i

SOCIAL MEDIA PLATFORM AS MARKETING TOOL OF KAGAYAKU

WHITENING SOAP AND ITS INFLUENCE ON CONSUMER
BUYING BEHAVIOR IN QUEZON CITY: BASIS FOR
PROMOTIONAL PLANNING

A Thesis Presented to the Faculty of the College of Hospitality,

Tourism, Business, Accountancy and Management in
Bestlink College of the Philippines

In Partial Fulfillment of the Requirements

For the Degree Bachelor of Science in
Business Administration Major in
Marketing Management

LINSAY R. BANICO

RENA ROSE A. CUAJOTOR

ROCELLE MAR E. MOLEJON

ROGELIO S. PALAÑA

GRACE ANN B. SALCIDA

May 2023
 ii
APPROVAL SHEET

This thesis entitled SOCIAL MEDIA PLATFORM AS MARKETING

TOOL OF KAGAYAKU WHITENING SOAP AND ITS INFLUENCE ON
CONSUMER BUYING BEHAVIOR IN QUEZON CITY: BASIS FOR
PROMOTIONAL PLANNING, prepared and submitted by Linsay R.
Banico, Rena Rose A. Cuajotor, Rocelle Mar E. Molejon, Rogelio S.
Palaña, and Grace Ann B. Salcida, in partial fulfillment of the
requirements for the degree of Bachelor of Science in Business
Administration major in Marketing Management, has been examined and
is recommended for acceptance and approval for Oral Defense.

VINALYN L. SARZATA, LPT, MBA

Adviser
________________________________________________________________
THESIS REVIEW PANEL

Approved by the Committee on Oral Defense with a grade of PASSED.

WINNIE L. LABOR, LPT ARIANE C. ASTUDILLO, LPT, MBA

Member Member

NENITA D. MAKALINTAL, Ed. D

Chairperson

Accepted and approved in partial fulfillment of the requirements for the

degree of Bachelor of Science in Business Administration, major in Marketing
Management.

RYAN M. IGNACIO, Ph. D

Dean, College of Hospitality, Tourism, Business, Accountancy and Management

Date of Pre-Oral Defense: November 9, 2022

 iii
RESEARCH ABSTRACT

Title: SOCIAL MEDIA PLATFORM AS MARKETING TOOL OF

KAGAYAKU WHITENING SOAP AND ITS INFLUENCE ON

CONSUMER BUYING BEHAVIOR IN QUEZON CITY: BASIS

FOR PROMOTIONAL PLANNING

Authors: LINSAY R. BANICO

RENA ROSE A. CUAJOTOR

ROCELLE MAR E. MOLEJON

ROGELIO S. PALAÑA

GRACE ANN B. SALCIDA

Degree: Bachelor of Science in Business Administration

Major: Marketing Management
Date of Completion: May 2023

Section: 4204
Adviser: Ms. Vinalyn L. Sarzata, LPT, MBA
School year: 2022 - 2023
 iv
ACKNOWLEDGMENT

The researchers would like to express their heartfelt thanks and

gratitude to the following persons who, in one way or another, have

contributed much, and extended the willingness and support needed to

make this research possible:

Dr. Maria M. Vicente, President/CEO of Bestlink College of the

Philippines, for her generosity and kind heart in establishing this

institution and giving opportunities to those less fortunate students to

continue their studies and pursue their dreams;

Ms. Edith M. Vicente, Executive Vice President, for providing the

needed information to complete this research;

Dr. Charlie I. Cariño, Vice President for Academic Affairs, for his

support and encouragement to make this thesis writing possible;

Engr. Diosdado T. Lleno, Vice President for Administration and

Finance, for his words of encouragement and motivation;

Ms. Joy Evelyn A. Ignacio, College Associate Research Head,

for her good heart to extend her help needed by the researchers;

Dr. Ryan M. Ignacio, Dean of College of Hospitality, Tourism,

Business, Accountancy and Management, for his critical appraisal and highly

valuable suggestions that have aided in the process of this research;

 Ms. Vinalyn L. Sarzata, thesis adviser, for his patient supervision

in guiding the researchers in preparation of this manuscript;

Panelists, Dr. Nenita D. Makalintal, Ms. Arianne G. Astudillo,

Ms. Winnie L. Labor who extended their effort and time to be able to

constructively criticize this feasibility study and share their knowledge with

them to deepen and widen their needed information

Grammarian, To Ms. Maricar De Leon Malina, Thanks for being

the research grammarian and for having and giving the researchers long

patience to read the research paper carefully and check its grammar.

Statistician, To Mr. Cesar Canlas, Thanks for being the

researchers’ statistician in this study and for giving his time just to help

the researchers to make this research possible.

Respondents, who cooperated and spent time answering

questionnaires, and made it possible to accomplish this research;

Friends, for all the moral support that has enabled the researchers

to triumph over all the challenges, especially during the lowest time that

served as their inspiration to complete this study;

Parents, the researchers would like to thank, you for the limitless

love and guidance which make this research to be done and possible.

The researchers also thanked their beloved families for their financial

needs and support for this research.

 Above all, I to the Almighty God, for the strength and knowledge

that were used for the accomplishment of this research journey

THE RESEARCHERS

LINSAY R. BANICO

RENA ROSE A. CUAJOTOR

ROCELLE MAR E. MOLEJON

ROGELIO S. PALAÑA

GRACE ANN B. SALCIDA

 v
DEDICATIONS

To our beloved

PARENTS

To our

FAMILY

our

ALMIGHTY GOD THE FATHER

and

SAVIOUR JESUS CHRIST

This is not just for compliance, this is a wholehearted and dedicated piece
of hard work by:

THE RESEARCHERS
 ABSTRACT

Introduction

Through years passed it is beyond doubt that skincare products is

not for all, especially the person who have skin allergies and sin irritation.

Most of the people are having a hard time to express themselves. Having

a skin care products that suits to them may solve this kind of problem.

The primary aim of this study is to provide information regarding

Social Media as a Marketing Tool for Kagayaku whitening soap and its

influence on consumer behavior in Quezon City: Basis on promotional

planning. Kagayaku Whitening Soap is a beauty product that has gained

popularity in Quezon City, Philippines. To maintain its market position and

increase sales, the company needs to understand the influence of social

media on consumer buying behavior. The company needs to determine

whether social media can be used as an effective marketing tool to

promote the product and increase sales in Quezon City.

The study will aim to identify the most effective social media

platforms for promoting the product and the most persuasive promotional

strategies. The study utilized a descriptive research design, quantitative

data collection and analysis techniques.

Methods

The study utilized a descriptive quantitative research design to

gather data from fifty (50) Kagayaku user located in Quezon City.

Convenience sampling technique was employed to select respondents.

The study employed four statistical tools to analyze the data: frequency

and percentage, weighted mean, Pearson’s r, and likert scale. The results

of the study can be summarized using these statistical tools to describe

the characteristics of the sample and identify any relationships among

variables. The use of these statistical tools will provide a comprehensive

analysis of the data gathered in the study.

Results

The study presents data on the demographic profile of the

respondents, assessment of the respondents to social media platform

used by kagayaku to promote their products, social media platform that

use to influence on consumer to buy the products, problems encountered

on the social media platform used by kagayaku, and the statistical tool

used were frequency and percentage, weighted mean, pearson r, and

likert scale. Based on the data, the majority of the respondents are both

male and female who are single, aging from 19-24 years old, and has ₱

5,000 below monthly income. In terms of social media platform used by

kagayaku, Facebook considered as providing information about the

product’s brand. Instagram considered as most effective social media for

posting pictures and videos. Tiktok is considered that it can spread

information quickly and efficiently, while Twitter is considered the platform

that provides monitoring ad and responding to customer tweets, creating

a great experience for the customers. In terms of social media platform

influence the consumer to buy the products, Effectivity, the respondents

said that the products are effective. Affordability considered that the

products are worth to buy. While Accessibility considered that online

payment helps customers complete their payment within just a few

minutes. Overall, the respondents strongly agree that social media as

marketing tool can provide helpful information for making informed

purchasing decisions.
Discussion

Based on the findings of the study, it is recommended for

Kagayaku to focus on social media advertising and prioritize accessibility

in their marketing efforts. The study suggests that Tiktok are effective

platform to reach their target audience of young adult individuals in

Quezon City.

The business may think about adding awards and speeding up

response times to client inquiries to enhance their advertising on other

social media sites. It's crucial to solve the issue of delayed responses by

offering prompt and effective customer support.

The business should also concentrate on producing interesting and

entertaining content for its audience. This might boost brand loyalty and

client engagement. In order to enhance the impact of their advertising, the

business should customize its marketing techniques to fit the unique

demands of their target population.

 vi
TABLE OF CONTENTS

PAGE

TITLE PAGE i

APPROVAL SHEET ii

ABSTRACT iii

ACKNOWLEDGMENT iv

DEDICATION v

TABLE OF CONTENTS vi

LIST OF TABLES vii

LIST OF FIGURES viii

CHAPTER

1 INTRODUCTION

Background of the Study 1

Review of Related Literature and Studies 5

Theoretical Framework 8

Conceptual Framework 10

Statement of the Problem 12

Scope and limitation 13

Significance of the Study 14

Definition of Terms 15
2 METHODS

Research Design 17

Respondents of the Study 18

Sampling Technique 18

Instrument Used in the Study 19

Construction of the Instrument 19

Validation of the Instrument 20

Statistical Treatment of Data 22

3 RESULT

Tables, Figures, and Text 25

4 DISCUSSION

Summary of Findings 61

Conclusion 66

Recommendations 67

BIBLIOGRAPHY

APPENDICES

CURRICULUM VITAE
 1

CHAPTER 1

INTRODUCTION

This chapter entails the background of the study, related literature,

theoretical framework, conceptual framework, statement of the problem,

hypothesis, scope, and limitation of the study, the significance of the

study, and definition of terms.

