Presentation, Analysis, and Interpretation

Chapter 4
PRESENTATION, ANALYSIS, AND INTERPRETATION OF THE STUDY
This chapter presents the analysis made on the data gathered from the questionnaire. The
interpretation of each presented data follows after the tables.
The set of questions were sent to all accessible female senior high school students in STI
College Santa Rosa who purchase clothes online. The survey was sent out to 100 female senior
high school students, therefore the total percentage of responses was 100%. Questions were
divided into 3 stages according to the level of influence of social media on consumer preference
in women apparel: attractiveness of the product displayed in social media, product information
posted in social media, and reviews of the other buyers pertaining to the product.
By asking three general questions – age, social media platform use, and the number of times they
shop online may help to identify if there is or there is no significant difference on the level of
influence of social media on consumer preference in women apparel.
Results of the Study
Overall Tally and Interpretation
1. What is your age range?

15-17 years old 18-20 years old 21 years old and above
50 50 0 100
Table 4.1
Based on the table presented, from the received 100 questionnaires, there are two different age
groups covered by collected data. They are 15-17 years old (50%) and 18-20 years old (50%).
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2. Which social media sites do you use to connect with fashion trends?
Facebook Instagram LinkedIn Google Twitter YouTube Pinterest
61 32 0 4 0 0 3 100
Table 4.2
Based on the table presented, it was identified that 61 out of 100 female senior high school students
uses Facebook to connect with fashion trends, 32 uses Instagram, 4 uses Google, and the remaining
3 female senior high school students uses Pinterest to connect with fashion trends.
3. How often do you shop online?

1 time 2-5 times 6 times and above
54 39 7 100
Table 4.3
Table 4.3 have demonstrated that 54 out of 100 respondents shop 1 time online, 39 of them shop
2-5 times online, and the remaining 7 respondents shop 6 times and above online.
4. Which factor greatly influence your buying decision?

