ASSIGNMENT 02 FRONT SHEET

Qualification BTEC Level 5 HND Diploma in Business

Unit number and title Unit 31: Statistics for management

Submission date 29/6/2020 Date received (1st Submission)

Re-submission date Date received (2nd Submission)

Student Name Le Dang Hai Long Student ID GCD18339

Class No. GBD0703B Assessor Name THAOPUP

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I certify that the assignment submission is entirely my own work and I fully understand the consequences of plagiarism.
I understand that making a false declaration is a form of malpractice.
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List of figure
Figure 1: Five stages of the consumer buying process .................................................................... 4
Figure 2: Gender in pie chart ............................................................................................................ 9
Figure 3: Which year are you in University? .................................................................................... 9
Figure 4: Time using social media during the day.......................................................................... 10
Figure 5: Shopping on social media and times using social media to shopping. ........................... 11
Figure 6: Channel Social media....................................................................................................... 12
Figure 7: Advertising about products and special discount........................................................... 13
Figure 8: The Special discounts and promotions on SM ................................................................ 13
Figure 9: Using social media for information ................................................................................. 14
Figure 10: Using social media to receive discounts and promotions ............................................ 14
Figure 11: Evaluation of influencer ................................................................................................ 15
Figure 12: Number of likes and shares influence buying process ................................................. 15

List of table
Table 1: One sample test of the ads of new products or services on social media. ....................... 16
Table 2: One sample test of the prices of products and services on social media. ........................ 17
Table 3: One sample test of five-star rated products on social media. .......................................... 18
Table 4: One sample test of Social Media for getting more information about brands, products,
or services. ...................................................................................................................................... 19
Table 5: Paired sample test of publicizing price information on Social Media between using
social media to find and receive particular discounts ................................................................... 20
Table 6: Paired sample test of the influencer's reviews on social media affect FGW’s students
purchasing decisions between they intended to buy the product with a large number of likes
and shares from a Facebook post. .................................................................................................. 22
Contents
I. Introduction ..................................................................................................................................... 1
1. Background and the reason choose topic ..................................................................................... 1
2. Research objective ...................................................................................................................... 1
3. Research questions ...................................................................................................................... 2
4. Scope and methodology .............................................................................................................. 2
5. Structure of research ................................................................................................................... 2
II. Literature Overview ....................................................................................................................... 3
1. Conceptions ................................................................................................................................ 3
1.1. Social Media ........................................................................................................................ 3
1.2 Consumer buying behaviour .................................................................................................. 3
2. Theoretical framework ................................................................................................................ 4
2.1 Consumer buying process...................................................................................................... 4
III. The way of collecting database and hypothesis ............................................................................. 7
1. Methodology............................................................................................................................... 7
2. Hypothesis .................................................................................................................................. 8
IV. Descriptive Statistics .................................................................................................................... 9
V. Result .......................................................................................................................................... 16
VI. Conclusion ................................................................................................................................. 23
Bibliography..................................................................................................................................... 24
I. Introduction
1. Background and the reason choose topic
Nowadays, the rapid and outstanding development of consumer information technology is
gradually becoming known and using it. Social networks, in particular, are considered one of the
tools to assist them in the online search and purchase process. Moreover, most types of
businesses have turned to social media to find, grow and connect with their target customers and
market. Based on the statistics, the truth is that currently based on referrals and reviews on social
networks consumers are likely to buy 71% higher (FitzGerald, 2019).
Millennials are mentioned as the generation that spends a lot of time online, in which their
purchases affected by social media reach about 47%. Moreover, the digital channels they use are
1.6 times higher, they use the wrong digital channels to find out information about new products.
Therefore, this has made Social Media one of the best ways for organizations to implement digital
marketing campaigns most effectively (FitzGerald, 2019).
Social media is known as websites and apps designed so that people can share content efficiently
and quickly in real-time. On the other hand, many of the other definitions people refer to are Social
Media as an app on a tablet or smartphone but in fact, it started to appear on the first computer.
The capabilities and benefits of Social Media bringing people in real-time have changed the way
people live and do business (Hudson, 2020). In addition, Social Media has become an integral part
of the marketing and business strategy of retailers. However, to be successful in using media for
marketing and business is very difficult, it requires companies not to see it as an appendage
(Dollarhide, 2019). Thereby, people can realize the importance of Social Media and the great
impact on consumer psychology and the business of organizations. Moreover, more and more
people's buying decisions are influenced by social media. This is one of the ways to business in
the future, this research will provide some information to help businesses through social media
in the future. Moreover, Social media is growing and becoming a way to advertise and sell. It helps
companies and customers access the fastest feedback and sources. Therefore, the research paper
wants to find out and provide data for companies to get the necessary information for their
advertising and business. This is also the reason why this study was conducted and selected.

2. Research objective
The objective of this paper is to explain why, how and when social media influence the purchase
decisions of FGW college students. In addition, determining why Social Media affects the

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purchasing process of FGW college students helps provide information to businesses, who want
to market or do business through Social Media.