Background of the Study

In this new generation, it is beyond doubt that skin care products

are not for all, especially the person who have allergies and skin irritation.

Most people are having a hard time to expressing themselves.

Sometimes, this problem causes them to lose their self-esteem and

confidence. However, they should not give up because there is always a

way for them to accomplish the things they truly desire. Having a skin

care product that perfectly suits them is a big thing to boost their personal

power.

The term social media platform as a marketing tool generally refers

to a promotional strategy that can increase brand awareness and improve

brand loyalty. Issues and Problems pertaining to Social Media Platform as

Marketing Tool. Nowadays we are already in a technologically generation

wherein we can easily access information by the use of technology

 2

however in some case there’s still a negative effects and issues that may

occur such as businesses who are using social media platform as a

marketing tool are failing to engage in conversations with customers due

to relying too much on the automation another thing is image based

abused that is resulting to false advertisement. This will affect consumer

buying behavior because they don’t have direct interaction with the sellers

to ask information about specific product or service because customer

was unable to see the actual product or service.

The study of people, groups, or organizations, as well as all the

actions connected to the consumption, and disposal of products and

services, is known as the consumer. How a person's feelings, attitudes,

and preferences influence their purchasing behavior is referred to as

consumer behavior. On the other hand, consumer buying behavior

describes the steps customers take before making a purchase of a good

or service, both online and offline. This procedure could involve using

search engines, commenting on social media posts, or taking a number of

other actions.

The CEO of Kagayaku, Rosemarie Peñamora Tan started

launching the product in February 2022, The CEO first launched the

makeup line. It was such a big hit that the company started venturing into

more beauty and skincare products. Among the company’s bestselling

 3

products is the Kagayaku Rejuvenating Set, Kagayaku Whipped Soap,

Kagayaku Slimming & Whitening Food Supplement, etc. Everyone

seems to be getting into the craze of online selling. Rosemary is one of

those who struck gold by live-selling skincare and beauty products. The

owner proudly shared the success story, from being a tiktoker to being

the owner of a successful business.

As per Rosmar, the company chooses to promote her product

through social media to easily influence the consumer to buy her product.

And this study assesses the social media platform as a marketing tool

and its influence on consumer buying behaviour in Quezon City: Basis for

promotional planning. This take encourages new potential customers to

try something new, with low risk and increasing brand awareness.

Thus, the primary aim of this study is to provide information

regarding Social Media as a Marketing Tool for Kagayaku whitening soap

and its influence on consumer behavior in Quezon City: Basis on

promotional planning. Kagayaku Whitening Soap is a beauty product that

has gained popularity in Quezon City, Philippines. To maintain its market

position and increase sales, the company needs to understand the

influence of social media on consumer buying behavior. The company

needs to determine whether social media can be used as an effective

marketing tool to promote the product and increase sales in Quezon City.
 4

The problem is that there is limited research on the use of social

media platforms as a marketing tool for beauty products in Quezon City.

Additionally, there is limited understanding of how social media influences

consumer buying behavior in the context of beauty products. Therefore,

there is a need for research to determine the effectiveness of social

media as a marketing tool for Kagayaku Whitening Soap in Quezon City.

The solution is to conduct a research study to explore the influence

of social media on consumer buying behavior of Kagayaku Whitening

Soap in Quezon City. The study will aim to identify the most effective

social media platforms for promoting the product and the most persuasive

promotional strategies. The study utilized a descriptive research design,

quantitative data collection and analysis techniques. The findings of this

study will provide the basis for promotional planning for Kagayaku

Whitening Soap and help the company increase its market position and

sales in Quezon City.

 5

Related Literature

The collected literature builds Promotional Planning, Marketing

Tool, and Consumer Buying Behaviour.

Promotional Planning

Loupos, Nathan, and Cerf (2019), stated that, in those services,

the standard approach to prognosticating unborn client stations involves

collecting data on a stoner’s once-purchased behavior and erecting

statistical models to decide a stoner’s conduct into the future. Their

models produce high-quality valuations and demonstrate that social

networks lead to a significant boost in prophetic performance, primarily

during the first month of a client’s tenure. In addition, client perception

plays a major role in buying behavior Consumers can have reasonable

expectations of brand features and other benefits based on what they

know about brands in terms of overall quality and specific characteristics.

Marketing Tool

Cua (2022), mentioned that e-commerce growth accelerated to

new levels. Many tried it out to find that they liked it. Platforms took

advantage by launching more innovations to online shopping becomes

more convenient and sometimes even cheaper for shoppers. There is a

rapid evolution of consumer behavior due to lifestyle changes. Brands

 6

must create effective consumer engagement. In addition, shopping online

saves time and greatly shortens the selection and payment process when

shopping online. You don’t have to go to the physical store, so you can

save time traveling.

Promotional Planning

According to Casillan (2020), the Production of whitening soap,

one of the many objects produced by the industry, has perpetuated social

satisfaction in the Philippines. The soap embedded an idealistic view of

white beauty in the minds of Filipinos. It continues to be deeply rooted in

Philippine culture due to the exposure of Filipina bodies to the

advertisements of the massive skin-lightening industry. When you are

using a soap product you have to choose the appropriate product and

follow a skincare routine that works for you.

Consumer Buying Behavior

Putra, Ludiya, and Prasetyo (2021), pointed out that to find out

the effect of the sales system with e-commerce media. By knowing the

influencing consumers, we will be able to correct deficiencies in the

existing sales system and increase the sale of a product or service being

marketed. It aims to determine whether there is a relationship between

the variable price of goods and promotional media. This study will

produce data that can answer the research problem raised. Overall, the

primary aim of this study is to find out if there’s a significant relationship

 7

between promotional media and the price of the goods with these two

variables that may influence consumer buying behavior.

Relevance of the related literature and studies to present study

The collected data related to literature and studies are relevant to

the present study.

Loupos, Nathan, and Cerf (2019), and Casillan (2020), according

to them Their models produce high-quality valuations and demonstrate

that social networks lead to a significant boost in prophetic performance,

primarily during the first month of a client’s tenure. and the production of

whitening soap, one of the many objects produced by the industry, has

perpetuated social satisfaction in the Philippines.

Cua (2022), Putra, Ludiya, and Prasetyo (2021), According to the

research author, platforms took advantage by launching more innovations,

making online shopping more convenient and sometimes even cheaper

for shoppers. There is a rapid evolution of consumer behavior due to

lifestyle changes. And the brands must create effective consumer

engagement. They also stated that it aims to determine whether there is a

relationship between the variable price of goods and promotional media.

This study will produce data that can answer the research problem raised.
 8

Theoretical Framework

Ahmad Sarraf Social Media Marketing Theory was written by

Ahmad Reza Akhavan Sarraf this shows how social media marketing

could affect customer buying behaviour this theory given an infinite nature

of population, a convenience sample of 384 people is drawn. A

questionnaire is used as an instrument to gather data. According to the

results, Interactivity, hedonic motivations, performance expectations, and

informativeness positively influence buying intention. However, perceived

relevance does not affect buying intention.

INSTAGRAM FACEBOOK

Social Media
Marketing
TIKTOK TWITTER

Figure 1. Ahmad Sarraf Social Media Marketing

This study is anchored by Ahmad Sarraf (2020) with the theory of

Social Media Marketing. Social media is a powerful tool for marketing and

advertising companies can use social media to target and influence

 9

consumer buying behavior. Today with the emergence of social media

platforms the whole buying experience has completely altered the

marketing and consumer purchasing behavior scenario. The primary

importance of consumer buying behavior lies in the fact that people can

know the consumer is going to behave, and what are their impulses,

needs, demands, wants necessities, and lifestyles It is very easy to use

the social media platform to reach customers because people nowadays

use media to communicate and interact with others and it is cost-effective,

faster and better engagement in build brand awareness. The online

marketing world which implicates how to do consumer conversation on a

website or Facebook, Instagram, or Twitter. This can also be done on a

forum or blog. Online networking showcasing is an essential class of

computerized advertising which includes empowering client

correspondences on an organization’s own website, or social existences,

for example, facebook or twitter or web journals and discussions. It can

be connected as a conventional communication medium, for instance,

organizations can utilize facebook or twitter to send messages to clients

or accomplices who have selected it. Be that as it may, to exploit the

advantages of online networking it is imperative to begin and take an

interest in client discussions.

 10

Conceptual Framework

This concept of the research pertains to the Social Media Platform

as Marketing Tool of Kagayaku Whitening Soap and its Influence on

consumer buying behaviour in Quezon City. This study utilized the

INPUT-PROCESS-OUTPUT in conducting this research.

