THE FACTORS OF BUYING BEHAVIORS AS INFLUENCERS OF SOCIAL MEDIA PURCHASE DECISIONS AMONG HOTEL INDUSTRY CUSTOMERS

Authors: Garry L. Bastida & Harih G. Lopez

ABSTRACT

Social media is one of the influencers in people’s buying behavior.  This study aimed to determine the relationship between buying behavior as influencers of Social Media Purchase decisions among hotel industry customers.  Using a quantitative research design, the study employed a descriptive correlational method with 200 respondents whom the researcher purposively chose. The study utilized statistical tools such as mean and Pearson-moment correlation.  The findings revealed that all domains of buying behavior significantly influence and predictors of social media-based purchase decisions.

Keywords:  Social Media, Buying behavior, Purchase decision, Hotel industry customer, Davao region.

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