3. Research questions
In reality, consumers' use of Social Media is of great interest to marketers and organizations, but
there is currently not much information available about the influence of Social Media on
consumer decision making. In addition, there are many studies focusing on consumer behaviour
in online shopping, but there are very few studies on the impact of Social Media on consumer
behaviour. In other words, articles on the impact of Social Media on each decision making stage
of consumers. This study focuses on analysing and answering three key questions as to how Social
Media affects consumer behaviour, in addition to providing information additional marketers and
organizations to cater to the job, questions about the aspects that Social Media influences the most
consumer behaviour. Finally, the question of how to make our social media business model is
different from others.
 How Social Media influence the FGW University purchasing behaviour?
 What are significant factors that make Social Media influence FGW University purchasing
behaviour?
 How to use social networks more effectively for your business?

4. Scope and methodology

This research paper will focus on the impact of Social Media on the shopping behaviour of FGW
college students. The target population is about 1000 students of FGW University. However, the
sample size was about 100 students. Moreover, this paper will use random sampling method and
data collected will be analysed by regression analysis. This paper will use two data sources:
secondary data and primary data, in which primary data is collected from the survey of about 100
FGW university students and secondary data collection and use from analysts' studies. Further,
in this paper, quantitative methods are used to create survey questions of primary data sources.

5. Structure of research
The paper consists of five main parts: Introduction, Literature Overview, Descriptive Statistics,
Result and Conclusion. The first is an introduction that refers to the background of the research
paper and gives a reason for choosing this research topic. In addition, the objectives and research
questions were mentioned to explain the purpose and the questions needed to support this
research. The scope of the study and the research methods used to analyses the collected data.
Second is Literature Overview, in this section, the paper will focus on the discussion of theoretical
concepts and Theoretical Framework. Next, Descriptive Statistics, this section shows the data

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collected from the survey and description of that data. Final, the Result, which gives a specific
estimate of the results obtained by using SPSS to get clear data to conclude and compare with
other studies. Finally, a conclusion, which summarizes the research of the work done and
recommends the information found to support future businesses.

II. Literature Overview

1. Conceptions
Nowadays, the development of Web 2.0 has stimulated consumers, organizations and marketers
to use it and made it a powerful weapon to support sales, online marketing, or buying online.
Moreover, people are living in a social media world so they can gain more information, knowledge
and purchases through social networks. Companies can attract more customers through Social
Media and they can use social networks to communicate and control consumers.
1.1. Social Media
Social Media is identified and explained as a virtual platform where people can discuss and share
personal ideas, experiences, reviews, photos, videos on social media like Facebook. , Instagram,
Twitter and others. On the media, people can build a network. In other words, Social Media is a
web-based communication tool that allows people to connect and interact with each other by
giving reviews and sharing their own experiences (SHARMA. & BHATT., 2018). In addition,
Because Social Media is a tool that enables people to interact with friends and family, businesses
and marketers exploit it to help reach customers with the transmission method new message.
Furthermore, the power of the media is that it can be used by people to connect and share
experiences and ratings with anyone as long as they use it. Social media has many tech-support
activities like blogging, status, photo sharing, video, reviews and others (Manning, 2014).
In the present day, social media in business is growing tremendously. More and more people join
the media. According to Statista (2019), there were about 2.95 billion people using Social Media
worldwide, as expected by 2023, the number of participants using Social Media will reach 3.43
billion people (Clement, 2020). With such staggering and rapid growth, every business today
should need to take advantage of and use Social Media in the best way. It is possible on Social
Media that potential customers and customers of organizations are using media and that could
be a link with customers (SMITH, 2019)
1.2 Consumer buying behaviour
Consumer buying behaviour is defined as actions that are performed both offline and online
before they purchase services or goods. It includes consulting search engines or a range of other

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activities (Duangruthai & Klieb, 2018). Understanding this process is important for businesses
because it helps companies come up with and adjust their marketing ideas. In addition, it is one
of the most important ways for marketers to forecast consumers' future purchasing patterns and
provide the best marketing strategies to get the relationship long-term customer system. Part of
marketing is understanding why consumers make a purchase (Team, 2020).
According to Philip Kotler’s, Consumer buying behaviour refers to the purchase or use of services
by final consumers, individuals, or households purchasing products or services to serve personal
needs.

2. Theoretical framework
This theoretical framework is based on previous research by a group of students in Thailand. The
following are explanations for the 5 steps in the buying decision process that influence purchase
decisions. However, because this article only focuses on researching how Social Media affects the
buying behaviour of consumers, only focus on analysing and explaining the 3 steps in the
consumer buying process: Needs recognition, information search, evaluation of alternatives. In
addition, the survey questions of the research paper are also based on the effects of the three
steps above.
2.1 Consumer buying process
The consumer buying process is a process consisting of a series of steps that consumers will take
to make a buying decision. In fact, to market or convey information to consumers are the
problems that businesses face. Consumers are facing problems before they make purchasing
decisions. Moreover, the truthfulness and accessibility of information have greatly affected
consumers' decision-making processes today, so finding the barriers as well as the factors
affecting consumers is very important in making potential customers become customers. A
complete consumer buying process includes: Need recognition, Information search, Evaluation of
Alternatives, Buying Decision, Post Purchase Evaluation (Jones, 2014).

