Influence of Facebook on Customers’ Buying Behavior in Selected Restaurants in Bongao, Tawi-Tawi

 ABSTRACT

            Persius H. Alfad, Al-Jamar Asdali, Mashur Hajim, Molina A. Imamil, Anie O. Manding and Rosemalyn E. Peru . Grade 12 – Xenon, Technical, Vocational and Livelihood (TVL) Track. Senior High School Students, S.Y. 2020-2021. Tawi-Tawi School of Arts and Trades, Brgy. Pag-Asa, Bongao, Tawi-Tawi. Influence of Facebook on Customers’ Buying Behavior in Selected Restaurants in Bongao, Tawi-Tawi

 Adviser: FERMIN J. HAMJA

 

 

This study was conducted to determine the influence of facebook in customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi.  More specifically, it sought to answer the following questions: What is the basic profile of the respondents in terms of gender, age, frequency of social media usage, and monthly family income? What is the influence of facebook in customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi in terms of the following variables: popularity, costumer buying behavior, product improvement, and service improvement?  Is there a significant difference on the the influence of facebook in customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi among the above mentioned variables? And is there a significant difference on the the influence of facebook in customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi when grouped according to frequency of facebook usage, and monthly family income?

            Further, the researchers hypothesized the following: There is no significant difference on the the influence of facebook in customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi among the above mentioned variables; And there is no significant difference on the the influence of facebook in customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi when grouped according to frequency of facebook usage, and monthly family income.

Moreover, this study was limited to determine the influence of facebook in customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi. The researchers have chosen this location because there are a lot of new restaurants that have been discovered through the facebook users in Bongao, Tawi-Tawi. However, the researchers delimited its research locale at Fartea Time in Midway Plaza and Inay’s Restaurant at Brgy. Pag-Asa, Bongao, Tawi-Tawi. This study utilized a quantitative type of research views regarding the influence of facebook on customer’s buying behavior in selected restaurants in Bongao, Tawi-Tawi. Further, survey method was used to gather the needed in this study.

The study revealed that majority of the respondents were on the age bracket of 18-23 years old composed of 41.70%, had a family income of 10,001-20,000 composed of 43.20%, and used facebook 2 hours below composed of 40.00%.

As for the influence of customers’ buying behavior in selected restaurants in Bongao, Tawi-Tawi in terms of monthly family income, those customers whose monthly family income is 10,000 below obtained the weighted mean of 3.74, means “strongly agree”. Further, those customers whose monthly family income is 10,001-20,000 obtained the weighted mean of 3.82, means “strongly agree”. While,  those customers whose monthly family income is 20,001 above obtained the weighted mean of 3.76, means “strongly agree”.

In terms of frequency of facebook usage per day, those customers who used facebook 2 hours below obtained the weighted mean of 3.60, means “strongly agree”. Further, those customers who use go online in facebook for a period of 3 to 4 hours a day obtained the weighted mean of 3.86, means “strongly agree”.  While, those customers who used facebook for about 5 to 6 hours a day obtained the weighted mean of 3.94, means “strongly agree”.

As for the overall results, the respondents obtained the highest weighted mean of 4.17 on popularity which can be interpreted as “strongly agree”. Then, the respondents, obtained the least mean of 3.13 on variable: product improvement, which can be interpreted as “agree”. Overall, the respondents obtained an overall mean of 3.78 which means they agreed strongly on the customers buying behavior in selected restaurants in Bongao, Tawi-Tawi.

The Analysis of Variance (ANOVA) confirmed that there is a significant difference on influence of facebook on customers’ buying behavior in among variables: popularity, buying behavior, product improvement and service improvement. Therefore, the hypothesis tested on these variables was rejected.

Further, the ANOVA confirmed that there is no significant difference on the influence of facebook on customers’ buying behavior in terms of frequency of facebook usage per day and monthly family income. Hence, the hypothesis tested on the frequency of facebook usage per day and monthly family income was accepted. 

Majority of the respondents can be considered as millennials, with ages ranging from 18 to 24. Nowadays most millennials are into social media sites and more likely knew how they work, even in the context of food consumption. The findings showed that the respondents have really been influenced by social media, specifically the level of buying behavior in selected restaurants in Bongao, Tawi-Tawi. Majority of the respondents strongly agreed the fast food/restaurants have a good reputation on facebook and because of facebook these restaurants have been discovered.