A Quantitative Approach: The effect of TikTok as a promotional application

among grade 11 students of Talisay High School

A Research Presented to the Faculty of

Senior High School Department

Talisay High School, Inc.

In Partial Fulfillment of the requirements for

Inquiry, Investigation and Immersion

Accountancy, Business, and Management

By:

Barrion, Mary Rose C.

Cosme, Nicole N.

Dapulano, John Oliver D.

Desingano, Roy D.

Pawig, Mariel P.

Tolica, Riesza Ela A.

May 2024
 II

CERTIFICATION

This research entitled “A Quantitative Approach: The effect of TikTok as a

Promotional Application among grade 11 students of Talisay High School”

prepared and submitted by Mariel P. Pawig, Nicole N. Cosme, John Oliver M.

Dapulano, Roy D. Desingano, Riesza Ela A. Tolica and Mary Rose C. Barrion. In

partial fulfillment of the requirements for Inquiry, Investigation and Immersion in

Accountancy, Business, Management.

Mrs. Ma Emeren R. Balba LPT

Adviser

APPROVAL SHEET

Approved by the Panel for Oral Defense on May 2024 with a rating of____.

Mr. Elizer M. Tolentino Jr. LPT

Chairman

Mr. Harvie De Leon LPT Mr. John Christian S. Orna LPT

Member Member

Accepted in partial fulfillment of the degree of Bachelor of Secondary

Education - Mathematics
Mrs. Minaflor M. Bagui LPT

Principal
 III

ACKNOWLEDGEMENT

The researchers would like to express their sincere gratitude to the following

people for their vital resources, understanding support, and kind assistance in getting

this work done.

To Jesus Christ, our Lord and Savior, for providing us with the knowledge,

courage, support, and recognition we needed to explore, for leading us through all of

the difficulties we faced, and for giving us the willpower to continue our research and

make this study possible.

To Mrs. Ma. Emeren Ramos Balba, for permitting the researchers to carry out

this investigation and for providing assistance and guaranteeing the accuracy of this

work.

To Ms. Lenny Kate V. Gangoso, research adviser, for her support, direction,

and insightful advice in helping to make this study better.

To Mrs. Mitzi T. Lavadia, our adviser, for her support and direction in

helping us to make our papers better.

To Mrs. Minaflor M. Bagui for granting the researchers authorization to carry

out the investigation.

To Mr. Rovic S. Degrano, Mrs. Mary Ann Caringal, Mrs. Ma Emeren R.

Balba, and Mr. Harvie S. De Leon for their generosity in allowing the researchers to

give the survey questionnaire to their individual pupils.

To the grammarian, who gave time and effort in correcting the grammar of

the study.

To the panel chairman, Mr. Elizer M. Tolentino, for lending his knowledge

and supporting the researcher to complete their work by evaluating the study and
 IV

offering helpful criticism and recommendations.

To the panel members, Mr. John Christian S. Orna and Mr. Harvie S. De

Leon, for their insightful counsel that helped the researcher achieve improved study

outcomes.

To the responders: thank you for taking the time to complete the given

checklist and for being affable and cooperative.

To the researchers' family members—in particular, their parents, brothers, and

sisters—for your support and love—both material and spiritual.

Thank you very much.

The Reasercher
 V

DEDICATION

This study is dedicated to our beloved parents, who have been our source of

inspiration, guide and give us strength, when we thought of giving up, who

continually provide their moral, spiritual, emotional and financial support.

To our friends who became our supporter and help us to any problem we faced.

They encourage us to finish this important research in time. They also give us

inspiration message every time.

To our teachers who believed that we will be finish this research in time,

helping us to make our research better, to inspire us to their inspirational stories when

they are students before.

And lastly, we dedicated this research to our Mighty God that guides us, give

strength, power of mind, protection and skills. All of this, we offer to you.

M.R.C.B.

N.N.C

J.O.M.D.

R.D.D

M.P.P.

R.E.A.T.
 VIII

TABLE OF CONTENTS

PAGE

Title Page I

Certification and Approval II

Acknowledgements III

Dedication V

Table of Content VI

List of Tables/Figure VIII

CHAPTER

1 The problem and Its Background 1

Introduction 1

Statement of the Problem 2

Research Hyphotheses 3

Conceptual Framework 4

Research Paradigm 5

Significance of the Study 6

Scope and Limitation of the Study 7

Definition of Terms 8

2 Review of Related Literature and Studies10

Foreign Literature 10

Local Literatur 12

Foreign Studies 14

Local Studies 16

Synthesis 18
 VIII

3 Methodology 19

Research design 19

Population and Sampling Technique 19

Reliability of Questionnaire 20

Respondents of the Study 21

The Locale of the Study 21

Instrument/Questionnaire 23

Data Gathering Procedures 24

Statistical Treatment of Data 25

4 Presentation, Analysis, and Interpretation of Data 28

Sub–Problem No. 1. What is the Demographic profile of 29

the students?

Sub-problem No. 2. How effective can TikTok influence the 30

Students to buy products?

Sub-Problem No. 3. Is there a significant difference between 36

the demographic profile and the effect of TikTok as a
promotional among grade 11 students?

5 Summary, Conclusions, and Recommendations 38

Summary 39

Conclusions 42

Recommendations 43

APPENDIX 44

A BIBLIOGRAPHY 45

B SURVEY QUESTIONNAIRE 50

C CURRICULUM VITAE 52
 VIII

LIST OF TABLES AND FIGURES

Figure / Table Page

1 Conceptual Framework 4

2 Distribution of Respondents by Strands 20

3 Reliability Statistic of Engagement 21

4 Reliability Statistic of Video Uploaded 22

5 Reliability Statistic of Live Selling 22

6 Distribution of Respondents by Strands 19

7 Map of Municipality of Talisay 23

8 Map of Talisay High School 23

9 Distribution of Respondents by Age 28

10 Distribution of Respondents by Sex 29

11 Distribution of Respondents by Strand 29

12 How effective does the use of TikTok in terms 30

of Engagement

13. How effective does the use of TikTok in terms 32

of Video Uploaded

14. How effective does the use of TikTok in terms 34

of Live Selling

15 Difference Between Age and Effect of TikTok 36

as a promotional application among grade 11
students.