Style Brand name Review/ratings Product information
37 9 30 24 100
Table 4.4
Table 4.4 shows that 37 out of 100 respondents answered that style greatly influence their buying
decision, 30 of them are greatly influenced by review or ratings influence, 24 female students
stated that their buying decision is affected by product information, and the remaining 9
respondents answered that brand name greatly influence their buying decision.
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Questions in this section were aimed to find out what is the level of influence of social media on
consumer preference in women apparel of the selected female students in terms of attractiveness
of the product displayed in social media, product information posted in social media, and reviews
of the other buyers pertaining to the product.
Overall Tally and Interpretation
5 4 3 2 1 Frequency Distribution
A. Weighted Weighted
Attractiveness SA A MA D SD SA A MA D SD Frequency Mean
1 14 40 36 7 3 70 160 108 14 3 355 3.55
2 15 34 33 11 7 75 136 99 22 7 339 3.39
3 18 41 34 6 1 90 164 102 12 1 369 3.69
4 13 25 34 25 3 65 100 102 50 3 320 3.2
5 15 38 39 4 4 75 152 117 8 4 356 3.56
6 18 37 30 12 3 90 148 90 24 3 355 3.55
7 18 42 32 6 2 90 168 96 12 2 368 3.68
8 15 49 25 10 1 75 196 75 20 1 367 3.67
9 27 49 22 2 0 135 196 66 4 0 401 4.01
10 17 32 35 13 3 85 128 105 26 3 347 3.47
Table 4.5
Table 4.5 presents the gathered data from selected female senior high school students. In statement
number 1, the researchers come up with a mean of 3.55 which means the respondents agree that
they are interested in purchasing apparel online. In statement number 2, the researchers get a mean
of 3.39 which means the respondents agree that the model of the certain apparel attracts them to
buy the product. In statement number 3, the researchers get a mean of 3.69 which means the
respondents agree that the quality of the image online attracts them and influence their buying
decision. In statement number 4, the researchers get a mean of 3.2 which means the respondents
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agree that they think the quality of the product and the way it was displayed on social media are
the same. In statement number 5, the researchers get a mean of 3.56 which means the respondents
agree that the color of the product convinced them to purchase apparels. In statement number 6,
the researchers get a mean of 3.55 which means the respondents agree that they buy online products
when it has a pleasing appearance on the photo. In statement number 7, the researchers get a mean
of 3.68 which means the respondents agree that they consider the way the product on the photo
presented before buying it online. In statement number 8, the researchers get a mean of 3.67 which
means the respondents agree that the pleasing aura of the product affects their buying decision. In
statement number 9, the researchers get a mean of 4.01 which means the respondents strongly
agree that the quality of the merchandise they buy is more important than its fashion appeal. In
statement number 10, the researchers get a mean of 3.47 which means the respondents agree that
the brand name of the online product attracts them to buy the product.
Weighted Weighted
5 4 3 2 1 Frequency Distribution Frequency Mean
B. Product
Information SA A MA D SD SA A MA D SD
1 17 41 29 9 4 85 164 87 18 4 358 3.58
2 17 33 40 9 1 85 132 120 18 1 356 3.56
3 34 36 22 6 2 170 144 66 12 2 394 3.94
4 27 45 21 6 1 135 180 63 12 1 391 3.91
5 30 36 27 6 1 150 144 81 12 1 388 3.88
6 21 38 30 10 1 105 152 90 20 1 368 3.68
7 44 32 18 5 1 220 128 54 10 1 413 4.13
8 18 39 29 10 4 90 156 87 20 4 357 3.57
9 25 35 29 11 0 125 140 87 22 0 374 3.74
10 20 30 38 11 1 100 120 114 22 1 357 3.57
Table 4.6
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number 1, the researchers come up with a mean of 3.58 which means the respondents agree that
broad information of the product is enough for them to trust a product’s quality. In statement
number 2, the researchers get a mean of 3.56 which means the respondents agree that information
communicated in social media regarding products is reliable. In statement number 3, the
researchers get a mean of 3.94 which means the respondents agree that they buy a product when
the information posted is full detailed. In statement number 4, the researchers get a mean of 3.91
which means the respondents agree that the information of the product posted on social media
affect their buying decision. In statement number 5, the researchers get a mean of 3.88 which
means the respondents agree that the information about the delivery of the product online matters
to them. In statement number 6, the researchers get a mean of 3.48 which means the respondents
agree that they can easily distinguish if the product information is fake. In statement number 7, the
researchers get a mean of 4.13 which means the respondents strongly agree that they pay enough
attention in reading the whole detailed information of the product. In statement number 8, the
researchers get a mean of 3.57 which means the respondents agree that the one specific information
that they need is enough for them to buy the product. In statement number 9, the researchers get a
mean of 3.74 which means the respondents agree that the information they see about products
posted on social media influence their buying decision all the time. In statement number 10, the
researchers get a mean of 3.57 which means the respondents agree that the online information they
see about products posted on social media is enough for them to purchase apparels.
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Weighted Weighted
C. Reviews SA A MA D SD SA A MA D SD
1 58 28 11 2 1 290 112 33 4 1 440 4.4
2 39 37 16 6 2 195 185 48 12 2 442 4.42
3 29 40 26 4 1 145 160 78 8 1 392 3.92
4 27 41 27 4 1 135 164 81 8 1 389 3.89
5 30 37 23 9 1 150 148 69 18 1 386 3.86
6 25 36 29 9 1 125 144 87 18 1 375 3.75
7 26 43 22 7 2 130 172 66 14 2 384 3.84
8 33 33 27 6 1 165 132 81 12 1 391 3.91
9 20 40 31 6 3 100 160 93 12 3 368 3.68
10 24 33 23 13 7 120 132 69 26 7 354 3.54
Table 4.7
number 1, the researchers come up with a mean of 4.4 which means the respondents strongly agree
that they read reviews. In statement number 2, the researchers get a mean of 4.42 which means the
respondents strongly agree that they look first at the positive comment when reading reviews. In
they look first at the reviews of the product before looking at its features. In statement number 4,
the researchers get a mean of 3.89 which means the respondents agree that the posted review of
previous client influences their buying decision. In statement number 5, the researchers get a mean
of 3.86 which means the respondents agree that the online reviews that they read about the products
posted on social media influence their buying decision all the time. In statement number 6, the
researchers get a mean of 3.75 which means the respondents agree that the reviews they read or
the ratings they see about products posted online is highly believable. In statement number 7, the
researchers get a mean of 3.84 which means the respondents agree that they usually listen to the
opinion of their friends. In statement number 8, the researchers get a mean of 3.91 which means
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the respondents agree that the buyer reviews or online ratings on social media affect their buying
agree that they purchased a product online because of the reviews of the other buyers pertaining
to the product. In statement number 10, the researchers get a mean of 3.54 which means the
respondents agree that they also give reviews to a product they purchased.
Tally and Interpretation According to Age 15-17 years old
Which social media sites do you use to connect with fashion trends?
29 18 0 1 0 0 2 50
Table 4.8
Based on the table presented, it was identified that 29 out of 50 selected female senior high school
students whose age ranges from 15-17 years old uses Facebook to connect with fashion trends, 18
uses Instagram, 1 uses Google, and the remaining 2 uses Pinterest to connect with fashion trends.
How often do you shop online?