Figure 2. Conceptual Model of the Study

 11

Figure 1 shows the input of the demographic profile of

respondents in terms of age, gender, monthly income, and civil status.

Also the review or related literature and studies and lastly, the theoretical

framework.

Figure 2 shows the research process of the study. First is the

statement of the problem 2 and 3. Assessing of the social media platform

as marketing tool to promote products in terms of facebook, instagram,

tiktok, and twitter. The Second is Social Media Platform influence the

consumer to buy the products in terms of affordability, effectivity, and

accessibility. The Third is the possible problems encountered on this

study. The Fourth is Data Gathering through the distribution of google

form survey questionnaire and statistical analysis and interpretation of

gathered data and lastly, the research design and sampling technique

used in this study are Quantitative research design and convenience

sampling technique.

Figure 3 shows the completion of the study. The researchers will

come up with the output, utilized in promotional plan using social media

platforms.
 12

Statement of the Problem

This study aimed to answer the social media as a marketing tool of

Kagayaku Whitening Soap and its influence on consumer buying

behaviour in Quezon City: Basis on Promotional Planning.

Specifically, this study seeks to answer the following questions:

1. ) What is the demographic profile of the respondents in terms of:

1.1 age;

1.2 gender;

1.3 monthly Income and;

1.4 civil status?

2. ) How do the male and female respondents assess social media

platforms as marketing tools to promote products in terms of:

2.1 facebook;

2.2 Instagram;

2.3 tiktok and;

2.4 twitter?

3. ) How does social media platform influence the consumer to buy the

products in terms of:

3.1 effectivity;

3.2 affordability and;

3.3 accessibility?
 13

4. ) Is there a significant relationship between the assessment of social

media platform as a marketing tool and the assessment that influence

consumer buying behaviour?

5. ) What are the problems encountered by the respondent on the

marketing of kagayaku?

6. ) Based on the findings of the study, what promotional plan can be

proposed?

Hypothesis

There is no significant relationship between the assessment of the

social media platform as marketing tool and the assessment that

influence consumer buying behavior.

Scope and limitation of the Study

The study is limited to fifty (50) users (25) are male and (25) are

female of Kagayaku Whitening Soap of Rosemarie Peñamora Tan in

Quezon City. This study limits also its scope to the Influence that can be

obtained in terms of effectiveness, affordability, and accessibility. The

respondent will be selected through a convenience sampling method. The

time frame of the study is A.Y 2022-2023. Each of the respondents will be

given a questionnaire to answer through the type of Google forms.

 14

Significance of the Study

This study will be beneficial to the following group of persons:

Business Owner.

The result of this study may use as a guide or basis of the business

owner to improve the promotional planning of the company.

Consumers.

This study will help consumers respond to new products and develop a

suitable marketing mix.

Resellers.

The results of this study will help the sellers to improve promotional and

selling strategies.

Researchers.

This study may use as a guideline or basis especially when designing

research about social media platforms as a marketing tools.

Future Researchers.

This study may use as a guideline or basis, especially when conducting

research on promotional planning.

 15

Definition of Terms

For a better understanding of this study, the terminologies used

are defined either theoretically or operationally.

Accessibility. It is the design of products, devices, services, vehicles, or

environments so as to be usable by people with disabilities.

Affordability. Refers to low cost or cheap enough for ordinary people to

easily buy it.

Basis. Refers to something on which another thing is based or

established.

Buying Behavior. Refers to the decision and acts people undertake to

buy products or services for individual or group use.

Consumers. Refers to the person that buys goods or services from a

store or business.

Effectivity. Refers to the quality of being able to bring the effect.

Facebook. Are an online social media and social networking service

owned by American Company Meta Platforms.

Gender. Refers to the characteristics of girls, boys, and LGBTQA+ that

are socially constructed.

Influence. Refers to affect the consumers’ decision in order to convince

them to buy a product or not.

 16

Instagram. It is the kind of app that allows users to upload media that can

be edited with filters and organized by hashtags and geographical tagging.

Monthly income. Refers to the amount that respondents earn monthly.

Kagayaku Whitening Soap. Refers to the products that they sell which

can lighten the skin, can remove blemishes, and can reduce the

appearance of acne scars and dark spots, with SPF 60 and no-rinse

formula.

Marketing tool. Refers to applications or techniques that the owner used

to advertise and promote their products.

Products. Refers to the items where they sell.

Promotional planning. Refers to the promotional strategies that the

company plan.

Social media platform. Refers to allowing users to have conversations,

and sharing information online.

TikTok. Is a social media platform for creating, sharing, and discovering

short videos.

Twitter. Is a free social networking site where users broadcast short

posts known as tweets. These tweets can contain texts, videos, photos or

links.
 17

Chapter 2

METHODOLOGY

This chapter entails the research design, respondents of the study,

sampling technique, instrument used in the study, validation of the

instrument, data gathering procedures, and statistical treatment of data.

Research Design

This study utilized a descriptive research design,

According to McCombes (2022), descriptive research aims to

accurately and systematically describe a population, situation or

phenomenon also it can use a wide variety of research methods to

investigate one or more variables.

The researchers used the Quantitative research method type of

survey to be concerned with establishing answers why and how the

phenomenon in question collects information about the topic, issue, or

meaning based on first-hand experience. It also aims to investigate how

the participants assess social media as a marketing tool in terms of

facebook, instagram, and tiktok.

 18

Respondents of the Study

The researchers considered the users of Kagayaku Whitening

Soap to be the respondents of the study, preferably the fifty (50)

respondents (25) male and (25) female which are a customer of

Kagayaku Whitening Soap.

Sampling Technique

This study utilized a convenience sampling technique. The

researchers used the convenience sampling technique to easily access

the customers who are readily available at that time to gather information

about the said product.

According to Nikolopoulou (2022), convenience sampling is a

non-probability sampling method where units are selected for inclusion in

the easiest for the researcher to access. This can be availability at a

given time or willingness to participate in the research. In convenience

sampling, stopping people at random means that not everyone has an

equal chance of forming part of the sample. The sample intended used to

approach the fifty (50) respondents accidentally.

 19

Instrument Used

The instrument used for the research study, the survey

questionnaire was given to the user of Kagayaku Whitening Soap was to

determine the general data that will collect response as people fill out and

submit their responses. This study utilized a survey questionnaire as an

instrument in the study conducted.

Construction of the Instrument

Questionnaire.

Part I focused on the demographic profile of the respondents in

terms of age, gender, monthly income, and civil status have been

answered. Part II focused on the assessment of social media platform

that works as marketing tool to promote their product in terms of facebook,

instagram, tiktok, and twitter. Part III focused on the assessment of social

media platforms used to influence on the consumer to buy the products in

terms of effectivity, affordability, and accessibility. Part IV was all about

the problems that were encountered by the respondents in terms of fake

product, delayed response, fake social media accounts, skin irritation,

and delivery issues.

 20

Validation of the Instrument

The questionnaire was validated by Grammarian, the Research

adviser, and Research experts who were not respondents to the study.

Validation includes how questions in the questionnaire were constructed

in relation to the assessment of the social media as a Marketing Tool of

Kagayaku Whitening Soap and Its Influence on Consumer Buying

Behavior in Quezon City: Basis for Promotional Planning in terms of the

aforecited variables and if the questions made were comprehensible and

correctly constructed. After the validation, revisions were undertaken and

upon the approval of the Adviser, the revised questionnaire is ready to be

used in pilot testing and administered to the ten (10) respondents before

the distribution of the instrument of the study. After the questionnaire has

been recovered, an expert help into checking the computation of data.

Administration and Retrieval

To answer the researcher’s question, the researchers has gone

through a series of data gathering procedures. First, the researchers

introduce the objectives and purposes of the study for participates and

process the letter of approval to have an face-to-face survey to the

random students of Bestlink College of the Philippines. Second, the

researcher made the questionnaire and was corrected with the help of the
 21

adviser. Then, the questionnaire was given to the available students and

the researchers are given 1 hour to wait before we can retrieve the

questionnaire with trustworthy data from respondents questionnaires and

survey including their age and gender.

After the questionnaire had been retrieved the researchers sorted

and the responses gathered were tabulated and tallied. It was inspected

to ensure that only relevant and accurate data was retained for analysis.

The study employed descriptive statistics in the analysis of data. Findings

of the study were presented using frequency tables and percentages. The

summary of data was then submitted to the statistician for statistical

computation.

Fifty (50) Kagayaku users male and female during the school year

2022-2023. The questionnaire only featured multiple-choice, likert scale,

checklist, and rating questions, with no open-ended response items, to

ensure that the obtained data was manageable.

 22

Statistical Treatment of Data

The computed data as then subjected for interpretation and

analysis by the researcher in relation to the study conducted. The

computed data as then subjected for interpretation and analysis by the

researcher in relation to the study conducted. The statistical tool used for

presenting and interpreting the data were the following:

1. Frequency and Percentage

According to Raycooksey (2020), frequency and percentage is

used to determine how the data exist in a group. These were used in the

third problem to determine the social media platform to influence the

consumer to buy the products

Formula:

F
P (%)  x100
N

Where:

� (%) = Percentage

� = Frequency

� = Total Number of Respondents

 23

2. Weighted Mean

According to David and Dennis (2020), weighted mean used for

problem one and two to determine the social media platform as marketing

tool to promote products.

