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All Journal Jurnal Studi Komunikasi SINERGI: Jurnal Ilmiah Ilmu Manajemen
G. Dalangin, Jerico John
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Arts Humanities Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

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The impact of social media influencers purchase intention in the Philippines G. Dalangin, Jerico John; Mc Arthur, James M.B.; Salvador, Jan Benedict M.; Bismonte, Angelika B.
Jurnal Studi Komunikasi Vol. 5 No. 3 (2021)
Publisher : Faculty of Communications Science, Dr. Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.25139/jsk.v5i3.3708

Abstract

The study aims to determine consumers' perception of the advertising efficacy of social media influencers regarding their purchase intention. The researcher believes that specific strategies and skills should be customised to attract consumers' buying intention for an influencer to be effective across social media. The study adopted the "social media influencer questionnaire" developed by Xin Jean Lim. It is an organised questionnaire designed to assess and analyse the effectiveness of social media influencers connected to consumers' purchase intention. A total of 200 respondents from NCR, Metro Manila, participate in this study, with 129 female participants, 71 male participants and mostly from 18 to 24 years old. The respondents' assessment implies that an influencer who establishes most of their honesty and is trustworthy can change consumers' behaviour and purchase intention. Attractiveness and relationships with the product are seen to be also adequate. The respondents' assessment also implies that there is an optimistic and agreeable attitude towards the different advertising efficacy of an influencer for the purchase intention of consumers. Furthermore, there is a significant relationship between the advertising effectiveness and purchase intention of consumers. Female respondents have a higher perception of social media influencers than male respondents because women use the internet more often.
Perception of Quality in a Philippine Private Academic Institution G. Dalangin, Jerico John
Sinergi : Jurnal Ilmiah Ilmu Manajemen Vol. 10 No. 1 (2020)
Publisher : Economic and Bussiness Faculty, Dr Soetomo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (544.101 KB) | DOI: 10.25139/sng.v10i1.1854

Abstract

The purpose of this research is to obtain information and measure the service quality experience in a Philippine Private Academic Institution. This study used quantitative descriptive research method utilizing individual level data through adapted research instrument from Pamatmat et. al. (2018) utilizing the Service Quality Dimension. Percentage, Mean Score, Frequency Distribution, T-test and ANOVA were used for data analysis. The study sought the participation of 290 parents from a private academic institution in North Metro Manila. Using snowball sampling method, the 290 parents’ respondents were derived using the Slovin’sformula based form the total student population of 1,061 admitted during school year 2018-2019 from the private institution. The Service Quality Experience Instrument was found to be highly reliable (38 items; α = .873). The result highlights the five dimensions of service quality experience where Place of resident and civil status was significant with the five dimension of service quality. Sex was significant to responsiveness. Educational Attainment was significant to assurance. Monthly Income was significant to assurance, empathy, reliability, and responsiveness. Sex was significant to assurance, reliability and responsiveness. Tangible scored lowest possibly due to the concern on parking space availability which might have impact the totality of the raw score for the tangible service quality dimension.  Assurance scored the highest wherein the item that got the highest score was pertaining to the community involvement of the private academic institution.
Co-Authors Bismonte, Angelika B. Mc Arthur, James M.B. Salvador, Jan Benedict M.