Abstract

The primary goal of this research was to determine the influence of social media marketing (SMM) on the customer purchasing behavior (CPB) of senior high school (SHS) students. Utilizing the non-experimental quantitative method of research and validated questionnaires in data analysis with Mean, Person Product-Moment Correlation Coefficient (Pearson-r), and Multiple Linear Regression Analysis as statistical tools, the outcome displayed that the levels of social media marketing and customer purchasing behavior through the lens of SHS students are high, which means that these two variables are oftentimes manifested. There is a strong positive relationship between social media marketing and customer purchasing behavior. It was also found out that quality content, as a domain of social media marketing, best influences customer purchasing behavior.