

often offers lower prices due to direct imports, can sway

consumers’ purchasing choices. Research by Rizki,

Hidayat, and Devita (2019) confirms that price impacts

consumer decision-making.

Trust is a critical element for online consumers, as

their purchasing decisions are often influenced by the

trustworthiness of the marketplace and the vendors.

However, the impact of trust on purchasing behavior is

debated. While some studies, like Rozieqy and Arifin

 27

(2018), highlight trust's strong influence on purchase

decisions, others, such as Ayuningtiyas and Gunawan

(2018), suggest a weaker correlation.

Information quality also plays a vital role in

purchase decisions. Product descriptions, reviews, and

ratings provide consumers with essential details, and

when the information is accurate and up-to-date, it can

increase consumer confidence in making a purchase.

Ayuningtiyas and Gunawan (2018) emphasized that

information quality has a significant impact on purchase

decisions.

Lastly, brand image influences consumer purchasing

behavior. A positive brand image, created through

consumer experiences and perceptions, can significantly

affect sales. Studies by Rizki, Hidayat, and Devita

(2019) indicate that a strong brand image positively

influences purchasing decisions.

The integration of these findings underscores the

dynamic interactivity of various factors influencing

online purchasing decisions. Technological innovations

and the rise of social media have significantly

transformed consumer expectations, highlighting the

necessity for companies to strategically leverage these

platforms to foster trust, offer competitive pricing, and

deliver high-quality service and information. A

comprehensive understanding of these interrelated

 28

dynamics is essential for organizations seeking to

succeed and remain competitive within the rapidly

evolving e-commerce landscape.

 CHAPTER III

RESEARCH METHODOLOGY

This chapter contains the research methodology that

the researcher will use in the conduct of the study. This

also covers the research design, respondents, the

research environment where the study will be conducted,

the research instrument, the desorption of how the data

will be gathered, and the process of analyzing and

interpreting the data.

Research Design

To provide an in-depth description and

interpretation of the data and assess the

generalizability of the findings, the study adopted a

descriptive-qualitative design, using content analysis as

the approach for qualitative research. This approach was

employed to uncover and describe the key factors

influencing the purchasing decisions of HUMSS students in

the context of social media marketing. To determine how

social media marketing strategies, such as

advertisements, influencers, and peer reviews, affect

purchasing decisions, the researcher analyzed responses

from the participants. The outcomes of the study were

 29

quantified using percentages to offer a descriptive

overview of the findings.

Research Environment

The study conducted at Betinan National High school

situated in Betinan, San Miguel, Zamboanga del Sur, which

started on August 20, 1997, and is set to continue

throughout the academic year.

Research Participants

This study employed a qualitative research design,

focusing on a sample of senior high school students

enrolled in Humanities and Social Sciences (HUMSS) at

Betinan National High School. A total of 35 students were

selected based on their active engagement with social

media platforms, as determined by the frequency of their

usage. These students were chosen to examine the

influence of social media marketing on their purchasing

decisions, specifically regarding products or services

advertised on platforms such as Facebook, Instagram,

Tiktok and Youtube.

Research Instrument

This research employed structured survey as it's

research instrument in gathering the data necessary for

 30

treatment. The said instrument was made by the

researchers alongside with their adviser for accuracy,

validity and reliability. It is composed of 15 closed-

ended questions. This shall be solely use to address the

problem of the study.

Sampling Design

This study used a purposive sampling design to

explore how social media marketing influences the

purchasing decisions of HUMSS (Humanities and Social

Sciences) students. The focus will be on 35 students from

a specific school who actively engage with social media

platforms like Facebook, Instagram, Tiktok, and Twitter.

These students will be intentionally selected based on

their enrollment in the HUMSS strand and their regular

use of social media, especially when it comes to making

purchase decisions influenced by social media marketing.

Although this purposive sampling method offers deep

insights into this specific group of students. The study

will provide useful information about how social media

marketing shapes the buying behavior of HUMSS students,

which can help marketers and educators better understand

this group’s decision-making process.

 31

Data Gathering Procedure

The researchers undergone numerous procedures to

collect the data for this study, which were thoroughly

explained using the "before-during-after” scheme.

First, the researchers developed a structured survey

questionnaire consisting of 30 closed-ended questions.

The instrument was validated to ensure its accuracy,

reliability and alignment with the study 's objectives.

Afterwards, a formal permission letter has been sent

to the Principal's office al Betinan National High school

to seek approval to conduct the research. Once approved,

the researchers coordinated with the 3I's subject teacher

for further instructions.