Figure 1: Five stages of the consumer buying process

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Need/ problem recognition:
Consumer buying behaviour begins with need recognition. Needs can be stimulated by internal
or external desires such as hunger, thirst and others. Problem recognition can occur whenever
consumers recognize the difference between reality and personal desires, it has enough power to
arouse and activate the decision-making process. After recognizing the problem, consumers will
look for information before making a purchase decision (Kotler, Armstrong, Wong, & Saunders,
Principles of Marketing , 2012).
Need recognitions are often seen as the step that triggers a purchasing decision process and is the
first stage of all consumer first activities, followed by information search, reviews and purchases.
Customer buying needs settings may depend on or be affected by many different personal
characteristics. This step is the main topic of this study (Duangruthai & Klieb, 2018).
According to Khatib (2016), the customer needs can not only be triggered by internal stimuli but
also stimulated from within. Social media can trigger consumer demand through ads displayed
on applications such as Facebook and Instagram. The ads appear constantly in social networks
will make consumers affected and make them feel interesting products. With the outstanding
development of information technology today, the mass media is no longer the only source of
information that social media provides a large amount of information to customers.
Information search:
The next step is the information search, consumers are motivated to search for more information
about the product they want to buy. In other words, after consumers identify their needs and
want, they will begin to search and collect more information about the products they will buy to
meet their needs. Information sources can be collected from a variety of sources such as on the
internet, viewing reviews on Social Media, television, newspapers (Kotler, Armstrong, Wong, &
Saunders, Principles of Marketing , 2012).
After knowing your wants and needs. Consumers will move on to the next step of finding
information. This step will help consumers identify the product information is sufficient to make
the most appropriate decision (Duangruthai & Klieb, 2018). If internal knowledge is insufficient,
consumers will seek additional information to supplement existing information. The search for
information will continue until the consumer will have sufficient quality information. However, it
may be limited in availability and quantity. Because social media offers an additional way to find
information and so the influence of this step is the main topic of this study (Duangruthai & Klieb,
2018).

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Hoyer and Maclnni (2010) said that after the needs identification phase is completed, customers
will want to search for product information. Social Media provides them with this essential
information because consumers can get information from their friends and can get it from
services and brands about the product through the pages in which they turn ' Like 'on Facebook
and' Follow 'on Instagram is high.
According to Khatib (2016), finding information about products and services can be searched by
consumers via Social media to find information by contacting or viewing reviews from 'friends'
on Facebook or Instagram.
Evaluation of alternatives:
Evaluation of alternatives is the period when consumers use the information gathered to evaluate
brands to get the most appropriate choice. In this phase, marketers must know, after consumers
identify the best product to meet their individual needs after they collect information. Depending
on the needs and individual criteria for consumers to evaluate alternatives (Kotler, Armstrong,
Wong, & Saunders, Principles of Marketing , 2012).
According to Sean Harrington, during this period consumers use their needs and desires as a scale
to evaluate and compare each product. They may have trade-off options such as higher prices for
products that meet their many needs. They will eventually organize and give a scale of their
options so that they can choose the best product (Harrington, 2020).
Once the information is fully collected, consumers will use that information to evaluate and
review options to make a purchase decision. Although this stage and the information search stage
are separate, customers often go back and forth between these two stages. Consistent alternative
evaluation to select alternatives and product evaluation scale. In this step, decision rules are used
to remove unsuitable alternatives to get the final option (Duangruthai & Klieb, 2018). This stage
is the stage that will influence the customers' beliefs, intentions and attitudes leading to their
purchases so this is also an important topic in this study.
After evaluating alternatives, customers will develop confidence in alternative products or
services. Through the reviews and experiences of 'friends' on Facebook, customers get alternative
reviews.
According to Khatib (2016), people tend to ask for advice from friends and family members. But
the sources of information or experiences of those acquaintances may be minimal or nonexistent.
On the other hand, with Facebook, consumers can see the feedbacks of acquaintances of their
friends, this will help share experiences and help you discuss with friends about products and
services.

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Purchase Decision:
This is the step consumers will buy. During the evaluation process, consumers will form and find
their top options. However, there are two factors that influence purchasing decisions and buying
intensity, namely the attitude of others and unforeseen situational factors. The attitude of others
is the extent to which another person disagrees and the product has a problem with them, which
will affect the buying decision process. On the other hand, unforeseen factors are ones that
consumers will not be able to predict and surprise alternatives (Kotler, Armstrong, Wong, &
Saunders, Principles of Marketing , 2012).
A purchase decision is a period when a customer will make a final choice regarding the product
to be purchased. The act of buying is the last important stage in the consumer decision-making
process. However, it is heavily dependent on many other issues such as environment, situations,
availability and others (Duangruthai & Klieb, 2018). Moreover, Social Media does not directly
affect this stage because Social Media does not determine the availability and final choices of
customers, so this article will not focus on this stage at this stage.
Post-Purchase Evaluation:
The final step is Post-purchase behaviour, which is the stage of consumer experience to get
satisfaction and dissatisfaction. From there, consumers will get comments about the
appropriateness of past choices. When they feel satisfied with a selected product or service, they
may recommend it to others (Kotler, Armstrong, Wong, & Saunders, Principles of Marketing ,
2012). The post-purchase evaluation is influenced by many different factors so this step will not
be focused in this study.

