Social Media Influencers and Customer Purchase Decisions in The Business Industry

• Author(s): Dimatatac, Rizalyn B. ; Pagalanan, Jenelyn M. ; Manzanero, Glen Adrian B. ; Mendoza, Mathew Sam C. ; Magtibay Aleli I.
• Paper ID: 1707992
• Page: 787-790
• Published Date: 22-04-2025
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 8 Issue 10 April-2025

Abstract

This study examines the relationship between social media influencers and customer purchasing decisions in the business industry. The study focuses on skincare products, targeting respondents who use skincare products. The social media influencers were examined in terms of popularity, credibility, and content. In contrast, the customer's purchase decision was examined about their demographic profile, which included age, sex, employment status, monthly income, and social media preferences. The study examines the extent of social media influence, the profile of respondents, and the Level of Customer Purchase Decisions in the business industry. It employed both quantitative and qualitative methods, utilizing questionnaires and surveys to gather data from a total of 150 skincare users, who served as respondents, and conducted interviews with five skincare influencers. The study employed a weighted mean to determine the extent of social media influencers and the level of influence on customer purchase decisions in the business industry. Questions regarding the respondents' profiles in terms of age, sex, employment status, monthly income, social media platform preference, frequency, percentage, and rank were used. The Chi-Square method was used to analyze the extent of social media influencers in terms of popularity, credibility, content, level of customer purchase decision, and their relationship to the respondents' profiles. The study revealed a highly significant correlation between social media influencers and customer purchasing decisions. Specifically, the findings revealed that the extent of social media influencers' popularity, credibility, and content has a highly significant relationship with customer purchase decisions. Businesses should prioritize these factors when selecting influencers to maximize their impact on customer behavior. The results of this study help social media influencers and entrepreneurs understand that an influencer's popularity, credibility, and content are key to attracting loyal customers. By focusing on these factors, influencers can build stronger connections with their followers, increase trust, and make a more significant impact and outstanding contribution to the business.

Keywords

Social Media Influencers, Customer Purchase Decision, Business Industry

Citations

IRE Journals:
Dimatatac, Rizalyn B. , Pagalanan, Jenelyn M. , Manzanero, Glen Adrian B. , Mendoza, Mathew Sam C. , Magtibay Aleli I. "Social Media Influencers and Customer Purchase Decisions in The Business Industry" Iconic Research And Engineering Journals Volume 8 Issue 10 2025 Page 787-790

IEEE:
Dimatatac, Rizalyn B. , Pagalanan, Jenelyn M. , Manzanero, Glen Adrian B. , Mendoza, Mathew Sam C. , Magtibay Aleli I. "Social Media Influencers and Customer Purchase Decisions in The Business Industry" Iconic Research And Engineering Journals, 8(10)