31 16 3 50
Table 4.9
Table 4.9 have demonstrated that 31 out of 50 respondents whose age ranges from 15-17 years
old shop 1 time online, 16 of them shop 2-5 times online, and only 3 respondents shop 6 times
and above online.
Which factor greatly influence you buying decision?

19 5 19 7 50
Table 4.10
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Table 4.10 shows that 19 out of 50 respondents answered that style greatly influence their buying
decision, another 19 of them are greatly influenced by review or ratings influence, 7 female
students stated that their buying decision is affected by product information, and the remaining 5
respondents answered that brand name greatly influence their buying decision.
Weighted Weighted
A.
Attractiveness SA A MA D SD SA A MA D SD
1 6 25 15 2 2 30 100 45 4 2 181 3.62
2 8 18 13 8 3 40 72 39 16 3 170 3.4
3 10 17 20 2 1 50 68 60 4 1 183 3.66
4 5 12 21 11 1 25 48 63 22 1 159 3.18
5 8 20 19 3 0 40 80 57 6 0 183 3.66
6 7 17 19 6 1 35 68 57 12 1 173 3.46
7 7 20 20 2 1 35 80 60 4 1 180 3.6
8 6 24 15 5 0 30 96 45 10 0 181 3.62
9 13 22 15 0 0 65 88 45 0 0 198 3.96
10 8 15 18 7 2 40 60 54 14 2 170 3.4
Table 4.11
Table 4.11 presents the gathered data from 15-17 years old female senior high school students. In
statement number 1, the researchers come up with a mean of 3.62 which means the respondents
agree that they are interested in purchasing apparel online. In statement number 2, the researchers
get a mean of 3.4 which means the respondents agree that the model of the certain apparel attracts
them to buy the product. In statement number 3, the researchers get a mean of 3.66 which means
the respondents agree that the quality of the image online attracts them and influence their buying
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the quality of the merchandise they buy is more important than its fashion appeal. In statement
number 10, the researchers get a mean of 3.4 which means the respondents agree that the brand
name of the online product attracts them to buy the product.
Weighted Weighted
B. Product
Information SA A MA DA SDA SA A MA DA SDA
1 7 20 16 6 1 35 80 48 12 1 176 3.52
2 7 19 17 6 1 35 76 51 12 1 175 3.5
3 15 21 8 5 1 75 84 24 10 1 194 3.88
4 14 23 11 2 0 70 92 33 4 0 199 3.98
5 11 17 18 3 1 55 68 54 6 1 184 3.68
6 10 20 15 5 0 50 80 45 10 0 185 3.7
7 20 15 12 2 1 100 60 36 4 1 201 4.02
8 11 18 15 4 2 55 72 45 8 2 182 3.64
9 11 18 17 4 0 55 72 51 8 0 186 3.72
10 14 12 20 3 1 70 48 60 6 1 185 3.7
Table 4.12
Table 4.12 presents the gathered data from 15-17 years old selected female senior high school
students. In statement number 1, the researchers come up with a mean of 3.52 which means the
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respondents agree that broad information of the product is enough for them to trust a product’s
quality. In statement number 2, the researchers get a mean of 3.5 which means the respondents
agree that information communicated in social media regarding products is reliable. In statement
number 3, the researchers get a mean of 3.88 which means the respondents agree that they buy a
product when the information posted is full detailed. In statement number 4, the researchers get a
mean of 3.98 which means the respondents agree that the information of the product posted on
social media affect their buying decision. In statement number 5, the researchers get a mean of
3.68 which means the respondents agree that the information about the delivery of the product
online matters to them. In statement number 6, the researchers get a mean of 3.7 which means the
respondents agree that they can easily distinguish if the product information is fake. In statement
number 7, the researchers get a mean of 4.02 which means the respondents strongly agree that they
pay enough attention in reading the whole detailed information of the product. In statement number
8, the researchers get a mean of 3.64 which means the respondents agree that the one specific
information that they need is enough for them to buy the product. In statement number 9, the
researchers get a mean of 3.72 which means the respondents agree that the information they see
about products posted on social media influence their buying decision all the time. In statement
number 10, the researchers get a mean of 3.7 which means the respondents agree that the online
information they see about products posted on social media is enough for them to purchase
apparels.
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Weighted Weighted
C. Reviews SA A MA D SD SA A MA D SD
1 30 16 3 0 1 150 64 9 0 1 224 4.48
2 20 19 8 2 1 100 76 24 4 1 205 4.1
3 12 20 14 4 0 60 80 42 8 0 190 3.8
4 11 22 15 1 1 55 88 45 2 1 191 3.82
5 13 20 13 3 1 65 80 39 6 1 191 3.82
6 15 17 16 1 1 75 68 48 2 1 194 3.88
7 12 20 14 4 0 60 80 42 8 0 190 3.8
8 14 16 18 2 0 70 64 54 4 0 192 3.84
9 5 22 18 3 2 25 88 54 6 2 175 3.5
10 13 17 8 8 4 65 68 24 16 4 177 3.54
Table 4.13
respondents strongly agree that they read reviews. In statement number 2, the researchers get a
mean of 4.1 which means the respondents strongly agree that they look first at the positive
comment when reading reviews. In statement number 3, the researchers get a mean of 3.8 which
means the respondents agree that they look first at the reviews of the product before looking at its
features. In statement number 4, the researchers get a mean of 3.82 which means the respondents
agree that the posted review of previous client influences their buying decision. In statement
reviews that they read about the products posted on social media influence their buying decision
all the time. In statement number 6, the researchers get a mean of 3.88 which means the
respondents agree that the reviews they read or the ratings they see about products posted online
is highly believable. In statement number 7, the researchers get a mean of 3.8 which means the
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respondents agree that they usually listen to the opinion of their friends. In statement number 8,
the researchers get a mean of 3.84 which means the respondents agree that the buyer reviews or
online ratings on social media affect their buying decision. In statement number 9, the researchers
get a mean of 3.5 which means the respondents agree that they purchased a product online because
of the reviews of the other buyers pertaining to the product. In statement number 10, the researchers
get a mean of 3.54 which means the respondents agree that they also give reviews to a product
they purchased.
Tally and Interpretation According to Age 18-20 years old
Which social media sites do you use to connect with fashion trends?
31 15 0 3 1 50
Table 4.14
Based on the table presented, it was identified that 31 out of 50 selected female senior high school
students whose age ranges from 18-20 years old uses Facebook to connect with fashion trends, 15
uses Instagram, 3 uses Google, and the remaining 1 uses Pinterest to connect with fashion trends.
How often do you shop online?