III. The way of collecting database and hypothesis

1. Methodology
This article explores how Social Media affects consumer purchasing behaviour. The information
has been controlled to provide for research. Besides, the questions are first asked based on the
three main questions. Next, this survey collected data based on an online survey via a Google form
that attracted nearly 70 participants. In addition to the online survey, the offline survey was also
done using paper to survey about 30 volunteers. Data collected from about 100 people. Then, the
collected data is imported into Excel to convert and export to SPSS to get the chart. Next, the data
entered into SPSS will be processed and created in a specific chart.

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2. Hypothesis
There are 6 hypotheses in this study and 2 tests are used to verify that the hypothesis is true or
not, these two tests include one-sample t-test and paired sample test. The hypotheses include 4
one-sample test and 2 Paired sample.
H01: FGW’s students are often stimulated by the ads of new products or services on social media.
H02: Most of FGW’s students can be easily compared to the prices of products and services on
social media.
Ho3: Most of FGW’s students are often not decided to buy five-star rated products on social media.
Ho4: FGW’s students are often used Social Media for getting more information about brands,
products, or services.
Ho5: Most of FGW’s students agree that publicizing price information on Social Media helps them
find the most affordable prices also means they agree that using social media to find and receive
particular discounts and promotions information in a fast way.
Ho6: FGW's students agree that the influencer's reviews on social media affect them purchasing
decisions also means they agree that they intended to buy the product with a large number of
likes and shares from a Facebook post.

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IV. Descriptive Statistics
Demographic Information

What is your gender?

Frequency Percent Valid Percent Cumulative

Percent

Female 64 64.0 64.0 64.0

Male 35 35.0 35.0 99.0

Valid
Other 1 1.0 1.0 100.0

Total 100 100.0 100.0

Figure 2: Gender in pie chart

Of the total 100 surveyed people, 64% are female and 35% are male. The male to female ratio
may indicate that women are more interested in shopping through social media than men. As a
result, women are much more likely than men. In fact, women prefer to shop rather than men,
they can spend hours choosing and shop but may be limited in their time so shopping and finding
information on real products. Products through social media are interesting to women and maybe
this is why they care about this topic.
Which year are you in?

Frequency Percent Valid Percent Cumulative

Percent
First 7 7.0 7.0 7.0
Second 59 59.0 59.0 66.0
Valid Third 25 25.0 25.0 91.0
Final 9 9.0 9.0 100.0
Total 100 100.0 100.0

Figure 3: Which year are you in University?

In this survey, the percentage of students in year 2 is the highest, accounting for 59%, followed
by year 3, about 25%, and students in the final year and first year are the lowest, with a rate of
9% respectively and 7%. This ratio can see that students in year 2 are most attracted to the survey
compared to other years because they feel this survey is useful and understand the role of the
survey more. First-year students are still skeptical and quite strange with this survey and have
not really been interested in the survey, Final-year student also have lowest rate, because this last

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year so they are quite busy and do not have enough time to take survey. While all of these survey
data were collected from students, they showed their interest in using Social Media to make
purchases as future business and a new way of buying. In addition, it can be seen that the impact
of social media on student behavior is high and the students represent young people so it can be
seen that marketing and sales on social media are very important
Time using and channels of social media

How many hours do you use social media during the day?
Frequency Percent Valid Cumulative
Percent Percent
Don't use 1 1.0 1.0 1.0

Only 30 minutes a day 1 1.0 1.0 2.0

1-5 hours a day 23 23.0 23.0 25.0

Valid
5-10 hours a day 60 60.0 60.0 85.0

More 10 hours a day 15 15.0 15.0 100.0

Total 100 100.0 100.0

Figure 4: Time using social media during the day.

Based on charts and statistics, students spend about 5-10 hours a day using social media,
accounting for about 60% of this is quite a long time, but still, up to 15%, students use social media
more than 10 hours a day and 23% for the amount of time from 1 to 5 hours a day. The last is only
2% for unused and used for 30 minutes. Thereby it can be seen that the majority of students spend
quite a lot of time using social media.

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 Have you ever shop on social networks?
Frequency Percent Valid Percent Cumulative
Percent
No 3 3.0 3.0 3.0

Valid Yes 97 97.0 97.0 100.0

Total 100 100.0 100.0

If yes, how many times do you shop on social media?

Frequency Percent Valid Cumulative
Percent Percent
1-5 times a year 31 31.0 32.0 32.0
1-5 times a month 42 42.0 43.3 75.3
5-10 times a month 19 19.0 19.6 94.8
Valid
More 10 times a
5 5.0 5.2 100.0
month
Total 97 97.0 100.0
Missing System 3 3.0
Total 100 100.0

Figure 5: Shopping on social media and times using social media to shopping.

