The Influence of Digital Marketing Strategies on Customer’s Purchase Intention of Selected Fast-Food Restaurants
Journal Title: Psychology and Education: A Multidisciplinary Journal - Year 2024, Vol 17, Issue 3
Abstract
Digital marketing is inevitably becoming popular in the marketing realm. Leveraging digital marketing strategies has been instrumental in fostering communication and engagement between brands and customers. However, a limited number of research explores the influence of these emerging trends on the purchase intentions of customers in the fast food chain industry. Therefore, the aim of this paper is to examine the influence of digital marketing strategies on customers’ purchase intention and to identify the most effective digital marketing strategy for crafting compelling content and disseminating marketing messages to achieve the intended marketing goal. This study employed a correlational quantitative research approach with a convenient selection of participants, utilizing a modified survey questionnaire as the principal means of data collection. The sample consisted of One Hundred Ninety-eight (198) actual customers of selected fast-food restaurants in España Boulevard, Manila. The data retrieved from the survey questionnaire was analyzed and interpreted using a Five-point Likert scale designed for measuring interval data. The findings of this research revealed that utilizing social media marketing, webinar platforms, mobile applications, and e-commerce significantly influences customer’s purchase intention. Furthermore, it came to light that there is a highly statistically significant relationship between digital marketing strategies, namely, social media marketing (r=0.864, p=0.027), brand exposure through webinar platforms (r=0.802, p=0.055), mobile applications and e-commerce (r=0.854, p=0.031) on customer’s purchase intention of selected fast-food restaurants, and a positive strong correlation between affiliate marketing (r=0.759, p=0.080) and the latter. In addition, the results revealed that there is a positive moderate correlation between content marketing (r=0.548, p=0.260), and email marketing (r=0.575, p=0.232) on customer’s purchase intention.
Authors and Affiliations
Janine Pinca, Rosalinda Lacerona, Neil Holden Salcor, Ralph Michael Licaros, Joselito Arevalo
Keywords
Related Articles
- EP ID EP755236
- DOI doi: 10.5281/zenodo.10673637
- Views 42
- Downloads 0
Utilization of Math USAD (Umpisahan sa Addition hanggang Division) and its effects on Mathematical Performance of Grade 7 Students: An Action Research
This research aimed to assess the effect of Math USAD (Umpisahan sa Addition hanggang Division) and its effects on the Mathematical Performance of Grade 7 students in Morong National High School. This study employed the...
Sanitary Practices of the Batak Tribe in Nanabu, Caramay, Roxas, Palawan
This study was conducted to: (1) describe the demographic characteristics of the respondents; (2) identify the sanitary practices of the respondents; (3) to identify the personal hygiene practices of the respondents. Dat...
Factors Influencing the Assessment Practices of Senior High School Teachers in Goa District, Philippines
This study explored the assessment methods and factors influencing the assessment practices of Senior High School (SHS) Teachers in three selected public secondary schools in Goa District, Division of Camarines Sur, Phil...
Reading Profile Assessment: The Interplay of Fluency, Vocabulary, and Comprehension among Junior High School Learners
This study investigated the interplay of oral reading fluency, vocabulary, and reading comprehension as predictors of the reading profile of junior high school learners in Compra National High School. Using a descriptive...
Involvement of Parents in School Programs: A Phenomenological Study
This study aims to explore the crucial role of parents in the school setting and investigate their perceptions, motivations, and challenges regarding their involvement in school programs. The research focused on ten pare...