The Level of Influence of Online Advertising to Purchasing Intentions of a Higher Education Institution in Bacolod City

Abstract

The Level of Influence of Online Advertising on Purchasing Intentions of a Higher Education Institution in Bacolod City is a marketing research study conducted during phase 2, 1st semester of A.Y 2021-2022. This study aimed to determine and perceive the influence of online advertising on their purchasing intentions. Also, the study assists advertisers in understanding the advantages of online advertising. For study analysis, online advertising is constructed to inspire businesses or marketers to create the best advertisement strategies for attracting customers. Advertising has a significant impact on consumers’ buying trends and behaviors. It is concluded that advertising has a positive impact on consumers. Also, this marketing study can be helpful for marketers or agencies to expand their market share, improve their brand image, and recognize the factors that influence a customer’s decision to buy. Companies can identify which aspects of advertising work best and which have less of an effect. The study’s respondents are the students from the College of Accountancy, Business, and Computer Studies (CABACS), enrolled in the academic year 2021-2022, as participants to assess the Level of Influence of Online advertising on purchasing intentions. To address the objectives of this study, participants were expected to be familiar with, knowledgeable, or engaged in online advertisements. The primary goal of this research is to raise awareness and promote products. The measure of how much online advertising attracts customers is debatable. The present research reported that online advertisement significantly impacts consumers’ purchasing decisions.