Nicole Hanna Jean L. Jaguio (Author)
Abstract
This survey-correlational research design was conducted to determine cultural, personal, psychological, and social influences of advertisement and purchasing decision-making of senior high school students at Mambusao East National High School, Mambusao Capiz for the school year 2024-2025. The respondents were 161 out of 191 senior high school students, with 30 senior high school students serving as respondents for the pilot testing. To gather a non-biased result, the researcher used census sampling. Data were collected using a research-made questionnaire for all of the administered questionnaires: Purchasing Decision-Making Questionnaire, Cultural Influences of Advertisement Questionnaire, Psychological Influences of Advertisement Questionnaire, Personal Influences of Advertisement Questionnaire, and Social Influences of Advertisement Questionnaire. The independent variables of this study are Cultural Influences of Advertisement, Personal Influences of Advertisement, Psychological Influences of Advertisement, and Social Influences of Advertisement. The dependent variable is Purchasing Decision-Making. The statistical tools employed to analyze the gathered data included frequency counts, percentages, means, standard deviations, and Pearson’s r. The level of significance was set at 0.05. The findings of the study revealed a high level of influence in both independent and dependent variables. Also, a significant relationship was noted among cultural influences of advertisements, personal influences of advertisements, psychological influences of advertisements, social influences of advertisements, and purchasing decision-making.
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Keywords: Advertising Influence, Purchasing Decision-Making, Senior High School Students