CHAPTER I

THE PROBLEM AND ITS SETTING

This chapter contains a brief introduction of the study and the statement of the research

problem. Enveloped in this chapter are also the scope and delimitation of the study, as well as the

entities that will benefit from the conduct of the research.

BACKGROUND OF THE STUDY

Nowadays, people have expressed great fondness of online shopping. From clothing to

gadgets and even groceries, there is almost no limit to the extent of what online shopping can

offer to its consumers. The advancements in technology has also helped in the upbringing of

digital marketing, and it is now one of the most sought-after types of marketing business owners

are desperate to explore. The number of consumers that make use of online shops to purchase

their needs has also increased. With this being said, the strategies of digital marketers in order to

attract potential customers has indeed worked effectively. Aside from technology being a

gateway to effective online transactions, the plans used by digital marketing entities are also

proven to be potent. Technology has been a part of the lives of people. Every single transaction

that they make relies on the usage of technological devices. The usage of mobile phones, tablets,

computers, and other types of gadgets has been a big part of the present time (Sathya, 2017). It

has been of great influence that in fact, it is now already used in the field of marketing. The term,

as defined by Ward (2018), is the process wherein potential customers are being subjected to

have interest on a certain product or service that a business provides. Technology has bridged

itself to marketing through the use of devices in promotions and endorsements, and soon after

gave birth to digital marketing. As the name suggests, digital marketing makes use of digital

1|Page
tools such as handheld devices or smartphones, tablets, computers, and any other gadgets that

may help in marketing the product to the consumers. Surprisingly, digital marketing is also an

inexpensive way of promoting a company product (Bolatova and Cata, 2010). Rather than hiring

a team of professionals to do the job, investing on computers and other devices is a more budget

friendly choice, and it can also reach an astounding amount of audience within a click. Business

networking sites such as LinkedIn.com that charges $25 per 1000 clicks on a certain ad also

makes profit out of this kind of marketing. Overtime, the number of online shoppers continue to

increase. However, it is still agreeable that online shopping poses several disadvantages that may

hinder the people from actually relying on it as a mode of transaction. Berter and Blomqvist

(2010) then argued that some online shoppers cannot help but feel the lack of security provide to

them when they shop online. Credit card information can be easily hacked online, and it is also

possible for professional hackers to infiltrate the buyers' personal data which may put their lives

in jeopardy. There is also the presence of sensory boundary (Gay, Et al., 2007), a term that

describes the inability of the shoppers to actually get a grip of the product they wish to purchase.

It is not possible for online shoppers to taste, touch, or hear the product on line, and so the risk of

receiving a damaged item is also high. With this, digital marketing entities are challenged to

create potent strategies that will keep shoppers from ultimately living the world of online

shopping. From celebrity endorsements to discounts, it is up to these strategies on how they will

land a great impact on the purchasing decisions of the buyers. Of the many people that do online

shopping, a large number of identifies as teenagers, senior high schoolers in particular. They are

more prone to online shopping as teenagers are fond of anything that is comfortable, and that

means being able to shop within the comfort of their homes. While going to the malls is still an

option, many students are already considering purchasing online instead. This is because digital

2|Page
marketing offers a variety of tricks that convince the people to switch to online shopping. One

trick is the adjustment of pricing tactics to find the best deals online (Quelch, 2008). Students are

entitled only to a limited amount of cash to spend on shopping, and they are very keen on finding

great deals offering fantastic services at a student friendly price. Of course, this tactic may have a

particular effect on the purchasing decision of the students, whether they will be convinced that

digital marketing is more reliable than that of the usual marketing. This paper will tackle an in-

depth analysis of how these digital marketing strategies will affect the purchasing decisions of

Senior High School students, particularly the Grade 12 Accountancy, Business and Management

students of the Technological Institute of the Philippines.

STATEMENT OF THE PROBLEM

The study aims to determine the Perceived Effects of Online Shopping Stores Digital

Marketing Strategies to the Purchasing Decision of Grade 12 Accountancy, Business and

Management Students of the Technological Institute of the Philippines-Quezon City that sought

to answer the following questions:

1. What do the Grade 12 Accountancy, Business, and Management students buy on online

stores?
2. What are the different digital marketing strategies known by the Grade 12 Accountancy,

Business, and Management students?

3. Why do the Grade 12 Accountancy, Business, and Management students buy online?
4. How do these digital marketing strategies affect the purchasing decision of the Grade 12

Accountancy, Business and Management students?

SIGNIFICANCE OF THE STUDY

3|Page
 The study aims to provide knowledge for effective purchasing and introducing the concept

of digital marketing strategies. Furthermore, the study could be beneficial to the following:

Students. This study will enable them to be aware on the digital marketing strategies and

make the right purchasing decision.

Business Students. The study aims to help business students on creating their future study

focusing on digital marketing strategies.

Digital Advertisers. The conduct of this study could be of help to digital advertisers in

devising efficient marketing strategies and accumulate a bigger number of buyers.

Future researchers. This study can be a step forward to learn the perceived effects of online

shopping stores digital marketing strategies to the purchasing decision of Grade 12 Accountancy,

Business and Management students. The study can also be a reference or an overview of their

research.

SCOPE AND DELIMITATION

The study “Perceived Effects of Online Shopping Stores Digital Marketing Strategies to the

Purchasing Decision of Grade 12 Accountancy, Business and Management Students of the

Technological Institute of the Philippines-Quezon City” is to be conducted only within the

premises of the Technological Institute of the Philippines, Quezon City. The research will be

exclusive only to the Grade 12 students studying under the Accountancy, Business, and

Management strand.

The study is delimited to students who do not have an interest in online shopping and

those who do not have existing knowledge regarding digital marketing. Furthermore, the

objective of the research is limited only to the perceptions of the students when it comes to

4|Page
seeing digital marketing strategies and how it affects their purchasing decisions. Grade 12

students, regardless of their ages, will be needed for the study. The participants in the study is

limited to the Grade 12 students from the Technological Institute of the Philippines, Quezon City,

and students from different grade levels and schools are excluded in the study.

CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter is inclusive of the different literatures and studies that will be reviewed for the

foundation of the research, as well as the theoretical and conceptual framework to be used for the

study.

RELATED LITERATURE

A. MARKETING

To make it simple, marketing is the process of interesting potential customers and clients in

your products and/or services (Ward, 2018). It is entirely a process that involves several other

5|Page
actions to happen, but is genuinely centered on the creation of products and services, then

introducing it to the people and eventually appeal to them to make a purchase. Marketing refers

to the activities of a company associated with buying and selling a product or service. It includes

advertising, selling and delivering products to people (Kenton, 2018). This statement implies that

marketing is generally concerned with the creation and endorsement of a product that appeals to

the consumers, and eventually convince them to make a purchase. Once a purchase is made, it is

still in marketing that the product should be delivered in a good condition, gaining the loyalty of

the customers.

Nordqvist (2018) also argues that marketing includes the identification of a product,

determining demand, deciding on its price, and selecting distribution channels. It is known in the

statement that in order for marketing to happen, a business should identify what product it is that

they really want to endorse to the people, as well as have a target demand in mind for the

production of the items. In marketing, deciding a price that is cost-effective and affordable for

the consumers to purchase is also needed. Once these steps are done, it is now time for the

business to distribute the products to several channels that may effectively endorse the items for

the people to see. Furthermore, Marketing is a societal process by which individuals and groups

obtain what they need and want through creating, offering, and freely exchanging products and

services of value with others (Kotler et al., 2009). This means that it is not only the customer

who benefits from making a purchase, but also the business itself. The process of selling a

product to a customer results into the business gaining profit, and this profit is of the same value

as the product purchased by the shopper. Marketing is a process that benefits both the business

and the consumer.

B. DIGITAL MARKETING

6|Page
 According to Sathya, P. (2017) digital marketing is the avenue of electronic communication

which is used by the marketers to endorse the goods and the services towards the marketplace.

The usage of mobile phones, tablets, computers and other type of gadgets has been a big part of

the present time. Entertaining the customers is one of the biggest assets of digital marketing

companies. Dealing with this kind of purchasing makes the consumers buy even if it is not

necessary to buy. These are the strategies that most of the digital marketing companies do to

attract their customers. However, when it comes to benefit, digital marketing adds a big one to

our future economic growth.

Digital marketing technologies permit the customers to keep on with the company

information rationalized (Gangeshwer, 2013). In demand with the digital marketing companies,

people tend to always rely on these companies because it is much easier for them to do or get

whatever they want, which is a big benefit for the company. Since high technology has been

introduced all over the world many people always crave for the ‘new ones’ that each company is

releasing every day. They are always updated whenever there are some goods or services that are

out (on sale). Mobile phones, for example, is a big hit in present time which when released,

majority of the people wanted to get some, especially when that phone is branded.

According to Gibson, C. (2018) Making a strategic shift to client-centered marketing

strategies, provide businesses the opportunity to engage in a new era of innovative marketing

practices, that use digital marketing to meet their primary marketing requirements. Consumers

find it easy and reliable whenever they are purchasing online. Some strategies that digital

marketing companies do are the organization-to-client marketing goal which is the primary goal

for every marketing company. Meeting the customer’s expectation is a big impact in the

company’s quota. (Gibson, 2018)

7|Page
 Inventions such as the telephone, the telegraph, the radio and the computer led humanity

to a completely different level of communication, possible to access from any spot on the world

map, interaction miracle – the Internet. (Leiner 2016) In present, the online marketing and the

marketing itself began being integrated into people lives as never before. New tricks and means

of marketing were invented in order to drive consumer buying behavior. Understanding of

customer interest, thinking and feeling the same or, as it known, the ability to stand up in his or

her place are normally paying off with solid results.

The online marketing strategy is a phenomenon characterized by the application of

virtual - Internet models and means with all its benefits to the company's marketing. Normally,

these strategies are simply a switch in the seller – buyer communication towards company’s web

page. (Business Dictionary 2016) The core concepts of old school marketing are still forming the

base of any Internet advertising, but, despite this, they are slightly empowered by innovations

and technological inventions, opening up completely new horizons Stokes, (2011)

In today’s technology driven world, social networking sites have become an avenue

where retailers can extend their marketing campaigns to a wider range of consumers. (Paquette,

2013) It happened to be the most popular marketing tool nowadays. It is also an advantage for a

company when using technology for marketing strategies.

C. ADVANTAGES AND DISADVANTAGES OF DIGITAL MARKETING

The internet is one of the prominent inventions in the field of technologies, and as stated

by Bolotaeva & Cata in 2010, using online social media marketing is a cheaper way to promote

effectively rather than the traditional way. Digital marketing will not only help lessen your time

promoting using the traditional, but can also help to easily narrow down the target users. Also to

stimulate the user’s interest, the company can utilize advertisement in game apps if their target

8|Page
buyers are children who will watch the ads and will be convinced to install a new game app.

Furthermore, if a company keep on bombarding their targeted buyers with constant appearance

of their advertisement or commercial instead of having them pay attention to the product offered,

they would likely get annoyed and have a bad image in the brand. In addition, Buyers can post

online their reviews and comment when and whenever they want, if the buyers of the business

reviewed badly the company cannot control all of the reviews resulting the future potential

buyers to be discouraged to avail what the business offers.

Macdougall (2018), argues that digital marketing is beneficial to a business because of its

advantages. In digital marketing, the company can measure the results of their campaign, unlike

in giving flyer by the traditional way the business cannot identify if the audiences look at it or

just crumpled the flyer. However in digital marketing the company can see the results on how

many audiences click a certain link or opened the email. Moreover, Berter & Blomqvist in 2010

explained that not only there is an advantage but there is also a counterpart of having

disadvantage. The lack of security that the customers often feel when shopping online, it is due

to the issues about the stolen credit card numbers and even the private information that will be

used against the customer’s will. They also concluded that costumers cannot easily examine

products before purchasing and have to wait for days or months to receive the product. Unlike

going to the virtual stores, they can personally examine and take the product purchased right

away.

By the same token, Chowdury in 2017 incorporated the advantage that customers can

leave a feedback either it is positive or negative. The company can benefit by the customers who

leave positive feedback about their offered services or products by stimulating the future

potential customers to have interest to the brand. He also added that digital marketing is a huge

9|Page
advantage to a business because if they post their products or services online it might go viral

reaching many people resulting to gaining more customers who will avail the brand. On top of

that, Chowdury (2017) also stated the disadvantage of the digital marketing. Unlike in the

advantages, feedback can increase consumers but, in the disadvantage, it is the opposite. Due to

the negative feedback left by the consumers online who have already tested the product or

services, the future potential consumers would likely read it and will be discouraged to avail the

services or product resulting to decreasing of customers.

In addition, Pradhan (2018) also stated that digital marketing can be an effective strategy

of a company. Digital marketing would be a great advantage because of the internet you can

reach many people as it can, the company can reach wide range of audience as early as possible.