16 Difference Between Sex and Effect of TikTok 37

as a promotional application among grade 11
students.

17 Difference Between Strand and Effect of TikTok 38

as a promotional application among grade 11
students.
 Chapter 1

Problem and Its Background

Introduction

In recent years, the digital landscape has witnessed a paradigm shift in marketing

practices, with social media platforms emerging as a powerful tools for business to connect

with their target audience. Among these platforms, TikTok has become incredibly popular,

attracting a wide range of users who are actively involved. It's more than just a fun app; it's

also a valuable tool for marketing that can help raise awareness and boost business earnings

through imaginative content. TikTok is a well- known video-sharing platform where people

can easily upload and view videos they enjoy.

According to Zhou (2019), brief videos on social media platforms are transforming

the way people learn creative skills by offering visually engaging tutorials and interactive

features for discussing and questioning the content. The global rise of TikTok's popularity

aligns with the COVID-19 pandemic, prompting more individuals to utilize their mobile

devices for novel methods of shopping, working, and socializing Annur (2020).

Based on sources from We Are Social Rizaty (2022), as of the first quarter of 2022,

TikTok boasts 1.4 billion monthly active users worldwide who are 18 years old and older,

marking a 15.34% uptick from the preceding quarter's 1.2 billion users. In particular the

purpose of this study is to better understand and investigate how TikTok can affect the

promotion of business products among grade 11 students at Talisay High School. The goal is

to analyze the effect of TikTok as a promotional application for marketing and its effect on

reaching and engaging a specific student demographic

 2

Statement of the Problem

This study entitled "A Quantitative Approach: The effect of TikTok as a

promotional application among grade 11 students of Talisay High School" is an assessment

to assess the effect of TikTok as a promotional application for Grade 11 students of Talisay

High School.

Specially, the study seeks to address the following:

1. What is the demographic profile of the students in terms of;

1.1 Age

1.2 Sex

1.3 Strand

2. How effective can TikTok influence the customers to buy products in terms of:

1.4 Engagement

1.5 Video Uploaded

1.6 Live Selling

3. Is there a significant difference between the demographic profile of the students

towards the effect of TikTok as a promotional application?

 3

Research Hypotheses

H0: There is no significant difference between the demographic profile and the effect

of TikTok as a promotional application to grade 11 students.

H1: There is significant difference between the demographic profile and the effect of

TikTok as a promotional application to grade 11 students.

 4

Conceptual Framework

This framework shows the overall outline of the study, by using ITO framework.

INPUT THROUGHPUT OUTPUT

Students Profile
•Formulation and •There is no
• Age
validation of survey significant
•Sex
questionnaire research difference between
•Strand
instrument the demographic
How Effective
•Validity and profile and the
can TikTok Influence
reliability effect of TikTok as
the costumers to buy
of the survey a promotional
products in terms of;
questionnaire application to grade
•Engagement
•Administration and 11 students.
•Video
retrieval of the survey •There is a
Uploaded
questionnaire significant
•Live Selling
•Tallying and difference between
Is there a significant
statistical treatment of the demographic
difference between the
data profile and the
demographic profile of
•Application of effect of TikTok as
the students towards the
statistical formula and a promotional
effect of TikTok as a
interpretation of application to grade
promotional
analyzed data 11 students.
application?

FEEDBACK

Figure 1. Conceptual Framework

 5

Research Paradigm

Input (I), which the respondent's profiles, such as age, sex, and type of TikTok

features, also the question to be conducted, such as: How effective can TikTok

influence the customers to buy products in terms of; Engagement, Video Uploaded,

Live Selling and Is there a significant difference between the demographic profile of

the students towards the effect of TikTok as a promotional application.

Throughput (T) indicates the methodology used to meet the objectives of the

study through the formulation and validation of the survey questionnaire research

instrument, validity and reliability of the survey questionnaire, administration and

retrieval of the survey questionnaire, tallying and statistical treatment of data, and

lastly, the application of statistical formulas and presentation and interpretation of

analyzed data.

Output (O) pertains to factors that would help the participants identify the

significant difference between the demographic profile and the effect of TikTok as a

promotional application to grade 11 students, and grade 11 students showed that the

use of TikTok as a promotional application has no significant effect in enticing them

to buy products.
 6

Significance of the Study

The study will benefit the following:

Business Seller by providing them with valuable insights that can be directly applied

to enhance the effect of their online product promotions through the TikTok platform,

leading to improved engagement, increased sales, and sustained growth in the

competitive business environment.

Customers. They can gain insights into how businesses utilize TikTok for product

promotion. Understanding the effect of this platform helps consumers make more

informed decisions when considering products featured on TikTok. Customers may

experience a more dynamic and entertaining shopping journey.

Researchers. can benefit from the study by gaining insights into the effect of the

TikTok platform in promoting business products. This study can help in marketing

strategies, helping businesses allocate resources effectively and choose the most

impactful platforms. Additionally, researchers can contribute valuable data to the field,

enhancing the overall understanding of online marketing dynamics.

Future Researchers. The quantitative findings of this research can serve as a

foundational reference for future studies exploring related topics. Future researchers

can use this study as a starting point to identify areas that require further

exploration,ensuring continuous advancement of knowledge in the field.

 7

Scope and Delimitation

The study will focus on grade 11 customers purchasing products in the TikTok

shop around Talisay High School Senior High and their perception of the effect of

using TikTok as a promotional application to encourage them to buy products.

The respondents will be selected from individuals who make purchases on TikTok

shops based on their TikTok usage and experience on the platform to encourage them

to buy products. Data will be collected through a survey questionnaire, ensuring that it

is gathered only from specific respondents involved in this study.

 8

Definition of Terms

Business Product. Refer to goods and services that are purchased by organizations

for use in their operations. Unlike consumer products, which are intended for personal

use, business products are acquired for business purposes. These can include raw

materials, office supplies, machinery, software, and various services essential for the

functioning of a business.

COVID-19 Pandemic. Has significantly impacted global health, economies, and

daily life. Efforts such as vaccination campaigns, social distancing, and lockdowns

have been implemented to control its spread. Please stay informed and follow

guidelines from health authorities.

