Notre Dame of Trece Martirez

PRACTICAL RESEARCH 1

The Perception of Grade 11 ABM Students on Tiktok Shop as a Marketing

Tool in Notre Dame Trece Martires S.Y. 2024-2025

A Qualitative Phenomenological Research Presented to the

Faculty of Notre Dame of Trece Martirez

Trece Martires City, Cavite

Abanto, Daniel Jhon A.

Alba, Princess Mae C.
Aton, Diane Audrey C.
Deimos, Christian Carl B.
Develos, Shantelle C.
Nietes, Kariel Mae D.
Reloj, Bryan Lester
Rino, Joaquin P.
Rivera, Alessandra Jane M.

Practical Research 1

Ms. Joanalyn Lepardo

Research Adviser

April 2025

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RESEARCH REVIEW PANEL

Approved by the committee on Oral Examination with the grade of ______.

MEL-C DE MESA NICA AYESSA

NORCIO
Member Member

JOANALYN LEPARDO
Member

Accepted and approved in partial fulfillment of the requirements for the

subject Practical Research 1.

JOYCE ANN M. JAVIER

School Head

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TABLE OF CONTENTS
PAGE

Title Page 1

Acknowledgment 2

Table of Contents 3

List of Figures 4

CHAPTER 1 INTRODUCTION

Background of the Study 5

Conceptual Framework 7

Statement of the Problem 9

Scope and Delimitation 10

Significance of the Study 11

Definition of Terms 13

CHAPTER 2 REVIEW OF RELATED LITERATURE

Review of Related Literature and Studies 14

Synthesis 18

CHAPTER 3 METHODOLOGY

Research Design 29

Inclusion Criteria 30

Sampling Procedure 30

Respondents 32

Research Tool 35

Data Gathering Procedure 37

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Analysis of Data 39

REFERENCES 55

LIST OF FIGURE

Figure Title Page

Number

1 Conceptual Paradigm of the Study 27

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Chapter 1

INTRODUCTION

Background of the Study

During the prolonged lockdown period in the past, there was a significance

increase in the number of people using various gadgets, as those affected by the

pandemic sought to entertain themselves and stay updated on current events in the

country. According to kemp (2022), Social media has skyrocketed on usage in the

recent years. Tiktok made its worldwide, the app developed into a cultural

phenomenon that modified trends.

The pandemic’s arrival in our country has given rise to innovative ways for

people to make a living, including online shopping and food delivery services which

surged in popularity during the nationwide quarantine. Tiktok which initially served

as platform for expression and creative content on social media platforms, has

expanded its focus are to include business and e-commerce. Many of the market

industries has shifted its advertisements through online. Tiktok, has become perhaps

the most prominent platform to consider this change. Creating Tiktok Shop enabled

the users to shop directly from videos, Dahniar (2023)

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Tiktok is one of the social media applications that truly stood out during the

height of the pandemic and continues to do so until now. Online buying remained

popular after the pandemic ended because it it less complicated for consumers. This

includes Tiktok, which is mainly used for amusement but has now incorporated a

shop element to assist sellers make more money and promote products.

In this research we aim to know what are the perceptions of Grade 11 ABM

students on Tiktok Shop as a marketing tool. This research will explore into their

views on Tiktok Shop’s effectiveness in its usefulness, and the advertising strategies

that students think could help businesses succeed on the platform.

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Conceptual Framework

Figure 1 illustrates the study's conceptual framework. This shows the study's

independent and dependent variables, as well as the process by which the

researchers plan to accomplish the study's research goal, which is the final output.

The independent variables in this study are the preception of TikTok shop as a

marketing tool aand its usefulness to students’. Social media brings more buying

elements, so students shape their ideas by publishing different recommendations,

bargains and influencer recommendations. By introducing ads, discounts and user-

friendly features on Tiktok Shop, students' view of it will increase as a reliable and

effective shopping page. Moreover, influencers play an important role because they

influence students' trust in the website.

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Conceptual Framework

INPUT OUTPUT
Demographic profile of the respondents: Increased perceptions of students
on TikTok Shop's usefulness
a. Age
b. Section
Variables to be considered:
Improved students satisfaction
a. Perception on TikTok Shop as a and trust in TikTok Shop
marketing tool

b. Usefulness of TikTok Shop to

students

Perspective on Tiktok Shop of Notre

Dame of Trece Martirez SHS Grade 11
ABM students

PROCESS
Students' exposure to deals and offers
influences their perceptions on Tiktok Shop
platform's usefulness

The promotions and endorsements of well-

known personalities shapes students' trust in
TikTok Shop as a marketing tool

Students' experience of TikTok Shop and its

unique features affects their satisfaction on
the platform.