Furthermore, the student’s researchers employed

purposive sampling to chose 35 HUMSS students who

actively engage with social media platforms like

Facebook, Instagram, TikTok, and Twitter. Informed

consent forms will be provided to respondents aged 18 and

above, while assent forms will be distributed to those

below 18. These forms will explain the purpose of the

 32

study, the voluntary nature of participation, and the

confidentiality of responses.

On the scheduled date, the researcher's distributed

the survey questionnaires to the selected respondents in

their classroom. Before administering the surveys, the

researchers explained the purpose of the study, the

confidentiality of responses, and the process for

answering the questions.

Then the researchers supervised the respondents as

they complete the survey to provide assistance in case of

clarifications. The process ensured that all respondents

provide complete and accurate news.

Once all the surveys are collected, the researchers

reviewed the responses to ensure completeness and

consistency. The data was encoded and organized for

analysis. The researchers analyzed the data descriptive

statistics to summarize the demographic profiles of the

respondents and their responses to the survey questions.

Lastly, all collected data has been kept

confidential for the purpose of this study. The

researchers ensured compliance with the Data Privacy Act

of 2012 by securely storing the information and

preventing unauthorized access.

Data Analysis
 33

To analyze and interpret the data, descriptive

statistics were utilized. By creating summaries of data

samples, the characteristics of the data set can be

described. This method was used to break down the data

set into several pieces of knowledge. The study used

percentages to determine which factor has the most

influence on HUMSS students' decision-making process in

online purchasing.

The formula in getting the percentages is as

follows:

f
P= ×100 %
n

Where:

P= Percentage

f= frequency of response

n= number of respondents
34
 CHAPTER IV

PRESENTATION, INTERPRETATION AND ANALYSIS OF DATA

This chapter presents, analyzes and interprets the

data gathered on the influence of social media marketing

on HUMSS students purchasing decisions in Betinan

National High School S.Y 2024-2025. The data presents in

the table are arranged based on the problem that is

presented on the study.

Factors Influencing the Decision-Making in Purchasing

Online

The table on the next page shows the factors

influencing the decision-making in purchasing online. It

provides valuable insights into how social media

marketing influences the purchasing decisions of HUMSS

students.

The data presented in the table reveals that the

statement "Social media marketing helps me stay informed

about the latest trends" emerged as the most significant

factor influencing the online purchasing decisions of

HUMSS students, with 31 out of 35 respondents (89%)

expressing agreement. Following this, the second most

influential factor identified was the respondents'

increased awareness of new products posted online, with

29 out of 35 respondents (83%) indicating agreement.

 35

Table 1. Mean Response Distribution of HUMMS Students

Decision-Making in Purchasing Online.
Yes Perce No Perce
Factors ntage ntage
(%) (%)
1. I trust product reviews found on
23 66% 12 34%
social media platforms.
2. How often do you purchase
products after seeing posts from
27 77% 8 23%
your friends or peers on social
media.
3. Promotional posts on social
media lead me to buy products I 17 49% `18 51%
wouldn’t have consider otherwise.
4. Social media marketing
strategies appeal to my interest and 26 74% 9 26%
preferences.
5. Engaging visual in social media
19 54% 16 46%
ads influenced my buying behaviors
6. Discounts advertised in social
media motivate me to make a 28 80% 7 20%
purchased.
7. I feel overwhelmed by the number
of advertisements I see on social 25 71% 10 29%
media.
8. I enjoy interacting with brands
on social media which influences my 28 80% 7 20%
purchasing decisions.
9. User-generated contains on
social media affects my perception 22 63% 13 37%
of a product.
10. Social media provides a
26 74% 9 26%
convenient way to discover products.
11. I believe that social media is a
reliable source for product 26 74% 9 26%
information.
12. Social media advertisements
increase my awareness of new 29 83% 6 17%
products.
13. Social media marketing helps me
to stay informed about a latest 31 89% 4 11%
trend.
14. I prefer to discover new brands
through social media rather than 24 69% 11 31%
traditional media.
15. Social media marketing is 25 71% 10 29%
essential for brands targeting young
 36

consumers like myself.

The third most influential factor was the belief

that social media provides a convenient way to discover

products, with 26 out of 35 respondents (74%) agreeing.

Similarly, 74% of respondents (26 out of 35) reported

that social media marketing strategies align with their

interests and preferences, placing this factor as the

fourth most influential.

The fifth most influential factor was the perception

that social media advertisements enhance awareness of new

products, with 29 out of 35 respondents (83%) agreeing.

Closely following this, the belief that discounts

advertised on social media drive purchasing decisions was

identified by 28 out of 35 respondents (80%), ranking it

as the sixth most influential factor.