Formula:

∑ni=1 (xi*wi)
∑ni=1wi

Where:

� = Weighted Mean

Σ �� = Total of Frequency and Response

� = Total Number of Respondents

3. Pearson Product Moment Correlation/Pearson r.

According to Karl Pearson (1880s), This is used to correlate the

two variables; advertisement of social media as marketing tool and

assessment that influence consumer buying behaviour. This was used in

problem number four (4)

 24

Formula:

Where:

N = Number of pairs

Σ = Summation symbol

x = Score for the first variable

y = Score for the second variable

4. Likert Scale. The following Likert Scale serves as the guide for

interpreting the data gathered.

Scale Descriptive Value Range

5 Very Strongly Agree (VSA) 4.50 - 5.00

4 Strongly Agree (SA) 3.50 - 4.49

3 Agree (A) 2.50 - 3.49
2 Moderately Agree (MA) 1.50 - 2.49
1 Least Agree (LA) 1 -1.49
 25

vii

Chapter 3

RESULTS

This chapter presents, analyzes, and interprets the data gathered

through the survey questionnaire and other relevant information gathered

from the respondents.

Sub-problem 1. What is the demographic profile of the respondents in

terms:

1.1 age

TABLE 1

DEMOGRAPHIC PROFILE OF THE RESPONDENTS AS TO AGE

The table shows the demographic profile of the respondents as of age.

Age Frequency Percentage Rank

18 below 6 12% 2.5
19-24 37 74% 1
25-30 6 12% 2.5
31 and above 1 2% 4
Total 50 100

Based on the table, 74% of the respondents belongs to the age of

19-24, 12% of those respondents are belong to the age of 18 below,

 26

another 12% of the respondents are in the group of 25-30. And 2%

belong to 31 and above of age.

Presented the personal demographic characteristic of Kagayaku

users. As seen, more Kagayaku users belong to the age bracket of 19-24

years old.

Based on the study of Calleja, Baluyan, and Babon (2019), An

almost equal mix of male and female with a majority of 19 to 24 years of

age were the respondents of the study. Based on the results of the

authors statistics study most of the respondents are 18 years old to 24

years old. Same with the researchers result of the study ages 19 to 24

years old.

1.2 gender:

TABLE 2

DEMOGRAPHIC PROFILE OF THE RESPONDENTS AS TO GENDER

Gender Frequency Percentage

Male 25 50%
Female 25 50%
Total 50 100%
 27

Table 2 shows that 50% of our respondents are male and another

50% of them are female. The table clearly shows that of the 50

respondents they have equal result which is 25 respondents.

Based on the study of Douglas L. Fugate, Joanna Phillips,

(2020), According to the authors consumers seek congruence between

their own gender orientations and perceived product gender, which can

help marketers make product design and promotional decisions.

According to this study, products have personalities like individual, and

customers like things with images that resemble their own.

1.3 monthly income

TABLE 4

DEMOGRAPHIC PROFILE OF THE RESPONDENTS AS TO MONTHLY

INCOME

Monthly Income Frequency Percentage Rank

₱5,000below 31 62% 1
₱5,000 - ₱9,999 4 8% 4
₱10,000 - ₱19,999 9 18% 2
₱20,000 - ₱29,999 5 10% 3
₱30,000 and
1 2% 5
above
Total 50 100
 28

As shown in Table 4 it clearly states that monthly income below

₱5,000 got the highest frequency with 62 or 62% as rank 1, followed by

₱10,000 - ₱19,000 with 18 respondents or 18% as rank 2, third in rank is

₱20,000 - ₱29,000 with 10 or 10%, fourth is ₱5,000 - ₱9,999 with 8 or 8%

and the least is ₱30,000 and above monthly income with the total of 50

respondents.

Based on the study of Triwijayati1, Melany, Dian

Wijayanti, and Pradipta (2019), Income and social status have an

impact on costs and way of life. While social class is more influential in

influencing the purchase of products that are associated with prestige,

look expensive, and represent lifestyles of certain classes, income has a

greater impact on the purchase of expensive products, for which

consumers must spend and involve a consumer resource like money.

 29

1.4 civil status

TABLE 3

DEMOGRAPHIC PROFILE OF THE RESPONDENTS AS TO

CIVIL STATUS

Civil status Frequency Percentage Rank

Single 49 98% 1
Married 1 2% 2
Divorced - - -
Widowed - - -
Separated - - -
Total 100 100

Table 3 shows the demographic profile of the respondents as to

civil status. Based on the table 49 or 98% of the respondents are single

and 1 or 2% of them are married. Zero out of 50 respondents are showing

that they are not divorced, widowed nor separated.

Based on the study of Nguyen, Thuan Thi Nhu, Homolka, Lubor,

(2021), Single participants are more satisfied with their online shopping

driven by their online shopping experience and external incentives, while

divorced/separated peers are influenced by seller services and external

incentives. According to the authors study most of the respondents are

 30

single same with the current researchers study on the 50 respondents

most of them are single.

Sub-problem 2. How do the male and female respondents assess social

media platforms as marketing tools to promote products in terms of:

2.1 facebook

TABLE 5

Assessment of the respondents to social media platforms used by

Kagayaku to promote their products in terms of facebook (Male)

Weighted Verbal
Facebook Rank
Mean Interpretation
It allows you to tag products on a business Strongly
page post 4.16 Agree 2
It provides information about the product’s Strongly
brand 4.2 Agree 4
It provides organic text, photo, and video
content Strongly
to promote products or services 4.2 Agree 4
This can communicate directly with small
businesses Strongly
in as little time as possible 4.2 Agree 4
This can easily connect to potential Strongly
customers 4.24 Agree 1
Strongly
Overall Average Weighted Mean 4.2 Agree
Legend:
Weighted Mean Verbal Interpretation Symbol

4.50 – 5.00 Very Strongly Agree VSA

3.50 – 4.49 Strongly Agree SA

2.50 – 3.49 Agree A

1.50 – 2.49 Moderately Agree MA

1 – 1.49 Least Agree LA

 31

The table 5 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

facebook (male) with an Overall Average Weighted Mean of 4.24, with

verbal interpretation of Strongly Agree. As shown on the data five (5) out

of five (5) sub- indicators regarding the assessment of social media

platforms used by Kagayaku to promote their products in terms of

facebook were interpreted by the female respondent as Strongly Agree

including facebook allows to tag products on a business page post with a

weighted mean of 4.16, it provides information about product’s brand with

a weighted mean of 4.2, it provides organic text, photo, and video content

to promote products or services with a weighted mean of 4.2, it can

communicate directly with small businesses in as little time with a

weighted mean of 4.2, and it can easily connect to the potential

customers with the weighted mean of 4.24.

Based on the study of GlobalWebIndex, (2019), Social media has

grown in terms of its reach and impact. Here is a statistic to prove that.

54% of social browsers use social media to research products. Based on

the Global Web Index, facebook is the most influential social media

platform when it comes to researching products.

 32

TABLE 6

Assessment of the respondents to social media platforms used by

Kagayaku to promote their products in terms of facebook (Female)

Weighted Verbal
Facebook Rank
Mean Interpretation
It allows you to tag products on a business Strongly
page post 4.16 Agree 2.5
It provides information about the product’s Strongly
brand 4.16 Agree 2.5
It provides organic text, photo, and video
content Strongly
to promote products or services 4.24 Agree 1
This can communicate directly with small
businesses Strongly
in as little time as possible 4.08 Agree 4
This can easily connect to potential Strongly
customers 4.2 Agree 5
Strongly
Overall Average Weighted Mean 4.16 Agree

The table 6 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

facebook (female) with an Overall Average Weighted Mean of 4.16 with

verbal interpretation of Strongly Agree. As shown on the data five (5) out

of five (5) sub- indicators regarding the assessment of social media

platforms used by Kagayaku to promote their products in terms of

facebook were interpreted by the female respondent as Strongly Agree

including facebook allows to tag products on a business page post with a

weighted mean of 4.16, it provides information about product’s brand with

 33

a weighted mean of 4.16, it provides organic text, photo, and video

content to promote products or services with a weighted mean of 4.24, it

can communicate directly with small businesses in as little time with a

weighted mean of 4.08 and it can easily connect to the potential

customers with the weighted mean of 4.2.

Based on the study of GlobalWebIndex, (2019), Social media has

grown in terms of its reach and impact. Here is a statistic to prove that.

54% of social browsers use social media to research products. Based on

the Global Web Index, facebook is the most influential social media

platform when it comes to researching products.

