Chapter 4
Presentation, Analysis of Data, and Interpretation of Findings
This chapter addresses the needed and significant information requires to attain the
study’s objective, and it contains all of the responses that were obtained from the Senior High
School students of throughout the academic year 2023–2024. The findings were determined
at immediately after the study’s results were presented, analyzed, and interpreted.
Part 1. Profile of the Respondents
The profile of the respondents was described in terms grade level and strand.
Researchers will be use frequency counts and percentage to obtain the personal profile of the
Senior High School students of.
The formula for percentage is:
Table 2.a
Profile of the Respondents in Terms of Grade Level
Grade Level Frequency Percentage
Grade 11 63 46. 67%
Grade 12 72 53.33%
TOTAL 135 100%
The grade level profile of the responders is displayed in table 2.a. Less than half of
them are in Grade 11, with the majority being in Grade 12. In summary, the data indicates
that 63 (46.67%) and 72 (53.33%) of the 135 respondents are students in grade 11 and 12,
respectively. This suggests that grade 12 students make up the majority of Senior High
School students.
Table 2.b
Profile of the Respondents in Terms of Strand
Strand Frequency Percentage
Accountancy, Business and 21 15.56%
Management (ABM)
General Academic Strand 2 1.48%
(GAS)
Humanities and Social Sciences 49 36.30%
(HUMSS)
Science, Technology, 47 34.81%
Engineering, and Mathematics
(STEM)
Technical Vocational 16 11.85%
Livelihood (TVL)
TOTAL 135 100%
The profile of the respondents according to strand is provided in Table 2.b. According
to the data, there are 21 students, or 15.56% of the total, enrolled in Accountancy, Business,
and Management (ABM); 2 students, or 1.48%, in the General Academic Strand; 49 students,
or 36.30%, in Humanities and Social Sciences (HUMSS); 47 students, or 34.81%, in Science,
Technology, Engineering, and Mathematics (STEM); and 16 students, or 11.83%, in
Technical Vocational Livelihood (TVL). With a 36.30% response rate, the data indicate that
the majority of respondents are in the humanities and social sciences (HUMSS).
Part 2. Assess the Depth of the Influence of Influencers on the Buying Habits of
Students.
The table below illustrates the depth of the influence of influencers on the buying
habits of senior high school students.
Table 3.a
Depth of the Influence of Influencers on the Buying Habits of Students
Qualifying VI % SWI % SI % NI % Weighte Description
Statement d Mean
The degree of 103 76.3 0 0 0 0 32 23.70 3.29 Very
influence of 0 Influential
influencers’
recommendation
to purchase a
product
The degree of 7 5.19 13 9.63 83 61.4 32 23.70 1.96 Slightly
influence of 8 Influential
TikTok
influencers in
daily product
searches
The degree of 5 3.70 61 45.1 33 24.4 36 26.67 2.26 Slightly
influence of 9 4 Influential
TikTok
influencers that
made
purchasing
behavior worse
AVERAGE 2.50 Somewhat
WEIGHTED Influential
MEAN
Legend:
Quantitative Interpretation Qualitative Interpretation Limit of Index
4 Very Influential (VI) 3.25 – 4.00
3 Somewhat Influential (SWI) 2.50 - 3.24
2 Slightly Influential (SI) 1.75 – 2.49
1 Not at all Influential (NI) 1 – 1.74
Table 3.a presents the qualifying statements that are connected to the depth of the
influence of influencers on the buying habits of students and their frequency of use. The list
of data indicates that recommendations from influencers regarding purchasing a product have
the greatest degree of influence. With a weighted mean of 3.29, indicating very influential, it
received 103, or 76.30%, under the very influential category, 0 for the somewhat influential,
0 for the slightly influential, and 32, or 23.70%, for the not at all influential. Moreover, the
data list shows the extent to which TikTok influencers worsened the purchase habit. It
received 5 or 3.70% under the very influential category, 61 or 45.19% under the somewhat
influential category, 33 or 24.44 under the slightly influential category, and 36 or 26.67 under
the not at all Influential category based on its weighted mean of 2.26, which indicates slight
influence.
The data list illustrates how TikTok influencers affect users’ everyday purchases. It
received 7, or 5.19%, under the very influential category, 13 or 9.63% for the somewhat
influential, 83 or 61.48% for the slightly influential, and 32, or 23.70%, under the not at all
influential category. Its weighted mean was 1.96, which indicates that it is slightly influential.
