Advisers

Vinalyn L. Sarzata, MBA

Discipline

Business administration

Abstract

This study examined the acceptance and effectiveness of digital advertising on the consumer purchase intention of clients at Gernale Upholstery Shop. As small businesses navigate the digital marketplace, this research explores how dimensions of the Theory of Planned Behavior—specifically attitude, social norms, and perceived behavioral control—and the Technology Acceptance Model influence the decision-making process. Utilizing a descriptive-correlational research design, data were gathered from respondents via a structured survey questionnaire. Statistical tools such as weighted mean and Pearson correlation coefficient were employed to analyze the relationship between digital engagement and purchasing behavior. A quantitative descriptive-comparative research design was employed to examine the purchase plans of customers at Gernale Upholstery Shop without manipulating variables. Through purposive sampling, 30 respondents who had inquired about or purchased upholstery services online were deliberately selected for the study. Data were collected using a validated, self-constructed survey questionnaire to compare consumer purchase plans across various demographic and behavioral traits. The results were analyzed to identify patterns in buying methods, purchase frequency, and digital advertisement exposure, providing a clear overview of current consumer behavior. Findings show that digital advertising is "Highly Influential" in shaping consumer attitudes and ease of use, with weighted mean of 3.35 and 3.27. A significant moderate positive correlation ($r = 0.395, p = 0.018$) exists between technology acceptance and purchase behavior, suggesting that user-friendly platforms drive higher engagement. However, a conversion gap remains, as 74% of customers still prefer Cash on Delivery for security and 50% engage only occasionally. The study recommends a structured Action Plan focusing on strengthening online visibility through consistent content rollouts, improving response consistency, and leveraging social proof via authentic customer reviews to bridge the trust gap. Furthermore, implementing user-friendly ordering guides and transparent payment postings is essential to convert occasional browsers into active clients. These results provide actionable insights for Gernale Upholstery Shop and similar local businesses to optimize their digital presence and build stronger, technology-enabled customer relationships.

Keywords

consumer behavior, Technology Acceptance, digital advertising, purchase intention, gernale upholstery shop, upholstery services