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All Journal International Journal of Multidisciplinary: Applied Business and Education Research Transekonomika : Akuntansi, Bisnis dan Keuangan JOURNAL OF HUMANITIES, SOCIAL SCIENCES AND BUSINESS (JHSSB)
Polinar, Mark Anthony N.
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Civil Engineering, Building, Construction & Architecture Computer Science & IT Economics, Econometrics & Finance Environmental Science Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences

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The Influence of Promotional Discounts, Perceived Scarcity, and Emotional Appeal on the Purchase Intention of College Students at a State University in Cebu City Kangleon, Ma. Yassah R.; Polinar, Mark Anthony N.; Delantar, Alexander Franco A.
International Journal of Multidisciplinary: Applied Business and Education Research Vol. 6 No. 10 (2025): International Journal of Multidisciplinary: Applied Business and Education Res
Publisher : Future Science / FSH-PH Publications

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.11594/ijmaber.06.10.11

Abstract

This research aimed to explore the impact of promotional discounts, perceived scarcity, and emotional appeals on the purchasing intentions of college students attending a state university in Cebu City. The study employed a quantitative method that integrated descriptive, correlational, and predictive designs. Data were gathered from 395 students through a modified survey questionnaire, yielding a Cronbach's alpha of 0.924. The study employed descriptive statistics, Spearman’s rho correlation, and multiple regression to test the gathered data. The results showed that all three factors significantly influenced students' purchasing intentions; the highest predictor among the three was emotional appeal, followed by promotional discounts and perceived scarcity. This suggests that students may be influenced by marketing strategies that invoke urgency; however, what ultimately affects them more are those that give emotional sentiments while providing value with discounts and promotions. The study, therefore, concludes that students’ purchasing intentions are probably influenced more by marketing strategies that combine emotional engagement with a reasonable price and scarcity acting as a supporting marketing strategy. Furthermore, this research offers valuable insights into how sales promotions, feelings of scarcity, and emotional appeal impact college students' purchasing intentions.
Co-Authors Acenas, Angelo A. Aguilon, Shaira Mae Ato, Joanna Marie U. Bañados, Reamuel R. Baquero, Grace Caroline H. Boctot, Jenalyn B. Buntiago, John Lemuel G. Buntigao, John Lemuel G. Cabatingan, Albim Y. Cabatingan, Alicia P Co, Zosimo Dadulla, Daffodel M. Debalucos, Ivy Claire Dela Cruz, Gerelyn S. Dela Cruz, Roselyn D. Delantar, Alexander Franco A. Delantar, Allan B. Delantar, Jinky R. Desucatan, Jose Villaceran Diano, Rafaeliza P. Djoko Hananto Enopequez, Avegail M. Espiriti, Lynneth Fahreza, Rizky Raihan Flores, Imie Jasmin L. Gabiana, Kyll Deither E. Kangleon, Ma. Yassah R. Mahinay, Socorro T. Mahipos, April Marie Mahipos, April Marie N. Medina, April Princess Nardo, Gladys O. Narsico, Lalaine O. Narsico, Peter G. Navares, Alein B. Neri, Rico Serafin B. Ouano, Celso L. Pagatpat, Philip Jun Atty Pasicaran-Escleto, Grezel Payao, Ronald B. Pepito, Crisa Mae B. Rabanes, Bertella G. Rago, Erlyn Ivy O. Rico, Madelline E. Robles, Mercy P. Romero, Charlotte Sasan, Caren C. Selim, John Carl B. Serafin, Ellen G. Simbajon, Leona Jane P. Singco, Jeshua Mel C. Tabasa, Chester S. Tojoy, Annabelle Viking, Kent Ivan A. Villacarillo, Shyr G. Zamora, Mary Jane