Effect. Is a change that is a result or consequence of an action, process, or event. It's

what happens as a result of something else happening.

Live Selling Videos. Involve real-time video broadcasts where sellers showcase and

promote products or services to potential buyers. It's a popular method in e-

commerce, often seen on platforms that support live streaming.

Promoting. To encourage people to like, buy, use, do, or support something.

Prominence. Refers to the state of being important, famous, or widely recognized. It

can also describe the quality of standing out or being easily noticeable. In various

contexts, prominence may be associated with visibility, significance, or a high level of

attention.

Seller. This research seeks to empower business sellers by providing them with

valuable insights that can be directly applied to enhance the effect of their online

product promotions through TikTok Platform, leading to improved engagement,

increased sales, and sustained growth in the competitive business environment.

TikTok. Is a popular social media platform where users can create and share short-
 9

form videos set to music. It gained widespread popularity for its user-friendly

interface and the ability to easily create and discover entertaining content.

Video Uploaded. Typically refers to the process of transferring a video file from a

local device (like a computer or smartphone) to an online platform or server. Once the

video is successfully uploaded, it can be viewed, shared, and accessed by others

through the platform where it was upload.

 Chapter 2

Review of Literature and Studies

This chapter presents and discusses foreign and local literature and studies that

are closely related to the present research. The information in this chapter was sought

to support this study and to lead the researchers in determining the effect of TikTok as

a promotional application among Grade 11 students.

Foreign Literature

Based on the article Putri (2023), Dhinda Hijab's TikTok has eclipsed Shopee

and Instagram to rank among the most active channels for promotions. Buyers and

sellers can interact immediately and in real time with TikTok's live feature. Customers

are attracted by a range of incentives, including discounts and free shipping. TikTok

also offers less admin fees for retailers when compared to other social media networks.

Its widespread appeal.

The potential and utility of TikTok in establishing brand and product

recognition were highlighted in the Gradowska et al.(2023). It demonstrated how a

well-planned advertising campaign or maintaining an account on the platform may

raise interest in a business and enhance sales.

The emergence of TikTok presents a fantastic chance for advertisers to

connect with a global audience, particularly youth, in the article of Jurnal Infokum

(2022). International brands have realized that TikTok is a crucial tool for interacting

with younger consumers, promoting user-generated content, and collaborating with

relevant influencers.
 11

TikTok social media, advertising on these platforms is a successful online

marketing tactic, In the article Adzra (2023). It is advised that CV Avero Indonesia

make greater use of the TikTok platform through the TikTok Shop feature as these

two factors influence each other in consumer actions when it comes to making

purchases.
 12

Local Literature

TikTok's steady ascent can be ascribed to Filipinos' love of creativity and

entertainment, which gives them a platform to express their uniqueness via brief

videos, in the article (Online Philippines). In the Philippines, TikTok also has a

plethora of business prospects. Because of TikTok's algorithm-based content

functionality, customers can access brand content who could be considering what a

business has to offer. In addition to the algorithm, the app's interactive elements

challenges and pairings increase user engagement and promote the business.

According to an Eight Media report from 2024, the Philippines is a TikTok

powerhouse with over 50 million active subscribers because of its lively, colorful,

comedy-filled content. The TikTok community is thought to be very engaged,

youthful, and tech-savvy.

Furthermore according to Inquirer Net (2021), before entering the marketing

side of TikTok, it is important to understand the elements (i.e., music, humor, and

related storytelling) of the community first and foremost. In 2021, TikTok established

its new feature 'TikTok for Business, allowing advertisers to reach and engage with

audiences from various backgrounds.

According to Mendoza et al. (2023). Through Tiktok for Business, small and

mid-sized enterprises (SMEs) can now be discovered, connecting with the community

of users within the app, which is crucial in building their brands. Giving attention to

the above, Business Administration students from the University of the East (Manila)

acknowledged the good effect of the TikTok application as a cutting-edge marketing

strategy. As a matter of fact, according to the aforementioned study, a mean of 3.38

respondents prefer to watch feature clips on TikTok regarding reviews and comments

about a certain product. The information gathered from the respondents proves the
 13

effectiveness of TikTok in assisting the majority of users in terms of product

information, as it is deemed convenient by others.

Furthermore, according to NEWSBYTES.PH (2023). Short-form video

platform TikTok has revealed some insights that will give businesses an idea of the

trends they can use to enhance their customer reach and engagement as summer heat

approaches in the Philippines. According to TikTok, 48% of its users want to make a

purchase on or via the platform within the next three months, and 56% of its users

think that advertisements help them find new brands or goods.

 14

Foreign Studies

TikTok marketing campaigns significantly increase millennials' brand

awareness, but have little effect on their brand recall, according to the study's findings

and the data analysis. Gesmundo(2022) notes that the emergence of this quick-witted

social media platform has presented firms with a plethora of new marketing avenues.

The idea that Millennials' purchase intentions are influenced by both brand awareness

and brand memory is supported by the fact that brand awareness still has an effect on

Millennials' brand recall.

Pieter et al. (2021) in the study conducted it is stated that while using social

media to promote products, Particularly with the TikTok app, really good outcomes

are obtained. TikTok distinguishes itself with its user-friendly interface, varied and

captivating content, easy accessibility through free downloads, and alignment with

contemporary youth trends.

According to a study by Hanum et al. (2023) on online retailers, using TikTok

as a promotional tool has a significant good effect. TikTok has the ability to

effectively increase a product or brand's exposure and visibility among a large

audience. Online store owners have the chance to approach potential customers in an

engaging and captivating way because of TikTok's creative and interactive video

content.

Furthermore, Puspita et al. (2023) define digital marketing as any marketing

initiative that makes use of internet advertising tactics. The availability of digital

marketing makes it easier for businesses to promote their products, and it makes it

simple for customers to find what they want. The results of the aforementioned

research indicate that the TikTok uses a variety of digital marketing techniques, such

as narrative storytelling, hashtags, and audio music, to peak viewers' interest in the
 15

account's video content.

According to Hamid et al. (2022), customer behavior has a beneficial effect on

TikTok videos when it comes to purchasing viral products. In order to examine every

relationship involving client participation, personal branding, and successful

advancement in the role of the dependent variable, consumer happiness was arrived at

as the independent variable.