It can also help decrease the expenses of a company to promote their brand because digital

marketing does not demand a great amount of financial commitment. Furthermore, he also

illustrated the disadvantages, limitation of internet access. The digital marketing mostly depends

on the internet and there are still places where the facility of the internet is not available. If the

company target the customers there it would be no use, without the internet the digital marketing

would be just a mere puppet. Another is using digital marketing like having online shopping apps

or website, persons who want to avail the product online but does not know how to use computer

would likely would not avail because of it even if the customers want to.

According to Baltes, L. (2016) one of the advantages is it allows a direct, permanent and

long-term relationship with the customers. Digital marketing also achieves better results than

implementing the traditional way of promoting, it achieves better results by gaining more

customers just by generating creative digital advertisements or commercials rather than in

traditional way of promoting the only way you can attract the customers interest is by sales

10 | P a g e
talking. On top of that, she also added the disadvantages of digital marketing. Digital marketing

is more demanding and complex than the traditional marketing, it requires the use of internet if

the customers does not know how to use internet or the modern technologies it would be a great

disadvantage by targeting those consumers. Baltes, L. (2016) also added that Digital marketing

cannot be effective without having a good quality of commercial or advertisements. If the target

audience watch or see the ads or the commercial that the company generated and it has a poor

quality then the targeted audiences would likely not pay attention to it so she concluded that in

order for the digital marketing to be effective it should be good and can attract the customers.

D. MARKETING STRATEGY

Marketing strategy is said to be an important principle to organize and appropriate allocation

of the organizational resources to financial profit. With this strategy it helps the consumers in the

organization to recognize the resources, constraints and analyzing recognitions. Market strategy

will help to understand the organizational perspective (Shafi'i, 2013). Aker (2009) added that

Positioning, pricing, distribution and global strategies is included in making the market grow and

expand its organizational operations.

According to (Shafi'i, 2013), organization strategies are a significant device to organize the

company’s resources for their financial revenue. With this strategy, it benefits the consumers in

the organization such as recognition of the resources, constraints and other achievements of the

business.

For marketing strategies, companies look for segmentation of its consumers, provision of

successful goods and services for each consumer segment and also employment of right

promotional tools and pricing strategies to accomplish the company’s objectives (Walker,

Mullins & Larreche 2008). Marketing mix is the strategic tool-box that marketers use in order to

11 | P a g e
create a desired response from a set of predefined consumers (Solomon, Marshall & Stuart

2008). In line with this, Sarkissian in 2017 formulated a theory that indicates the same thought as

Walker, Mullins and Larreche. Known as the Market segmentation theory suggests that to better

serve the customers, the market is divided along some similarities. The theory claims that the key

to achieve greater satisfaction of the customers is to have an in-depth understanding of what

things they have interest on, and have a personalized design of a product that they wish to have.

According to Hartstein (2011), Facebook regardless of whether or not schools choose to do

so. By setting up a Facebook Page, schools can establish a controlled, professional presence that

allows them to capitalize on this social space in many important ways, while still protecting their

students. It is important to note that while a Facebook Page is an excellent opportunity for

schools to supplement their web presence, it does not fully replace the benefits of a robust

website.

John Quelch in 2008 added that, adjusting pricing tactics customers will be shopping

around for the best deals. You do not necessarily have to cut list prices, but you may need to

offer more temporary price promotions, reduce thresholds for quantity discounts, extend credit to

long-standing customers, and price smaller pack sizes more aggressively. Furthermore, he added

that pricing a product is one of the important aspects of your marketing strategy, Adjusting the

pricing tactics customers will attract more the consumers to avail the company’s product or

services, such as having sale and giving discounts.

E. PURCHASING DECISION
According to Johnston (2016), the customer buying process (also called a buying decision

process) describes the journey your customer goes through before they buy your product.

Understanding your customer’s buying process is not only very important for your salespeople, it

will also enable you to align your sales strategy accordingly.

12 | P a g e
 A Costumer Buying Process is the series of steps that a consumer will take to make a

purchasing decision. A standard model of consumer purchase decision-making includes

recognition of needs and wants, information search, evaluation of choices, purchase, and post-

purchase evaluation and there are five stages framework remains a good way to evaluate the

customer’s buying process. First, Problem/need recognition. Second, Information search. Third,

Evaluation of alternatives. Fourth, Purchase decision. And lastly, Post-purchase behavior. The

explanation of each of them are given at the citation below.

According to Thomas, (2014), people do not typically go from blissful ignorance to paying

customer in one great leap. They go through a series of thought processes along the way. The

more important or risky that decision, the more this seems to apply. At one end of the spectrum

there are buying decisions made in a heartbeat. These are either impulse buys driven entirely by

emotion or by logic, but rarely both. Those ‘I just had to have it’ moments, like a bunch of

flowers or a chocolate bar. Or, something totally functional, like a pack of envelopes for the

stationery cupboard. These kinds of decisions are made quickly and without reference to other

people. If you were to ask buyers how they chose their goods in these cases, they probably could

not break it down.

As reviewed by Gold (2018), every business owner needs to understand their customer. The

consumer-buying decision process is an important way to strengthen your company's sales

function as well as develop a sales and business development strategy that will continue to keep

your pipeline of prospects full. Simply put, understanding your consumer-buyer behavior process

will help you hone in on your customer's journey from the interest in your product or service to

purchasing.

13 | P a g e
 Once the customer or prospect recognizes they have a problem or an unmet need, the next

step is researching to find a solution. The buyer may use a Google search online, read product or

service reviews, seek word-of-mouth recommendations and ask friends or family for their input.

Buyers search internal and external business environments to identify and evaluate information

to support their central buying decision.

According to Carter, (2017) to successfully reach their target market, and improve

interactions with customers, marketers need to understand just how much effort and time

consumers put into decision-making. Decision-making is both an art, and a science, which has

been studied by experts across generations. Most of the time, the secret of marketing lies in

learning exactly what the customer wants, and how their decisions can be influenced to purchase

one product over its competition.

Behind apparently simple decisions, there are a range of thought processes which impact

decision-making. For instance, a buyer may decide at the “spur of the moment”, based on

emotion, or he may make a researched, and well-thought out decisions. Based on this

observation, we can see that different processes exist for decision-making.

As stated by Sujatha, (2017), consumer’s interest to purchase a product or service always

depends on the willingness to buy and at the same time ability to pay for the product. Though

they are willingness and ability to pay then also the consumers change their buying decisions

because of the influence of various factors such as psychological factors, personal factors,

cultural factors, social factors, the influence of family members, economic factors and social

media, etc.

14 | P a g e
 An individual who purchases products or services for the purpose of using for

himself/herself is known as an end user or consumer or the end user of the product or services is

termed as a consumer. Consumer buying behavior always reflects why do consumers buy

products with an interest? What are the factors influencing them? How do they take purchase

decisions? Why should marketers know about status of consumption and impact of external

environment on buyer’s decision, etc. Many studies proved that purchase decisions always

depend on the perception levels of the consumers. The perception levels vary from one

individual to another which may depend on need, influence, motivation, and finally how do they

perceive things to take decisions. Consumer’s beliefs and attitudes show influence on the buying

decisions, so the marketers should know that individuals thinking is unique.

F. DIGITAL MARKETING STRATEGIES

As stated by Smart Insights in 2019, digital marketing strategies help a company make the

right decisions and become successful. This implies that for a company to be able to have an

outstanding performance, it is advisable that they formulate strategies that will maximize the

potential of the business. With this, several digital marketing strategies were formulated to better

manouvre the performance of a company. There is the social media marketing, the process of

creating content that you have tailored to the context of each individual social media platform in

order to drive user engagement and sharing (Patel, n.d.). This type of marketing is the most

prominent type of digital marketing strategy, with social media being used by over a billion of

15 | P a g e
the world’s population. Also, there is the presence of e-mail marketing. E-mail is one of the best

and cost-efficient marketing channels for reaching a broad audience of consumers who already

show interest in a company’s products or services (Chaffey & Chadwick, 2012). With this being

said, the number of people that e-mail marketing can influence with just a single advertisement is

immense. It keeps the consumers updated on the products they have an interest on, making sure

they never lose the interest in buying it. Content marketing on the other hand, is different than

traditional product-marketing efforts like sales collateral and other product-specific info. Content

marketing includes things like educational articles, e-books, videos, entertainment, and webinars

that answer specific questions people have and provide them with something they can’t get

elsewhere (Linn, 2018). This means that content marketing aims on being an avenue where the

consumers are able to know what really is the product being endorsed, helping them make the

decision to whether buy it or not. Another one in the list is influencer marketing, which is a type

of digital marketing that is on the rise today. According to a study conducted by Linqia, 39% of

marketers plan on increasing their influencer marketing budget. The study also showed that a

majority of marketers will spend anywhere from $25,000 to $100,000 on influencer marketing.

RELATED STUDIES

A. MARKETING

A study made by Kimmel (2018) entitled Psychological Foundations in Marketing reiterated

that there is no escaping in marketing—it is central to our lives and touches virtually every

aspect of our every existence. This informs that marketing is a process that naturally happens to

everyone, as it involves the consumers in a way that their needs are met through the conduct of

this action. Marketing is there to provide what the people need to sustain their daily agendas, and

16 | P a g e
thus, is an essential process to both entrepreneurs and consumers. “When your marketing is

meaningful, the marketing itself adds value to people’s lives, whether or not they immediately

buy what you’re selling.” (Gilbreath, 2010). This statement implies that marketing is not only

characterized by the purchase of a product, but is rather happening when the product makes an

impression on the customer. The purchase of a product does not totally equate to it having a

specific value to the customer, but it can also be known that effective marketing happens when a

customer feels satisfied from the product itself to the way it was endorsed. In addition,

Marketing is a process by which companies create value for customers and build strong customer

relationships in order to capture value from customers in return (Kotler and Armstrong, 2010).

Marketing is all about building a relationship with the customers through the creation of products

and services that are of value to them. Through marketing, expectations and needs are not the

only thing that are met. Strong relationships between the customer and the business is also

structured. This way, not only will the customers value the product that they purchase, but also

the business behind it.

B. DIGITAL MARKETING

According to Ho (2014), The rise of the Internet and the surging popularity of online

shopping have offered rapid growth in e-commerce and embodied the emerging click-and-mortar

(e.g. Target.com) or solely online business model (e.g. Amazon.com). Almost all of the company

are adapting from traditional to modern selling which is through digital marketing. As this

companies deal with different kinds of marketing, why most of the people chooses digital

marketing? Interestingly, cashback seems to be the technique of every online shopping

17 | P a g e
companies. They think that using the modern technology is an asset to the company in which

will make their business even more leveled up.

Mersey, Malthouse and Calder (2010) stated that social websites can help and maintain

consumer-producer relationship which will lead to a better partnership for the business. Also, this

will be a benefit for the company that each consumer will surely come back whenever they have

had a good partnership with the said online company.

According to Vinerean, Cetina, Dumitrescu, and Tichindelean (2013) understanding

consumer behavior is the key when it comes in dealing with digital marketing. Consumer

purchase behavior is influenced by having the knowledge and being brand oriented. Merchants

must be aware of the social behaviors of the consumers so that they will know what product and

who are the consumers who would buy their product.

C. ADVANTAGES AND DISADVANTAGES OF DIGITAL MARKETING

According to Sinansoft (2018) Digital Marketing is a crucial tool that can help an

organization to obtain better profits. The advantages are extremely low risk, reduction in costs

through automation and use of electronic media, faster response to both marketers and the end

user, increased ability to measure and collect data, opens the possibility to a market of one

through personalization, increased interactivity, increased exposure of products and services,

boundless universal accessibility. Sinansoft also that before executing digital marketing as a

strategy the business would know first what their business limitations are, instead of having the

strategy as an advantage the tables might turn and make it as a disadvantage to the company.

Those limitations might be the dependability on technology, security, privacy issues, high

transparency of pricing and increased price competition and worldwide competition through

globalization.

18 | P a g e
 According to Nayar, V. (2018), Digital marketing is of the weapon a company has to gain

more income. Having the advantage of using the strategy of digital marketing, the company can

target a large number of audiences, the business can also reach them regardless of where their

location is. Another advantage stated by him is the company can organize their content by their

targeted customers that can help to attract them to have interest to the brand. He also added that

digital marketing is more engaging, through the social media the company can easily engage

with their target audience which is not possible through traditional marketing methods. Whilst

there is an advantage, there should be a disadvantage too, negative feedback who was left by the

unhappy customers is the main downside of the digital marketing, and the future potential

customers would likely read it and be discouraged to avail the brand.

