TikTok influencers and purchase intentions of the senior high school students in Divine Word College of San Jose

Abstract

This research study investigated how TikTok influencers influence students' purchasing intentions by establishing three perceived characteristics of the TikTok influencers and considering the student's profile. It aimed to explicate the importance of comprehending consumer behavior and the extent of awareness in the context of making purchases on TikTok platforms. The research employed a quantitative approach with a descriptive-correlational design; the study surveyed 203 of the 432 Senior High School students from the Divine Word College of San Jose using a systematic sampling approach. Data was collected through printed survey papers using a modified-adapted questionnaire with a four-point Likert scale. The statistical tools used for the treatments were: weighted mean, which assessed TikTok influencers and purchase intention level; Pearson correlation coefficient, which explored the profile and purchase intention association; and Regression, which predicted TikTok Influencers' effect on purchase intention. Results revealed significant relationships between age and purchase intention, as well as sex and purchase intention, while monthly allowance and TikTok usage frequency showed no significant relationship with purchase intention. Moreover, parasocial relationship, expertise, and trustworthiness were found to have highly significant relationships with purchase intention. The study highlights a highly significant relationship