 16

Local Studies

Based on the study Atendido (2023), customer engagement typically entails

giving educational and entertaining content, encouraging social contact and consumer

integration, and cultivating a sense of belonging and self-identity, it is a major

predictor of purchase intention. Asserts that including entertainment and social

interaction is a powerful predictor of customer engagement (CE). The results indicate

that marketers on TikTok should give priority to creating engaging ads.

TikTok app's short video platform, company owners and entrepreneurs can

easily reach prospective clients with a few clicks, acording to Cañada et al. , (2024).

Previous research has demonstrated the application's efficacy in drawing real clients.

Entrepreneurs gain from TikTok's algorithm and recommendation technology.

Research has demonstrated that as related content reaches users' ends, brand influence

grows, leading to precise marketing of brand information. The previously described

As a result, experts have come to the conclusion that the app is crucial since it

promotes brand awareness across a range of businesses. In particular, TikTok's

platform for short videos has made it possible for brands to have a greater effect over

customers.

According to Araujo et al. (2022), Tiktok is intended for users of all ages, Gen

Z is its specific target market in the present generation. The majority of its people, if

not all of them, are regularly active online and knowledgeable about social media.

According to the linked study, "Influence of TikTok Video Advertisements on

Generation Z's Behavior and Purchase Intention," done in 2022 by Araujo et al., there

were mixed feelings among Generation Z regarding TikTok video ads. Following

their viewing of the videos, the customers emphasized a sense of connection,

highlighting the beneficial influence of the emotional dimension on purchase intention.

 17

Furthermore, the research conducted by Araujo et al. (2022) demonstrated that

businesses should incorporate emotional engagement into their marketing offerings,

regardless of whether they use TikTok as a new channel for advertising.

Moreover, the involvement of TikTok affiliates had a significant effect on

consumers' likelihood to purchase, according to a study by Martin et al. (2024). The

analysis identified four key independent factors that have a major effect on this.

Goods, Interaction with the Audience, and Among Metro Manila-based TikTok users

in their 20s and 30s, content quality and relevancy all have a significant influence on

customers' intents to buy. The findings suggest that in order to be effective, TikTok

affiliate marketing strategies should prioritize audience engagement, content quality,

and product relevance. Their first objective should be to establish influencer

credibility.
 18

Synthesis

The review of related literature and studies indicated that TikTok is effective

promotional application, this application become one of the most active channel for

promotions. This application is a big opportunity for marketers to reach a wider

audience. However, as the result of the recent studies, TikTok is an easy platform

where you can easy access diverse and engaging content . The result also shows that

marketing campaigns in TikTok can significantly increase costumers to buy products.

The findings of this study will support and influence research organization to

determine the effect of TikTok as a promotional application among the costumers that

will help the seller to reach a possible consumers.

 Chapter 3

Research Methodology and Procedures

The research processing methods will be presented in this chapter. To get the

data and information relevant to the subject, the researchers employed a number of

different approaches. This chapter includes Research Design, Population and

Sampling procedure, Respondents of the Study, Locale of the Study,

Instrument/Questionnaire, Validity and Reliability of Questionnaire, Research

Instruments, Data Gathering Procedure, and Statistical Treatment of Data.

Research Design

RESEARCH DESIGN

This study will use the quantitative method to determine the effect of TikTok

as a promotional application among Grade 11 students of Talisay High School.

According to Adedoyin (2020), quantitative research is known as the study of

phenomena using numerical data and statistical, analytical, or computing tools.

Population and Sampling Technique

POPULATION AND SAMPLING TECHNIQUE

The respondents for this study were composed of 74 students of grade 11

under ABM, HUMSS, and STEM strands of Talisay High School during the second

semester of the academic year 2023-2024. Specifically, responses of the respondents

were taken using modified questionnaires as instruments in gathering information

about the effect of TikTok as a promotional application among grade 11 students of

Talisay High School. The researchers used the following formula to generate 74 out

of 91 students based on the availability of the respondents.

 20

Slovin’s formula: n = n= N
1 + Ne ²
Where:

n = sample size

N = population size

e = margin of error

In determining the number of respondents from different sections, the

stratified random sampling technique was used with the formula below:

ni = Ni (n+)
N+
Where;

ni = sample size per strand

Ni = population per strand

n+ = total sample size

N+ = total population

Table 1
Distribution of Respondents by Strand

STRANDS F Percentage
ABM 11 14.90
HUMSS 41 55.40
STEM 22 29.70
TOTAL 74 100
 21

Regarding the data on the strands of the respondents, Table 1 reveals that the highest

frequency of participants was from 11 HUMSS with a frequency of 41 (55.40%),

followed by 11 STEM with a frequency of 22 (29.70%). Data shows that only 11

(14.90%) students from 11 ABM participated in the study.

Reliability of Questionnaire

The researchers prepared some questionnaires that were tested to the grade 10

Wisdom of Talisay High School. After two days we re-tested the questionnaire

through online, to the grade 10 Love, to be able for the researchers to find out if there

were changes on the answers of the respondents. The results of the tests given in the

try-out were statistically analyzed by the research adviser. For data gathering purposes,

the researcher first scanned and read some literature, studies and sample questionnaire

from the other studies that were already conducted. Then formulated questionnaires

based on the statement of the problem.

The result of reliability for engagement of Cronbach’s alpha was 0.70, the

video uploaded was 0.73 and the live selling was 0.78. The instrument is reliable if

the alpha value is more than 0.7. It means the questionnaire was reliable because the

alpha value is greater than 0.7. the reliability can be seen in the table below:

Table 2

Reliability Statistic of Engagement

Reliability Statistic

Cronbach’s N of

Alpha Items

0.70 5
 22

Table 3

Table Statistic of Video Uploaded

Reliability Statistic

Cronbach’s N of

Alpha Items

0.73 5

Table 4

Table Statistic of Live Selling

Reliability Statistic

Cronbach’s N of

Alpha Items

0.78 5

Respondents of the Study

The study included Grade 11 students at Talisay High School. They were

chosen as respondents because the study focused on the effect of TikTok as a

promotional application among Grade 11 students.