According to Gaille, B. (2017), Digital marketing has many advantages, one is it is very low

cost, if the company wants to save money then they cannot beat what digital marketing can

provide. Some platforms are operated to be free and if the company is paying professionals for

the digital marketing efforts, however the cost can be only up to 50-75% it is much lower than

the cost of marketing efforts with traditional marketing. He also added that digital marketing can

reach a massive number of audiences. The problem with traditional marketing is that the

company must target a generalized population but in digital marketing the company does not

have to target large number of population but can narrow down their targeted customers. He also

stated the cons or the disadvantages of the digital marketing. Digital marketing campaigns are

very easy to copy, it takes just two click of the mouse to copy information from the company’s

efforts resulting to disadvantages due to possible replication of the brand. He also added to the

disadvantages is that digital marketing sometimes takes control out of your hands, sometimes it

is a good thing that the company’s campaign goes viral but it can also be a bad thing by having

19 | P a g e
other people publishing negative content about it and having their post viral. The company

cannot do anything but just watch how their brand gets discriminated.

D. MARKETING STRATEGY

In a study made by Wiley, J. (2009), They examined both the possession of a market

orientation and the marketing capabilities through which resources are deployed into the

marketplace as drivers of firm performance in a cross‐industry sample. Their findings indicate

that market orientation and marketing capabilities are complementary assets that contribute to

superior firm performance furthermore market orientation has a direct effect on firms' return on

assets, and that marketing capabilities directly impact both return on assets and perceived firm

performance.

It is about the importance of marketing orientation in regards to the company. They had a

theory about it and tested it out. It contributed to superior performance for the company firm and

it has a direct effect to the company’s return on assets. These two are different aspects but jive

with each other because they are both needed to determine the changes and behavior of the

market. These two helps the firm to cope up with it and to efficient.

As reviewed by Chen (2018), a marketing strategy is a business's overall game plan for

reaching people and turning them into customers of the product or service that the business

provides. A company’s marketing strategy should have a longer lifespan than any individual

marketing plan as the strategy is where the value proposition and the key elements of a

company’s brand reside. These things ideally do not shift very much over time.

20 | P a g e
 Significantly, a marketing strategy is the weapon in the battle of the business industries,

having a good marketing strategy can help the business to obtain people and turn them into the

customers of the business.

Marketing strategy is the comprehensive plan formulated particularly for achieving the

marketing objectives of the organization. It provides a blueprint for attaining these marketing

objectives. It is the building block of a marketing plan. It is designed after detailed marketing

research. A marketing strategy helps an organization to concentrate its scarce resources on the

best possible opportunities so as to increase the sales. (Juneja, 2018)

Marketing Strategy is similar to the building block that helps to achieve the organizations

objectives such as having an objective of obtaining a one million profit for this year having a

good marketing strategy can help to achieve the organization’s goals. Marketing strategy is

similar to the building block that helps to achieve the organizations objectives such as having an

objective of obtaining a one million profit for this year having a good marketing strategy can

help to achieve the organization’s goals.

E. PURCHASING DECISION

According to Roesler, P. (2015), Most business owners and marketers have heard the refrain

that social media is important in perusing the costumers to buy their products. While this is

certainly true, business owners sometimes do not think about why social media is so valuable.

21 | P a g e
Things like brand awareness, website traffic, and fan engagement are a good start, but they do

not cover what makes social media marketing important. Social media — or more accurately, the

content that is easy to spread via social media — has the ability to make people act in very

specific ways that are positive to business owners. A recent report from Deloitte shows how

social media affects consumer behavior. The Deloitte report provided some insight into which

product categories work best on social media. According to their data, 56 percent of consumers

buying baby products are influenced by social media, compared to 40 percent for home

furnishings, 33 percent for health and wellness and 32 percent for automotive.

Business owners can even encourage people to use social media while shopping by

including social media in their point-of-sale marketing. If people know they can find out about

specials on social media, they will go check it out. There is a lot of way to persuade people in

social media to buy your product or what you are selling, and also there is a lot of way to make

the costumers make their decisions to buy your product. Business owners need to work to refine

their social media marketing strategies so they can get the boost in sales that some of the stores

in the data set did.

According to Nutt, P. C. (2008), decision making process is made up of action‐taking steps

indicating how to make a decision. When linked to indicators of success, process provides the

basis for building an action theory for decision making. The success of many different types of

processes must be documented before such a theory can be constructed. Discovery was derived

from prescriptive literature, which stresses logical and political rationality. Idea imposition was

inferred from the descriptive/interpretive literature, which stresses pragmatics and sense making.

Some of the discovery efforts may be abandoned to exploit an opportunity, becoming an

22 | P a g e
‘emergent opportunity’ process. Idea imposition efforts end if the motivating idea fails, calling

for steps to find a replacement with a ‘redevelopment’ process.

Decision making is the process of making choices by identifying a decision, gathering

information, and assessing alternative resolutions. Using a step-by-step decision-making process

can help you make more deliberate, thoughtful decisions by organizing relevant information and

defining alternatives. This approach increases the chances that you will choose the most

satisfying alternative possible.

According to Stankevich, A. (2017), investigating consumer behavior and how their

decision-making process has advanced and has become an important topic in the marketing

society and literature. Based on 24 journal articles, reports and marketing books, the core models

and theories in this area were evaluated and discussed. Moreover, a framework of “moments that

matter” in consumer decision-making process and factors that influence them was elaborated for

a possibility to influence consumer behavior in favor of company’s offers.

The consumer behavior has always been a hot marketing topic, due to the fact that knowing

how and why consumers act in a certain way making their buying decisions helps companies

improve their marketing strategies and be more successful on the market. Thus, a challenge faced

by all marketers today is how to influence the purchase behavior of consumers in favor of their

products or services.

According to Suchánek, P., Richter, J., & Králová, M. (2018), the influence of quality on

customer satisfaction and on business performance and competitiveness. Customer satisfaction is

defined as the satisfaction of the customer with a product and the business performance as a

23 | P a g e
capability to generate profit. Therefore, satisfaction was examined by the means of a survey

using questionnaires, and the performance was measured by financial data.

Customer satisfaction is a critical concept for customer success professionals to understand

and live by, and it is actually about more than a money-back guarantee. In this post, we will start

discussing customer satisfaction: what it is, and why it is important for your business to start

measuring.

According to Endertech, A. (2017), there are steps you can take learn about your particular

customers buying decisions and in turn positively influence them. First off, there are many

online tools and resources available to assist you in tracking who visits your site, where they

came from and what they bought or did not buy. Google’s Universal Analytics offers a new and

enhanced in-depth e-commerce reporting tool that allows you to delve deeper into learning

about e-Commerce shopping behavior and merchandising. You can access charts that detail

revenues and conversion rates, key financials, products per transaction, sales by affiliate, top

revenue-producing sources and much more.

So, what exactly influences a purchase decision online? Putting aside product specific

factors (e.g., quality, multiple product options, special sizes, new products) an analysis by Big

Commerce found the top influencers in order of importance are:

 free shipping

 easy returns

24 | P a g e
 customer reviews

 visual search

 excellent navigation

 easy checkout

Since free shipping and easy returns have a big impact, if you offer them make sure

to prominently display such on the site. Half of all shoppers use smart phones to look up

companies, product reviews and price comparisons while they are actually in the store

shopping. That means your site had better be responsively designed for all mobile devices so

customers can get to the information they need quickly. Anything that can make the purchasing

process easier or more affordable for consumers is a step in the right direction.

F. DIGITAL MARKETING STRATEGIES

Digital Marketing are all marketing activities that uses digital devices and the most

common types of digital marketing strategies are illustrated in the study of Susana Gebauer

(2017. The first one illustrated is the social media marketing, it is where a company promotes

its products or brand using the social media platforms like Facebook, YouTube Twitter and

other social media apps. Furthermore the author also stated the content marketing, with this

digital marketing strategy it uses art on how the company will provide information to their

targeted users/buyers that attracts them to have interest to them, in addition this strategies goal

is to create relationship with their buyers rather than just an advertiser and it strongly relies on

the content distribution.

25 | P a g e
 Ashwini Bissa (2018) also added to the types of digital marketing strategies, Affiliate

marketing is one of the strategy wherein the concept of it is the company sell other products

and help them increase their revenue. Example of it is the bloggers and Youtubers, different

businesses sent their chosen blogger or promoters’ packages and their job is to promote it on

their channel which helps the companies that sent their products to give awareness to the

targeted audiences.

On top of that, conversion advantage also depicted the video marketing strategy The

information about the product is combined with artistic video that catches the audiences eyes

that makes them have interest on the brand resulting for the company to accumulate a bigger

number of audiences Utilizing this form of media via video marketing is a powerful digital

marketing technique.

SYNTHESIS

2.1 MARKETING DEFINED

Several authors (Kotler and Armstrong, 2010; Gilbreath, 2010; Schultz 2007) defined

marketing as a process that forms and strengthens the relationship of a business to its customers,

and focuses on building a holistic affiliation with the society. While this is proven to be true,

other authors also believe that marketing is also an activity that convinces the mass to purchase a

product that a business endorses, changing their minds from not buying the item to giving in and

acquire the product (Levinson, 2017; Ward, 2018). Lastly, some authors also argued that in

marketing, it is essential that there should be a product in mind, a way to introduce the product in

the form of advertising and endorsements, and a price that is budget friendly (Kenton, 2018;

Nordqvist, 2018).

26 | P a g e
 2.2 DIGITAL MARKETING

Authors like Gangeshwer (2013) discussed that digital marketing technologies permit the

customers to keep on with the company information rationalized. For the company to continue to

grow, digital marketing is the key. Nowadays, many technologies were used to explore and to

excel in the lives of many people. That is why it became the highlight of some companies.

(Paquette, 2013) Online shopping is just one of the digital-based companies that uses technology

to reach people and engage themselves within it. Some authors stated that for the company to

grow, they should have a very solid relationship with their customers.

According to Gibson, C. (2018) Making a strategic shift to client-centered marketing

strategies, provide businesses the opportunity to engage in a new era of innovative marketing

practices, that use digital marketing to meet their primary marketing requirements. Some

strategies that digital marketing companies do are the organization-to-client marketing goal

which is the primary goal for every marketing company. Meeting the customer’s expectation is a

big impact in the company’s quota. (Gibson, 2018)

2.3 ADVANTAGES AND DISADVANTAGES OF DIGITAL MARKETING

A various author (Bolotaeva and Cata, 2010; Macdougall, A. 2018; Chowdury, A. 2017;

Brandon Gaille, 2017) stated that digital marketing is an advantage to a business. Advantages

stated are digital marketing is a cheaper way of promoting than the traditional marketing and the

business does not need to pay their employees for working to their company because the online

app is not operated by many employees. In addition, by Macdougall, A. (2018) The company can

measure if the campaign is effective by the digital marketing rather than the traditional way. If

the company wants to save money then they cannot beat what digital marketing can provide.

27 | P a g e
Some platforms are operated to be free and if the company is paying professionals for the digital

marketing efforts, however the cost can be only up to 50-75% it is much lower than the cost of

marketing efforts with traditional marketing. Several authors (Sudipta Pradhan, 2018; Loredana

Patrutiu- Baltes, 2016; Sinansoft, 2018) also stated that using digital marketing rather than the

traditional marketing attracts more customers gaining their interest more effectively than the

tradition way of promoting. These authors also added the advantages that will be benefit the

company, (Vipin Nayar, 2018 and Brandon Gaille, 2017) the company can organize their content

by their targeted customers that can help to attract them to have interest to the brand. He also

added that digital marketing is more engaging, through the social media the company can easily

engage with their target audience which is not possible through traditional marketing methods.

However, a group of authors (Berter and Blomqvist, 2010; Bolotaeva and Cata, 2010; Gaille,

B. 2017) stated the disadvantage of digital marketing. Unlike in the advantages, feedback can

increase consumers but, in the disadvantage, it is the opposite. Due to the negative feedback left

by the consumers online who have already tested the product or services, the future potential

consumers would likely read it and will be discouraged to avail the services or product resulting

to decreasing of customers. In addition, Buyers can post online their reviews and comment when

and whenever they want, if the buyers of the business reviewed badly the company cannot

control all of the reviews resulting the future potential buyers to be discouraged to avail what the

business offers.

2.4 MARKETING STRATEGY

A number of authors (Aker, 2009; Shafi’I, 2013) defined marketing strategies as an

important principle for it helps the consumers in an organization to organize the resources and to

inform the people about a particular product offering and gives away some persuasion. However,

28 | P a g e
there are some authors (Solomon, Marshall & Stuart 2008) that defined marketing strategies as a

financial performance which includes all the things that a company needs, like the seven key

marketing strategies called the marketing mix yet Quelch, J. (2008) defined marketing strategies

as the adjustment of pricing as a tactic for the customers and giving quality discounts.
According to some authors (Chen, J. 2018, December 13; MSG Management Study) a

company should have marketing strategies that has a longer lifespan and can persuade people to

be their customers. The strategy must also be comprehensive and must contain blueprints that

can be the building block of their marketing plan. Lastly, (Son, W. J. 2009) marketing strategies

are the possession of market orientation and capability to deploy resources into the marketplace.