According to statistics collected from 100 people, only 3 people do not use social media, they can
use social media for entertainment or other reasons, about 3% to shop but up to 97 people have
already used to shop on social media, about 97%. This data shows that the use of social media for
student shopping is very high, it can see the influence of social media on shopping behaviour of
FGW students, in the survey of 100 people, 97 people used to buy goods on social media.
Moreover, in the statistics on the number of times they shop on social media, the percentage of
students shopping 1-5 times a month is the highest, about 42%, which shows that the average
student shopping from 1 1 week product. Even the percentage of students who buy 5-10 times
per month is ranked third, about 19%, meaning they have at least 1-2 orders per week. And also
5 students buy more than 10 times per month. However, the percentage of students who buy from
1-5 times per year has the second rank, about 31%, which can be explained by the limited
purchase of social media. The idea of students for items on Social media is low, these factors affect
Student purchases.

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 Which SM channel do you prefer to shop? (Facebook)

Frequency Percent Valid Percent Cumulative

Percent

Strongly disagree 5 5.0 5.0 5.0

Disagree 12 12.0 12.0 17.0

Neutral 22 22.0 22.0 39.0

Valid
Agree 35 35.0 35.0 74.0

Strongly agree 26 26.0 26.0 100.0

Total 100 100.0 100.0

Which SM channel do you prefer to shop?(Instagram)

Frequency Percent Valid Percent Cumulative

Percent

Strongly disagree 18 18.0 18.0 18.0

Disagree 5 5.0 5.0 23.0

Neutral 15 15.0 15.0 38.0

Valid
Agree 39 39.0 39.0 77.0

Strongly agree 23 23.0 23.0 100.0

Total 100 100.0 100.0

Figure 6: Channel Social media

These are the two most popular social media channels to use. Based on statistics, visible people
like to use Facebook quite high, there are about 61 people like to use Facebook and about 62
people like to use Instagram out of 100 people. The use of FGW students' social media channels
can be seen on Facebook and Instagram. The reason these 2 social media channels are popular is
that it is the fastest and easiest to update information and post information about images and
content.

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Need recognitions

The interesting ads about new products or services on SM excite my willingness

to buy them.
Frequency Percent Valid Percent Cumulative
Percent
Strongly disagree 1 1.0 1.0 1.0
Disagree 4 4.0 4.0 5.0
Neutral 25 25.0 25.0 30.0
Valid
Agree 49 49.0 49.0 79.0
Strongly agree 21 21.0 21.0 100.0

Total 100 100.0 100.0

Figure 7: Advertising about products and special discount.

According to statistics, about 70% of people after seeing many ads for new products on social
media bought it and only about 4% were unaffected. This is easy to explain because, in the process
of using social media for a long time, ads about new products often appear, making the psychology
of buyers feel compelled and eager to find out if it is what product. This is the first step for
stimulating the purchase desire of the students.
The special discounts and promotions on SM excite me to buy goods or use
services.
Frequency Percent Valid Percent Cumulative
Percent
Strongly disagree 1 1.0 1.0 1.0
Disagree 3 3.0 3.0 4.0
Neutral 19 19.0 19.0 23.0
Valid
Agree 49 49.0 49.0 72.0
Strongly agree 28 28.0 28.0 100.0

Total 100 100.0 100.0

Figure 8: The Special discounts and promotions on SM

The next factor is the discounts and promotions that influence the purchase of FGW students. This
is one of two factors that influence the demand stimulation of FGW students. According to the
data collected, up to 77% of people have purchased after receiving special promotions on social
media channels and only 4% of people are not affected by it. It can be said that many promotions
on social media have greatly influenced the purchasing needs of FGW students. Moreover,
products sold on social media cannot be tested for product quality before purchasing, so the price
factor will be a top priority.

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Information search

I often use SM for getting more information about brands, products, or services
Frequency Percent Valid Percent Cumulative
Percent
Strongly disagree 3 3.0 3.0 3.0
Disagree 7 7.0 7.0 10.0
Neutral 26 26.0 26.0 36.0
Valid
Agree 40 40.0 40.0 76.0
Strongly agree 24 24.0 24.0 100.0
Total 100 100.0 100.0

Figure 9: Using social media for information

Based on statistics, after FGW students have a need to purchase a product they will tend to search
for information about that product. Besides, because social media provides a fairly large and
detailed source of information, it is no surprise that about 64 people use social media to search
for information and only 10 do not search for information about products via social media. Shows
the influence of social media on the search for information is enormous. It can be understood that,
although there are many sources available today for people to gather information, information on
sources from magazines and television is not sufficient and social media provides sufficient and
sufficient information more.
I use social media to find and receive particular discounts and promotions
information in the fast way.
Frequency Percent Valid Percent Cumulative
Percent
Strongly disagree 3 3.0 3.0 3.0
Disagree 8 8.0 8.0 11.0
Neutral 29 29.0 29.0 40.0
Valid Agree 30 30.0 30.0 70.0
Strongly agree 30 30.0 30.0 100.0
Total 100 100.0 100.0

Figure 10: Using social media to receive discounts and promotions

There are 60 students (about 60%) using social media to receive promotions and only 11 students
(11%) do not use social media to get product promotions. The percentage of people using social
media to receive promotions is quite high because when buying on social media they feel insecure
when not checking the product directly but only listening to the description and images provided
on social media, so social media promotions and discounts are important. According to the data,
students wishing to receive more information about promotions quickly to be able to get

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information quickly are the highest in the information search stage.

