IMPACT OF #SHOPEEBUDOL TIKTOK ADVERTISEMENTS ON THE BUYING DECISIONS OF MSEUF STUDENTS

Shopee is considered as one of the biggest online shopping platforms in the Philippines. Their marketing plan made use of the well-known TikTok app, which has revolutionized the advertising industry. The impact of #ShopeeBudol TikTok advertisements on MSEUF students' purchasing decisions is the focus of this research. The study therefore determined the effectiveness of TikTok advertisements for the growth of both new and existing businesses. The MSEUF students are part of the generation Z who are considered to be the most active users of the social media platform. It was a quantitative study with the goal of informing businesses about new advertising tactics and aising consumer awareness about the reliability of products offered on TikTok. The study involved 100 MSEUF college students, aged 18-24 and selected through stratified random sampling. Furthermore, survey questionnaires were utilized and distributed online through google forms and messenger. The statistical treatments that were used are percentage, frequency, weighted mean, and standard deviation. Based on the findings of the researcher, MSEUF students are highly exposed to the TikTok application. The students spend 15 to 30 minutes on average using the application during their free time. The students also enjoy comedic or funny videos the most. Furthermore, students are mostly familiar on Shopee clothing commercials. The shopee commercials' short duration attracted the students' interest. In terms of the students’ attitude towards the commercials, they find the advertisements interesting. Lastly, the availability of product reference is an aspect which affects the buying decision of the students.