The Locale of the study

This study will conduct at grade 11 students in Talisay High School Senior

High Department which is located at A. Laurel St Poblacion 6, Talisay Batangas. The

researchers are from the municipality of Talisay and they choose Talisay High School

as the locale due to its accessibility. The researchers decided to choose a locale where
 23

they could conduct the study without spending too much money for transportation.

Choosing the most accessible school for the study became a great help on saving time,

money and effort.

Figure 2. Map of Municipality of Talisay

Figure 3. Map of Talisay High School Senior High

 24

Instrument/Questionnaire

In order to obtain the desired data from the grade 11 students of Talisay High

School, the researchers of this study used survey questionnaires as the major

instrument, which composed of two parts – profiles of the respondents, and on how

effective can Tiktok influence the grade 11 students in purchasing products.

The first part of questionnaire is about the student’s profile (age, sex, and

strand). The second part of the questionnaire is about on how effective can Tiktok

influence the customer composing of 15 items. The first variable is engagement that is

composed of 5 indicators that pertains on how effective can Tiktok influence the

customer. The second variable is video uploaded composing of 5 indicators, in which

focuses on how effective can Tiktok influence the customer. The third variable is live

selling composing of 5 indicators, in which pertains on how effective can Tiktok

influence the customer. The rating scale used in the questionnaire composed of five-

point liker scale: 5 – strongly agree; 4 – agree; 3 – neutral; 2 – disagree; 1 – strongly

disagree.

Data Gathering Procedure

The researchers use the questionnaire for the gathering of the data.

Researchers will present an introduction about the topic and the main intention of this

research to be discussed with the respondents. Researchers-made-questionnaires were

answered by the selected grade 11 students of the Talisay High School.

The questionnaires that had been validated by Thesis teacher and Thesis

adviser will be distributed to the respondents through survey questionnaire. The

researchers will seek help to the advisories of all grade 11 students of the faculty of

Talisay High School on allowing us to do a survey on his/her class and convinced

their students to participate. The researchers will assure that the data gathered from
 25

the respondents would be treated with confidentiality.

Statistical Treatment of Data

The following statistical tools is use in order to arrive at the analysis and

interpretation of data gathered.

1.Percentage and Rank – This statistical tool is use to answer posited problem

number

The Formula is: P= • 100%

Where:P – is the percentage of scores

f – frequency of score

n – total number of samples and cases

2.Weighted Mean – This instrumentation is use to weight the question number 2

being stated in the SOP.

The Formula is: WM = f1x1 + f2x2 + f3x3 +…+fnxn

f1 + f2 + f3 +…+fn

Where:
WM – is the weighted mean of

scores f – frequency of scores

x – data scores

n – total number of samples / respondents

 26

1. MEAN

X = ∑ fx

X - mean of scores

∑ - symbol for summation F

- frequency of score

X - score data

N – total number of cases/respondents

 27

Analysis of Variance (ANOVA)

This helpful in making comparison of two or more means which enables a

researcher to draw various results and prediction about two or more sets of data.

Steps in ANOVA

1.First step is to compute the total sum of the squares.

2.Second step is to compute the squares between columns.

3.The third step is to compute for the sum of squares within the column.

4.To complete the ANOVA table, calculate the mean of sum of squares.

T-test – is a statistical tool used to determine the significant difference of two

independent variables.

The Formula is:

��−��
�=
��� ���
+
�� ��

Where:

T- significant difference test

X1- mean of first group samples

X2- mean of second group of samples

sd1- standard deviation of first group of samples

sd2- standard deviation of second group of samples

n1- total number of first group of samples

n2- total number of second group of samples

 Chapter 4

Presentation, Analysis, and Interpretation of Data

This chapter represent the findings, analysis and interpretation of data

gathered from which main objective was to find out the effect of TikTok as a

promotional application among grade 11 students of Talisay High School.

More specially, the researchers sought to answer the following questions.

Statement of the Problem 1

What is the Demographic profile of students in terms of;

1.1 On the Distribution of Respondents in terms of age

Table 5

Distribution of Respondents by Age

FREQUENCY PERCENTAGE

15-16 36 48.65%

17-18 36 48.65%

19-20 2 2.70%

TOTAL 74 100.00%

Table 5 shows the frequency and percentage distributions of the respondents

in terms of age. The majority of the respondents are 15-16 and 17-18, that have both

frequency of thirty sex (36) and percentage of 48.65%; lastly the least number of

participants are aged 19-20, who have frequency of two (2) or 2.70%.
 29

1.2 On the distribution of Respondents in terms of Sex

Table 6

Distribution of Respondents by Sex

FREQUENCY PERCENTAGE

MALE 33 44.59%

FEMSALE 41 55.41%

TOTAL 74 100.00%

The table 6 above shows the frequency and percentage of distribution of the

respondents in terms of sex. Most of the respondents are female, with a frequency of

forty-one (41), or 55.41%, while male respondents got a frequency of thirty-three

(33), or 44.59%. Data revealed that most of the respondents who participated in the

study .

1.3 On the Distribution of Respondents in terms of Strand

Table 7

Distribution of Respondents by Strand

FREQUENCY PERCENTAGE

STEM 22 29.73%

HUMSS 41 55.41%

ABM 11 14.86%

TOTAL 74 100.00%

The table 7 above shows the frequency and percentage of distribution of the

respondents in terms of strand. Majority of the respondents were HUMSS with a

frequency of forty (41), or 55.41%, while STEM respondents were twenty-two (22),

or 30.14%; and the least number of respondents is from ABM with twelve (11) or
 30

14.86% of total respondents. The data shows that HUMSS students are the

respondents who are more cooperative in participating in the study.

SUB PROBLEM NO.2 How effective can TikTok influence the students in terms of;

2.1 The Effect of TikTok on Grade 11 students based on Engagement

Table 8

How effective does the use of TikTok in terms of Engagement

Weighted Verbal Rank

Mean Interpretation

I always watch live 3.54 AGREE 5

selling videos on TikTok.

I buy products through 4.38 STRONGLY 1

live selling because of AGREE

high discounts or

promos.

I can better assess the 4.16 STRONGLY 2

quality when I see an AGREE

item live.

I find live selling more 3.61 AGREE 4

effective when it

comes to promoting

products.