These categories correspond to different durations of exposure: the categories very
influential, somewhat influential, slightly influential, and not at all influential correspond to
more than 3 hours, 1 to 3 hours, 1 minute to 1 hour of exposure, and not exposed at all,
respectively.
The data obtained from the respondents has an average weighted mean of 2.50, which
is somewhat influential based on the data gathered in this table and calculated using the
average weighted mean method. This indicates that influencers’ level of impact on students’
purchasing decisions was only somewhat influential.
Part 3. Analyze how Influencers Convince Students to purchase product or products.
The following table emphasizes how influencers convince senior high school students
to purchase a product or products.
Table 4.a
How Influencers Convince Students to Purchase Product or Products.
Qualifying SC % C % SWC % NC % Weighte Description
Statement d Mean
Influencers’ 34 25.19 16 11.85 51 37.78 34 25.19 2.37 Somewhat
TikTok post Convinced
showing
people
utilizing the
product
A variety of 62 45.93 30 22.22 11 8.15 32 23.70 2.90 Convinced
entertainment
provided by
TikTok
influencers
Impact of 96 71.11 0 0 0 0 39 28.89 3.13 Strongly
TikTok Convinced
influencers
AVERAGE 2.80 Convinced
WEIGHTED
MEAN
Legend:
Quantitative Interpretation Qualitative Interpretation Limit of Index
4 Strongly Convinced (SC) 3.25 – 4.00
3 Convinced (C) 2.50 – 3.24
2 Somewhat Convinced (SWC) 1.75 – 2.49
1 Not Convinced (NC) 1 – 1.74
Table 4.a presents the qualifying statements that are connected to analyze how
influencers convince students to purchase products. The data list displays “influencers’
TikTok posts showing people utilizing the product.” It received 34, or 25.19%, under the
strongly convinced category, 16 or 11.85% for the convinced, 51 or 37.78% for the somewhat
convinced, and 34, or 25.19%, for the not convinced, with a weighted mean of 2.37,
indicating somewhat convinced. Additionally, students are influenced to make purchases by
“a variety of entertainment offered by TikTok influencers.” As per the data gathered from
respondents, the majority, accounting for 62 individuals or 45.93%, indicate being strongly
convinced by TikTok influencers sharing their experiences with the product or products.
Meanwhile, 30 respondents, comprising 22.22% of the total, expressed being convinced by
showcasing the features of the product or products. Furthermore, 11 other respondents,
constituting 8.15%, mention being somewhat convinced when influencers craft stories about
the benefits of the product in students’ lives. Conversely, 32 respondents, representing
23.70%, state that they are not convinced when influencers collaborate with other celebrities,
with a weighted mean of 2.90, which corresponds to the convinced category. The data also
examines the “impact of TikTok influencers” on students’ willingness to purchase a product,
with 96 individuals, or 71.11%, strongly convinced and 39 individuals, or 28.89%, not
convinced. This is supported by a weighted mean of 3.13, corresponding to being strongly
convinced.
The data acquired from the respondents yields an average weighted mean of 2.80,
suggesting a level of persuasion categorized as ‘convinced’ based on the information
presented in the table and computed through the average weighted mean method. This
examination demonstrates that the impact of influencers in persuading students to purchase
products falls within the ‘convinced’ category.
Part 4. Investigate the expenditure of students on the products promoted by the TikTok
influencers.
The table presented below illustrates the expenditure of senior high school students at
on products endorsed by TikTok influencers.
Table 5.a
Investigate the Expenditure of Students on the Products Promoted by the TikTok
Influencers
Qualifying HE % AAE % AE % NE % Weighted Description
Statement Mean
The monthly 3 2.22 13 9.63 87 64.44 32 23.70 1.90 Average
expenditure Expenses
associated
with
shopping on
TikTok
The products 10 7.41 5 3.70 88 65.19 32 23.70 1.95 Average
purchased Expenses
within a
month.
