Home⇛International Journal of Multidisciplinary: Applied Business and Education Research⇛vol. 6 no. 9 (2025)

TikTok-Driven Buying Patterns: A Study of Consumer Behavior among University Students in the Philippines

Peter G. Narsico | Jozette Sheen A. Jayman | Lalaine O. Narsico | Fiona Mae B. Codilla | Rhoda Mae E. Solon

Discipline: business studies

 

Abstract:

TikTok has transformed Generation Z’s consumer behavior through al-gorithm-driven content, viral trends, and influencer impact. This study examined TikTok’s influence on 345 university students in Cebu City, assessing exposure (time spent, frequency, user-generated content in-fluence, engagement) and consumer behavior (purchase frequency, in-tention, brand loyalty, impulse buying). Due to significant non-normal-ity confirmed by Shapiro-Wilk tests, Spearman’s rho was used to ana-lyze relationships. Results revealed a significant positive correlation between TikTok exposure and buying behavior (ρ = 0.480, p < .001), with user-generated content exerting the strongest effect (ρ = 0.517). Impulse buying was notably influenced (ρ = 0.458), especially in fash-ion and personal care. Findings suggest marketers should leverage au-thentic peer content and influencer partnerships to engage Gen Z and build brand loyalty, while educators should promote digital literacy to help students critically assess content and control impulse purchases. TikTok serves as both an entertainment platform and a powerful mar-keting tool, highlighting the need for ethical marketing and informed consumer awareness.



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