I find excitement in 3.91 AGREE 3

exclusive deals and

flash sales showcased

during live selling

 31

session.

COMPOSITE MEAN 3.92 AGREE

Legend:

Scale Weight Interpretation

5 4.20 – 5.00 Strongly Effective

4 3.40 – 4.19 Effective

3 2.60 – 3.39 Neutral

2 1.80 – 2.59 Not Effective

1 1.00 – 1.79 Strongly Not Effective

The Table 8 describes on how effective can TikTok in terms of Engagement.

Among the indicators, the highest composite mean was 4.38, reviewing the

comment section. The second was 4.16, encouraged to buy when a product has many

good reviews. The third was 3.91, keeping updated. The fourth one is 3.61,saving

promotional videos. Lastly, product recommendation from influencer 3.54.

As a whole, the effect of TikTok as a promotional application among grade 11

based on Engagement generated an overall composite mean of (3.92).

According to Fernandes et.al (2023), Online customer buying decisions are

influenced by an accurate and dependable measurement approach. The elements of

Source Credibility are based on user assessments of online reviews from a variety of

online sources. Users look at the reliability of the source as well as the qualifications
 32

and experience of the reviewers.

2.2 The Effect of TikTok on Grade 11 based on Video Uploaded

Table 9

How effective does the use of TikTok in terms of Video Uploaded

Weighted Verbal Interpretation

Mean

I strongly agree that TikTok have the 3.73 AGREE 2

best quality when it comes to

promotional video

I always see the best quality of the 3.59 AGREE 4

products because of the videos.

I buy products that show the best 3.78 AGREE 1

quality based on the uploaded

videos.

I purchase products because of the 3.19 AGREE 5

video uploaded.

I am enticed to buy when I see 3.64 AGREE 3

attractive video promotions.

COMPOSITE MEAN 3.59 AGREE

 33

Legend:

Scale Weight Interpretation

5 4.20 – 5.00 Strongly Agree

4 3.40 – 4.19 Agree

3 2.60 – 3.39 Neutral

2 1.80 – 2.59 Disagree

1 1.00 – 1.79 Strongly Disagree

The Table 9 describes on how effective can TikTok in terms of Video

Uploaded among the indicators, the highest composite mean was 3.78, shows the best

quality of product through video uploaded. The second was 3.75, best quality when it

comes to video uploaded. The third was 3.64, more enticed to attractive video. The

fourth one is 3.59, see the best quality of product because of the video. Lastly,

purchasing products because of the video, (3.19). As a whole, Effect of TikTok as a

promotional application in terms of Video Uploaded generated an overall composite

mean of (3.59).

According Lu Zhang (2023), consumers' product knowledge might be

increased and products can seem more desirable to them when they watch internet

promotional videos. This may increase buyers' desire to own the product and increase

the possibility that they will do so. In Addition online commercial videos can improve

customers' understanding of the product and its advantages.

 34

2.3 The Effect of TikTok on Grade 11 based on Live Selling

Table 10

How effective does the use of TikTok in terms of Live Selling

Weighted Verbal Rank

Mean Interpretation

I always watch live selling videos on 2.89 NEUTRAL 5

TikTok.

I buy products through live selling 3.38 NEUTRAL 4

because of high discounts or promos.

I can better assess the quality when I 3.50 AGREE 3

see an item live.

I find live selling more effective 3.55 AGREE 1

when it comes to promoting

products

I find excitement in exclusive deals 3.54 AGREE 2

and flash sales showcased during live

selling session.
 35

COMPOSITE 3.37 NEUTRAL

MEAN

Legend:

Scale Weight Interpretation

5 4.20 – 5.00 Strongly Agree

4 3.40 – 4.19 Agree

3 2.60 – 3.39 Neutral

2 1.80 – 2.59 Disagree

1 1.00 – 1.79 Strongly Disagree

Table 10 describes on how effective can TikTok in terms of Live Selling.

Among the indicators, the highest composite mean was 3.55,live selling is

effective when it comes to promoting products. The second was 3.54,limited time

offers and discount in live selling. The third was 3.50,can assess the quality of product

in live. The fourth one is 3.38, buying products in live selling because of discounts.

Lastly, watching live selling,(2.89). As a whole, Effect of TikTok as a promotional

application in terms of Live Selling generated an overall composite mean of (3.37)

Based on the study by Jing Hou (2023), A new e-commerce trend that has

been consistently driving sales is livestreaming. The effects of livestreaming sales on

customers and the influencer are examined, which could be useful for those involved
 36

in e-commerce, online influencers, as well as livestreaming websites (like TikTok and

Taobao live).

SUB PROBLEM NO. 3. Is there a significant difference between the

demographic profile of the students towards the effect of TikTok as a promotional

application ?

3.1 On the difference between Age of effect of TikTok as a promotional

application among grade 11 students.

Table 11

3.1 On the Difference between Age and Effect of TikTok as a promotional

application among Grade 11 students.

VARIABLE MEA SD F-VALUE P-VALUE INTERPRETATI

N ON

ENGAGEMEN 3.99 0.29 1.228 0.398 NON-

T SIGNIFICANT

VIDEO 3.5 0.46 1.513 0.354 NON-

UPLOADED SIGNIFICANT

LIVE SELLING 3.38 0.49 0.499 0.645 NON-

SIGNIFICANT

Table 11 relays the significant difference among the variables such as Age and

Engagement with computed value of 0.398, Age and Video Uploaded with 0.354, and

Age and Live Selling at 0.645. These variables fall short their critical value of 1.228

at 3.99 level of significant.

The null hypothesis was accepted and there is no significant difference

between age and effect of TikTok as a promotional application among the students.
 37

3.2 On the difference between Sex and Effect of TikTok as a promotional

application among Grade 11 students

Table 12

Difference Between Sex and Effect of TikTok as a promotional application

among Grade 11 students.

VARIAB MEAN SD F-VALUE P-VALUE INTERPRETATI

LE ON

ENGAGE 3.93 0.325 -0.55 0.584 NON-

MENT SIGNIFICANT

VIDEO 3.58 0.615 0.594 0.554 NON-

UPLOAD SIGNIFICANT
ED

LIVE 3.37 0.646 0.603 0.548 NON-

SELLING SIGNIFICANT

Reflected on Table 12 is the result of assessment in terms of sex and Effect of

TikTok as a promotional application.