AVERAGE 1.93 Average
WEIGHTED Expenses
MEAN
Legend:
Quantitative Interpretation Qualitative Interpretation Limit of Index
4 Highest Level of Expenses (HE) 3.25 – 4.00
3 Above Average of Expenses (AAE) 2.50 – 3.24
2 Average Expenses (AE) 1.75 – 2.49
1 No expense (NE) 1 – 1.74
Table 5.a presents the qualifying statements associated with investigating the
expenditure of students on products promoted by TikTok influencers. The data provides
insight into the monthly spending habits of students on TikTok shopping. Of the respondents,
3 students, or 2.22%, classified their expenditure within the highest level of expenses bracket,
indicating a monthly expenditure exceeding 1500 pesos. Additionally, 13 students, or 9.63%,
reported spending between 1001 and 1500 pesos per month, falling into the above-average
expense category. The majority, comprising 87 students or 64.44%, spend between 1 and
1000 pesos monthly, categorizing their expenses as average. Conversely, 32 students, or
23.70% of respondents, reported having no expenses or abstaining from purchasing from
TikTok shops. This is corroborated by a weighted mean of 1.90, corresponding to the average
expense level.
The data list portrays the products acquired by students within a month. Specifically,
10 respondents, or 7.41% of the total, purchased more than 12 products, signifying the
highest level of expenses. Additionally, 5 respondents, accounting for 3.70% of the total,
purchased 8 to 11 products, indicating above-average expenses. The majority of respondents,
comprising 88 individuals or 65.19%, purchased between 1 and 7 products, categorizing their
expenses as average. Conversely, 32 respondents, representing 23.70% of the total, did not
make purchases from the TikTok shop. This is supported by a weighted mean of 1.95,
indicating average expenses.
The data acquired from the respondents yields an average weighted mean of 1.93,
signifying average expenses based on the information collected in this table and computed
using the average weighted mean method. This suggests that the expenditure of students on
products promoted by TikTok influencers falls within the average expenses category.
Part 5. Evaluate the trust of the students using the various contents of TikTok
influencers.
The data below illustrates the level of trust among students regarding the various
content provided by TikTok influencers.
Table 6.a
Evaluate the trust of the students using the various contents of TikTok influencers
Qualifying ST % T % N % UT % Weighte Description
Statement d Mean
The level of trust 74 54.81 12 8.89 17 12.59 32 23.70 2.95 Trustful
in TikTok
influencers’
recommendations
regarding
purchasing
decisions varies.
The level of trust 50 37.04 35 25.9 40 29.63 32 23.70 3.09 Trustful
in TikTok 3
influencers’
recommendations
compared to
traditional ad.
AVERAGE 3.02 Trustful
WEIGHTED
MEAN
Legend:
Quantitative Interpretation Qualitative Interpretation Limit of Index
4 Strongly Trustful (ST) 3.25 – 4.00
3 Trustful (T) 2.50 – 3.24
2 Neutral (N) 1.75 – 2.49
1 Untrustful ( UT) 1 - 74
Table 6.a presents the qualifying statement associated with assessing the level of trust
among students regarding the various content provided by TikTok influencers. The data list
demonstrates that the level of trust in TikTok influencers’ recommendations for purchasing
decisions varies among students. Among the respondents, 74 individuals, or 54.81%,
indicated that when influencers share their own experiences and review product quality, it
falls within the strongly trustful category. Additionally, 12 respondents, or 8.89%, mentioned
that TikTok influencers are renowned and trusted due to their large following, placing them
in the trustful category. Furthermore, 17 respondents, or 12.59%, reported making
independent purchasing decisions based on personal preference, expressing concerns about
product quality, which falls into the neutral category. Conversely, 32 respondents, or 23.70%,
either do not trust TikTok influencers or have not made purchases from TikTok shops. This
assertion is supported by a weighted mean of 2.95, categorizing it under the trustful category.
The data list demonstrates the level of trust in TikTok influencers’ recommendations
compared to traditional ads. Among the respondents, 50 individuals, or 37.04%, indicated
that they consider influencers’ personal experiences, reviews, and opinions regarding
products to fall within the strongly trustful category. Additionally, 35 respondents, or
25.93%, expressed trust in TikTok influencers over scripted traditional ads, categorizing their
trust level as trustful. Moreover, 40 respondents, or 29.63%, mentioned concerns about
influencers’ potential biases due to brand partnerships or sponsorships, while they perceive
traditional advertisements as ensuring accuracy, fairness, and transparency, placing their trust
level in the neutral category. Conversely, 32 respondents, or 23.70%, do not purchase
products from TikTok influencers. This assertion is supported by a weighted mean of 3.09,
corresponding to the trustful category.
The data acquired from the respondents yields an average weighted mean of 3.02,
indicating a trustful category based on the information collected in this table and computed
using the average weighted mean method. This suggests that the level of trust among students
regarding the various content provided by TikTok influencers falls within the trustful
category.