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Statement of the Problem

Generally; This study aims to provide the perceptions of Grade

11 ABM, Students on Tiktok Shop as a marketing tool.

Specifically;

 What are the students perception of Tiktok Shop as a marketing tool?

 What are the students’ thoughts on how Tiktok Shop can be useful to them?

 What concerns do they have regarding Tiktok Shop

 What aspect of Tiktok Shop do students find appealing as a marketing tool?

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Scope and Delimitation

The Study will focus on The Perception of Grade 11 ABM Students on Tiktok

Shop as a Marketing Tool. The population of our study will be Students of Notre

Dame Trece Martires of the present year S.Y. 2024-2025. Narrowing down our

sample, the respondents would be ABM Students, specifically the Grade 11 Batch.

There are 5 Sections that divide the Grade 11 ABM Batch. Hence, The scope of the

study will be limited to10 Students, 2 Representative Per Section.

Moreover, the respondents perceotion were only limited to Tiktok Shop. The

respondents of the study will include Grade 11 ABM students and it will be

purposely selected referring to their perception of Tiktok Shop as a marketing tool.

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Significance of the Study

This study aims to explore the Grade 11 ABM students’ perceptions on Tiktok

Shop as a Marketing Tool. By gathering their perspectives, this study will provide a

deeper understanding on how Tiktok Shop is perceived by the students. This studys’

outcomes will provide valuable insights for future researchers, sellers, educators,

students, and Tiktok Shop, helping them better understand students’ perspectives

and develop effective engagement strategies on the platform. Additionanlly, this

study will provide information to marketers on what else they can offer that is

appropriate to students’ needs in the age of social media.

The result of this study will benefit the following:

Future Researcher. The conducted studies will further open doors for future

researchers as it will provide them with information on impact of social celebrities

on student’s decision making particularly in the context of purchasing products

Sellers. Sellers will gain ideas and insights on how students perceive Tiktok Shop as

a marketing tool, and as a result, they can create new and innovative promotions that

will effectively capture the attention of students and ultimately drive their sales and

business growth.

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Educators. Educators will gain ideas on how Tiktok Shop as a Marketing Tool

helping them to understandthe perspective and develop effective engagement

startegies on Tiktok Shop.

Students. This study will benefit the students a deeper understanding on how Tiktok

Shop are useful.

Tiktok Shop. The platform itself can benefit from understanding how students

perceive Tiktok Shop. By gainin insights into students perception they can refine its

platform to better meet users and audience needs.

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Definition of Terms

Perception – Grade 11 ABM students’ understanding or interpretation on TikTok

shop as a marketing tool.

Students – Those in grade 11 ABM in which they participated in this study by

giving their knowledge or opinion on TikTok shop.

TikTok/TikTok Shop - is a built-in e-commerce platform within the TikTok app,

allowing creators and businesses to sell products directly to their audience through

short videos and live streams. It's like a mini-mall within the app, where users can

browse, purchase, and even checkout without leaving TikTok.

Marketing Tool – A platform used by businesses to sell their product.

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Chapter 2

REVIEW OF RELATED LITERATURE

Introductory
This chapter presents a review of relevant literature and studies related to the
perception of Grade 11 ABM students in Notre Dame of Trece Martires.
Additionally, it synthesizes existing knowledge to provide a comprehensive
understanding of the research topic, enhancing the overall comprehension of this
study

Review of Related Literature and Studies

Local
Title; Tiktok as a platform for marketing campaigns: the effects of brand
awareness recall on the purchase intention of millennials
Numerous studies have highlighted the significance of social media platforms
in shaping consumer behavior, particularly among generation Y or the millennials.
According to Haenlein et al. (2020), social media platforms provide an environment
that can be conveniently utilized to gather more audiences, surpassing traditional
advertising methods. Janicke (2018) noted that millennials spend a substantial
amount of time on various social media sites, with a preference for engaging with
online videos over static posts. This phenomenon is particularly evident on TikTok,
a platform that has gained immense popularity among younger generations.
Naumovska (2017) classified Generation Y or millennials as a distinct and
influential segment, whose consumer behavior is frequently studied but not fully
acknowledged. The widespread adoption of social media, the internet, and emerging
technologies has significantly influenced millennials' preferences and behaviors. In
the context of brand awareness and recall, research has shown that social media
platforms play a crucial role in shaping consumer perceptions. A study on TikTok
Shop revealed that the platform's features and environment can significantly impact
purchase intentions among millennials.
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The existing literature highlights the importance of understanding millennials'

perceptions and behaviors on social media platforms. This study aims to contribute
to the existing body of knowledge by exploring the impact of brand awareness and
recall on purchase intentions among millennials on TikTok