Evaluation alternative
The positive review of products from youtuber on SM influence significantly to
my purchasing

Frequency Percent Valid Percent Cumulative

Percent

Disagree 9 9.0 9.0 9.0

Neutral 27 27.0 27.0 36.0

Valid Agree 37 37.0 37.0 73.0

Strongly agree 27 27.0 27.0 100.0

Total 100 100.0 100.0

Figure 11: Evaluation of influencer

Based on statistics, the number of people who agree and strongly agree is about 64% and only
9% disagree, it can be seen that the influence of influencers is very large. This may explain that
young people increasingly trust the influence of influencers today. Moreover, influencer reviews
are highly honest and the information is provided in the best and most detailed way.

I intended to buy the product with a large number of likes and shares from a Facebook post
Frequency Percent Valid Percent Cumulative Percent
Strongly disagree 4 4.0 4.0 4.0
Disagree 10 10.0 10.0 14.0
Neutral 27 27.0 27.0 41.0
Valid
Agree 36 36.0 36.0 77.0
Strongly agree 23 23.0 23.0 100.0

Total 100 100.0 100.0

Figure 12: Number of likes and shares influence buying process

Of the total 100 responses, 59 students agreed and strongly agreed with the purchase affected by
the products with large likes and shares and about 14% did not agree. It is understandable that,
when people buy on social media will not have high trust and the fact that a product has a large
number of likes and shares proves that the product is of good quality and that the purchase of
that product will better with products with fewer likes and shares.

LE DANG HAI LONG PAGE 15

V. Result
One sample test
Hypothesis 1
Ho: FGW’s students are often stimulated by the ads of new products or services on social media.
Ha: FGW’s students are often not stimulated by the ads of new products or services on social
media.
One-Sample Statistics
N Mean Std. Deviation Std. Error Mean
The interesting ads about
new products or services on
100 3.85 .833 .083
SM excite my willingness to
buy them.

One-Sample Test
Test Value = 4
t df Sig. (2-tailed) Mean 95% Confidence Interval of the
Difference Difference
Lower Upper
The interesting ads about
new products or services
-1.800 99 .075 -.150 -.32 .02
on SM excite my
willingness to buy them.
Table 1: One sample test of the ads of new products or services on social media.

According to the testing table of one sample, we received p-value that is larger than 0.05 (p-value
= 0.075 > 0.05). Therefore, we cannot reject the null hypothesis with a 95 percent confidence
interval. In addition, we can see that the average value in the one-sample statistics table is 3.85,
but the average selected value is approximately 4. It means that FGW’s students are often
stimulated by the ads of new products or services on social media with the significant level of 5%.

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Hypothesis 2
Ho: Most of FGW’s students can be easily compared to the prices of products and services on social
media.
Ha: Most of FGW’s students cannot be easily compared to the prices of products and services on
social media.

One-Sample Statistics
N Mean Std. Deviation Std. Error Mean

It easily for me to compare price of

products and find out the most 100 3.84 .950 .095
fordable price's ones on the SM

One-Sample Test
Test Value = 4
t df Sig. (2- Mean 95% Confidence Interval of
tailed) Difference the Difference
Lower Upper
It easily for me to
compare price of
products and find out -1.683 99 .095 -.160 -.35 .03
the most fordable
price's ones on the SM
Table 2: One sample test of the prices of products and services on social media.

From the one-sample test table, we get p-value higher than the significant level of 0.05 (p-value =
0.095> 0.05). Therefore, we cannot reject the null hypothesis with 95 percent Confident Interval.
Moreover, based on mean = 3.84 in the one-sample statistics table, the average value is chosen to
be close to 4. It means Most of FGW’s students can be easily compared to the prices of products
and services on social media with the significant level of 5%.

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Hypothesis 3
Ho: Most of FGW’s students are often decided to buy five-star rated products on social media.
Ha: Most of FGW’s students are often not decided to buy five-star rated products on social media.

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

I make the decision to buy

products or try to use services with
100 3.82 1.038 .104
the five-stars review on social
networks page

One-Sample Test

Test Value = 4
t df Sig. (2- Mean 95% Confidence Interval of
tailed) Difference the Difference
Lower Upper

I make the decision to buy

products or try to use services
-1.733 99 .086 -.180 -.39 .03
with the five-stars review on
social networks page

Table 3: One sample test of five-star rated products on social media.

Through the One-sample test table, we get a p-value higher than the significant level of 0.05 (p-
value = 0.086> 0.05). Therefore, we can reject the null hypothesis with 95 percent Confident
interval. Moreover, based on mean = 3.82 in the one-sample statistics table, we can see that the
average value chooses near-equal 4. It means that most of FGW’s students are often decided to
buy five-star rated products on social media with the significant level of 5%.

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Hypothesis 4
Ho: FGW’s students are often used Social Media for getting more information about brands,
products, or services.
Ha: FGW’s students are often not used Social Media for getting more information about brands,
products, or services.

One-Sample Statistics

N Mean Std. Deviation Std. Error Mean

I often use SM for getting more

information about brands,products, 100 3.85 .903 .090
or services

One-Sample Test

Test Value = 4

t df Sig. (2-tailed) Mean 95% Confidence Interval of the

Difference Difference

Lower Upper

I often use SM for getting

more information about
-1.661 99 .100 -.150 -.33 .03
brands,products, or
services
Table 4: One sample test of Social Media for getting more information about brands, products, or services.