Market orientation and capability are complementary assets that are contributions to a superior

firm performance.

2.5 PURCHASING DECISION PROCESS AND EXAMPLES

These authors have different meanings and examples for the purchasing decision (Euan,

J. 2016,) states that understanding your customer’s buying process is not only very important for

your salespeople, it will also enable you to align your sales strategy accordingly. While (Bryony,

T. 2014; Rebekah, C. 2017) has a quite similarities in terms of their messages but different in

meanings, Decision-making is both an art, and a science, which has been studied by experts

across generations. Lastly, stated that the consumer-buying decision process is an important way

to strengthen your company's sales function as well as develop a sales and business development

strategy that will continue to keep your pipeline of prospects full. And, consumer’s interest to

purchase a product or service always depends on the willingness to buy and at the same time

ability to pay for the product. (Liz, G., 2018; Sujatha, T., 2016).

29 | P a g e
 2.6 DIGITAL MARKETING STRATEGIES

Two of the authors (Smart Insights 2019; Susan Gebauer, 2017) have agreed that digital

marketing strategies are all the marketing activities that uses digital device which help a business

to make the right decision to be successful, and in order to do that the company is advised to

formulate strategies which will maximize the potential of the business. Furthermore Several

authors (Patel, n.d;Ashwini Bissa , 2018; Conversion advantage, n.d; Susan Gebauer, 2017 &

Linn, 2018) illustrated the different types of digital marketing strategies, the social media

marketing wherein the different social media apps are used to generate awareness to the

audiences what they are the business is providing and to accumulate bigger number of profit and

consumers , while email marketing is one of the best and a cost-efficient platform for the

business to reach broader audiences who already has interest in the organization’s product or

services, other than that the authors also depicted the video marketing affiliate marketing and

content marketing.

THEORETICAL FRAMEWORK

The Media Dependency theory combined with several perspectives like psycho analytics

& social system theory, systematic & casual approach and base elements from Uses and

Gratification theory but less focus on effects. (Sandra Ball-Rokeach and Melvin DeFleur 1976)

According to this theory, there is an internal link between media, audience and large

social system. The audience learning from the real life is limited, so they can use media to get

more information to fulfil their needs. An extensive use of media generates dependent relation in

audience. Also Media can able to create dependence relationship with target audiences to achieve

their goals by using its media power.

30 | P a g e
 In the theory, the degree of dependence is directly proportional to the following:

Individual: The media has the ability to satisfy the audience needs. An individual will

become more dependent on media, if the medium satisfy his/her needs. Otherwise the media

dependence will become less.

Social Stability: The audience reconsider their beliefs, practice and behaviors when

strong social change, conflicts, riot or election which will force to re-evaluate and make new

decisions. During this period media dependency is dramatically increased, because there is a

strong need for information, support and advice.

Active audience: In this communication process, the active audience chooses the media

dependence on their individual needs and other factors such as economic conditions, society and

culture. If alternative source fulfil the audience needs, then it will reciprocally decrease the

media dependence.

In addition the Process of Creating Dependence is explained that media attracts

individuals by offering the content which is able to fulfil the audience needs for understanding,

entertainment and information. There is much difference in the level of strength in Dependence

relationship. Cognitive motivations encourage the individuals to maintain the level of attention

and Affective motivation serves the individuals to enhance the level of satisfaction. Both

Cognitive and Affective motivation are intensifying the audience to higher level of involvement

to enable the information process.

31 | P a g e
 SOCIETY MEDIA
(Degree of structural (Number and centrality
stability varies) of info function varies)

AUDIENCE
(Degree of dependency
on media information
varies)

INDEPENDENT VARIABLE

Media Dependency
 Theory
EFFECTS
(Cognitive, Affective,
Behavioral)
Individual
CONCEPTUAL FRAMEWORK
Figure 1. Theoretical Framework
The study aims to represent the variable that affects the purchasing decision of the Grade
Factors
12 Accountancy Business and Management students of Technological Institute of the

Philippines, Quezon City.

Behavioral Profile Psychographic

32 | P a g e

Purchasing decision of
students
 DEPENDENT VARIABLE
Figure 2. Conceptual framework

RESEARCH PARADIGM

Figure 2 presents a conceptual framework derived from the Media Dependency Theory.

This framework depicts how the three criteria namely behavioral, psychographic, and profile are

considered by digital marketing entities in order to arrive with an effective marketing strategy

that may affect the purchasing decision of the consumers.

DEFINITION OF TERMS
The following terms are operationally defined to provide a clearer understanding to this

study.

33 | P a g e
1. Consumer – a person who purchases goods and services for personal use.
2. Cost- Effective – producing good result without costing a lot of money.
3. Digital Marketing – Digital marketing is the marketing of products or services using digital

technologies, mainly on the Internet, but also including mobile phones, display advertising, and

any other digital medium.

4. Genuinely Centered – mainly concerned about the producing of products for the customers.
5. Genuinely Concern – they are concern in their consumers about the effective of their

products.
6. Gaining Profit – the advantage or benefit that is gained from doing something.
7. Phenomenon Characterized – something to described an impressive quality of the product.
8. Rationalized – to find ways to make a company waste less time, effort and money.
9. Societal Process – relating to society so they produce a good quality product.

CHAPTER III

RESEARCH DESIGN AND METHODOLOGY

This chapter includes the general design of the study, as well as the methodologies that

will be used to gather data. The sampling methods, data gathering procedure, and treatment of

data are also situated in this chapter.

RESEARCH DESIGN

The researchers classify the study as a case study, as it seeks to find the perceived effects

of digital marketing strategies on the purchasing decision of the Grade 12 Accountancy, Business

and Management students of the Technological Institute of the Philippines, Quezon City. The

study involves an intensive analysis of the students in order to come up with precise data to be

used for the study. The researchers will also employ various sampling techniques and

methodologies to extract data from the participants, thus qualifying the topic as a case study.
34 | P a g e
SOURCES OF DATA

A. PRIMARY DATA

Population

The target participants for the study will be the Grade 12 Accountancy and

Business Management students of the Technological Institute of the Philippines, Quezon City.

The researchers deduced that Grade 12 Accountancy, Business and Management students are

more fit to being the participants of the study as they are more familiar to marketing compared to

the other strands. Seven to ten students will be the target number of participants needed for the

study.

Locale of the study

The study will be conducted exclusively on the premises of the Technological

Institute of the Philippines, Quezon City. The institute, situated at #938 Aurora Boulevard

Cubao, Quezon City offers an array of courses to its students but is specialized in Engineering

and Technological courses. In 2016, the institute launched its Senior High School program,

offering the strands concerned with Science, Technology, Engineering and Mathematics,

Accountancy, Business and Management, and Humanities and Social Sciences.

Sampling

The researchers will employ convenience sampling to collect participants for the

study. Since the study is focused to a specific interest, the researchers will also have to recruit

participants through the use of purposive sampling, and gather students who share a particular

interest in online shopping. It is affirmative that not the whole population of Grade 12

35 | P a g e
 Accountancy, Business and Management students find interest in online shopping, so the use of

purposive sampling is needed.

B. SECONDARY DATA

The researchers accumulated secondary data from various sources. Scholarly

articles as well as journals published online as recent as possible were used to congregate

information that is needed for the study. The search engine Google Scholar was used by the

researchers to look for journals that may be of use for the study, at a certain range of publication

year to maintain the credibility of ideas. Legitimate websites and online books also became

sources of the secondary data essential for the research. Lastly, the researchers made use of news

articles concerning the topic for the generation of additional information.

INSTRUMENT

The researchers will conduct a focus group interview to assess the participants, since

seven to ten students who share a distinct interest in online shopping are needed to be

interviewed. Also, with the availability of technology, the researchers will be able to use

recording instruments such as cellular phones for the recording of the participants’ answers,

which will also be transcribed.

Formulate Interview Validate interview Permission to conduct

DATA GATHERING PROCEDURE
Questions questions from validators interview from the
Principal (letter to the
Principal)

Conduct focus group Set up recording devices Employ sampling

interview for the interview techniques

36 | P a g e
Transcribe gathered data
from video/audio
recordings
STATISTICAL TOOLS TREATMENT

The researchers gathered data for the study through the recording of the participants’

responses during the commencement of the interview. The accumulated recordings will then be

transcribed by the researchers, in order to come up with a textual representation of the responses

of the participants. This textual portrayal of the recordings will then go through an intensive

analysis.

CHAPTER IV

DATA ANALYSIS AND INTERPRETATION

This chapter contains the letters for the approval of the data gathering procedure, as well

as the compilation of the answers given by the participants. Also included in this chapter is the

thematic interpretation of the responses gathered from the in-depth interview

TRANSCRIPTION

Encoding

Research Question 1: What do the Grade 12 ABM students buy online?

Q1: What do you usually by online? (Ano ano ang mga karaniwan mong binibili
online?)
Participant 1: K-pop albums and merchandise

37 | P a g e
 Participant 2: Ang mga binibili ko kadalasan sa online is mga damit
tapos mga gamit na kailangan.
Participant 3: Usually clothes
Participant 4: Damit o kaya accessories
Participant 5:Madalas gadget: mouse ganyan tapos yung mga sale
Participant 6:Gadgets o kaya beauty products
Participant 7: Brushes, beauty products
Q2: How often do you buy online? (Gaano kadalas ang pamimili mo online?)
Participant 1:Once in a month
Participant 2: Napapadalas ako bumili online lalo na pag may kailangan
bilihin or may nagustuhan akong item
Participant 3: I think twice a month
Participant 4:Minsan lang kapag may pera
Participant 5:Dipende sa sale halimbawa minsan madalas sale mas
lalong nakakaattract bumili ganyan kasi nga mura
Participant 6: Pag kinakailangan lang
Participant 7:Once a month
Q3: Where/What are the sites that you visit to buy online? (Ano-ano ang mga
sites na pinupuntahan mo para bumili online?)
Participant 1:Shoppee and Lazada
Participant 2: Lazada or shoppee
Participant 3:Shoppee/ Lazada
Participant 4: Sa shoppee lang
Participant 5:Lazada, Shoppee, Amazon nga ba ayun
Participant 6:Shoppee at Lazada
Participant 7:Shoppee or Lazada

Research Question 2: What are the digital marketing strategies known by the grade 12
ABM students?

38 | P a g e
 Q1: Are you aware of digital marketing strategies? If yes, give at least one
example. (May kaalaman ka ba sa digital marketing strategies? Kung oo,
magbigay ng isa.)
Participant 1: Wala akong masyadong alam eh
Participant 2: Oo like ads sa facebook
Participant 3: Yes, yung mga advertisement ng mga products sa
television/billboards and also social media
Participant 4: Meron, social media kunyare sa jollibee. yung mga kilig
serye. mas nauugnay sa target market nila yung advertisement nila.
Participant 5: Social media, print programs, emails
Participant 6: Hindi ako maalam tungkol dun eh
Participant 7: Meron. kasi as a ABM student napagdaanan na namin yan.
yung mga social advertisement. eto kasi yung isa sa mga method para mas
makakuha sila ng costumer.
Q2: Which of the marketing strategies that you mentioned do you see the most
when shopping online? (Ano/Alin sa mga nabanggit mong digital marketing
strategies ang pinakamadalas mong nakikita?)
Participant 1:Mostly sa Facebook ads
Participant 2: Yung sa facebook, sa IG, pag nag bro-browse tapos pag
nag youtube
Participant 3:Usually they put a low price in the product so that they
attract a customer to buy
Participant 4: Yun nga mga nagpa-pop up na ads sa mga videos sa
facebook
Participant 5: Email lalo na kapag umo-order magsesend sila ng email
tapos may ads sa baba
Participant 6: Email
Participant 7: Advertisement sa social media, yung bigla silang nagpa-
pop out

39 | P a g e
 Q3: How often do you come across the different digital marketing strategies
when you go online? (Gaano kadalas ka nakakakita ng mga digital marketing
strategies sa tuwing ikaw ay online?)
Participant 1:Almost all of the time
Participant 2:Madalas pag nag bro-browse. Kasi puro ganun na, kasi uso
din
Participant 3:Halos araw araw din, lalong lalo na sa youtube at sa
facebook, kapag nanonood ako ng mga videos
Participant 4: Madalas kasi habang nagi-iscroll ka meron agad
advertisements
Participant 5:Actually daily siya most of the time lazada talaga
Participant 6: Madalas youtube
Participant 7:Sobrang dalas. Wala ka na kasing choice kasi wala nang
skip ad ngayon eh. kailangan na talagang panoorin.

