Consumer behavior studies were relevant during COVID-19. However, studies have yet to be made on the population of senior high schools. This study investigates the purchasing behavior of senior high school students on Shopee during the COVID-19 pandemic from 2020 to 2023. The researchers hypothesized that monthly expenses and purchase level do not affect their purchasing intention from Shopee during the COVID- 19 pandemic. This study used a quantitative descriptive research design and utilized numerical data to give accurate descriptions. The sample was comprised of 138 senior high school students who were selected through simple random sampling. The respondents were surveyed via Google Forms, and 38 questions were asked concerning their consumer behavior. Descriptive statistics and Pearson’s correlation coefficient were utilized in data analysis and treated the tested variables for their correlation. Findings indicate high satisfaction levels, varied monthly expenses, and purchase frequency across product categories. These insights inform decision-making for online platforms and consumers, enhancing the online shopping experience. Recommendations include improving product satisfaction and exploring factors influencing purchase behavior.
Keywords: COVID-19 pandemic, consumer behavior, Shopee, purchase frequency, monthly expenses, purchasing intention