According to the one-sample test table, we get a p-value higher than the significant level of 0.05
(p-value = 0.1> 0.05). Therefore, we cannot reject the null hypothesis with 95 percent Confident
interval. Furthermore, based on mean = 3.85 in the one-sample statistics table, we can see that
the average value chooses near-equal 4. It means that FGW’s students are often used Social Media
for getting more information about brands, products, or services with the significant level of 5%.

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 Paired sample test
Hypothesis 5
Ho: Most of FGW’s students agree that publicizing price information on Social Media helps them
find the most affordable prices also means they agree that using social media to find and receive
particular discounts and promotions information in a fast way.
Ha: Most of FGW’s students disagree that publicizing price information on Social Media helps
them find the most affordable prices also means they agree that using social media to find and
receive particular discounts and promotions information in a fast way.

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean
Publicizing prices information on
Social Media helps me find the most 3.87 100 1.002 .100
affordable prices
Pair 1
I use social media to find and receive
particular discounts and promotions 3.85 100 1.009 .101
information in the fast way.

Paired Samples Correlations

N Correlation Sig.
Publicizing prices information on Social Media
helps me find the most affordable prices & I use
Pair 1 social media to find and receive particular 100 .490 .000
discounts and promotions information in the
fast way.

Paired Samples Test

Paired Differences t df Sig. (2-tailed)
Mean Std. Std. 95% Confidence Interval
Deviation Error of the Difference
Mean Lower Upper
Publicizing prices information on Social Media
helps me find the most affordable prices - I use
Pair 1 social media to find and receive particular .020 1.015 .101 -.181 .221 .197 99 .844
discounts and promotions information in the
fast way.
Table 5: Paired sample test of publicizing price information on Social Media between using social media to find and receive
particular discounts

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Based on the Paired sample statistics table, we get the average difference of the 2 paired variables
is 0.02 (3.87-3.85 = 0.02). Therefore, we have an average difference between the 2 variables. It
means that FGW students agree that publicizing price information on Social Media helps them
find the most affordable prices more than using social media to find and receive particular
discounts and promotions information in a fast way (3.87 > 3.85). From the paired sample test
table, we get a p-value more than the significant level of 0.05 (p-value = 0.844> 0.05). Therefore,
we cannot reject the null hypothesis with 95 percent Confident Interval. According to paired
samples correlation table, we received p-value less than the significant level of 0.05 (p-value =
0.000 <0.05). We can conclude that there is a correlation between the two variables and they are
positively correlated with each other (r = 0.49). Based on the results, the null hypothesis is
correct. That means most of FGW’s students agree that publicizing price information on Social
Media helps them find the most affordable prices also means they agree that using social media
to find and receive particular discounts and promotions information in a fast way with the
significant level of 5%.

LE DANG HAI LONG PAGE 21

 Hypothesis 6
Ho: FGW's students agree that the influencer's reviews on social media affect them purchasing
decisions also means they agree that they intended to buy the product with a large number of
likes and shares from a Facebook post.
Ha: FGW's students disagree that the influencer's reviews on social media affect them purchasing
decisions also means they agree that they intended to buy the product with a large number of
likes and shares from a Facebook post.

Paired Samples Statistics

Mean N Std. Deviation Std. Error Mean
The positive review of products
from youtuber on SM influence 3.82 100 .936 .094
significantly to my purchasing
Pair 1
I intended to buy the product with a
large number of likes and shares 3.64 100 1.069 .107
from a Facebook post

Paired Samples Correlations

N Correlation Sig.
The positive review of products from youtuber
on SM influence significantly to my purchasing
Pair 1 & I intended to buy the product with a large 100 .369 .000
number of likes and shares from a Facebook
post

Paired Samples Test

Paired Differences t df Sig. (2-
Mean Std. Std. Error 95% Confidence Interval of tailed)
Deviation Mean the Difference
Lower Upper

The positive review of products from youtuber on

SM influence significantly to my purchasing - I
Pair 1 .180 1.132 .113 -.045 .405 1.591 99 .115
intended to buy the product with a large number of
likes and shares from a Facebook post

Table 6: Paired sample test of the influencer's reviews on social media affect FGW’s students purchasing decisions between they
intended to buy the product with a large number of likes and shares from a Facebook post.

Through the Paired sample statistics table, we can get the difference between the average value
between the two variables is 0.18 (3.82 - 3.64 = 0.18). Therefore, we get the average difference
between the two variables. It means that FGW students agree that the influencer's reviews on
social media affect purchasing decisions of them more than buying the product with a large
number of likes and shares from a Facebook post. From the Paired sample test table, we get p-
value more than significant level of 0.05 (p-value = 0.115> 0.05). Therefore, we cannot reject the

LE DANG HAI LONG PAGE 22

null hypothesis with 95 percent Confident interval. That means FGW's students agree that the
influencer's reviews on social media affect them purchasing decisions also means they agree that
they intended to buy the product with a large number of likes and shares from a Facebook post.
Based on the Paired samples correlation table, we received p-value less than the significant level
of 0.05 (p-value = 0.000 <0.05). It means that the correlation of 2 variables is related to each other
and positive correlation (r = 0.369). Base on the result, the null hypothesis is correct. That means
FGW's students agree that the influencer's reviews on social media affect them purchasing
decisions also means they agree that they intended to buy the product with a large number of
likes and shares from a Facebook post with the significant level of 5%.