Research Question 3: Why do the grade 12 ABM students buy online?

Q1: Why do you prefer purchasing online rather than going to physical stores?
(Bakit mas nagugustuhan mo ang pagbili sa mga online store kaysa pagpunta sa
mga physical stores?)
Participant 1: Less hassle, no need for transportation
Participant 2: Mas gusto ko sa online kasi una hindi na ko mapapagod
mag punta dun sa mismong store and minsan kasi, pag nagpupunta ako sa
store mismo, wala yung gusto kong bilhin.
Participant 3: Physical store to assure the quality
Participant 4: less hassle kasi
Participant 5: Sobrang convinient. magbabayad lang ako sa bahay.
magaantay lang ako ganun
Participant 6: Mas less time consuming ganun,tapos maga-antay ka
nalang Participant 7: ‘Di ka na mapapagod. magbabrowse ka lang
ganyan. antayin mo nalang
Q2: Why do you stick to online shopping? (Bakit tinatangkilik mo ang online
shopping?)
Participant 1: Nakakatulong siya sa paraan na hindi ko na kailangan
40 | P a g e
 umalis ng bahay kapag may bibilhin at hindi na kaialangan ng sasakyan.
Participant 2: Kasi sa online nakikita ko lahat ng meron silang item na
available ganun and hindi na ko mapapagod sa pagpunta tsaka sayang
pamasahe
Participant 3: I think para less hassle? Unlike sa physical store
Participant 4: Uso na kasi ngayon yung internet so mas convinient para
sa mga taong bumibili dito
Participant 5: Sobrang convinient. daming sales,mas mura kesa physical
stores
Participant 6: Mas nacoconsume mo time mo sa pamimili
Participant 7: Mas less time consuming, Pag walang time ganyan
Q3: What things do you see in online shopping that makes it your most used
method in purchasing an item? (Ano ang mga bagay na nakikita mo sa online
shopping na siyang dahilan kung bakit ito ang pinakagusto mong paraan ng
pagbili ng isang gamit?)
Participant 1: Kpop merchandise na mahirap hanapin sa physical stores
Participant 2: Time consuming tsaka less pagod
Participant 3: Price talaga. Accomodating nayon
Participant 4: Mura yung bilihin tsaka maraming choices
Participant 5: Yung sales tapos voucher nila. makakamura talaga ko.
Participant 6: Sa quality
Participant 7: Yung mga equipments, ‘di mo kasi alam kung saan bibilhin
yung isang bagay sa mall pero sa online shopping nakacategory

Research Question 4: How do these digital marketing strategies affect the purchasing
decision of the Grade 12 Accountancy, Business and Management students?

Q1: Do digital marketing strategies affect your decision? If yes, how?

(Nakaaapekto ba ang digital marketing strategies sa iyong pamimili? Kung oo,
paano?)
Participant 1:Nahihikayat akong bumili lalo
Participant 2:Oo kasi parang nakaka attract gusto ko lang bumili ng
bumili
Participant 3: Ahm oo? Madali ako ma attract kapag online e
Participant 4: Oo kasi yung shoppee diba madalas nakikita sa TV tapos

41 | P a g e
 mas nakakaengganyong bumili
Participant 5:Sobrang nakakaapekto. napakaattractive talaga
Participant 6:Oo kasi mas nakaka-enganyo
Participant 7:Oo kasi pag nakikita mo mga information about it mas
nacocompare mo siya sa ibang products
Q2: How do these digital marketing strategies stimulate your buying decision?
(Paano nagiging mitsa ng pagbili ng isang produkto ang mga digital marketing
strategies na ito?)
Participant 1:Dahil binibigay nito yung mga offered deals at nagbibigay
kaalaman din sa mga produktong available para sa araw na yon
Participant 2:Pag yung quality maganda, yung mga reviews sa item
ganun gusto ko na
Participant 3: On how to introduce their product minsan kase maganda sa
picture e.
Participant 4:Sa mga promises nila gaya ng cash on delivery tapos mas
convenient
Participant 5:Through the content mismo. yung content talaga yung
nakakaattract.
Participant 6:Yung mga advertisement naa-attract attention mo
Participant 7:Pag sa physical store kasi andun lang yung product pero sa
online store andun na yung description price ganyan tapos minsan may
mga pakulo pa sila
Q3: What is the influence of these digital marketing strategies on your purchasing
decision? (Ano ang impluwensiya ng mga digital marketing strategies sa iyong
purchasing decision?)
Participant 1:Naiimpluwensiyhan akong bumili ng madami dahil sa mga
ads na nagpoprovide ng sapat na impormasyon para sa mga produktong
gusto kong bilhin.
Participant 2:nakaka attract sya na parang napupush kang bumili kasi
nakikita mong ayos naman pag sa online bibili
Participant 3: Ahm parang napapagastos ako ng malaki every o-order
ako. Participant 4: Naga-grant naman kasi yung mga wish ng isang tao
kaya ayun
Participant 5:Kasi nga attractive talaga. lalo na sakin buyer addict
ganyan. gayan ng mga ads sa social media ganyan tapos one click away
lang Participant 6: Mas napapaangat yung guts mo para bumili ng

42 | P a g e
 isang product
Participant 7:Like social advertisements kumbaga pang masa siya hindi
lang ako yung makakakita pati din yung ibang shoppers

TRANSLATION

Encoding

Research Question 1: What do the grade 12 ABM students buy online?

Q1: What do you usually by online? (Ano ano ang mga karaniwan mong binibili
online?)
Participant 1: K-POP albums and merchandise
Participant 2: The things I usually buy online are clothes and other things
that I need.
Participant 3: I usually buy clothes.
Participant 4: Usually clothes and accessories.
Participant 5: Most of the time I buy gadget accessories like mouse, and
products on sale as well.
Participant 6: I usually buy gadgets and make up products.
Participant 7: I usually buy brushes and beauty products.
Thematic:

All seven of the participants have reached a consensus that they buy things that they need

and have a personalized interest on online. One out of seven however, added that he purchases

things online that are on sale as well.

The answers of the participants concluded that the things that they purchase online are

those that they need and have a particular connection to their personal needs. In line with this,

Thomas B. (2014) reiterated that people do not typically go from blissful ignorance to paying

customer in one great leap. At the other end of the spectrum however, consumers tend to buy

things out of impulse, meaning they make purchases in a heartbeat. This implies that the

respondents purchase things online not because they want to, but because they have a need that

43 | P a g e
needs to be addressed. While this is true, there are some moments wherein the participant would

make a purchase because he "just has to have it", out of the item being in a sale, and he cannot

afford to not make a purchase.

Q2: How often do you buy online? (Gaano kadalas ang pamimili mo online?)
Participant 1: Once in a month.
Participant 2: I purchase things online frequently whenever there's
something I need to buy or there's an item that I really like.
Participant 3: I purchase things twice a month
Participant 4: I purchase whenever I have money.
Participant 5: Whenever there's a sale. If there's frequent sale online, it's
most likely that I will make more purchases because of the cheap price.
Participant 6: I buy things online when I need something.
Participant 7: I make a purchase once a month.
Thematic:

Two of the seven participants answered that they make online purchases once a month,

while one said that she purchases items twice a month. Another one of the respondents said that

her purchases is tantamount to the amount of money she has, and the other answered that his

purchases depend on the sales available on the sites where he shops from. Lastly, one participant

said that she goes shopping online when she needs something or has an item that she really

wishes to have.

Based on the results of the interview, the students have varying frequencies when making

a purchase online. This is due to some factors that affect the number of times they make a

purchase namely the amount of money they have, what they need, or whenever there's a sale

online. By the same token, Quelch in 2008 argued that students are entitled to only a little

amount of cash to spend on shopping, and they are very keen on finding great deals offering

fantastic services at a student friendly price. This implies that the number of times the students

44 | P a g e
do online shopping is dependent on the amount of money that they still have left on their

allowances.

Q3: Where/What are the sites that you visit to buy online? (Ano-ano ang mga
sites na pinupuntahan mo para bumili online?)
Participant 1: Shoppee and Lazada
Participant 2: Lazada or Shoppee
Participant 3: Shopee or Lazada
Participant 4: I buy things on Shoppee.
Participant 5: Lazada, Shoppee, and Amazon. Those websites.
Participant 6: I usually purchase on Lazada and Shoppee.
Participant 7: I go to Shoppee or Lazada
Thematic:

All seven of the participants answered that they purchase things on websites such as

Lazada, Shoppee, and Amazon.

The responses received from all the participants deduced that they usually shop online

through websites. In relation to this, Pradhan (2018) said that online shopping apps and websites

are the different venues wherein a company can be able to reach its target customers.

Research Question 2: What are the digital marketing strategies known by the grade 12
ABM students?
Q1: Are you aware of digital marketing strategies? If yes, give at least one
example. (May kaalaman ka ba sa digital marketing strategies? Kung oo,
magbigay ng isa.)
Participant 1: I have no idea on those digital marketing strategies.
Participant 2: Yes, like advertisements on Facebook
Participant 3: Yes, the advertisements seen on billboards and television,
as well as those on social media.

45 | P a g e
 Participant 4: I am aware of that. Jollibee for example, where they
created "kilig seryes" to connect their advertisements to their target market
Participant 5: Yes. Social Media, print programs, e-mails.
Participant 6: I am not really aware of those (digital marketing
strategies).
Participant 7: Yes because ABM students like us have learned it. Social
Media marketing is one way for them to attract customers.
Thematic:

Five out of seven participants agreed that they are aware of the different digital marketing

strategies.

The results from the interview revealed that the students are aware of the different digital

marketing strategies. This result is in relation to what Sathiya P. (2017) said, where digital

marketing is the avenue of electronic communication used by the marketers to promote their

goods and services. Furthermore, the awareness of the students regarding the strategies used in

digital marketing proves what Sathiya P. (2017) said where usage of mobile phones, tablets,

computers, and other types of gadgets has been a big part of the present time. Digital marketing

strategies have influenced the students greatly that they have come to understand the strategies

that they come across.

Q2: Which of the marketing strategies that you mentioned do you see the most
when shopping online? (Ano/Alin sa mga nabanggit mong digital marketing
strategies ang pinakamadalas mong nakikita?)
Participant 1: Mostly on Facebook advertisements.
Participant 2: Advertisements on Facebook and Instagram, and when I
browse on YouTube.
Participant 3: Usually they put a low price on the product on Facebook
so they can attract a customer to buy.
Participant 4: The pop-up advertisements on Facebook.

46 | P a g e
 Participant 5: e-mail, especially when you buy an item and you receive
an e-mail, there's already an advertisement placed on the bottom of the
email
Participant 6: I frequently see the e-mail marketing type of strategy.
Participant 7: The most frequent are advertisements on social media, the
ones that suddenly pop-up.
Thematic:

Four out of seven participants agreed that the most common marketing strategy they see

is the social media marketing, or those that propagate ads in social media sites such as Facebook,

Instagram, or YouTube.

The results garnered from the interview revealed that the students frequently see

Facebook advertisements, otherwise known as the social media marketing type of strategy. In

line with this, Pacquette (2013) agreed that social networking sites have become an avenue

where retailers can extend their marketing campaigns to a wider range of customers.

Q3: How often do you come across the different digital marketing strategies
when you go online? (Gaano kadalas ka nakakakita ng mga digital marketing
strategies sa tuwing ikaw ay online?)
Participant 1: Almost all of the time
Participant 2: All of the time when I browse, because online
advertisements are almost everywhere.
Participant 3: Almost every day, especially on YouTube and Facebook
when I watch videos.
Participant 4: Frequently because every time I scroll, advertisements
already appear on my screen.
Participant 5: I actually see them on a daily basis, mostly on Lazada.
Participant 6: Mostly I see advertisements on YouTube.
Participant 7: Very frequent. There's no other way to not see them as we
can't skip them most of the time so we just have to watch them.

47 | P a g e
Thematic:

Seven out of seven of the participants have reached a consensus that they see digital

marketing strategies frequently on a daily basis.

The results revealed that all of the participants come across the different digital marketing

strategies on a daily basis. This supports what Ho in 2014 deduced that the rise of internet and

the surging popularity of online shopping have offered rapid growth in e-commerce.

Research Question 3: Why do the grade 12 ABM students buy online?

