Thesis Bachelor of Science in Business Administration Major in Marketing Management URS Binangonan 2025

This study explores the influence of influencer marketing on the online buying behavior of selected students from the University of Rizal System in the 2nd District of Rizal, specifically in the campuses of Morong, Cardona, and Tanay. While previous studies have investigated the general impact of influencer marketing, limited research has been conducted on how it affects skincare product purchases among college students in this region. Grounded in the Elaboration Likelihood Model (ELM), this research examines how both the central route (e.g., expertise, information quality) and peripheral route
(e.g., attractiveness, popularity) of influencer marketing affect consumer trust,
engagement, and purchasing decisions. The study evaluates the effectiveness of
various types of influencers such as celebrities, beauty vloggers, and micro-influencers-in shaping students' attitudes and behaviors toward skincare products.
A descriptive research design was employed to assess the relationship between influencer marketing and consumer behavior. The profile of respondents includes age, gender, campus, year level, online purchasing frequency, preferred social media platforms, and the type of influencers they trust. Data were gathered through a structured questionnaire and analyzed using frequency distribution,
percentage, weighted mean, and One-Way Analysis of Variance (ANOVA).