 34

2.2 instagram

TABLE 7

Assessment of the respondents to social media platforms used by

Kagayaku to promote their products in terms of Instagram (Male)

Weighted Verbal
Instagram Rank
Mean Interpretation

It makes it easy to reach a target Strongly

audience 3.92 Agree 5
It expands its product-tagging Strongly
feature to all users 3.96 Agree 4
Strongly
It allows to post pictures and videos
4.44 Agree 1
Provides suggested questions Strongly
for the owner to answer in their post 4.12 Agree 2
Instagram’s tool helps users Strongly
look out for their friends 4.08 Agree 3
Strongly
Overall Average Weighted Mean 4.10 Agree

The table 7 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

instagram male with an Overall Average Weighted Mean of 4.10 with

verbal interpretation of Strongly Agree. Furthermore, findings show that

five (5) out of five (5) indicators are interpreted as Strongly Agree

including Instagram makes it easy to reach a target audience with an

average weighted mean of 3.92 and shows fifth in rank, it expands its
 35

product- tagging feature to all users with an average weighted mean of

3.96 as rank 4, it allows to post pictures and videos with an average

weighted mean of 4.44 as rank 1, provides suggested questions for the

owner to answer in their post with an average weighted mean of 4.12 as

rank 2 and lastly Instagram’s tool helps users look out for their friends

with an average weighted mean of 4.08 as rank 3.

Based on the study of Mohsin, (2022), Stories are essential for

Instagram followers, with daily active users increasing from 150 million in

2017 to 500 million in January 2019. Brands can add questions, polls,

stickers, and music to make their content more engaging. This statistic

demonstrates how social media is expanding in both its reach and

influence. 75% of internet users look up things via social media.

 36

TABLE 8

Assessment of the respondents to social media platforms

used by Kagayaku to promote their products in terms of Instagram

(Female)

Weighted Verbal
Instagram Rank
Mean Interpretation

It makes it easy to reach a target Strongly

audience 3.88 Agree 5
It expands its product-tagging Strongly
feature to all users 3.96 Agree 3
Strongly
It allows to post pictures and videos
4.04 Agree 1
Provides suggested questions Strongly
for the owner to answer in their post 3.92 Agree 4
Instagram’s tool helps users Strongly
look out for their friends 4 Agree 2
Strongly
Overall Average Weighted Mean 3.96 Agree

The table 8 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

instagram female with an Overall Average Weighted Mean of 3.96 with

verbal interpretation of Strongly Agree. Furthermore, findings show that

five (5) out of five (5) indicators are interpreted as Strongly Agree

including Instagram makes it easy to reach a target audience with an

average weighted mean of 3.88 and shows fifth in rank, it expands its
 37

product- tagging feature to all users with an average weighted mean of

3.96 as rank 3, it allows to post pictures and videos with an average

weighted mean of 4.04 as rank 1, provides suggested questions for the

owner to answer in their post with an average weighted mean of 3.92 as

rank 4 and lastly Instagram’s tool helps users look out for their friends

with an average weighted mean of 4 as rank 2.

Based on the study of Mohsin, (2022), Stories are essential for

Instagram followers, with daily active users increasing from 150 million in

2017 to 500 million in January 2019. Brands can add questions, polls,

stickers, and music to make their content more engaging. This statistic

demonstrates how social media is expanding in both its reach and

influence. 75% of internet users look up things via social media.

 38

2.3 tiktok

TABLE 9

Assessment of the respondents to social media platforms used by

Kagayaku to promote their products in terms of Tiktok (Male)

Weighted Verbal
Tiktok Rank
Mean Interpretation
This application offers a lot of tools for Strongly
creativity. 4.2 Agree 5
This social media platform can Strongly
enhance brand identity 4.24 Agree 3
Strongly
This can reach target market faster
4.12 Agree 4
It easily convinces buyer to purchase Strongly
the product 4.36 Agree 1.5
Can spread information quickly and Strongly
efficiently 4.36 Agree 1.5
Strongly
Overall Average Weighted Mean 4.25 Agree

The table 9 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

Tiktok (male) with an Overall Average Weighted Mean of 4.25 with verbal

interpretation of Strongly Agree. The sub-indicator this application offers a

lot of tools for creativity with the average weighted mean of 4.2

interpreted as Strongly Agree. The sub-indicator this social media

platform can enhance brand identity with an average weighted mean of

4.24 interpreted as Strongly Agree. The sub-indicator this can reach

 39

target market faster with an average weighted mean of 4.12 interpreted

as Strongly Agree. The sub- indicator it easily convinces buyer to

purchase the product with an average weighted mean of 4.36 with a

verbal interpretation of Strongly Agree and the last sub-indicator can

spread information quickly and efficiently with an average weighted mean

of 4.36 interpreted as Strongly Agree.

Based on the study of Bluehostblog (2021), one can use the

platform to boost sales and raise brand exposure by developing original

content, taking part in challenges, and utilizing influencer marketing and

TikTok commercials.
 40

TABLE 10

Assessment of the respondents to social media platforms used by

Kagayaku to promote their products in terms of Tiktok (Female)

Weighted Verbal
Tiktok Rank
Mean Interpretation
This application offers a lot of tools for Strongly
creativity. 4.12 Agree 4
This social media platform can Strongly
enhance brand identity 4.24 Agree 2.5
Strongly
This can reach target market faster
4.36 Agree 1
It easily convinces buyer to purchase Strongly
the product 4.2 Agree 5
Can spread information quickly and Strongly
efficiently 4.24 Agree 2.5
Strongly
Overall Average Weighted Mean 4.23 Agree

The table 10 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

Tiktok (female) with an Overall Average Weighted Mean of 4.23 with

verbal interpretation of Strongly Agree. The sub-indicator this application

offers a lot of tools for creativity with the average weighted mean of 4.12

interpreted as Strongly Agree. The sub-indicator this social media

platform can enhance brand identity with an average weighted mean of

4.24 interpreted as Strongly Agree. The sub-indicator this can reach

target market faster with an average weighted mean of 4.36 interpreted

 41

as Strongly Agree. The sub- indicator it easily convinces buyer to

purchase the product with an average weighted mean of 4.2 with a verbal

interpretation of Strongly Agree and the last sub-indicator can spread

information quickly and efficiently with an average weighted mean of 4.24

interpreted as Strongly Agree.

Based on the study of Bluehostblog (2021), one can use the

platform to boost sales and raise brand exposure by developing original

content, taking part in challenges, and utilizing influencer marketing and

TikTok commercials.
 42

2.4 twitter

TABLE 11

Assessment of the respondents to social media platforms used by

Kagayaku to promote their products in terms of Twitter (Male)

Twitter Weighted Verbal Rank

Mean Interpretation

It can help you 4.12 Strongly Agree 1

research trends and
topics that your
audience cares
about and how to
reach them more
effectively
It is highly effective 3.96 Strongly Agree 4.5
for establishing
brand personality
and growing
awareness
Platform makes it 4 Strongly Agree 3
easy for customers
to
reach out to brands
and provide their
feedback or ask for
help
The price of the 3.96 Strongly Agree 4.5
product is acceptable
It provides 4.08 Strongly Agree 2
monitoring and
responding to
customer tweets,
creating a great
experience for the
customers
Overall Average 4.02 Strongly Agree
Weighted Mean
 43

The table 11 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

Twitter (male) with an Overall Average Weighted Mean of 4.02 with a

verbal interpretation of Strongly Agree. Findings shows that five (5) out of

five (5) indicators are interpreted as Strongly Agree including It can help

you research trends and topics that your audience cares about and how

to reach them more effectively with average weighted mean of 4.12

interpreted as Strongly Agree, It is highly effective for establishing brand

personality and growing awareness with an average weighted mean of

3.96 interpreted as Strongly Agree, two (2) out of five (5) indicators got a

same average weighted mean of 4 interpreted as Strongly Agree this sub-

indicator includes Platform makes it easy for customers to reach out to

brands and provide their and The price of the product is acceptable got

3.96 and the last sub-indicator it provides their feedback monitoring and

responding to customer tweets, creating a great experience for the

customers with an average weighted mean of 4.08 interpreted as Strongly

Agree.

Based on the study of Barysevich (2020), 29% of social media

users are more likely to make a purchase on the same day of using social

media. And Based on the author's article means that once they see a

product, they simply click on the link and buy it: there’s no need to wait
 44

before they go shopping. Moreover, the same report states that

consumers who are influenced by social media are four times more likely

to spend more on purchase.

TABLE 12

Assessment of the respondents to social media platforms used by

Kagayaku to promote their products in terms of Twitter (Female)

Twitter Weighted Verbal Rank

Mean Interpretation

It can help you 3.76 Strongly Agree 5

research trends and
topics that your
audience cares about
and how to reach
them more effectively
It is highly effective for 3.88 Strongly Agree 3.5
establishing
brand personality and
growing awareness
Platform makes it 3.88 Strongly Agree 3.5
easy for customers to
reach out to brands
and provide their
feedback or ask for
help
The price of the 3.96 Strongly Agree 1.5
product is acceptable
It provides monitoring 3.96 Strongly Agree 1.5
and responding to
customer tweets,
creating a great
experience for the
customers
Overall Average 3.89 Strongly Agree
Weighted Mean
 45

The table 12 shows the assessment of the respondents to social

media platforms used by Kagayaku to promote their products in terms of

Twitter (male) with an Overall Average Weighted Mean of 3.89 with a

verbal interpretation of Strongly Agree. Findings shows that five (5) out of

five (5) indicators are interpreted as Strongly Agree including It can help

you research trends and topics that your audience cares about and how

to reach them more effectively with average weighted mean of 3.76

interpreted as Strongly Agree, It is highly effective for establishing brand

personality and growing awareness with an average weighted mean of

3.88 interpreted as Strongly Agree, two (2) out of five (5) indicators got a

same average weighted mean of 3.88 interpreted as Strongly Agree this

sub-indicator includes Platform makes it easy for customers to reach out

to brands and provide their and The price of the product is acceptable got

3.96 and the last sub-indicator it provides their feedback monitoring and

responding to customer tweets, creating a great experience for the

customers with an average weighted mean of 3.96 interpreted as Strongly

Agree.

