Artacho, Faustin Robie M.  <br/><br/>
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 
<br/><br/> Bachelor's Thesis<br/> 
<br/><br/>College of Liberal Arts.-- 
<br/><br/>Includes bibliographic references and index. 
<br/><br/> 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 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Hotel and Restaurant Management<br/>Social Media Marketing
<br/><br/><label>LC Class. No.: </label>BTH TX 911.3   / A78 2024