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Research Article

The Influence of Digital Marketing Strategies on Customer’s Purchase Intention of Selected Fast-Food Restaurants

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Janine Pinca , Rosalinda Lacerona , Neil Holden Salcor , Ralph Michael Licaros , Joselito Arevalo
Psych Educ Multidisc J, 2024, 17 (3), 216-229, DOI: https://doi.org/10.5281/zenodo.10673637, ISSN 2822-4353
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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.

Keywords philippines digital marketing purchase intention digitalization Fast-food industry
Authors 5
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The team behind this paper

5 authors, 1 institution.

This paper University of the East — Philippines University of the East 5 authors Janine Pinca — corresponding author JP Janine Pinca ✉ Rosalinda Lacerona RL Rosalinda Lacerona Neil Holden Salcor NS Neil Holden Salcor Ralph Michael Licaros RL Ralph Michael Licaros Joselito Arevalo JA Joselito Arevalo

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1,303 reads over 33 months.

February 2024 October 2026

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This article is token #2554 of SciMatic Articles (ERC-1155): 1,000,000 tokens, minted once, never more. The chain also stores a fingerprint (SHA-256) of the article's record, so anyone can check that it has not been altered.

HolderWalletTokens
SciMatic 0xc35709…277732 100,000 (10%)
Janine Pinca 0xfF4415…6e2Bc1 180,000 (18%)
Rosalinda Lacerona 0x6a3460…5B1722 180,000 (18%)
Neil Holden Salcor 0xB1D15D…20d72a 180,000 (18%)
Ralph Michael Licaros 0x7174BF…A54226 180,000 (18%)
Joselito Arevalo 0x8FF3dF…E257dd 180,000 (18%)
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Bibliographic Information

Janine Pinca, Rosalinda Lacerona, Neil Holden Salcor, Ralph Michael Licaros, Joselito Arevalo, (2024). The Influence of Digital Marketing Strategies on Customer’s Purchase Intention of Selected Fast-Food Restaurants, Psychology and Education: A Multidisciplinary Journal, 17(3): 216-229
Bibtex Citation
@article{janine_pinca2024pemj,
author = {Janine Pinca and Rosalinda Lacerona and Neil Holden Salcor and Ralph Michael Licaros and Joselito Arevalo},
title = {The Influence of Digital Marketing Strategies on Customer’s Purchase Intention of Selected Fast-Food Restaurants},
journal = {Psychology and Education: A Multidisciplinary Journal},
year = {2024},
volume = {17},
number = {3},
pages = {216-229},
doi = {10.5281/zenodo.10673637},
url = {https://scimatic.org/index.php/show_manuscript/2554}
}
APA Citation
Pinca, J., Lacerona, R., Salcor, N.H., Licaros, R.M., Arevalo, J., (2024). The Influence of Digital Marketing Strategies on Customer’s Purchase Intention of Selected Fast-Food Restaurants. Psychology and Education: A Multidisciplinary Journal, 17(3), 216-229. https://doi.org/10.5281/zenodo.10673637

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