Additionally, 28 out of 35 respondents (80%) stated

that they enjoy interacting with brands on social media,

which influences their purchasing decisions, positioning

this factor seventh. Trust in product reviews on social

media platforms was also an important factor, with 25 out

of 35 respondents (71%) agreeing, ranking it as the

eighth most significant influence.

The ninth factor was the frequency with which

respondents purchase products after seeing posts from

friends or peers on social media, with 27 out of 35

respondents (77%) indicating agreement. Lastly, 25 out of

 37

35 respondents (71%) agreed that they feel overwhelmed by

the number of advertisements they encounter on social

media, suggesting that, while it is a notable influence,

it may have a potentially negative impact on purchasing

behavior.

On the other hand, the least influential factors in

the decision-making process for online purchasing among

HUMSS students are as follows:

The factor "Promotional posts on social media lead

me to buy products I wouldn’t have considered otherwise"

was identified as the least influential, with only 17 out

of 35 respondents (49%) indicating agreement, while 51%

disagreed. This suggests that promotional content on

social media has a relatively minimal impact on

purchasing decisions compared to other factors.

Similarly, the statement "Engaging visuals in social

media ads influenced my buying behaviors" ranked as the

second least influential, with 19 out of 35 respondents

(54%) expressing agreement, while 46% disagreed. This

indicates that, although visuals may influence some

respondents, they are not as significant a driver of

purchasing behavior for the majority.

Another factor with lower influence is "User-

generated content on social media affects my perception

of a product," with 22 out of 35 respondents (63%)

agreeing, and 37% expressing disagreement. While user-

 38

generated content does exert some influence, it is not

among the most significant factors affecting purchasing

decisions.

The statement "I prefer to discover new brands

through social media rather than traditional media" also

emerged as a less influential factor, with 24 out of 35

respondents (69%) indicating agreement, while 31%

disagreed. This suggests that while social media serves

as a platform for discovering new brands for many,

traditional media still maintains some relevance for a

portion of the respondents.

Lastly, the statement "I trust product reviews found

on social media platforms" was ranked as the fifth least

influential factor, with 23 out of 35 respondents (66%)

expressing agreement. Although this factor shows a

relatively high percentage of agreement, it still ranks

lower in comparison to other influences, such as

discounts, brand interaction, and social media trends, in

terms of overall impact on purchasing decisions.

Therefore, it can be concluded that HUMSS students

are significantly influenced by social media marketing in

their ability to stay informed about the latest trends,

which emerges as the most influential factor in shaping

their online purchasing decisions. The proliferation of

social media platforms and mobile devices has enhanced

connectivity and access to information, allowing them to

 39

be more informed than ever before. This increased

connectivity has created new opportunities for businesses

to engage with their target audiences through various

digital channels, including influencer marketing, content

marketing, and social media advertising (Dutot &

Bergeron, 2016; Khajeheian & Ebrahimi, 2021; Moghavvemi &

Salleh, 2014).

The findings revealed several significant trends and

factors influencing the online purchasing behavior of

HUMSS students, with social media marketing playing a

central role. The data indicates that social media is not

only a tool for staying informed about current trends but

also for discovering new products, interacting with

brands, and being influenced by promotional content. The

most notable factor was staying informed about trends,

with 89% of respondents agreeing that social media

marketing helps them stay updated, a finding that

supports Constantinides (2014), who asserts that social

media platforms have revolutionized consumer information

acquisition. The second key influence was increased

awareness of new products, with 83% of respondents

affirming that social media aids in product discovery,

reinforcing the findings of Lu et al. (2016), who

demonstrated that user-generated content enhances the

credibility and awareness of products.

 40

Additionally, 80% of respondents expressed enjoyment

in engaging with brands on social media, which aligns

with Nesi & Prinstein (2015), who emphasize the emotional

connections and trust that are cultivated through such

interactions. Furthermore, 80% of respondents confirmed

that promotional content and discounts influence their

purchasing decisions, consistent with Bijmolt et al.

(2015) and Cortiñas et al. (2018), who highlighted the

significant impact of personalized marketing and price

sensitivity on consumer behavior. However, 71% of

participants reported feeling overwhelmed by the

frequency of advertisements, which correlates with Nick

et al. (2021), who discuss the negative effects of

advertising overload. The influence of user-generated

content (UGC) on purchasing decisions was also notable,

with 63% of students acknowledging its impact on their

perception of products, as supported by Lu et al. (2016).