Based on the study of Barysevich (2020), 29% of social media

users are more likely to make a purchase on the same day of using social

media. And Based on the author's article means that once they see a

product, they simply click on the link and buy it: there’s no need to wait
 46

before they go shopping. Moreover, the same report states that

consumers who are influenced by social media are four times more likely

to spend more on purchase.

TABLE 13

SUMMARY OF TABLE OF THE USED OF SOCIAL MEDIA

PLATFORMS BY KAGAYAKU TO PROMOTE THEIR PRODUCTS

Variables Weighted Symbols Rank

Mean
Facebook 4.2 SA 2
Instagram 4.02 SA 3
Tiktok 4.23 SA 1
Twitter 3.83 SA 4
Overall Weighted 4.04 Strongly Agree
Mean

The overall weighted mean of Table 9 is 4.04 which is verbally

interpreted as Strongly Agree. This implies that the used of social media

platforms by Kagayaku to promote their products affects the kagayaku

users positively in terms of “tiktok” with a WM of 4.23 and a verbal

interpretation of Strongly Agree. Second, is the “facebook” with a WM of

4.11 or Strongly Agree. Third in rank is “Instagram” with a WM of 4.02

 47

interpreted as Strongly Agree. Lastly is “twitter” with a WM of 3.83 with a

verbal interpretation of Strongly Agree.

Sub-problem 3. How does social platform influence the consumer

to buy the products in terms of:

3.1. effectivity;

TABLE 14

SOCIAL MEDIA PLATFORM INFLUENCE THE CONSUMER TO BUY

THE PRODUCTS IN TERMS OF EFFECTIVITY (MALE)

Weighted Verbal
Effectivity Rank
Mean Interpretation

Strongly
The products are effective
3.92 Agree 1
The products can lighten skin in just 7 Strongly
days 3.68 Agree 5
Kagayaku Whitening Soap can boost Strongly
your confidence and self-esteem 3.84 Agree 2
This product helps me to enjoy the Strongly
little things 3.72 Agree 3.5
Through this product I feel comfortable Strongly
on my own skin 3.72 Agree 3.5
Strongly
Overall Average Weighted Mean 3.78 Agree

Table 14 shows how the social media platform influence the

consumer to buy the product in terms of effectivity (male) with an overall

weighted average of 3.78 or verbal interpretation of Strongly Agree. As

 48

data shown above the five (5) indicators are presented as Strongly Agree,

including The products are effective with a weighted mean of 3.92, The

products can lighten skin in just 7 days with a weighted mean of 3.68,

Kagayaku Whitening Soap can boost your confidence and self-esteem

with a weighted mean of 3.84, This product helps me to enjoy the little

things with a weighted mean of 3.72, and lastly, through this product I feel

comfortable on my own skin with a weighted mean of 3.72 respectively.

Based on the study of Rusdarti and Rahman, (2019), According

to the authors Ansoff matrix is very useful tool for developing market

launch strategies because ansoff growth has contributed to increasing

profitability of mat industry, with partial product diversification on market

expansion level.
 49

TABLE 15

SOCIAL MEDIA PLATFORM INFLUENCE THE CONSUMER TO BUY

THE PRODUCTS IN TERMS OF EFFECTIVITY (FEMALE)

Weighted Verbal
Effectivity Rank
Mean Interpretation

Strongly
The products are effective
3.92 Agree 1.5
The products can lighten skin in just 7 Strongly
days 3.92 Agree 1.5
Kagayaku Whitening Soap can boost Strongly
your confidence and self-esteem 3.68 Agree 5
This product helps me to enjoy the Strongly
little things 3.72 Agree 3.5
Through this product I feel comfortable Strongly
on my own skin 3.72 Agree 3.5
Strongly
Overall Average Weighted Mean 3.80 Agree

Table 15 shows how the social media platform influence the

consumer to buy the product in terms of effectivity (male) with an overall

weighted average of 3.80 or verbal interpretation of Strongly Agree. As

data shown above the five (5) indicators are presented as Strongly Agree,

including The products are effective with a weighted mean of 3.92, The

products can lighten skin in just 7 days with a weighted mean of 3.92,

Kagayaku Whitening Soap can boost your confidence and self-esteem

with a weighted mean of 3.68, This product helps me to enjoy the little
 50

things with a weighted mean of 3.72, and lastly, through this product I feel

comfortable on my own skin with a weighted mean of 3.72 respectively.

Based on the study of Rusdarti and Rahman, (2019), According

to the authors Ansoff matrix is very useful tool for developing market

launch strategies because ansoff growth has contributed to increasing

profitability of mat industry, with partial product diversification on market

expansion level.

3.2. affordability;

TABLE 16

SOCIAL MEDIA PLATFORM INFLUENCE THE CONSUMER TO BUY

THE PRODUCTS IN TERMS OF AFFORDABILITY (MALE)

Weighted Verbal
Affordability Rank
Mean Interpretation
Strongly
The products are affordable
4 Agree 2
Strongly
The products are worth to buy
3.92 Agree 4
Strongly
The product has a good quality
3.48 Agree 5
Strongly
The products are easily to purchase
4.12 Agree 1
Through this product I feel comfortable Strongly
on my own skin 3.96 Agree 3
Strongly
Overall Average Weighted Mean 3.90 Agree
 51

Table 16 shows how the social media platform influence the

consumer to buy the product in terms of affordability (male) with an

overall weighted average of 3.90 or verbal interpretation of Strongly

Agree. Based on the findings five (5) out of five (5) indicators are

interpreted as Strongly Agree including the products are affordable with a

weighted mean of 4, the products are worth to buy with a weighted mean

of 3.92, the product has a good quality with the weighted mean of 3.48,

the products are easily to purchase got 4.12, and lastly through this

product I feel comfortable on my own skin got 3.96.

Based on the study of Daniel Amann, Ingrid Kihlander, Mats

Magnusson, (2021), Affordability management should be actively

managed when CoPS are developed, with factors enabling and disabling

the development of less costly products without compromising customer

needs.
 52

TABLE 17

SOCIAL MEDIA PLATFORM INFLUENCE THE CONSUMER TO BUY

THE PRODUCTS IN TERMS OF AFFORDABILITY (FEMALE)

Weighted Verbal
Affordability Rank
Mean Interpretation
Strongly
The products are affordable
4.36 Agree 1
Strongly
The products are worth to buy
4.08 Agree 4
Strongly
The product has a good quality
3.96 Agree 5
Strongly
The products are easily to purchase
4.16 Agree 3
Through this product I feel comfortable Strongly
on my own skin 4.32 Agree 2
Strongly
Overall Average Weighted Mean 4.18 Agree

Table 17 shows how the social media platform influence the

consumer to buy the product in terms of affordability (female) an overall

weighted average of 4.18 or verbal interpretation of Strongly Agree.

Based on the findings five (5) out of five (5) indicators are interpreted as

Strongly Agree including the products are affordable with a weighted

mean of 4.36, the products are worth to buy with a weighted mean of 4.08,

the product has a good quality with the weighted mean of 3.96, the

products are easily to purchase got 4.16, and lastly through this product I

feel comfortable on my own skin got 4.32.

 53

Based on the study of Daniel Amann, Ingrid Kihlander, Mats

Magnusson, (2021), Affordability management should be actively

managed when CoPS are developed, with factors enabling and disabling

the development of less costly products without compromising customer

needs.

3.3. accessibility;

TABLE 18

SOCIAL MEDIA PLATFORM INFLUENCE THE CONSUMER TO BUY

THE PRODUCTS IN TERMS OF ACCESSIBILITY (MALE)

Weighted Verbal
Accessibility Rank
Mean Interpretation
The products can be easily to order
online using online payment and they Strongly
can be delivered on time to your home 4.16 Agree 2.5
The products are readily available
because consumer can purchase Strongly
everywhere 4.16 Agree 2.5
Online payment helps customers
complete their payment within just a few Strongly
moments 4.24 Agree 1
They respond quickly to their Strongly
customer’s inquiries 4.08 Agree 4
It provides a good guarantee that all
clients have equal access to online Strongly
store 4.2 Agree 5
Strongly
Overall Average Weighted Mean 4.16 Agree
 54

Table 18 shows how the social media platform influence the

consumer to buy the product in terms of accessibility (male) with an

overall weighted average of 4.16 or verbal interpretation of Strongly

Agree. The sub-indicator Online payment helps customers complete their

payment within just a few moments got the rank with a weighted mean of

4.24 interpreted as Strongly Agree, followed by the products are readily

available because consumer can purchase everywhere and the products

can be easily to order online using online payment and they can be

delivered on time to your home got the same rank with a weighted mean

of 4.16, interpreted as Strongly Agree, it provides a good guarantee that

all clients have equal access to online store with a weighted mean of 4.2,

interpreted as Strongly Agree.

