The Impact Of Restaurant Social Media Marketing Towards Customer Purchase Intention: Basis Of Marketing Plan
Artacho, Faustin Robie M.
The Impact Of Restaurant Social Media Marketing Towards Customer Purchase Intention: Basis Of Marketing Plan Faustin Robie M. Artacho, John Aaron C. Deleon, Churlo B. Malasig, Khail P. Pagmanoja, Aubrey L. Refil and Jovanny E. Vilanaba.-- - Technological University Of The Philippines, Manila. 2024 - xii, 157 pages. 29 cm
Bachelor's Thesis
College of Liberal Arts.--
Includes bibliographic references and index.
This study revealed gaps in the restaurant's social media marketing in relation to
customers purchasing intentions. The study used a quantitative-descriptive approach with
a reliability of 0.9 using Cronbach Alpha. It collected data from Metro Manila's Top 10
leading casual dining restaurants using 40 questions and 385 survey questionnaires.
Statistical treatments included weighted mean, Likert Scale, Multivariate Analysis of
Variance (MANOVA), and Pearson Correlation Coefficient. The results showed that
respondents' purchase intention in terms of social media marketing had an overall mean
score of 3.78. However, there was no significant difference in seven-dimensional
characteristics based on demographic profile, with a sigma of 0.92 for age, p-value of 0.92
for gender, and 0.88 for overall sigma of educational attainment. Additionally, the analysis
reflects the relationship between Social Marketing and Purchase Intention. The social
marketing variables showed significant correlation towards purchase intentions with
probability values of less than 0.05, Thus, the null hypothesis was rejected. It was
concluded that social media marketing had a significant impact on customer purchase
intention. The study recommended restaurants enhance their marketing strategies by
creating a comprehensive social media strategy, fostering client relationships, producing
relevant content, and promoting events and promotions.
Keywords: Social Media, Social Media Marketing, Purchase Intention, Casual Dining
Restaurants, Interactivity, Informativeness, Word of Mouth, Personalization, Trendiness,
Entertainment, Trust
Hotel and Restaurant Management
Social Media Marketing
BTH TX 911.3 / A78 2024
The Impact Of Restaurant Social Media Marketing Towards Customer Purchase Intention: Basis Of Marketing Plan Faustin Robie M. Artacho, John Aaron C. Deleon, Churlo B. Malasig, Khail P. Pagmanoja, Aubrey L. Refil and Jovanny E. Vilanaba.-- - Technological University Of The Philippines, Manila. 2024 - xii, 157 pages. 29 cm
Bachelor's Thesis
College of Liberal Arts.--
Includes bibliographic references and index.
This study revealed gaps in the restaurant's social media marketing in relation to
customers purchasing intentions. The study used a quantitative-descriptive approach with
a reliability of 0.9 using Cronbach Alpha. It collected data from Metro Manila's Top 10
leading casual dining restaurants using 40 questions and 385 survey questionnaires.
Statistical treatments included weighted mean, Likert Scale, Multivariate Analysis of
Variance (MANOVA), and Pearson Correlation Coefficient. The results showed that
respondents' purchase intention in terms of social media marketing had an overall mean
score of 3.78. However, there was no significant difference in seven-dimensional
characteristics based on demographic profile, with a sigma of 0.92 for age, p-value of 0.92
for gender, and 0.88 for overall sigma of educational attainment. Additionally, the analysis
reflects the relationship between Social Marketing and Purchase Intention. The social
marketing variables showed significant correlation towards purchase intentions with
probability values of less than 0.05, Thus, the null hypothesis was rejected. It was
concluded that social media marketing had a significant impact on customer purchase
intention. The study recommended restaurants enhance their marketing strategies by
creating a comprehensive social media strategy, fostering client relationships, producing
relevant content, and promoting events and promotions.
Keywords: Social Media, Social Media Marketing, Purchase Intention, Casual Dining
Restaurants, Interactivity, Informativeness, Word of Mouth, Personalization, Trendiness,
Entertainment, Trust
Hotel and Restaurant Management
Social Media Marketing
BTH TX 911.3 / A78 2024