Authors : Abegail V. Sia; Francis Roldan B. Saga; Ricamae O. Cervantes; Reggie P. Oribia; Jeannie C. Arabe; Crisselle P. Casas

Volume/Issue : Volume 11 - 2026, Issue 5 - May

Google Scholar : https://tinyurl.com/c9fvww27

Scribd : https://tinyurl.com/bdcwd3as

DOI : https://doi.org/10.38124/ijisrt/26May1790

Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.

Abstract : One of the growing concerns in today’s buying behavior is how Generation Z makes their purchasing decisions. This study examined the relationship between TikTok exposure and buying behavior among Generation Z students in the CELA Department at Davao Central College. Using a descriptive-correlational research design, data were collected from 210 purposively selected students through a researcher-made questionnaire. The study measured TikTok exposure in terms of frequency of use, exposure to influencers, and exposure to viral content, while buying behavior was assessed in terms of impulsive buying, trend-based buying, and purchase intention. Results revealed that both TikTok exposure and buying behavior were at high levels, with purchase intention obtaining the highest mean among the buying behavior indicators. A significant strong positive correlation was found between TikTok exposure and buying behavior, indicating that higher exposure is associated with increased impulsive and trend-driven purchasing. These findings suggest that TikTok significantly influences the buying behavior of Gen Z students and highlight the importance of promoting critical thinking and responsible social media use.

Keywords : TikTok Exposure, Buying Behavior, Gen Z, Davao Central College.

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