23 23 4 50
Table 4.15
Table 4.15 have demonstrated that 23 out of 50 respondents whose age ranges from 18-20 years
old shop 1 time online, another 23 of them shop 2-5 times online, and the remaining 4
respondents shop 6 times and above online.
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Which factor greatly influence you buying decision?
17 5 11 17 50
Table 4.16
Table 4.16 shows that 17 out of 50 respondents whose age ranges from 18-20 years old answered
that style greatly influence their buying decision, another 17 female students stated that their
buying decision is affected by product information, 11 of them are greatly influenced by review or
ratings influence, and the remaining 5 respondents answered that brand name greatly influence
their buying decision.
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A. Weighted Weighted
Attractiveness SA A MA D SD SA A MA D SD Frequency Mean
1 8 15 20 5 2 40 60 60 10 2 172 3.44
2 7 16 18 7 2 35 64 54 14 2 169 3.38
3 8 22 15 5 0 40 88 45 10 0 183 3.66
4 7 14 13 14 2 35 56 39 28 2 160 3.2
5 7 19 19 2 3 35 76 57 4 3 175 3.5
6 11 20 12 5 2 55 80 36 10 2 183 3.66
7 11 21 12 5 1 55 84 36 10 1 186 3.72
8 9 24 11 5 1 45 96 33 10 1 185 3.7
9 15 26 7 2 0 75 104 21 0 0 200 4
10 9 15 18 7 1 45 60 54 14 1 174 3.48
Table 4.17
Table 4.17 presents the gathered data from 18-20 years old female senior high school students. In
statement number 1, the researchers come up with a mean of 3.44 which means the respondents
agree that they are interested in purchasing apparel online. In statement number 2, the researchers
get a mean of 3.38 which means the respondents agree that the model of the certain apparel attracts
them to buy the product. In statement number 3, the researchers get a mean of 3.66 which means
the respondents agree that the quality of the image online attracts them and influence their buying
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statement number 9, the researchers get a mean of 4 which means the respondents agree that the
quality of the merchandise they buy is more important than its fashion appeal. In statement number
10, the researchers get a mean of 3.48 which means the respondents agree that the brand name of
the online product attracts them to buy the product.
B. Product Weighted Weighted
information SA A MA D SD SA A MA D SD Frequency Mean
1 7 20 16 6 1 35 80 48 12 1 176 3.52
2 7 19 17 6 1 35 76 51 12 1 175 3.5
3 15 21 8 5 1 75 84 24 10 1 194 3.88
4 14 23 11 2 0 70 92 33 4 0 199 3.98
5 11 17 18 3 1 55 68 54 6 1 184 3.68
6 10 20 15 5 0 50 80 45 10 0 185 3.7
7 20 15 12 2 1 100 60 36 4 1 201 4.02