Based on the study of Koert van Ittersum, Matthew T.G.

Meunlenberg, and Hans C.M. van Trijp (2020),. The region-of-origin

cue affects the accessibility of regional-product information, increasing

the probability of its identification during the purchase decision process.

Based on the authors study marketers could design, position, and

promote regional products more successfully if they gained fundamental

insights into consumers motivations for buying regional products and the

processes underlying these decisions.

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TABLE 19

SOCIAL MEDIA PLATFORM INFLUENCE THE CONSUMER TO BUY

THE PRODUCTS IN TERMS OF ACCESSIBILITY (FEMALE)

Weighted Verbal
Accessibility Rank
Mean Interpretation
The products can be easily to order
online using online payment and they Strongly
can be delivered on time to your home 4.24 Agree 3
The products are readily available
because consumer can purchase Strongly
everywhere 4.24 Agree 3
Online payment helps customers
complete their payment within just a few Strongly
moments 4.32 Agree 1
They respond quickly to their Strongly
customer’s inquiries 4 Agree 5
It provides a good guarantee that all
clients have equal access to online Strongly
store 4.24 Agree 3
Strongly
Overall Average Weighted Mean 4.20 Agree

Table 19 shows how the social media platform influence the

consumer to buy the product in terms of accessibility (female) with an

overall weighted average of 4.20, interpreted as Strongly Agree. The

products can be easily to order online using payment and they can be

delivered on time to your home got weighted mean 4.24, interpreted as

strongly agree. The products are readily available because consumer can
 56

purchase everywhere got weighed mean 4.24, interpreted as strong

agree. Online payment helps customers complete their payment within

just a few moments got weighted mean 4.32, interpreted as strongly

agree. They respond quickly to their customers inquiries got weighted

mean 4, interpreted as strongly agree. Lastly it provides a good

guarantee that all clients have equal access to online store got weighted

mean 4.24, interpreted as strongly agree.

Based on the study of Koert van Ittersum, Matthew T.G.

Meunlenberg, and Hans C.M. van Trijp (2020),. The region-of-origin

cue affects the accessibility of regional-product information, increasing

the probability of its identification during the purchase decision process.

Based on the authors study marketers could design, position, and

promote regional products more successfully if they gained fundamental

insights into consumers motivations for buying regional products and the

processes underlying these decisions.

 57

TABLE 20

SUMMARY OF THE TABLE OF THE SOCIAL MEDIA PLATFORM

INFLUENCE THE CONSUMER TO BUY THE PRODUCTS

Variables Weighted Symbol Rank

Mean
Effectivity 3.60 SA 3
Affordability 3.98 SA 2
Acceptability 4.10 SA 1
Overall
Weighted
3.89 SA
Mean

The overall weighted mean of Table 13 is 3.89 which is verbally

interpreted as Strongly Agree. This implies that social media platform

influences the consumer to buy the products positively in terms of the

indicator “Acceptability” with a WM of 4.10 and a verbal interpretation of

Strongly Agree. Rank two (2) is the indicator “Affordability” with a WM of

3.98 and a verbal interpretation of Strongly Agree. Lastly, is the indicator

“Effectivity” with a WM of 3.60 and verbal interpretation of Strongly Agree.

 58

Sub-problem 4. Problems encountered on the social media

platform used by kagayaku

TABLE 21

PROBLEMS ENCOUNTERED ON THE SOCIAL MEDIA PLATFORM

USED BY KAGAYAKU

Problems Frequency Percentage Rank

Fake products 10 20% 5
Delayed 22 44% 1
response
Fake social 11 22% 4
media account
Skin irritation 14 28% 3
Delivery Issues 20 40% 2
Problems Frequency Percentage Rank

It is reflected in the presentation of the Table 14 that some

problems are encountered by the kagayaku users respondents towards

social media platforms used by kagayaku. These hinders some activities

related on using social media platform to be used by kagayaku. These

are: Delayed response with 22 respondents or 44% which is the rank 1

and signify that this is the leading problem faces by the kagayaku user

respondents. Followed by delivery issues with frequency of 20 or 40%

rank 2, skin irritation 14 respondents or 28% rank 3. Fake social media

 59

account is the rank 4 with 11 respondents or 22%. The last rank is the

Fake products with the ten (10) respondents or 20%.

TABLE 22

SIGNIFICANT RELATIONSHIP BETWEEN THE ASSESSMENT OF

SOCIAL MEDIA PLATFORM AS MARKETING TOOL AND THE

ASSESSMENT THAT INFLUENCE CONSUMER BUYING BEHAVIOR

Significant t- t- p-
N r Interpretation Decision
level a value critical value
50 0.81 0.05 9.66 2.01 0.0.007 Significant Reject Ho

Table 22 shows the test of significant relationship between the

assessment of social media platform as a marketing tool and the

assessment that influence consumer buying behavior

As presented in the table, at N = 50 and a = 0.05, the computed t-

value is 9.66. Since the t-value is outside the t-critical values of ±2.01, the

null hypothesis is REJECTED. This means that there is a significant

relationship between the advertisement of social media platform as a

marketing tool and the assessment that influence consumer buying

behavior

The presence of significant relationship is also supported by the

computed p-value of 0.007 which is less than the significance level or a of

 60

0.05, it means that that null hypothesis is false and the Pearson's

coefficient correlation r is 0.81 which means that there is a strong positive

correlation between the two cited variables. The figures simply validated

that the significant relationship between the advertisement of social media

platform as a marketing tool and the assessment that influence consumer

buying behavior is strongly correlated.

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CHAPTER 4

DISCUSSION

This chapter presents the summary, conclusions, and

recommendations formulated by the researchers.

In this study, the aim is to provide information regarding social

media as marketing tool of kagayaku whitening soap and its influence on

consumer buying behavior in Quezon City using descriptive quantitative

research design to elicit information or data from the respondents using a

survey instrument and documentary analysis. Fifty (50) male and female

kagayaku users have participated during the data gathering phase.

It focused on the following queries: 1) demographic profile of the

respondents. 2) Assessment of the respondents to social media platform

used by kgayaku to promote their products. 3) Social media platform that

use to influence on consumer to buy the products. 4) Problems

encountered on the social media platform used by kagayaku. The

statistical tool used were frequency and percentage, weighted mean,

pearson r, and likert scale.

 62

The findings of the study were summarized according to the

statement of the problem in chapter 1 are here under discussed.

1. Demographic Profile of the Respondents

1.1 Age. As regards this indicator, with the frequency of 37 were

the 74% of the respondents are 19-24 years of age. With the frequency of

6 or 12% of the respondents are 18 below and 25-30 years of age, while

the frequency of 1 or 2% of the respondents are 31 and above years of

age.

1.2 Gender. As regards this indicator, with the frequency of 25

were 50% both male and female respondents.

1.3 Monthly Income. In this indicator, ₱5,000 below rank in a first

place with a frequency of 31 and percentage of 62% of the respondents.

The second place with a frequency of 9 and percentage of 18% are

₱10,000 - ₱19,999 of the respondents. The third place with a frequency

of 5 or 10% are ₱20,000 - ₱29,000 of the respondents. The fourth place

with a frequency of 4 or 8% are ₱5,000 - ₱9,999 of the respondents. The

lowest in the rank with a frequency of 1 or 2% are ₱30,000 and above of

the respondents.
 63

1.4 Civil Status. In this indicator, Single rank in a first place with a

frequency of 49 and percentage of 98% of the respondents. Married gets

the second place with a frequency of 1 or 2% of the respondents. While

the Divorced, Widowed, and Separated got 0 frequency or 0% of the

respondents.

2. Social media platform as marketing tools to promote products in

terms of;

2.1 Facebook. In this indicator, the respondents had an overall

average weighted mean of 4.18. They assessed in this indicator that it

provides information about the product’s brand.

2.2 Instagram. In regards to this indicator, the respondents had an

overall average weighted mean of 4.18. with an interpretation of strongly

agree that it allows to post pictures and videos.

2.3 Tiktok. As far as assessment is concerned, the respondents

had an overall weighted mean of 4.32. They are strongly agree that it can

spread information quickly and efficiently.

2.4 Twitter. In regards to this indicator, the respondents had an

overall average weighted mean of 3.92 with an interpretation of strongly

agree that it provides monitoring and responding to customer tweets,

creating a great experience for the customers.

 64

3. Social media platform influence the consumer to buy the products

in terms of;

3.1 Effectivity. In regards to this indicator, the respondents had an

overall average weighted mean of 3.84. They said the products are

effective.

3.2 Affordability. In regards to this indicator, the respondents had

an overall average weighted mean of 4.11 with an interpretation of

strongly agree that the products are worth to buy.

3.3 Accessibility. In regards to this indicator, the respondents had

an overall average weighted mean of 4.24 with an interpretation of

strongly agree that online payment helps customers complete their

payment within just a few moments.

