SELLERS' FACEBOOK ENGAGEMENT AND ITS INFLUENCE ON CUSTOMERS' BUYING DECISION

Abstract This study examined the relationship between sellers’ Facebook engagement and customers’ buying decision among restaurant businesses in Palompon, Leyte, Philippines. Using a quantitative descriptive-correlational design, data were collected from restaurant owners and customers through structured questionnaires. Findings revealed that sellers generally demonstrated a very high level of Facebook engagement, while customers exhibited a high level of buying decision influenced by online interactions. Restaurants with more proactive and interactive Facebook strategies showed stronger customer responses compared to others. The analysis further established a very strong and statistically significant positive relationship between Facebook engagement and customer buying decision, indicating that increased online engagement leads to higher purchase intention. The findings highlight the importance of social validation, interactive communication, and trust-building in influencing consumer behavior. The study recommends that businesses strengthen personalized, localized, and data-driven social media strategies to enhance customer engagement and conversion.