8 11 18 15 4 2 55 72 45 8 2 182 3.64
9 11 18 17 4 0 55 72 51 8 0 186 3.72
10 14 12 20 3 1 70 48 60 6 1 185 3.7
Table 4.18
respondents agree that broad information of the product is enough for them to trust a product’s
quality. In statement number 2, the researchers get a mean of 3.5 which means the respondents
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agree that information communicated in social media regarding products is reliable. In statement
number 3, the researchers get a mean of 3.88 which means the respondents agree that they buy a
product when the information posted is full detailed. In statement number 4, the researchers get a
mean of 3.98 which means the respondents agree that the information of the product posted on
3.68 which means the respondents agree that the information about the delivery of the product
online matters to them. In statement number 6, the researchers get a mean of 3.7 which means the
respondents agree that they can easily distinguish if the product information is fake. In statement
number 7, the researchers get a mean of 4.02 which means the respondents strongly agree that they
pay enough attention in reading the whole detailed information of the product. In statement number
8, the researchers get a mean of 3.64 which means the respondents agree that the one specific
information that they need is enough for them to buy the product. In statement number 9, the
researchers get a mean of 3.72 which means the respondents agree that the information they see
about products posted on social media influence their buying decision all the time. In statement
information they see about products posted on social media is enough for them to purchase
apparels.
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Weighted Weighted
C.
Reviews SA A MA D SD SA A MA D SD
1 22 17 9 1 1 110 68 27 2 1 208 4.16
2 18 18 9 4 1 90 72 27 8 1 198 3.96
3 14 21 12 2 1 70 84 36 4 1 195 3.9
4 16 20 10 4 0 80 80 30 8 0 198 3.96
5 18 16 15 1 0 90 64 45 2 0 201 4.02
6 8 21 14 7 0 40 84 42 14 0 180 3.6
7 18 19 10 2 1 90 76 30 4 1 201 4.02
8 15 20 10 4 1 75 80 30 8 1 194 3.88
9 15 20 10 4 1 75 80 30 8 1 194 3.88
10 11 17 17 4 1 55 68 51 8 1 183 3.66
Table 4.19
respondents strongly agree that they read reviews. In statement number 2, the researchers get a
mean of 3.96 which means the respondents agree that they look first at the positive comment when
reading reviews. In statement number 3, the researchers get a mean of 3.9 which means the
respondents agree that they look first at the reviews of the product before looking at its features.
In statement number 4, the researchers get a mean of 3.96 which means the respondents agree that
the posted review of previous client influences their buying decision. In statement number 5, the
researchers get a mean of 4.02 which means the respondents strongly agree that the online reviews
that they read about the products posted on social media influence their buying decision all the
time. In statement number 6, the researchers get a mean of 3.6 which means the respondents agree
that the reviews they read or the ratings they see about products posted online is highly believable.
In statement number 7, the researchers get a mean of 4.02 which means the respondents strongly
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agree that they usually listen to the opinion of their friends. In statement number 8, the researchers
get a mean of 3.88 which means the respondents agree that the buyer reviews or online ratings on
3.88 which means the respondents agree that they purchased a product online because of the
reviews of the other buyers pertaining to the product. In statement number 10, the researchers get
a mean of 3.66 which means the respondents agree that they also give reviews to a product they
purchased.
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Chapter 4

PRESENTATION, ANALYSIS, AND INTERPRETATION OF THE STUDY

interpretation of each presented data follows after the tables.

influence of social media on consumer preference in women apparel.

Results of the Study

Overall Tally and Interpretation

1. What is your age range?

3. How often do you shop online?

4. Which factor greatly influence your buying decision?

of the other buyers pertaining to the product.

Overall Tally and Interpretation

communicated in social media regarding products is reliable. In statement number 3, the

Tally and Interpretation According to Age 15-17 years old

How often do you shop online?

and above online.

Which factor greatly influence you buying decision?

name of the online product attracts them to buy the product.

Tally and Interpretation According to Age 18-20 years old

How often do you shop online?

respondents shop 6 times and above online.

their buying decision.

the online product attracts them to buy the product.

7 20 15 12 2 1 100 60 36 4 1 201 4.02

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