Title; Bridging the empirical gap in the relationship and effect of TikTok on
students’ engagement: A case of a local college in the Philippines
This study of Haleem (2020) is related and significant to our to our research
because during pandemic it has a big impact to our daily lives specifically to
teenagers because it prevent this from corona virus. Each individuals prevent
themselves from going out because of the increasing number of people that have
been infected by corona virus, it also helps the users to make it easier for them, they
prefer to browse online and buy online what they need so they don't have to leave
each of them house to ensure their safety rather than buying outside house

Title; TikTok affiliate marketing: Factors influencing purchase

intention of young professional consumers in Santa Cruz,
Occidental Mindoro
According to Vancotten (2021) Tiktok is less prominent compared to Facebook
and Instagram. TikTok is an app where you can just watch brief videos, like them,
and upload videos. However in 2018 Tiktok is becoming as preferred social media
for the younger generations. In addition based on the insights provided by marketing
professionals, TikTok led or became popular during the COVID-19 outbreak. Also
according to SenorTower's Tiktok has a unique selling point and has a ability to
provide primarily content in a way of form a short videos, and that may user edit,
produce and publish directly to the network . The platform offers an easy-to-use tool
for setting marketing objectives in June 2020.

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The platform presented their "TikTok for Business" commercial offering. This tool
has numerous features that enable to interact with TikTok users, marketers need
develop and release campaigns. The researcher's interview emphasises the
importance of TikTok as a marketing tool for aimed at the younger
demographic.Because it sheds light on the difficulties marketers have, the researcher
outlined the many benefits and drawbacks of TikTok as a marketing tool that targets
the demography of young adults.

Foreign

Title: The student perspective on tiktok application as a new marketing strategy

TikTok Application is one of the most famous application, with over 1 billion

active global users, and it's grew more than 271 million by December 2018 and 507

million by December 2019. Burszytyrsky(2021)

Moreover, their study focuses on perspectives on Tiktok Applications. They want to

know what type of advertisement influencers use to change the perception of

students, or whether it affects the customer's perceptions on Tiktok Application.

Susilo 2020 says that for users, it provides additional or wider information about the

products or services they are looking for on TikTok Shop because online advertising

is considered a form of promotion. FYP or "For You Page" is one of the most

popular recommendation features for users of TikTok, it is easy find some

interesting videos products that the content creators are posting

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Title: Tiktok as an effective marketing tool for higher education

TikTok is the most affordable marketing tool and entertaining solution to

generate high-quality marketing content for digital marketing objectives. They allow

users to promote and display products for digital marketing channels, also to

minimize expenditures. And in that way, TikTok has grown rapidly in popularity,

particularly among the younger generations. They said that many higher education

institutions are using TikTok marketing to promote academic programs, campus

culture, and student prospective life to students Yosep (2021). Morover tiktok helps

motivate to many users. Students are also more engaged in showcasing their

potentials, campus life, student activities, and finding helpful products for them Hao

(2022). Akbari (2022). Also mentioned that users are more engaged, especially with

educational content.

Title; User perception of the Tiktok shop application for selling

This study by Ade Muhammad Fauzan and Iman Sumarlan is significance to

our research as it also explores the perceptions of users on TikTok Shop similar to

our study specifically to Grade 11 ABM students perceptions on Tiktok Shop as a

Marketing Tool. Their study employed a qualitative approach, conducting in-depth

interviews with 3 TikTok Shop users who are merchants, selected through purposive

sampling, to gain insights into their experiences and perceptions. The perception of

merchant respondents in this research is positive, stating that their transactions,

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selling, setting prices for their products, and promotions are made easier. Some even

praised the TikTok Shop team for their excellent service to users, particularly

highlighting the platform's simple and easy-to-understand interface.This study is

relevant to our research, specifically in understanding the perceptions of Grade 11

ABM students on TikTok Shop as a marketing tool. However, this study has some

limitations, such as a limited sample size consisting of only three users of TikTok

Shop. In our research, we will gather a larger sample of ABM students to gain their

insights on TikTok Shop as a marketing tool and to better understand the various

perspectives of students on TikTok Shop.

