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.--

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Artacho, Faustin Robie M [author]

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Material type: Text

TextPublication details: Technological University Of The Philippines, Manila. 2024Description: xii, 157 pages. 29 cmContent type:

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BTH TX 911.3 A78 2024

Dissertation note: College of Liberal Arts.-- Bachelor of Science in Hotel and Restaurant Management: Technological University Of The Philippines, Manila. 2024 Summary: 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

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Item type	Current library	Shelving location	Call number	Copy number	Status	Date due	Barcode
Bachelor's Thesis CLA	TUP Manila Library	Thesis Section-2nd floor	BTH TX 911.3 A78 2024 (Browse shelf(Opens below))	c.1	Not for loan		BTH0004588

Bachelor's Thesis

College of Liberal Arts.-- Bachelor of Science in Hotel and Restaurant Management: Technological University Of The Philippines, Manila. 2024

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

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