Abstract: This study focuses on the Customer’s Perception on Social Media Marketing strategies of Samgyeopsal restaurants in Cavite during a Pandemic as their Buying decision. The purpose of this study is to identify what are the factors that affects the customer’s buying decision during the pandemic and what are the least factors that influences their buying decision based on the factors we have given so we can make a recommendation on how to improve it. This study also tackled if there is a significant difference between the demographic profile and if it can influence their buying decision. A 4-point Likert scale is used in the research questionnaire to be answered by the study target’s respondents which are people who experienced dining in at any Samgyeopsal restaurants in Cavite at least two times, respondents who has any social media accounts and following any Samgyeopsal branches in Cavite. There are 149 respondents in total and the data shows the demographic profile, the factors that the respondent’s perception can be the basis of their buying decision, and if the demographic profile has a significant relationship with their buying decision. The results showed what are the factors that can influence to the basis of the customer’s buying decision during the pandemic. The study also identified that respondents perceived the social media marketing strategies of Samgyeopsal Restaurants in Cavite’s Content, Frequency, Responsiveness, Price of the Meal, and Ratings that it can influence their basis in buying decision in the factors mentioned.
Keywords: Samgyeopsal Restaurant, Restaurants, Korean, Social Media Marketing Strategies, Social Media, Cavite.
Title: Customer’s Perception on Social Media Marketing Strategies of Samgyeopsal Restaurants in Cavite during a Pandemic as a Buying Decision
Author: Zaleta, Justine Louisse T., Mercado, Eloisa, Iso, Hannah, Mr. Mario Luis Jamoralin
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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