SYNTHESIS
Tiktok is a short-form video-sharing application that has gained immense
popularity, especially during the pandemic, wherein users preferred short and
engaging content. With its increased popularity, businesses have started using
TikTok as a marketing tool to market and sell their products, similar to other
platforms like YouTube and Instagram. However, the researchers observed that
there are limited studies in the Philippines that investigates the perception of
students on TikTok shop as a marketing tool, specifically their concerns, thoughts,
and how it can be useful to them. Recognizing this gap, the researchers conducted
this study to investigate the perception on TikTok shop as a marketing too,
particularly Grade 11 ABM students.

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Chapter 3

METHODOLOGY
Research Design
This chapter outlines the research design used to explore the perceptions of
Grade 11 ABM students on Tiktok Shop as a marketing tool posed on previous
chapter. This study aims to gather insights on students' perceptions and also to
determine the aspect and concerns of students regarding to TikTok Shop's
effectiveness as a marketing tool.

This study employs a qualitative research approach, as it seeks to gather

opinions from students as a user of TikTok Shop to gain deeper understanding to
their perceptions on the platform. The qualitative approach enables an in-depth
exploration into students perceptions for a nuanced understanding of the research
phenomenon, providing detailed and contextualized data on students view on
TikTok Shop as a Marketing Tool.

This study employs a qualitative descriptive research design, which involves

gathering and analyzing qualitative data to gain a detailed understanding of the
research phenomenon. The design consists of in-depth interviews with students aged
15-18 who have used TikTok Shop.

Research Approach

This study employs a descriptive qualitative research approach aiming to

determine and understand the students' perceptions on Tiktok Shop as a marketing 19
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tool. The descriptive qualitative approach was chosen because it allows for in-depth
interviews to be conducted, gathering detailed insights into students' thoughts, ideas,
and opinions.

Sampling Procedure

The sampling method used in this research will be non-probability. our

respondents does not need to be an expert on tiktokshop so purposive sampling
won't do. the non-probability sampling method will be used to choose students who
fit our criteria to be a respondents.

Respondents
In this research the respondents of the study are the students of Notre Dame Of
Trece Martirez and they will be chosen based on the method of determining if they
are TikTok users. On the other hand, qualitative research was used to understand the
perspectives of the students in Tiktok Application. The respondents that we will
select came from Grade 11 ABM of senior high students.

Research Tool
The research study prepared an interview protocol to gather sufficient data on
the perception on tiktok shop as a marketing tool of Grade 11 ABM students. The
mode of communication will be done through zoom or face-to-face meeting.
Respondents' answers will be recorded and written on paper.

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REFERENCES

[1] Mendoza, C. N., Lacerona, R. B., Arevalo, M. P., Francisco, A. C., Ingles, R. A.

C., Pasion, R. M. Z., Tiang, A. M. T., & Velasco, H. W. N. (2023). The students’

perspective on TikTok application as a new marketing strategy. University of the

East - Manila. https://sg.docs.wps.com/l/sILHWwOuSAueA_70G?

sa=601.1129&v=v2

[2] Gesmundol, M. A. G., Jordan, M. D. S., Meridor, W. H. D., Muyot, D. V. C.,

Castano, M. C. N., & Bandojo, A. J. P. (2022). TikTok as a platform for marketing

campaigns: The effect of brand awareness and brand recall on the purchase

intentions of millennials. Journal of Business and Management Studies, 9(1), 15-25.

https://doi.org/10.32996/jbms

[3] Salasac, C., Lobo, J., & Bernardo, B. D. (2022). Bridging the empirical gap in

the relationship and effect of TikTok on students' engagement: A case of a local

college in the Philippines. International Research Journal of Science, Technology,

Education, and Management, 1(1), 1-15.

https://sg.docs.wps.com/l/sINnlmPe4AZnJn74G?v=v2

[4] Sibulan, F. C. T., & Limos-Galay, J. A. (2024). TikTok affiliate marketing:

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Factors influencing purchase intention of young professional consumers in Santa

Cruz, Occidental Mindoro. International Journal of Research Studies in

Management, 12(3), 47-66. https://doi.org/xxx

[5] Al-I'lam - Journal of Contemporary Islamic Communication and Media. (n.d.).

Journal homepage. Universiti Sains Islam Malaysia.

https://jcicom.usim.edu.my/index.php/journal

[6] Dali, S. Z. M., & Aziz, H. A. A. (2023). TikTok as an effective marketing tool

for higher education. The Proceedings of 3rd ICTE’24, 3, 45-60.

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VE_MARKETING_TOOL_FOR_HIGHER_EDUCATION

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