Authors : Jhea Marie S. Balid; Angelyn C. Dela Cruz; Adrian Miguel P. Diaz; Jireh G. Duplon; Noel B. Agustin

Volume/Issue : Volume 10 - 2025, Issue 4 - April

Google Scholar : https://tinyurl.com/4s9xmmbn

Scribd : https://tinyurl.com/rnaxezpt

DOI : https://doi.org/10.38124/ijisrt/25apr1076

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Abstract : This study evaluated the impact of Shopee Mall on consumer purchasing behavior in Cabanatuan City. It aimed to determine the demographic profile, consumer behavior, key buying influences, and branding impact of Shopee Mall on buyers. Using a descriptive quantitative approach, data were gathered from 148 purposively selected respondents through survey questionnaires and analyzed using frequency, percentage, and weighted mean. Results showed that most Shopee Mall users are female students under 24 years old, primarily purchasing fashion items and preferring cash-on-delivery. Key factors such as pricing, promotions, product reviews, and branding moderately influenced their buying decisions. Shopee Mall branding was found effective in attracting attention and generating purchase interest. Based on the findings, a marketing plan was proposed to enhance Shopee Mall’s branding, strengthen consumer engagement, and increase purchase activity. This study offers insights for consumers, marketers, e-commerce businesses, and future researchers on digital shopping behavior and branding strategies.

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