Q1: Why do you prefer purchasing online rather than going to physical stores?
(Bakit mas nagugustuhan mo ang pagbili sa mga online store kaysa pagpunta sa
mga physical stores?)
Participant 1: Because there is less hassle and there is no need to allot
money for transportation.
Participant 2: I prefer shopping online because first of all, I won't have to
go through the tiring process of going to the physical stores and second, I
sometimes don't see the items I'm looking for a physical stores.
Participant 3: I prefer the physical store to assure the quality.
Participant 4: Because it is less hassle to buy online.
Participant 5: It is very convenient. All I have to do is pay for it at home
and wait for the product to arrive.
Participant 6: It is less time consuming (transportation) and all I have to
do is wait for the product to arrive.
Participant 7: You won't feel tired anymore since all you have to do is
browse and wait for your item to arrive.
Thematic:
Seven out of seven of all the participants agreed that they prefer shopping online because

if offers a more convenient and less time consuming method of purchasing an item.
As stated by Quelch (2008), students are very keen on finding great deals offering

fantastic services at a student friendly price. This is supported by the results revealed by the

interview, where the students are reported to have preferred online shopping because of the

convenience and lesser amount of money it can cost them.

Q2: Why do you stick to online shopping? (Bakit tinatangkilik mo ang online
48 | P a g e
 shopping?)
Participant 1: It helps in a way that I don't need to go out of the house
anymore when I need to buy something, and I won't have to travel just to
buy my things.
Participant 2: Because in online shopping, I can see all the items that
they have to offer without having to spend money for transportation.
Participant 3: I think because it is less hassle, unlike going to physical
stores.
Participant 4: Internet is very popular these days so it is more convenient
to do online shopping as well.
Participant 5: Online shopping is hassle-free, and sales are also more
frequent than at physical stores.
Participant 6: I can make use of my time more for shopping.
Participant 7: It less time consuming, especially for me when I have little
time shop.
Thematic:

All seven of the participants concurred that they stick to online shopping because of the

convenience that they feel whenever they make online transactions.

The results revealed that the students prefer and stick to online shopping because it is

much more convenient than just going to physical stores. This is related to what Gibson in 2018

said, where consumers find it easy and reliable whenever they are purchasing online.

Q3: What things do you see in online shopping that makes it your most used
method in purchasing an item? (Ano ang mga bagay na nakikita mo sa online
shopping na siyang dahilan kung bakit ito ang pinakagusto mong paraan ng
pagbili ng isang gamit?)
Participant 1: I see things that I have trouble finding in Physical stores
that I want to buy, like some k-pop albums and merchandise.
Participant 2: Online shopping is time consuming and less tiring.
Participant 3: The price, because it is usually lower, and very
accommodating as well.

49 | P a g e
 Participant 4: The products are cheaper online and there are more
choices to choose from.
Participant 5: The sales in online stores and the vouchers they offer
really help me save money.
Participant 6: The quality of the products in online stores.
Participant 7: The equipment. In physical stores, you can't easily find the
item that you are looking for. In online stores however, the products are
categorized which makes it easier.
Thematic:
Five out of seven participants agreed that they see cheaper prices and more deals that

help the save money on online stores, that's why they find it the vest method of buying a product.
The results of the interview revealed that most of the participants see cheaper prices and

more vouchers on online shopping, two things that physical stores failed to offer to them. This is

due to their client-centered marketing strategies, where meeting the customer's expectation is

very impactful in the company's quota (Gibson, 2018). Students are heavily affected with deals

and cheaper prices as they have limited amount of cash in them, so making client-centered

strategies such as a lower price range is really effective for them.

Research Question 4: How do these Digital Marketing Strategies affect their purchasing
decision.
Q1: Do digital marketing strategies affect your decision? If yes, how?
(Nakaaapekto ba ang digital marketing strategies sa iyong pamimili? Kung oo,
paano?)
Participant 1: It encourages me to make further purchases in the future.
Participant 2: Yes because they are very attracting that it makes me want
to make more and more purchases.
Participant 3: I think yes, because I can easily get attracted to
advertisements.
Participant 4: Yes because Shoppee for example has advertisements on
television and that encourages me to make a purchase.
Participant 5: It affects me greatly since it's very effective in attracting
customers like me.

50 | P a g e
 Participant 6: Yes, because it (digital marketing strategies) are very
persuading to make a purchase.
Participant 7: Yes, because when I see the information of the product on
the advertisement, I am able to compare it to other products.
Thematic:

The interview question concluded that all seven of the participants are affected by the

digital marketing strategies, as it encourages them to make more purchases in the future, and

even compare a product to another one.

The interview revealed that digital marketing strategies really do attract buyers and

encourage them to make a purchase. Furthermore, dealing with this kind of advertisements make

the consumers buy even if it is not necessary to buy (Sathya, 2017). This implies that digital

marketing strategies indeed affect their target audiences.

Q2: How do these digital marketing strategies stimulate your buying decision?
(Paano nagiging mitsa ng pagbili ng isang produkto ang mga digital marketing
strategies na ito?)
Participant 1: It stimulates my buying decision through offering deals
and presenting products available for purchase on that day.
Participant 2: If the quality of the item is proven to be good and the
reviews are good as well, it makes me want to buy the item.
Participant 3: It stimulates my buying decision through the way they
present the products because they are visually appealing.
Participant 4: Through their offers like cash on delivery method and
being much more convenient.
Participant 5: Through the content of the advertisement itself, which is
very appealing.
Participant 6: The advertisements pique my attention to buy the item.
Participant 7: Unlike in physical stores where they only display the
product, online stores display the complete details of an item and the
price, and sometimes give freebies as well.

Thematic:
51 | P a g e
 Four out of seven participants agreed that their buying decision are stimulated by the

digital marketing strategies through the content of the advertisements that they provide the

consumers.
The interview revealed that the students' purchasing decisions are stimulated by the

content of the advertisement that they see on the internet. In line with this, Bolotaeva & Cata

(2010) revealed that digital marketing strategies can also help to easily narrow down the target

users and stimulate user's interest, such as children, where they can put the advertisements in a

game to convince them into installing their application. This is the same thing that is applied to

online shops.

Q3: What is the influence of these digital marketing strategies on your purchasing
decision? (Ano ang impluwensiya ng mga digital marketing strategies sa iyong
purchasing decision?)
Participant 1: It influences me to make a purchase by making ads that
provide complete information about the products that I want to buy.
Participant 2: It attracts me in a way that I want to make a purchase when
I see it, and the process of buying an item online is commendable as well.
Participant 3: I spend a lot of money because I make a lot of purchases.
Participant 4: Online shopping is able to give what the customers need
that's why.
Participant 5: The advertisements are very attractive to see, and they are
only one click away from the site where I can purchase the item. It is very
attractive for someone who is addicted to online shopping.
Participant 6: It increases the chances of me buying the product.
Participant 7: They are like social advertisements that suit the eyes of
everyone, not only me.
Thematic:

Six of the seven participants agreed that the digital marketing strategies influence them

greatly that it drives them to make more purchases than what they first intend to buy.

The interview results revealed that the students' purchasing decisions are greatly

influenced by the different digital marketing strategies that they come across with, encouraging

52 | P a g e
them to make further purchases. In line with this, the Business Dictionary in 2016 added that the

digital marketing strategies are normally a switch in the seller-buyer communication towards a

company's web page. When an advertisement is issued online and a consumer sees it, it works

like a switch that makes the consumer to think of buying the product and make a revenue for the

business.

CHAPTER V

53 | P a g e
 SUMMARY, CONCLUSION, AND RECOMMENDATION

This chapter presents the Summary of findings gathered from the participants and

Conclusion as well as the recommendation. This study was taken with an objective of

determining Perceived Effects of Online Shopping Stores Digital Marketing Strategies to the

Purchasing Decision of Grade 12 Accountancy, Business and Management Students of the

Technological Institute of the Philippines-Quezon City.

SUMMARY OF FINDINGS

1. Since two out of the seven participants have answered they make online purchases once a

month and the other five participants have stated that it depends on their money, and the

needs and wishes they want Most of the participants have stated they buy things at the

online websites like the Shoppee, Lazada and Amazon

2. There are Five out of seven participants agreed that they are aware of the different digital

marketing strategies and four out of seven participants have agreed that the most common

marketing strategy they see is the social media marketing, those that generates

advertisements in social media websites like Facebook, YouTube, Instagram and Twitter

and the participants have agreed that they frequently sees the different digital marketing

strategies on their times they visit online websites

3. All seven participants have agreed that they stick to online shopping due to the time

consumed is lesser that shopping in physical stores and the convenience and availability

of the products In addition most of the participants have concurred that they see heaper

pries and more deals that help them to save money therefore they concluded that

shopping online is the vest method of buying things

4. There are six out of seven participants agreed that they are influenced by the digital

marketing strategies that it drive them to make more purchases than what they first intend

54 | P a g e
 to buy and it is due to the digital marketing strategies they usually sees whenever they

browse online

CONCLUSION

The data gathered from the interview concludes that the grade 12 Accountancy, Business,

and Management students are greatly affected by the digital marketing strategies that they come

across every time they go online. The results showed how these strategies are of great help in

persuading the customers to make a purchase of the product being endorsed. Furthermore, the

study ended that the students are more engrossed to advertisements as seen on social media, as it

is the platform where they spend most of their time on. This shows that the students are more

familiar with the social media marketing strategy of companies compared to other methods used

in digital marketing. E-mail marketing comes second as answered by the participants.

In addition, the study also revealed that the students find online shopping a better avenue

for making purchases because of the relatively cheap price it offers, partnered with the

convenience of having to wait inside their homes for the product to arrive. Lastly, the answers

generated from the interview also revealed that the number of advertisements they see online,

including the promos and freebies being presented in each, is highly relevant in the purchasing

decision of the students, as it encourages them to make more purchases than what they intend to

buy in the first place. In conclusion, the digital marketing strategies being implemented by

digital-based stores do influence the purchasing decision of the students, in a way that it attracts

them to visit the site where the product is being sold, especially when the advertisement itself is

striking and offers a great deal for the students.

55 | P a g e
RECOMMENDATION

1. The researchers recommend the students to be aware on the digital marketing strategies

for them not to be easily swayed by the strategies used to them and make wise decisions

when purchasing things online.

2. The researchers recommend the Business Students to create their future study focusing on

the digital marketing strategies. Furthermore, with their knowledge in business course

they can make a better strategy to help the business owners to better their profit and find

more customers.
3. The researchers recommended the Digital Advertisers to propagate efficient marketing

strategies, for them to accumulate a bigger number of buyers to make better profit that

can help them to grow their business.

4. The researchers recommend to future researchers to find a way to resolve the problems

that the current researchers failed to find a solution. In addition, they can expound the

current research and discover more that are not found by the researchers and help the

benefactors efficiently.

BIBLIOGRAPHY

Review of Related Literature

Marketing

56 | P a g e
Kenton, W. (2018, December 13). Marketing. Retrieved from

https://www.investopedia.com/terms/m/marketing.asp

Gamble, J., Gilmore, A., McCartan-Quinn, D., & Durkan, P. (n.d.). The Marketing concept in the

21st century: A review of how Marketing has been defined since the 1960s. Retrieved January 9,

2019, from https://pdfs.semanticscholar.org/0702/84e0e83add68e76f92f2fc4bf4bdcdddf068.pdf

Nordqvist, C. (2018, December 21). What is marketing? Definition and meaning. Retrieved from

https://marketbusinessnews.com/financial-glossary/marketing-definition-meaning/

Ward, S. (n.d.). How Do You Define Marketing in Business? Retrieved from

https://www.thebalancesmb.com/marketing-in-business-2948349

Digital Marketing

Sathya, P. (February 2017). A Study on Digital Marketing and its Impact. Retrieved January 9,

2019, from https://www.ijsr.net/archive/v6i2/ART2017664.pdf

Marketing Strategies & Approaches: A Review of Literature http://www.ijsrp.org/research-paper-

0218/ijsrp-p7404.pdf

Paquette, H. (2013). Social Media as a Marketing Tool: A Literature Review. Retrieved February

9, 2019, from http://digitalcommons.uri.edu/cgi/viewcontent.cgi?

article=1001&context=tmd_major_papers

57 | P a g e
Ho, Y. (2014). “The Impact of Digital Marketing on Firms’ Strategies and Consumers’ Post-

purchase Behavior,” Doctor of Philosophy. pp. (i-ii).

Advantages and Disadvantages of Digital Marketing

Online Marketing: Advantages and Disadvantages in Research. (2015, December 11). Retrieved

from https://russiarobinson.wordpress.com/2015/12/11/504/

Top 6 Benefits of Digital Marketing. (2018, December 6). Retrieved from

https://www.simplycast.com/blog/top-6-benefits-of-digital-marketing/#post

Advantages & Disadvantages of digital marketing. (2017.). Retrieved from

https://www.linkedin.com/pulse/advantages-disadvantages-digital-marketing-anjan-chowdhury

What Are The Advantages And Disadvantages Of Digital Marketing In 2018. (2018, May 29).

