MARC details
| 000 -LEADER |
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| fixed length control field |
02998nam a22003257a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
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| control field |
20250425165806.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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250425b |||||||| |||| 00| 0 eng d |
| 040 ## - CATALOGING SOURCE |
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| Original cataloging agency |
TUPM |
| Language of cataloging |
TUPM |
| Transcribing agency |
TUPM |
| Modifying agency |
English |
| Description conventions |
rda |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
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| Classification number |
BTH TX 911.3 |
| Item number |
A78 2024 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
Artacho, Faustin Robie M. |
| Relator term |
author |
| 245 ## - TITLE STATEMENT |
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| Title |
The Impact Of Restaurant Social Media Marketing Towards Customer Purchase Intention: |
| Remainder of title |
Basis Of Marketing Plan |
| Statement of responsibility, etc. |
Faustin Robie M. Artacho, John Aaron C. Deleon, Churlo B. Malasig, Khail P. Pagmanoja, Aubrey L. Refil and Jovanny E. Vilanaba.-- |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
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| Place of publication, distribution, etc. |
Technological University Of The Philippines, Manila. |
| Date of publication, distribution, etc. |
2024 |
| 300 ## - PHYSICAL DESCRIPTION |
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| Extent |
xii, 157 pages. |
| Dimensions |
29 cm |
| 336 ## - CONTENT TYPE |
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| Source |
rdacontent |
| 337 ## - MEDIA TYPE |
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| Source |
rdamedia |
| 338 ## - CARRIER TYPE |
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| Source |
rdacarrier |
| 500 ## - GENERAL NOTE |
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| General note |
Bachelor's Thesis<br/> |
| 502 ## - DISSERTATION NOTE |
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| Dissertation note |
College of Liberal Arts.-- |
| Degree type |
Bachelor of Science in Hotel and Restaurant Management: |
| Name of granting institution |
Technological University Of The Philippines, Manila. |
| Year degree granted |
2024 |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
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| Bibliography, etc. note |
Includes bibliographic references and index. |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc. |
This study revealed gaps in the restaurant's social media marketing in relation to<br/>customers purchasing intentions. The study used a quantitative-descriptive approach with<br/>a reliability of 0.9 using Cronbach Alpha. It collected data from Metro Manila's Top 10<br/>leading casual dining restaurants using 40 questions and 385 survey questionnaires.<br/>Statistical treatments included weighted mean, Likert Scale, Multivariate Analysis of<br/>Variance (MANOVA), and Pearson Correlation Coefficient. The results showed that<br/>respondents' purchase intention in terms of social media marketing had an overall mean<br/>score of 3.78. However, there was no significant difference in seven-dimensional<br/>characteristics based on demographic profile, with a sigma of 0.92 for age, p-value of 0.92<br/>for gender, and 0.88 for overall sigma of educational attainment. Additionally, the analysis<br/>reflects the relationship between Social Marketing and Purchase Intention. The social<br/>marketing variables showed significant correlation towards purchase intentions with<br/>probability values of less than 0.05, Thus, the null hypothesis was rejected. It was<br/>concluded that social media marketing had a significant impact on customer purchase<br/>intention. The study recommended restaurants enhance their marketing strategies by<br/>creating a comprehensive social media strategy, fostering client relationships, producing<br/>relevant content, and promoting events and promotions.<br/><br/>Keywords: Social Media, Social Media Marketing, Purchase Intention, Casual Dining<br/>Restaurants, Interactivity, Informativeness, Word of Mouth, Personalization, Trendiness,<br/>Entertainment, Trust |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Hotel and Restaurant Management |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
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| Topical term or geographic name entry element |
Social Media Marketing |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Deleon, John Aaron C. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Malasig, Churlo B. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Pagmanoja, Khail P. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Refil, Aubrey L. |
| Relator term |
author |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
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| Personal name |
Vilanaba Jovanny E. |
| Relator term |
author |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Bachelor's Thesis CLA |
| Suppress in OPAC |
No |