Each component of preferences was evaluated in terms of sex of the

respondents. The three components of variables do not have significant difference

with sex, namely, Engagement, Video Uploaded, and Live Selling. They had

computed values of 0.584, 0.554, and 0.548 respectively. These variables fall short of

critical value of -0.55 at 0.325 level of significant.

The null hypothesis was accepted and there is no significant difference

between sex and effect of TikTok as a promotional application.

 38

3.3 On the difference between Strand and Effect of TikTok as a promotional

application among Grade 11 students

Table 13

Difference Between Strand and Effect of TikTok as a promotional application

among Grade 11 students.

VARIABLE MEAN SD F-VALUE P-VALUE INTERPRET

ATION

ENGAGEMENT 3.9 0.323 1.819 0.181 NON-

SIGNIFICAN
T

VIDEO 3.58 0.63 0.695 0.508 NON-

UPLOADED SIGNIFICAN
T

LIVE SELLING 3.41 0.633 2.717 0.082 NON-

SIGNIFICAN
T

Conveyed in Table 13 is the difference between strand and effect of TikTok as

a promotional application.

With a critical value of 1.819 at 0.323 level of significant difference between

strand and effect of TikTok as a promotional application, the three components had no

significant difference with strand namely, engagement with computed value

0.181,Video Uploaded with 0.508, and Live Selling with a result of 0.082.

The null hypothesis was accepted and there is no significant difference

between strand and effect of TikTok as a promotional application.

 CHAPTER 5

SUMMARY, CONCLUSIONS, AND RECOMMENDATIONS

This chapter presents the summary of findings, based on the statistical

treatment of data, the corresponding conclusions, and the recommendations proposed

by the researcher.

SUMMARY OF FINDINGS

The salient findings of the study are as follows:

1. On the profile of the respondents

1.1 In terms of Age

Data discloses that the majority of the respondents were both 15-16 and 17-18

with a frequency of thirty-six (36) or 48.65%, while age 19-29 were two (2),

percentage of 2.70%.

1.2 In terms of Sex

The data in terms of sex revealed that the majority of the respondents were

female with a frequency of forty-one (41) or 55.41 %, while male respondents were

thirty-three (33) or 44.59%.

1.3 In terms of Strand

In terms of Strand , it showed that majority of the respondents were from

HUMSS with a frequency of forty-one (41) or 55.41%, STEM with a frequency of

twenty-two (22) or 30.14 %, while from ABM respondents were eleven (11) or

14.86%.
 40

2. How effective can TikTok influence the students to buy products?

2.1 In terms of Engagement

The indicator with highest composite mean of 4.38 was the reviewing the

comment section. While the indicator that got the lowest composite mean was

product recommendation from Influencer 3.54. As a whole, the effect of TikTok on

grade 11 students to buy products in terms of engagement overall composite mean of

3.92 and interpreted as Agree.

2.2 In terms of Video Uploaded

It shows that shows the best quality of through video uploaded highest

composite mean of 3.78, can see the best quality of product because of the video got

the lowest composite mean of 3.19. As a whole, references of respondents in the

effect of TikTok to buy products in terms of video uploaded overall composite mean

of 3.59 and interpreted as Agree.

2.3 In terms of Live Selling

The data revealed the indicator that got the highest composite mean was the

live selling is effective when it comes to promoting products with 3.55, and the

lowest was buying products in live selling because of discounts 2.89. As a whole,

references of respondents in the effect of TikTok to buy products in terms of video

uploaded overall composite mean of 3.37 and interpreted as Neutral.

 41

3. Is there a significant difference between the demographic profile of the

students towards the effect of TikTok as a promotional application?

3.1 Difference Between Age and effect of TikTok as a promotional

application among students

The computed values were 0.398, 0.354 and 0.645 respectively with critical

value of 1.228 at 3.99 level of significance. The null hypothesis was accepted and

there was no significant difference between age and effect of TikTok as a promotional

application among the students.

3.2 Difference Between Sex and effect of TikTok as a promotional

application among students

The three components of variables do not have significant difference with sex,

namely, Engagement, Video Uploaded, and Live Selling. They had computed values

of 0.584, 0.554, and 0.548 respectively.These variables fall short of critical value of -

0.55 at 0.325 level of significant.

The null hypothesis was accepted and there is no significant difference

between sex and effect of TikTok as a promotional application.

3.3 Relationship Between Grade Level and Preference in Considering

STEM as Learning Strand

The computed values were 0.181, 0.508, and 0.082 respectively, with a critical value

of 1.819 at 0.323 level of significance. The null hypothesis was accepted and there is

no significant difference between strand and effect of TikTok as a promotional

application.
 42

CONCLUSION

Following a detailed examination of the results that were previously reported, the

following is the study's conclusion.

1.Majority of the respondents are age 15-16 and 17-18.

2. Most respondents preferred reviewing the comment section. Moreover, majority of

the respondents saw that video uploaded shows the best quality of the product. In

addition, respondents more likely say live selling is effective when it comes to

promoting products.

3. That there was no significant difference between the demographic profile and the

effect of TikTok as a promotional application among grade 11 students.

 43

RECOMMENDATION

Based on the findings and conclusions presented, the following recommendations are

suggested.

1. Perform research on adult participants who also made purchases on TikTok. This

may also be a useful method for finding out about other customers' experiences

purchasing goods using this application.

2. To further improve the study, the future researcher can also analyze and examine

various types of content on Tiktok, including educational, entertaining, and

informative material, to determine which resonates most effectively with students for

promotional purposes.

3. The researchers advise extending their findings to different areas, especially to the

area where individuals are more likely to use TikTok for purchasing products.
APPENDIX
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 A Quantitative Approach: The effect of Tiktok as a Promotional

Application among Grade 11 students of Talisay High School

Name(Optional):

1. Demographic profile of each student in terms of:

Age

☐15-16 years old

☐ 17-18 years old

☐19 years old and above

Sex

☐Male

☐Female

Strand

☐ABM

☐HUMSS

☐STEM

2. How effective can Tiktok influence the customers to buy products in terms of:

Engagement Strongl Agree Neutral Disagree Stro

y Agree ngly
(5) (4) (3) (2) Disa
gree
(1)
I trust product recommendations
from TikTok influencers.

