Social Media Marketing Towards Consumer Buying Behavior: A Case in Panabo City

Consumers are the kings of markets. No business enterprise can operate without the presence of the consumer, and with the advancement of technology, consumers tend to make countless decisions in purchasing with the use of social media. This study aims to evaluate the influence of social media marketing on consumer buying behavior, particularly among Panabo City citizens who mostly use social media websites to purchase products and services. The study utilizes a non-experimental quantitative research approach, combining correlational and regression techniques. Convenience sampling and Slovin’s formula was used to identify the 399 respondents. With the application of mean, frequency, Pearson r, and Regression Analysis, the result shows that there is a positive, moderate, and significant correlation between social media marketing and consumer buying behavior. Thus, it has been found out that among the indicators of social media marketing, all are predictors of consumer buying behavior. Furthermore, regression analysis results revealed that social media marketing significantly influences consumer buying behavior. Hence, consumers are influenced by process factors and external stimuli brought by social media marketing.