Retrieved from http://www.shoutersvoice.com/advantages-and-disadvantages-of-digital-

marketing/

Baldez, L. (n.d.). Inbound Marketing- the most important digital marketing strategy. Retrieved

January 10, 2019, from http://webbut.unitbv.ro/Bulletin/Series V/BULETIN

I/07_Patrutiu_Baltes.pdf

Marketing Strategy

58 | P a g e
Afzal, A. M., & SoltanPanah, H. (n.d.). Reviews about the Effectiveness of Marketing Strategies

and Performance Marketing in the City of Sanandaj Banks. Retrieved from

http://kutaksam.karabuk.edu.tr/index.php/ilk/article/view/996

EFFECTIVENESS OF MARKETING STRATEGIES OF LPU-HIGH SCHOOL. (n.d.).

Retrieved from https://nbmconference.files.wordpress.com/2017/03/378-388.pdf

Analyzing the Effectiveness of Marketing Strategies in the ... (n.d.). Retrieved from

https://ibimapublishing.com/articles/JMRCS/2011/421059/421059.pdf

Hanstén, S. (n.d.). DEFINING SUCCESSFUL MARKETING COMMUNICATION: A

FOLLOW-UP OF A GLOBAL CAMPAIGN Retrieved from

https://www.theseus.fi/bitstream/handle/10024/6324/Hansten_Susanna.pdf?sequence=1

Marketing Your Way Through a Recession. (2008, March 03). Retrieved from

https://hbswk.hbs.edu/item/marketing-your-way-through-a-recession

Purchasing Decision

5 steps to understanding your customer's buying process. (n.d.). Retrieved from

https://www.b2bmarketing.net/en/resources/blog/5-steps-understanding-your-customers-buying-

process

59 | P a g e
The Consumer Buying Decision Process. (2014, January 21). Retrieved from

https://www.smartinsights.com/marketplace-analysis/customer-analysis/consumer-decision-

buying-process/

Gold, L. (2018, November 02). Consumer Buying Decision Process. Retrieved from

https://bizfluent.com/how-does-5438201-consumer-buying-decision-process.html

Understanding the 3 Types of Consumer Buying Decisions. (2018, April 19). Retrieved from

https://www.guided-selling.org/types-buying-behavior/

Consumer Behavior and Purchase Decisions. (2017, September 05). Retrieved from

https://myventurepad.com/consumer-behavior-purchase-decisions/

Digital marketing strategies

Patell, N. (n.d.). Social Media Marketing Made Simple: A Step-by-Step Guide. Retrieved from

https://www.google.com/amp/s/neilpatel.com/what-is-social-media-marketing/?amp

Beleraj, B. (2019). The Impact of Social Media and email Marketing on Sales. Retrieved April 1,

2019, from https://scholar.google.com/scholar?start=20&q="email

marketing"&hl=en&scisbd=1&as_sdt=0,5#d=gs_qabs&u=#p=dCi17If6JTIJ.

Linn, M. (2018, September 01). How to Explain Content Marketing to Anyone [Fresh

Examples]. Retrieved April 01, 2019, from

https://contentmarketinginstitute.com/2018/09/explain-content-marketing-anyone/

60 | P a g e
REVIEW OF RELATED STUDIES

Marketing

Gilbreath, B. (2010). Retrieved January 9, 2019, from http://dentalwealthbuilder.com/dwb-

wp/wp-content/uploads/2014/05/DWB_The_Next_Evolution_of_Marketing.pdf

Kimmel, A. J. (2018). Psychological foundations of marketing. London,: Routledge.

Kotler, P., & Armstrong, G. (2018). Principles of marketing. Hoboken: Pearson Higher

Education.

Digital Marketing

Gangeshwer DK, E-Commerce or Internet Marketing: A Business Review from Indian Context”,

International Journal of - and e- Service, Science and Technology, 6(6), 2013, 187-192.

Charles Gibson, M.B.A. * International Journal of Scientific and Research Publications, Volume

8, Issue 2, February 2018 12 ISSN 2250-3153 The Most Effective Digital

Mersey, D., Malthouse, C., and Calder, B. (2010). Engagement with online media. Journals of

media business studies, 7(2), p. 39-56.

61 | P a g e
Vinerean, S., Cetina, I., Dumitrescu, L., and Tichindelean, M. (2013). The effects of social media

marketing on online consumer behavior. International journal of business and management,

8(14), pp. 66.

Advantages and Disadvantages of Digital Marketing

Sinansoft. (2018, October 29). Advantages and disadvantages of Digital Marketing. Retrieved

from https://sinansoft.com/blog/advantages-and-disadvantages-of-digital-marketing/

Top 7 Pros and Cons of Traditional Marketing Vs Digital Marketing. (2018, December 13).

Retrieved from https://acodez.in/traditional-marketing-vs-digital-marketing/?

fbclid=IwAR2yEIv5jDnmkPZLX26Mebd5putfOXkw6FFLavnCfk7H9ZsUFxfFpaCypOg

Gaille, B. (2017, January 14). 16 Pros and Cons of Digital Marketing. Retrieved from

https://brandongaille.com/16-pros-and-cons-of-digital-marketing/

Marketing Strategy

Morgan, N. A., Vorhies, D. W., & Mason, C. H. (2009, March 17). Market orientation, marketing

capabilities, and firm performance. Retrieved from

https://onlinelibrary.wiley.com/doi/abs/10.1002/smj.764

Chen, J. (2018, December 13). Marketing Strategy. Retrieved from

https://www.investopedia.com/terms/m/marketing-strategy.asp

62 | P a g e
MSG Management Study Guide. (n.d.). Retrieved from

https://www.managementstudyguide.com/marketing-strategy.html

Purchasing Decision

(n.d.). Retrieved from https://www.bizjournals.com/bizjournals/how-to/marketing/2015/05/how-

social-media-influences-consumer-buying.html

Nutt, P. C. (2008, March 11). Investigating the Success of Decision-Making Processes. Retrieved

from https://onlinelibrary.wiley.com/doi/abs/10.1111/j.1467-6486.2007.00756.x

Stankevich, A. (2017, October 18). Explaining the Consumer Decision-Making Process: Critical

Literature Review. Retrieved from https://researchleap.com/explaining-consumer-decision-

making-process-critical-literature-review/

Suchánek, P., Richter, J., & Králová, M. (2018, October 23). Customer Satisfaction, Product

Quality and Performance of Companies. Retrieved from

https://content.sciendo.com/view/journals/revecp/14/4/article-p329.xml

“5 Factors That Influence Online Buying Decisions.” Endertech, 1 June 2017,

endertech.com/blog/5-factors-influence-ecommerce-buying-decisions.

https://endertech.com/blog/5-factors-influence-ecommerce-buying-decisions

Digital Marketing Strategies

Gebauer, S. (2019, March 11). 10 Types Of Digital Marketing You Should Know – And Consider

For Your Marketing Strategy. Retrieved from https://blog.thesocialms.com/types-of-digital-

marketing-consider-strategy/

63 | P a g e
Top 10 Types of Digital Marketing to Promote a Business Online - SEOptimer: SEO Audit &

Reporting Tool. White Label Option. (2019, March 18). Retrieved from

https://www.seoptimer.com/blog/types-of-digital-marketing-promote-business/

16 Types of Digital Marketing Explained. (n.d.). Retrieved from

https://www.conversionadvantage.com/blog/16-types-of-digital-marketing-explained/

APPENDIX A

February 18, 2019

Dr. Brenda B. Corpuz,

Senior High School Principal
Technological Institute of the Philippines Quezon City

64 | P a g e
938 Aurora Boulevard Cubao, Quezon City

Dear Dr. Brenda B. Corpuz,

Good Day!

We, the students from Grade 11 ABM A5, are conducting a research entitled “Perceived
Effects of Online Shopping Stores Digital Marketing Strategies to the Purchasing Decision
of Grade 12 Accountancy, Business and Management Students of the Technological
Institute of the Philippines-Quezon City"

The aim of this research is to identify the effects of the digital marketing strategies on the
purchasing decisions of the Grade 11 Accountancy, Business and Management students.

We would like to humbly ask your good office to permit us to conduct the data gathering
and collection on February ______, 2019.
Thank you for the favorable approval on this matter and God Bless.

Respectfully,
The Researchers,
Basan, Louise Hardi Opena, Chloe Anne
Galban, John Limwhell Pederes, Angela
Garcia, Erica Pascua, Tresha Kizzie
Manzano, Alyssa Marie Villaflores, Mark Andre

Noted by: Approved by:

Ms. Aivy G. Dela Cruz Dr. Brenda B. Corpuz

Research Instructor Senior High School Principal

65 | P a g e
 APPENDIX B

Technological Institute of the Philippines Quezon City

938 Aurora Boulevard Cubao, Quezon City

Dear Participants,
Good Day!

We, the students from Grade 11 ABM A5, are conducting a research entitled “Perceived
Effects of Online Shopping Stores Digital Marketing Strategies to the Purchasing Decision
of Grade 12 Accountancy, Business and Management Students of the Technological
Institute of the Philippines-Quezon City"

The study aims to provide knowledge for effective purchasing and introducing the
concept of digital marketing strategies. The information that will be collected will be used to give
insights on our chosen research title.

The researchers are interested in your perception about the effects of digital marketing
strategies on your purchasing decision, so we have formed questionnaire which will be answered
by the chosen participants. The identity of the participants along with the information collected
from them will be kept confidential.

We would like to inform you that we are not forcing you to participate and this is
voluntary. We hope for your kind consideration. Thank you and God Bless.

Sincerely,
The Researchers,
Basan, Louise Hardi
Galban, John Limwhell
Garcia, Erica
Manzano, Alyssa Marie
Opena, Chloe Anne
Pederes, Angela
Pascua, Tresha Kizzie
Villaflores, Mark

Noted by:

Ms. Aivy G. Dela Cruz

Research Instructor

66 | P a g e
 APPENDIX C

Mr. Jeffrey Desipolo,

Senior High School Faculty Member
Technological Institute of the Philippines
983 Aurora Boulevard, Cubao, Quezon City

Dear Mr. Desipolo,

Good Day!

We are the group 5 of the Practical Research from 11 ABM-A5. We are currently working
on a research entitled “Perceived Effects of Online Shopping Stores Digital Marketing
Strategies to the Purchasing Decision of Grade 12 Accountancy, Business and Management
Students of the Technological Institute of the Philippines-Quezon City".

This research aims to know what are the significant effects of digital marketing strategies
on the purchasing decisions of the students. We humbly ask for you precious time to validate the
research questions. Thank you for your time and consideration! God bless.

Respectfully,
The Researchers
Basan, Hardi Louise Opena, Chloe Anne
Galban, John Limwhell Pederes, Angela
Garcia, Erica Pascua, Tresha Kizzie
Manzano, Alyssa Marie Villaflores, Mark Andrei

Noted by: Validated by:

Ms. Aivy G. Dela Cruz Mr. Jeffrey Desipolo

Research Instructor Senior High School Faculty Member

67 | P a g e
Mr. Jayvee Cebu,
Senior High School Faculty Member
Technological Institute of the Philippines
983 Aurora Boulevard, Cubao, Quezon City

Dear Mr. Cebu,

Good Day!

We are the group 5 of the Practical Research from 11 ABM-A5. We are currently working
on a research entitled “Perceived Effects of Online Shopping Stores Digital Marketing
Strategies to the Purchasing Decision of Grade 12 Accountancy, Business and Management
Students of the Technological Institute of the Philippines-Quezon City"

This research aims to know what are the significant effects of digital marketing strategies
on the purchasing decisions of the students. We humbly ask for you precious time to validate the
research questions. Thank you for your time and consideration! God bless.

Respectfully,
The Researchers
Basan, Hardi Louise Opena, Chloe Anne
Galban, John Limwhell Pederes, Angela
Garcia, Erica Pascua, Tresha Kizzie
Manzano, Alyssa Marie Villaflores, Mark Andrei

Noted by: Validated by:

Ms. Aivy G. Dela Cruz Mr. Jayvee Cebu

Research Instructor Senior High School Faculty Member

68 | P a g e
Ms. Isabella Rouenna P. Tena
Senior High School Faculty Member
Technological Institute of the Philippines
983 Aurora Boulevard, Cubao, Quezon City

Dear Ms. Tena,

Good Day!

We are the group 5 of the Practical Research from 11 ABM-A5. We are currently working
on a research entitled “Perceived Effects of Online Shopping Stores Digital Marketing
Strategies to the Purchasing Decision of Grade 12 Accountancy, Business and Management
Students of the Technological Institute of the Philippines-Quezon City"

This research aims to know what are the significant effects of digital marketing strategies
on the purchasing decisions of the students. We humbly ask for you precious time to validate the
research questions. Thank you for your time and consideration! God bless.