I look at the comment section to

better understand if the product
is good.
I am more encouraged to buy
when a product has many good
reviews.
I save promotional videos for my
next purchase purposes.
I enjoy how TikTok keeps me
updated with the latest trends.
Video Uploaded Strongly Agre Neutra Disagre Strongly
Agree e l e Disagree
(5) (1)
(4) (3) (2)
I strongly agree that TikTok
have the best quality when it
comes to promotional videos.
I always see the best quality of
the products because of the
videos.
I buy products that show the
best quality based on the
uploaded videos.
I purchase products because of
the video uploaded.
I am enticed to buy when I see
attractive video promotions.

Live Selling Strongly Agree Neutral Disagree Strongly

Agree Disagree
(5) (4) (3) (2) (1)
I always watch live selling
videos on TikTok.
I buy products through live
selling because of high
discounts or promos.
I can better assess the
quality when I see an item
live.
I find live selling more
effective when it comes to
promoting products.
I get a thrill from limited-
time offers and flash sales
featured in live selling
sessions.
CURRICULUM VITAE
 53

MARY ROSE CLARIÑO BARRION

Address: 553, Quiling Talisay Batangas
Contact:09303197145
Email:[email protected]

WORK EXPERIENCE
Company: Leonida's Resort and Restaurant
Address: Banga, Talisay, Batangas
Position: Immersion Student
School Year: March 4, 2024- March 15, 2024

EDUCATION
Secondary
Currently Grade 12 Student
Talisay High School Senior High, Inc
Talisay, Batangas
2022-2024

Junior High School

Doña Maria Laurel Platon School of Agriculture
Aya, Batangas
2018-2022

Elementary
Quiling Elementary School
Quiling, Batangas
2014-2018

SKILLS
Collaboration
Good at Communication Skills

REFERENCES
Mrs. Minaflor M. Bagui
School Principal of Talisay High School
 54

COSME, NICOLE NACAY

Address: Sampaloc Talisay Batangas
Contact: 0981-613-3631
Email:[email protected]

WORK EXPERIENCE
Company: Leonida's Resort and Restaurant
Address: Banga, Talisay, Batangas
Position: Immersion Student
School Year: March 20,2024-April 5,2024

EDUCATION
Secondary
Currently Grade 12 Student
Talisay High School Senior High, Inc
Talisay, Batangas

Junior High School

Poblacion Talisay
Batangas
2018-2022

Elementary
Jorge B. Vargas Memorial
Elementary School
Sampaloc Talisay Batangas
2014-2018

SKILLS
I can easily adapt to new environment
I can efficiently manage my time.
I have willingness to learn and grow.

REFERENCES
Mrs. Minaflor M. Bagui
School Principal of Talisay High School
 55

DESINGAŇO,ROY DE OCAMPO
Address: Zone 1 Talisay, Batangas
Contact: 09358640650
Email: [email protected]

WORK EXPERIENCE
Company: Leonida's Resort and Restaurant
Address: Banga, Talisay, Batangas
Position: Immersion Student
School Year:February 19, 2024-March 1, 2024
EDUCATION
Secondary
Currently Grade 12 Student
Talisay High School Senior High, Inc
Talisay, Batangas

Junior High School

Talisay High School InC.
Poblacion 4 Talisay
Batangas
2018-2022

Elementary
Venancio Trinidad Sr. Memorial School
Talisay, Batangas
2011-2018

SKILLS
Communication Skills
Innovative Thinking
Adaptability

REFERENCES
Mrs. Minaflor M. Bagui
School Principal of Talisay High School
 56

DAPULANO, JOHN OLIVER MACALALAD

Address:J.P Laurel St. Aya, Talisay Batangas
Contact:0945-845-545
Email:[email protected]

WORK EXPERIENCE
Company: Leonida's Resort and Restaurant
Address: Banga, Talisay, Batangas
Position: Immersion Student
School Year::February 19, 2024-March 1, 2024

EDUCATION
Secondary
Currently Grade 12 Student
Talisay High School Senior High, Inc
Talisay, Batangas

Junior High School

Talisay High School Inc.
Polacion 4, Talisay Batangas
2018-2022

Primary Education
Dona Maria Laurel Platon Memorial School
2011-2018

SKILLS
Good in communication skills both in english and tagalog
Adaptability

REFERENCES
Mrs. Minaflor M. Bagui
School Principal of Talisay High School
 57

PAWIG, MARIEL PORDUNZALAN

Address: Banga Talisay Batangas
Contact: 0966-8718-419
Email:[email protected]

WORK EXPERIENCE
Company: Leonida’s Resort and Restaurant
Address: Banga, Talisay, Batangas
Position: Immersion Student
School Year: March 20,2024-April 5,2024

EDUCATION
Senior High School
Talisay High School Senior High
Poblacion, Talisay, Batangas
Accountancy, Business, and Management
2022 up to present

Junior High School

Talisay High School
Poblacion, Talisay, Batangas
2018-2022

Elementary
Pulo, Elementary School
Pulo Talisay Batangas
2012-2018

SKILLS
I am capable of communicating and can easily adopt
the environment.
I am capable of doing things on my own.
REFERENCES
Mrs. Minaflor M. Bagui
School Principal of Talisay High School
 58

TOLICA, REISZA ELA ARCEGA

Address: Miranda Talisay Batangas
Contact:099506038810
Email:[email protected]

WORK EXPERIENCE
Company: Leonida’s Resort and Restaurant
Address: Banga, Talisay, Batangas
School Year: March 20,2024-April 5,2024

EDUCATION
Senior High School
Talisay High School Senior High
Poblacion, Talisay, Batangas
Accountancy, Business, and Management
2022 up to present

Junior High School

Talisay High School
Poblacion, Talisay, Batangas
2018-2022

Elementary
Venancio Trininad Sr. Memorial School
Talisay Batangas
2014-2028

SKILLS
Good at Communication skills
Time management.
REFERENCES
Mrs. Minaflor M. Bagui
School Principal of Talisay High School