Social Influence and Online Purchase Decision of UM Peñaplata College Students on Online Shopping

Abstract

The purpose of the research titled "Social Influence and Online Purchase Decision of UM Peñaplata College Students on Online Shopping" was to assess the degree of social influence and online purchase decisions among students at UM Peñaplata. The study employed a quantitative descriptive correlational research design, utilizing statistical tools such as mean and Pearson r to analyze the data gathered from 268 student respondents via survey questionnaires. The results indicate a strong influence of social factors on online purchase decisions, as evidenced by a high mean score and a significant relationship between the two variables. Based on these findings, the researchers recommend that Micro, Small, and Medium Enterprises enhance their marketing strategies and increase their digital presence to boost their product or service exposure and maximize sales. Keywords: Social Influence, Online Purchase Decision, Online Shopping, Students