Additionally, 69% of respondents preferred discovering

new brands through social media over traditional media,

signaling a broader shift towards digital platforms for

brand discovery, as noted by Smith & Miller (2018).

Finally, although 54% agreed that visually engaging

content in social media advertisements affected their

purchasing behavior, this was the least influential

factor, suggesting that content relevance and trends may

 41

be more impactful than aesthetics, as discussed by Gao et

al. (2015).
 CHAPTER V

Summary of Findings, Conclusion and Recommendations

This chapter presents summary of Findings generated

through the data analyzed, gathered, and interpreted.

Summary of findings

Based On the gathered, analyzed, and interpreted

data, the researchers came up with the following

findings, presented in accordance with research

questions, formulated on the statement of the problem.

1. What are the factors influencing the students’

decision-making in purchasing online?

The factors that influence students' online

purchasing decisions reveal that staying informed about

trends through social media is the most significant

driver, with 89% of students affirming that it enables

them to remain up-to-date. Social media advertising plays

a crucial role in raising awareness of new products, with

83% of students acknowledging its impact. Other prominent

factors include the convenience of discovering products

(74%), the alignment of social media marketing strategies

with students' interests (74%), and the influence of

 42

promotional offers and discounts (80%). Furthermore,

engagement with brands on social media is reported to

positively affect purchasing behavior, as confirmed by

80% of the respondents. Additionally, product reviews on

social media platforms are a notable factor in decision-

making, with 66% of students relying on them when making

purchase choices.

However, certain factors were found to be less

influential. Promotional posts were the least effective,

with only 49% of students agreeing that these posts

encouraged them to purchase products they would not have

considered otherwise. Similarly, interactive content in

social media advertisements had a relatively minor

impact, with 54% of students acknowledging its influence

on their purchasing behavior. User-generated content was

found to affect product perceptions for 63% of students,

but it had a lesser impact compared to other factors.

Moreover, while 69% of students preferred discovering new

brands on social media, a significant proportion still

relied on traditional media, suggesting that social media

is not the exclusive platform for brand discovery.

 43

2. What implication does the result yield?

The findings reveal that social media marketing has

a great impact on HUMSS students' buying behavior, as 74%

of them concurred that social media marketing attracts

their interests and 89% said it keeps them updated on

trends. Moreover, 80% of the students are swayed by

promotions and brand interaction, reflecting the

significance of social media in influencing their

purchasing behavior. This is consistent with

Constantinides (2014), who observed that social media

transforms consumer information by addressing emotional,

social, and relational requirements. Trust in product

reviews is also present, as 66% of students believe in

reviews discovered on social media, in support of the

fact that social validation and interactions enhance

product credibility and stimulate purchases, as Wang et

al. (2016) pointed out. But 71% of students felt

bombarded by ads, indicating that too many ads might

decrease participation, a fact highlighted by Nick et al.

(2021) and Constantinides (2014). Moreover, 69% of

students like to find new brands on social media,

indicating the move towards online platforms, a fact

validated by Smith & Miller (2018). The effect of

promotional material is evident, with 80% of the students

being prompted to buy because of social media promotions,

 44

establishing the price sensitivity of online purchasing,

as referred to by Bijmolt et al. (2015) and Cortiñas et

al. (2018). Lastly, 71% concur that social media

marketing is necessary for reaching young consumers,

supporting the increasing role of social media for

Generation Z, as argued by Nesi & Prinstein (2015) and

Smith & Miller (2018).

Conclusion

The conclusions drawn from this research emphasize

the significant influence social media has on students'

online purchasing behavior. Social media platforms,

particularly in relation to staying updated with trends,

discovering products, and responding to promotions, play

a central role in shaping students' consumer decisions.

Key drivers of these decisions include trend awareness,

ease of discovering products, promotional offers, and

interactive engagement with brands. Product reviews were

also found to be important, with many students relying on

them when making purchasing decisions. However, not all

factors were equally influential, as promotional posts,

interactive content, and user-generated content had a

relatively lesser impact. Additionally, while social

media is the dominant platform for discovering new brands

and products, traditional media continues to hold some

 45

relevance for certain students. Also, these findings

suggest that brands aiming to influence student

purchasing behavior should prioritize utilizing social

media to inform their audience about trends, new

products, and promotions. The effectiveness of product

reviews can be maximized by ensuring their authenticity

and encouraging satisfied customers to share their

experiences. However, brands should be cautious of

overwhelming their audience with excessive advertisements

and should focus on delivering relevant content.

Furthermore, adopting a hybrid marketing strategy that

integrates both social and traditional media is likely to

be more successful in reaching a broader audience and

enhancing brand visibility. Thus, the results show that

it's important for brands to adjust their marketing

strategies to match students' likes, habits, and the

changing world of media.