Respectfully,
The Researchers
Basan, Hardi Louise Opena, Chloe Anne
Galban, John Limwhell Pederes, Angela
Garcia, Erica Pascua, Tresha Kizzie
Manzano, Alyssa Marie Villaflores, Mark Andrei

Noted by: Validated by:

Ms. Aivy G. Dela Cruz Ms. Isabella Rouenna P. Tena

Research Instructor Senior High School Faculty Member

69 | P a g e
Mr. Jun Kevin Pedrosa
Senior High School Faculty Member
Technological Institute of the Philippines
983 Aurora Boulevard, Cubao, Quezon City

Dear Mr. Pedrosa,

Good Day!

We are the group 5 of the Practical Research from 11 ABM-A5. We are currently working
on a research entitled “Perceived Effects of Online Shopping Stores Digital Marketing
Strategies to the Purchasing Decision of Grade 12 Accountancy, Business and Management
Students of the Technological Institute of the Philippines-Quezon City"

This research aims to know what are the significant effects of digital marketing strategies
on the purchasing decisions of the students. We humbly ask for you precious time to validate the
research questions. Thank you for your time and consideration! God bless.

Respectfully,
The Researchers
Basan, Hardi Louise Opena, Chloe Anne
Galban, John Limwhell Pederes, Angela
Garcia, Erica Pascua, Tresha Kizzie
Manzano, Alyssa Marie Villaflores, Mark Andrei

Noted by: Validated by:

Ms. Aivy G. Dela Cruz Mr. Jun Kevin Pedrosa

Research Instructor Senior High School Faculty Member

70 | P a g e
 Appendix D

Research Question 1: What do the Grade 12 ABM students buy online?

Interview Questions:

a. What do you usually by online? (Anu-ano ang mga karaniwan mong binibili online?)
b. How often do you buy online? (Gaano kadalas ang pamimili mo online?)
c. What are the sites that you visit to buy online?? (Ano ang mga sites na pinupuntahan mo

para bumili online?)

Research Question 2: What are the digital marketing strategies known by the grade 12 ABM

students?

Interview Questions:

a. Are you aware of digital marketing strategies? If yes, give at least one example. (May

kaalaman ka ba sa mga digital marketing strategies? Kung oo, magbigay ng isa.)

b. Which of the marketing strategies that you mentioned do you see the most when

shopping online? (Ano/Alin sa mga nabanggit mong digital marketing strategies ang

pinakamadalas mong nakikita?)

c. How often do you come across the different digital marketing strategies when you go

online? (Gaano kadalas ka nakakakita ng mga digital marketing strategies sa tuwing ikaw ay

online?)

Research Question 3: Why do the grade 12 ABM students buy online?

a. Why do you prefer purchasing online rather than going to physical stores? (Bakit mas

nagugustuhan mo ang pagbili sa mga online store kaysa pagpunta sa mga physical

stores?)
b. Why do you stick to online shopping? (Bakit tinatangkilik mo ang online shopping?)
c. What things do you see in online shopping that makes it your most used method in

purchasing an item? (Ano ang mga bagay na nakikita mo sa online shopping na siyang

dahilan kung bakit ito ang pinakagusto mong paraan ng pagbili ng isang gamit?)

71 | P a g e
Research Question 4: How do these Digital Marketing Strategies affects their purchasing

decision.

Interview Questions:

a. Do digital marketing strategies affect your decision? If yes, how? (Nakaaapekto ba ang

digital marketing strategies sa iyong pamimili? Kung oo, paano?)

b. How do these digital marketing strategies stimulate your buying decision? (Paano

nagiging mitsa ng pagbili ng isang produkto ang mga digital marketing strategies na ito?)
c. What is the influence of these digital marketing strategies on your purchasing decision?

(Ano ang impluwensiya ng mga digital marketing strategies sa iyong purchasing decision?)

72 | P a g e
 APPENDIX E

TRANSCRIPTION

Encoding

Research Question 1: What do the Grade 12 ABM students buy online?

Q1: What do you usually by online? (Ano ano ang mga karaniwan mong binibili
online?)
Participant 1: K-pop albums and merchandise
Participant 2: Ang mga binibili ko kadalasan sa online is mga damit
tapos mga gamit na kailangan.
Participant 3: Usually clothes
Participant 4: Damit o kaya accessories
Participant 5:Madalas gadget: mouse ganyan tapos yung mga sale
Participant 6:Gadgets o kaya beauty products
Participant 7: Brushes, beauty products
Q2: How often do you buy online? (Gaano kadalas ang pamimili mo online?)
Participant 1:Once in a month
Participant 2: Napapadalas ako bumili online lalo na pag may kailangan
bilihin or may nagustuhan akong item
Participant 3: I think twice a month
Participant 4:Minsan lang kapag may pera
Participant 5:Dipende sa sale halimbawa minsan madalas sale mas lalong
nakakaattract bumili ganyan kasi nga mura
Participant 6: Pag kinakailangan lang
Participant 7:Once a month
Q3: Where/What are the sites that you visit to buy online? (Ano-ano ang mga
sites na pinupuntahan mo para bumili online?)
Participant 1:Shoppee and Lazada
Participant 2: Lazada or shoppee
Participant 3:Shoppee/ Lazada

73 | P a g e
 Participant 4: Sa shoppee lang
Participant 5:Lazada, Shoppee, Amazon nga ba ayun
Participant 6:Shoppee at Lazada
Participant 7:Shoppee or Lazada

Research Question 2: What are the digital marketing strategies known by the grade 12
ABM students?

Q1: Are you aware of digital marketing strategies? If yes, give at least one
example. (May kaalaman ka ba sa digital marketing strategies? Kung oo,
magbigay ng isa.)
Participant 1: Wala akong masyadong alam eh
Participant 2: Oo like ads sa facebook
Participant 3: Yes, yung mga advertisement ng mga products sa
television/billboards and also social media
Participant 4: Meron, social media kunyare sa jollibee. yung mga kilig
serye. mas nauugnay sa target market nila yung advertisement nila.
Participant 5: Social media, print programs, emails
Participant 6: Hindi ako maalam tungkol dun eh
Participant 7: Meron. kasi as a ABM student napagdaanan na namin yan.
yung mga social advertisement. eto kasi yung isa sa mga method para mas
makakuha sila ng costumer.
Q2: Which of the marketing strategies that you mentioned do you see the most
when shopping online? (Ano/Alin sa mga nabanggit mong digital marketing
strategies ang pinakamadalas mong nakikita?)
Participant 1:Mostly sa Facebook ads
Participant 2: Yung sa facebook, sa IG, pag nag bro-browse tapos pag
nag youtube
Participant 3:Usually they put a low price in the product so that they
attract a customer to buy

74 | P a g e
 Participant 4: Yun nga mga nagpa-pop up na ads sa mga videos sa
facebook
Participant 5: Email lalo na kapag umo-order magsesend sila ng email
tapos may ads sa baba
Participant 6: Email
Participant 7: Advertisement sa social media, yung bigla silang nagpa-
pop out
Q3: How often do you come across the different digital marketing strategies when
you go online? (Gaano kadalas ka nakakakita ng mga digital marketing strategies
sa tuwing ikaw ay online?)
Participant 1:Almost all of the time
Participant 2:Madalas pag nag bro-browse. Kasi puro ganun na, kasi uso
din
Participant 3:Halos araw araw din, lalong lalo na sa youtube at sa
facebook, kapag nanonood ako ng mga videos
Participant 4: Madalas kasi habang nagi-iscroll ka meron agad
advertisements
Participant 5:Actually daily siya most of the time lazada talaga
Participant 6: Madalas youtube
Participant 7:Sobrang dalas. Wala ka na kasing choice kasi wala nang
skip ad ngayon eh. kailangan na talagang panoorin.

Research Question 3: Why do the grade 12 ABM students buy online?

Q1: Why do you prefer purchasing online rather than going to physical stores?
(Bakit mas nagugustuhan mo ang pagbili sa mga online store kaysa pagpunta sa
mga physical stores?)
Participant 1: Less hassle, no need for transportation
Participant 2: Mas gusto ko sa online kasi una hindi na ko mapapagod
mag punta dun sa mismong store and minsan kasi, pag nagpupunta ako sa
store mismo, wala yung gusto kong bilhin.
Participant 3: Physical store to assure the quality

75 | P a g e
 Participant 4: less hassle kasi
Participant 5: Sobrang convinient. magbabayad lang ako sa bahay.
magaantay lang ako ganun
Participant 6: Mas less time consuming ganun,tapos maga-antay ka
nalang Participant 7: ‘Di ka na mapapagod. magbabrowse ka lang
ganyan. antayin mo nalang
Q2: Why do you stick to online shopping? (Bakit tinatangkilik mo ang online
shopping?)
Participant 1: Nakakatulong siya sa paraan na hindi ko na kailangan
umalis ng bahay kapag may bibilhin at hindi na kaialangan ng sasakyan.
Participant 2: Kasi sa online nakikita ko lahat ng meron silang item na
available ganun and hindi na ko mapapagod sa pagpunta tsaka sayang
pamasahe
Participant 3: I think para less hassle? Unlike sa physical store
Participant 4: Uso na kasi ngayon yung internet so mas convinient para
sa mga taong bumibili dito
Participant 5: Sobrang convinient. daming sales,mas mura kesa physical
stores
Participant 6: Mas nacoconsume mo time mo sa pamimili
Participant 7: Mas less time consuming, Pag walang time ganyan
Q3: What things do you see in online shopping that makes it your most used
method in purchasing an item? (Ano ang mga bagay na nakikita mo sa online
shopping na siyang dahilan kung bakit ito ang pinakagusto mong paraan ng
pagbili ng isang gamit?)
Participant 1: Kpop merchandise na mahirap hanapin sa physical stores
Participant 2: Time consuming tsaka less pagod
Participant 3: Price talaga. Accomodating nayon
Participant 4: Mura yung bilihin tsaka maraming choices
Participant 5: Yung sales tapos voucher nila. makakamura talaga ko.
Participant 6: Sa quality
Participant 7: Yung mga equipments, ‘di mo kasi alam kung saan bibilhin
yung isang bagay sa mall pero sa online shopping nakacategory

Research Question 4: How do these digital marketing strategies affect the purchasing
decision of the Grade 12 Accountancy, Business and Management students?

76 | P a g e
 Q1: Do digital marketing strategies affect your decision? If yes, how?
(Nakaaapekto ba ang digital marketing strategies sa iyong pamimili? Kung oo,
paano?)
Participant 1:Nahihikayat akong bumili lalo
Participant 2:Oo kasi parang nakaka attract gusto ko lang bumili ng
bumili
Participant 3: Ahm oo? Madali ako ma attract kapag online e
Participant 4: Oo kasi yung shoppee diba madalas nakikita sa TV tapos
mas nakakaengganyong bumili
Participant 5:Sobrang nakakaapekto. napakaattractive talaga
Participant 6:Oo kasi mas nakaka-enganyo
Participant 7:Oo kasi pag nakikita mo mga information about it mas
nacocompare mo siya sa ibang products
Q2: How do these digital marketing strategies stimulate your buying decision?
(Paano nagiging mitsa ng pagbili ng isang produkto ang mga digital marketing
strategies na ito?)
Participant 1:Dahil binibigay nito yung mga offered deals at nagbibigay
kaalaman din sa mga produktong available para sa araw na yon
Participant 2:Pag yung quality maganda, yung mga reviews sa item
ganun gusto ko na
Participant 3: On how to introduce their product minsan kase maganda sa
picture e.
Participant 4:Sa mga promises nila gaya ng cash on delivery tapos mas
convenient
Participant 5:Through the content mismo. yung content talaga yung
nakakaattract.
Participant 6:Yung mga advertisement naa-attract attention mo
Participant 7:Pag sa physical store kasi andun lang yung product pero sa
online store andun na yung description price ganyan tapos minsan may
mga pakulo pa sila
Q3: What is the influence of these digital marketing strategies on your purchasing
decision? (Ano ang impluwensiya ng mga digital marketing strategies sa iyong
purchasing decision?)
Participant 1:Naiimpluwensiyhan akong bumili ng madami dahil sa mga
ads na nagpoprovide ng sapat na impormasyon para sa mga produktong
gusto kong bilhin.

77 | P a g e
 Participant 2:nakaka attract sya na parang napupush kang bumili kasi
nakikita mong ayos naman pag sa online bibili
Participant 3: Ahm parang napapagastos ako ng malaki every o-order
ako. Participant 4: Naga-grant naman kasi yung mga wish ng isang tao
kaya ayun
Participant 5:Kasi nga attractive talaga. lalo na sakin buyer addict
ganyan. gayan ng mga ads sa social media ganyan tapos one click away
lang Participant 6: Mas napapaangat yung guts mo para bumili ng
isang product
Participant 7:Like social advertisements kumbaga pang masa siya hindi
lang ako yung makakakita pati din yung ibang shoppers

78 | P a g e
79 | P a g e
80 | P a g e
81 | P a g e
82 | P a g e
83 | P a g e
84 | P a g e
85 | P a g e
86 | P a g e