4. Is there a significant relationship between the assessment of

social media platform as marketing tool and the assessment that

influence consumer buying behavior? There is a significant

relationship between advertisement of social media platform as marketing

tool and the assessment that influence consumer buying behavior, the

value of correlation r is all positive and that may results into a moderate to

strong positive correlation.

 65

5. What are the problems encountered by the respondent on the

marketing of kagayaku? Delayed response problem with 22

respondents or 44% which is the rank 1 and signify that this is the leading

problem faced by the respondents.

Based on the findings of the study, what promotional plan can be

proposed? The findings of this study will provide the basis for

promotional planning for Kagayaku Whitening Soap and suggest that

Kagayaku Whitening Soap should focus on social media advertising on

tiktok because it can spread information quickly and efficiently. While

prioritizing accessibility in their marketing efforts and help the company

increase its market position and sales in Quezon City.

 66

CONCLUSIONS

Based on the indicates findings, the following conclusion were

drawn;

1. Most of the respondents are within 19-24 years of age and both male

and female. And most of them are single.

2. The Social media platform as marketing tools to promote products

reveal that they are at “Strongly Agree” in terms of facebook, instagram,

tiktok, and twitter.

3. The Social media platform influence the consumer to buy the products

reveals that they are at “Strongly Agree” in terms of effectivity,

affordability, and accessibility.

4. There is a significant difference between the advertisement of social

media platform as marketing tool in terms of facebook, instagram, tiktok,

and twitter and the assessment that influence consumer buying behavior

in terms of effectivity, affordability, and accessibility.

5. The findings reveal that the respondents problem encountered on the

marketing of kagayaku is having delayed response.

6. The researcher proposed marketing strategies to help Kagayaku create

an effective social media as marketing tool align with consumer buying

behavior.
 67

RECOMMENDATION

Based on the conclusion, hopefully the suggestions listed below

may be forwarded:

1. The researchers advise developing marketing tactics for those aged 19

to 24 in order to successfully capture their attention and increase their

participation with Kagayaku. Marketing techniques should be modified to

suit the tastes and interests of this age group. Since skincare products

are for everyone, take into account techniques for appealing both genders.

2. The researchers recommend that the business concrete more on

posting videos on Tiktok, which has the highest weighted mean in terms

of social media platform as marketing tool. The business may collaborate

with other businesses or content producers to create engaging material

that will appeal to consumers, and it can hire influencers to promote its

products.

3. The researchers recommend to boost the social media platform page

through sharing the feedback or reviews of the kagayaku users to

influence and reach more potential customers.

 68

4. The researchers recommend that since social media is increasingly

relevant in today's generation and there is evidence of a link between the

two variables, businesses should prioritize online advertising while

providing high-quality service to their customers and since tiktok got the

highest rank, we recommend to hire more online admin staff in tiktok to

accommodate customers to prevent delay in response.

5. In order to reduce response times, the researchers recommend hiring

more staff or employees. Moreover, it can recognize and ban fake

accounts, reduce spam by complying by social media platform restrictions

and using targeted advertising, and deal with trolls by setting clear

standards and procedures for politely and effectively reacting to criticism

and trolling.
 69

PROPOSED OUTPUT

Finding shows that Tiktok, Facebook, and Instagram got the

highest influence on consumer in buying behavior. The proposed

marketing strategy aims to utilized the potential of these leading social

media platforms to increase potential customer’s engagement and boost

social media platform page. With the collaborations to other businesses

 70

and social media influencers this can reach large volume of customers

and engagement.

Giving purchase reward points and offering loyalty cards in every

purchased that customers make in exchange of using this points to be

use on their next purchase or other product offers can increase customer

loyalty and retention that will build strong relationship and can engage

more potential customers.

Based on the demographic profile of the respondents, the

marketing strategy should focus on targeting young adults aged 19- 24

years of age and this people are mostly active on Social media platforms.

It is important to note that the majority of the respondents are having

below ₱5,000 monthly income, thus, offering free delivery services and

discounted combo products can improve affordability and accessibility for

them. Furthermore, hiring page admins or staff can increase business

efficiency to prevent customer traffic and delays of responses that could

hinder some customers to buy. Since finding shows that the problem

encountered by the customers is delayed in response.

 71

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Appendix A

PERMIT TO CONDUCT THE STUDY

 77

Appendix B

SURVEY QUESTIONNAIRE
78
79
 80

Appendix C

DOCUMENTATION
 81

Appendix D

CERTIFICATE OF ORIGINALITY

This is to certify that the research work presented in this thesis

entitled SOCIAL MEDIA PLATFORM AS MARKETING TOOL OF

KAGAYAKU WHITENING SOAP AND ITS INFLUENCE ON

CONSUMER BUYING BEHAVIOR IN QUEZON CITY: BASIS FOR

PROMOTIONAL PLANNING for the degree of Bachelor of Science in

Business Administration major in Marketing Management in Bestlink

College of the Philippines embodies the result of the original and

scholarly work carried out by the undersigned. This research does not

contain words for the award of a degree from any higher education

institutions, except where proper referencing and acknowledgement

where made.

LINSAY R. BANICO

RENA ROSE A. CUAJOTOR

ROCELLE MAR E. MOLEJON

ROGELIO S. PALAÑA

GRACE ANN B. SALCIDA

 82

Appendix E

CERTIFICATE OF ENGLISH EDITING

This is to certify that the undergraduate Research Study entitled

SOCIAL MEDIA PLATFORM AS MARKETING TOOL OF KAGAYAKU

WHITENING SOAP AND ITS INFLUENCE ON CONSUMER BUYING

BEHAVIOR IN QUEZON CITY: BASIS FOR PROMOTIONAL

PLANNING

Submitted by its authors

LINSAY R. BANICO

RENA ROSE A. CUAJOTOR

ROCELLE MAR E. MOLEJON

ROGELIO S. PALAÑA

GRACE ANN B. SALCIDA

Has been edited for language, grammar, punctuation, spelling, and

overall style. Neither the research contents nor the author’s ideas were

altered during the editing process.

MRS. MARICAR DE LEON

Grammarian

Date: March 22, 2023

 83

Appendix F

CERTIFICATE OF STATISTICIAN

This is to certify that the undergraduate Research Study entitled

SOCIAL MEDIA PLATFORM AS MARKETING TOOL OF KAGAYAKU

WHITENING SOAP AND ITS INFLUENCE ON CONSUMER BUYING

BEHAVIOR IN QUEZON CITY: BASIS FOR PROMOTIONAL

PLANNING

Submitted by its authors

LINSAY R. BANICO

RENA ROSE A. CUAJOTOR

ROCELLE MAR E. MOLEJON

ROGELIO S. PALAÑA

GRACE ANN B. SALCIDA

Has been computed and checked for the proper statistical tools

used, tabulation, presentation, analysis, and interpretation of data.

MR. CAESAR M. CANLAS

Statistician

Date: March 22, 2023

 84

Appendix G

GRAMMARIAN CURRICULUM VITAE

Name: MALINAO, MARICAR D.L

Address: PH 8B BLK 44 LOT 23 PKG 1 BAGONG SILANG CALOOCAN
CITY
Contact No: 09976277185
Email Address: deleyonmaricar@gmail.com

PROFESSIONAL EXPERIENCE
COMPANY POSITION DURATION
Saint John Academy Elementary 2015-2016
Teacher
SEMB Integrated Elementary 2016-2017
School Teacher
Bestlink College of the Senior High 2017-
Philippines School Teacher PRESENT

EDUCATIONAL BACKGROUND
GRADUATE SCHOOL
SCHOOL COURSE DURATION

COLLEGE/BACCALAUREATE
SCHOOL COURSE DURATION
Colegio De Sta. Teresa Bachelor of Secondary 2010-2015
De Avila Education major in
English

SECONDARY
SCHOOL COURSE DURATION
Saint John Academy 2006-2010
ELEMENTARY
 85

SCHOOL COURSE DURATION

Saint John Academy 2000-2006

SEMINARS AND TRAININGS ATTENDED (2018 up to present)

TITLE/TOPIC LOCATION DURATION
2023 IN-SERVICE Bestlink College of the August 2023
TRAINING FOR Philippines
TEACHERS MV Campus
2022 VIRTUAL IN- Bestlink College of the September 2022
SERVICE TRAINING Philippines
FOR TEACHERS MV Campus
2021 VIRTUAL IN- Bestlink College of the September 6-7 2021
SERVICE TRAINING Philippines
FOR TEACHERS MV Campus
2020 In-Service training Bestlink College of the September 1-3 2020
teachers “School Plans Philippines
and Directions toward the MV Campus
New Normal with
Learning Community
Plan”
TRAINOR /COACH Bestlink College of the JAN. 30-FEB 2, 2019
BATTLE OF THE Philippines
BRAINS (ENGLISH MV Campus
CATEGORY) ICT
DEPARTMENT
Note: Please use additional sheet, if necessary.

PERSONAL INFORMATION
Date of Birth: July 21 1995
Place of Birth: Caloocan City
Age: 27
Status: Married
Height: 4’11
Weight: 47kg

MARICAR D.L MALINAO

Signature over Printed Name
 86

Appendix H

STATISTICIAN CURRICULUM VITAE

87
88
89
 90

Appendix I

RESEARCHER’S CURRICULUM VITAE

91
92
93
94