Recommendations

Based on the findings of the study, the

researchers recommend:

1. Build critical thinking and Digital Literacy for

Smarter Purchasing Decision. Students should work

on becoming more aware of how ads on social media

are designed to affect their choices. By thinking

 46

carefully about marketing behind these ads, they

can make smarter, more thoughtful purchasing

decision.

2. Integrate Social Media Marketing into the

Curriculum for Enhanced Students Awareness.

Teachers can bring social media marketing into

classroom discussions to help students understand

how it influences their buying choices. By

exploring real-life examples, students can learn

to think critically about how ads shape their

decisions.

3. Investigate the Psychological and Behavioral

Impact of Social Media Marketing. They should dive

deeper into how social media marketing affects

HUMSS students, looking into how these influences

change over time and what psychological factors

like peer pressure or emotional appeal play a role

in purchasing decision.
 47

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 53

APPENDIX A
DOCUMENTATION
 54

APPENDIX B

QUESTIONNAIRE

Topic: The Influence of Social Media Marketing on HUMMS

Student’s Purchasing Decisions

SURVEY QUESTIONNAIRE

Name (Optional: ________________________

I. Demographics

Check()the appropriate box below:

Sex:_____ Age:_____ Grade &

Sections:_____

II. Factors Influencing the Decision-Making in

Purchasing Online

Yes No
Statements

1. I trust product reviews found on social

media platforms.
2. How often do you purchase products after
seeing posts from your friends or peers on
social media.
3. Promotional posts on social media lead me to
buy products I wouldn’t have consider
otherwise.
4. Social media marketing strategies appeal
to my interest and preferences.
5. Engaging visual in social media ads
influenced my buying behaviors
6. Discounts advertised in social media
motivate me to make a purchased.
7. I feel overwhelmed by the number of
advertisements I see on social media.
 55

8. I enjoy interacting with brands on social

media which influences my purchasing
decisions.
9. User-generated contains on social media
affects my perception of a product.
10. Social media provides a convenient way to
discover products.
11. I believe that social media is a reliable
source for product information.
12. Social media advertisements increase my
awareness of new products.
13. Social media marketing helps me to stay
informed about a latest trend.
14. I prefer to discover new brands through
social media rather than traditional media.
15. Social media marketing is essential for
brands targeting young consumers like myself.
 56

KAPPENDIX C
LETTER TO THE SCHOOL PRINCIPAL
Republic of the Philippines
DEPARTMENT OF EDUCATION
REGION IX
BETINAN NATIONAL HIGH SCHOOL
Betinan, San Miguel, Zamboanga del Sur

January 05, 2025

Diego M. Lozarito, Ed. D

School Principal
Betinan National High School
Betinan, San Miguel, Zamboanga Del Sur

Sir:
A pleasant day. We would like to ask approval from
your office to allow us to conduct research in the school
of Betinan National High School. The undersigned are
grade 12 ABM (Accountancy Business and Management)
students currently undertaking as the study titled “The
Influence of Social Media Marketing on HUMSS Students
Purchase Decision”. This research aims to examine how
social media marketing affects the purchasing behavior of
grade 12 HUMSS students. It seeks to explore the factors
influencing their decisions and analyze how online
platform shape their consumer habits. The findings of
this study are intended to provide insights into the rule
of social media in shaping the purchasing preferences of
HUMSS students.
Rest assured, that the data to be gathered in your
school will be use solely for the academic purposes.
Thank you very much and God Bless!

Very truly yours,

The Researchers

Noted: Approved by:

(SGD Shyn Lyn Batingal (SGD)Dr. Diego M. Lozarito
3 I’s Teacher School’s Principal
 57

APPENDIX D

COMPUTATIONS

PERCENTAGE

Factors Yes No
1 23 12
=66 % =34 %
35 35
2 27 8
=77 % =23 %
35 35
3 17 18
=49 % =51 %
35 35
4 26 9
=74 % =26 %
35 35
5 19 16
=54 % =46 %
35 35
6 28 7
=80 % =20 %
35 35

7 25 10
=71 % =29 %
35 35
8 28 7
=80 % =20 %
35 35
9 22 13
=63 % =37 %
35 35
10 26 9
=74 % =2 6 %
35 35
11 26 9
=74 % =26 %
35 35
12 29 6
=83 % =17 %
35 35
13 31 4
=89 % =11%
35 35
14 24 11
=69 % =31 %
35 35
15 25 10
71 % =29 %
35 35
`