VI. Conclusion
Nowadays, the competition in business is increasing, it requires more and more ways to
communicate information and provide higher quality products and services to customers to
attract them to the product. Moreover, the rapid development of technology 4.0 has provided an
additional form of advertising and business that is the communication network. Social Media
makes it possible for people to receive more information. This study tried to find out how Social
Media affects the purchasing behavior of FGW university students. These influences are really
important and greatly impact the behavior of FGW students. This paper provides the information
needed for the impact of social media on FGW student shopping behavior, thereby helping
marketers and businesses who are interested in using social media for business and advertising
get the information you need to do your job well.

LE DANG HAI LONG PAGE 23

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Nations, D., 2019. What Is Social Media?. [Online]
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LE DANG HAI LONG PAGE 25

 SURVEY THE IMPACT OF SOCIAL MEDIA ON FGW
UNIVERSITY PURCHASING BEHAVIOR
Hello everybody! My group includes Hai Long and Phuong Thao. We are second-year students at
Greenwich University. We are currently doing a survey on The Impact of Social Media on FGW
University purchasing behavior. We perform this survey to provide information for our
assignment. All information in this research is only used to support our report, it will definitely
not used for any purposes. Thank you for your support to help us with more information to
complete my assignment.

Personal Information
Please tick one box for each statement
Which year are you in?
o First
o Second
o Third
o Final

What is your gender?

o Male
o Female
o Other

Questionnaire
Please tick one box for each statement
1. How many hours do you use social media during the day?
o More 10 hours a day
o 5-10 hours a day
o 1-5 hours a day
o Only 30 minutes a day
o Don't use

2. Have you ever shop on social networks?

LE DANG HAI LONG PAGE 26

 o Yes
o No

3. If yes, how many times do you shop on social media?

o More 10 time a month
o 5-10 times a month
o 1-5 times a month
o 1-5 times a year

4. Which SM channel do you prefer to shop?

Strongly Disagree Neutral Agree Strongly
disagree agree
Facebook
Instagram
Taobao
Zalo
Youtube

5. If no, why don't you want to shop on social media?

Strongly Disagree Neutral Agree Strongly
disagree agree
Spending Too Much Time
Online to find out any
products or services
Shipping Problems and
Delays
Unfriendly, Scammy, or
Complicated Websites
I don't know exactly quality
of products that I will be
received
Difficulties in exchanging or
returning defective
products

LE DANG HAI LONG PAGE 27

 The form of payment is
complicated and risky

Needs recognition
Please indicate whether you agree or disagree
Strongly Disagree Neutral Agree Strongly
disagree agree
6. The interesting ads about new
products or services on SM excite my
willingness to buy them
7. The ads appear on Social Media every
day that make me pay a lot of attention
to the products or services
8. The special discounts and promotions
on SM excite me to buy goods or use
services
9. The items trending on Social Media
make me want to buy them

Information search
Please indicate whether you agree or disagree with the following statements
Strongly Disagree Neutral Agree Strongly
disagree agree
10. I often use SM for getting more
information about brands, products, or
services
11. The information about the product on
social media is provided positively and
reliably by the stores.
12. I usually use SM to find out the
information about any specific store

LE DANG HAI LONG PAGE 28

 13. It easily for me to compare price of
products and find out the most fordable
price's ones on the SM

14.Publicizing prices information on

Social Media helps me find the most
affordable prices
15. I use social media to find and receive
particular discounts and promotions
information in the fast way.
15. I use social media to find and receive
particular discounts and promotions
information in the fast way.

Evaluation of alternatives
Please indicate whether you agree or disagree with the following statements.

Strongly Disagree Neutral Agree Strongly

disagree agree
16. I used social media to discuss with
friends about features, functions of
products and services also.
17. The positive review of products from
you tuber on SM influence significantly to
my purchasing
18. The feedbacks of your friends or family
19. The influence reviews on social affect
very much to my purchasing decision

20. I make the decision to buy products or

try to use services with the five-stars
review on social networks page

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 21. I intended to buy the product with a
large number of likes and shares from a
Facebook post

22. In your opinion, what is the most benefits of shopping on Social media?
Please indicate whether you agree or disagree with the following statements.
Strongly Disagree Neutral Agree Strongly
disagree agree
Better prices
You can find almost any brand or item
you're looking for.
Many form of payment
Save time
Get detailed information of the
product.

23. In your opinion, what is the most risk of shopping on Social media?
Please indicate whether you agree or disagree with the following statements.
Strongly Disagree Neutral Agree Strongly
disagree agree
Spending Too Much Time Online to
find out any products or services
Shipping Problems and Delays
Unfriendly, Scammy, or
Complicated Websites
I don't know exactly quality of
products that I will be received
Difficulties in exchanging or
returning defective products
The form of payment is complicated
and risky

LE DANG HAI LONG PAGE 30