INTERNATIONAL JOURNAL OF LATEST TECHNOLOGY IN ENGINEERING,  
MANAGEMENT & APPLIED SCIENCE (IJLTEMAS)  
ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue I, January 2026  
Evaluating the Effectiveness of Marketing Strategies on Customer  
Visit Intentions: Evidence from Local Restaurants in Boac,  
Marinduque  
Sheree Mae M. Hernandez, Nhalyn P. Quinto, Mark Anthony L. Soberan, Assoc. Prof. Dr. Merryrose  
Red Palma  
College of Business and Accountancy, Marinduque State University  
DOI : https://doi.org/10.51583/IJLTEMAS.2026.150100006  
Received: 25 December 2025; Accepted: 30 December 2025; Published: 22 January 2026  
ABSTRACT:  
This study examines the comparative effectiveness of social media marketing and traditional marketing in  
influencing customer visit intention to local restaurants in Boac, Marinduque, Philippines, a provincial and  
community-based market context that remains underrepresented in marketing research. Guided by the Theory  
of Planned Behavior, Integrated Marketing Communication (IMC) framework, and the DINESERV model, the  
study adopts a quantitative, descriptive–comparative research design involving 200 restaurant customers  
selected through convenience sampling.Findings reveal that social media marketing particularly social  
networking platforms (Facebook, Instagram, TikTok) and electronic media campaigns is significantly more  
effective than traditional marketing in shaping customer visit intention across four key dimensions: food quality,  
price perception, service quality, and restaurant atmosphere. Visual content, responsiveness, and real-time  
engagement emerged as dominant drivers of customer perception and behavioral intention. In contrast,  
traditional marketing strategies such as print advertisements, promotional handouts, and public relations were  
found to be only moderately effective, with word-of-mouth remaining the most influential traditional  
channel.Inferential analysis indicates that gender and employment status significantly moderate perceptions of  
marketing effectiveness, while age and income level do not exert a statistically significant influence. These  
results suggest that digital marketing strategies in provincial settings demonstrate broad demographic reach,  
reinforcing their strategic value for small and medium enterprises (SMEs).The study contributes empirically by  
extending marketing effectiveness research to a localized, non-metropolitan context, offering actionable insights  
for restaurant owners and policymakers. Practically, the findings support the adoption of hybrid marketing  
strategies that integrate digital visibility with community-based engagement. The study aligns with Sustainable  
Development Goal (SDG) 8 (Decent Work and Economic Growth) by strengthening local enterprise  
competitiveness, SDG 9 (Industry, Innovation, and Infrastructure) through digital adoption, and SDG 11  
(Sustainable Cities and Communities) by supporting resilient local food systems.Overall, the study underscores  
that strategic social media marketing is a critical lever for sustainable business growth, customer engagement,  
and inclusive economic development in provincial economies.  
Keywords: Social Media Marketing, Traditional Marketing, Customer Visit Intention, Local Restaurants,  
SMEs, Sustainable Development Goals, Philippines  
INTRODUCTION  
Marketing strategies are central to linking producers and consumers by enabling the effective communication,  
positioning, and exchange of goods and services. In contemporary business environments characterized by  
intense competition and rapid technological change, the strategic selection and management of marketing  
channels have become critical determinants of organizational performance. For service-oriented industries such  
as restaurants, marketing effectiveness is particularly vital, as customer visitation depends heavily on awareness,  
perception, and experiential expectations rather than tangible product ownership.The food and beverage service  
industry has undergone substantial transformation due to advances in Information and Communication  
Technology (ICT). Digital platforms—particularly social media—have reshaped how restaurants communicate  
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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue I, January 2026  
with customers, influence decision-making, and build relationships. Social media marketing allows businesses  
to disseminate information dynamically, engage consumers interactively, and tailor promotional efforts to  
specific market segments. Prior studies indicate that digital marketing enhances competitiveness by supporting  
data-driven decisions, improving visibility, and strengthening customer engagement (Kingsley, 2022; Kotler et  
al., 2022). Nevertheless, traditional marketing approaches, such as flyers, posters, radio advertising, and word-  
of-mouth, remain influential in localized and community-based settings where interpersonal trust and physical  
proximity continue to shape consumer behavior.Marketing strategies have evolved alongside changes in  
consumer behavior, globalization, and technological innovation. Brick-and-mortar establishments are  
increasingly complemented by digital and omnichannel approaches that integrate online and offline touchpoints.  
Social media platforms, mobile applications, and data analytics tools have transformed how consumers search  
for information, evaluate alternatives, and form visit intentions. In the hospitality and restaurant sector, these  
digital tools often offer higher returns on investment compared to traditional media due to their broad reach,  
measurability, and cost efficiency (Maming & Festijo, 2021). However, the rapid pace of change also presents  
challenges, as marketing strategies that are effective at one point may quickly lose relevance.In provincial and  
non-urban contexts, such as Boac, Marinduque, local restaurants operate under distinct economic and social  
conditions. Small and medium enterprises (SMEs) in these settings often rely on a combination of social media  
marketing and traditional marketing to attract customers, yet empirical evidence on the relative effectiveness of  
these strategies remains limited. Existing literature has largely focused on metropolitan areas or large-scale  
enterprises, leaving a gap in understanding how different marketing approaches influence customer visit  
intention in smaller, community-based markets.This study addresses this gap by comparatively examining the  
effectiveness of social media marketing and traditional marketing strategies in influencing customer visit  
intention to local restaurants in Boac, Marinduque. Specifically, it aims to: (1) describe the demographic profile  
of restaurant customers; (2) identify the marketing strategies most commonly observed by customers; (3) assess  
the perceived effectiveness of these strategies in shaping visit intention; (4) examine the relationship between  
marketing effectiveness and customer visit intention; and (5) propose practical, evidence-based interventions for  
restaurant owners and marketers.Beyond its academic contribution, this study is aligned with the United Nations  
Sustainable Development Goals, particularly SDG 8 (Decent Work and Economic Growth), by supporting the  
sustainability of local enterprises and employment generation, SDG 9 (Industry, Innovation, and Infrastructure)  
through the examination of digital marketing adoption, and SDG 11 (Sustainable Cities and Communities) by  
strengthening local food and service establishments. By providing localized empirical evidence, the study  
contributes to a more inclusive understanding of marketing effectiveness and offers practical insights for SMEs  
operating in emerging and provincial economies..  
THEORETICAL FRAMEWORK  
Integrated Marketing Communication  
Figure 1. Theory of Integrated Marketing Communications  
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The Theory of Integrated Marketing Communication is the process of sending messages using different  
marketing channels to reach the target audience. This theory was developed by Don E. Schultz during late 1980’s.  
There are seven strategic approaches under IMC theory; the electronic media campaign promotes products,  
services and brands that uses the internet and electronic devices. The direct mail program is the advertising  
strategy of sending physical promotional materials through their mailbox. The promotional handouts are printed  
materials that are personalized with the business name, logo, and products or services they are offering. Public  
relations are a strategy that manages information about somebody, a business or company that is spread to the  
public. Social networking is a website that is being used by businesses to easily communicate with their target  
customers. The print is easier to understand and more memorable than digital media. The strategic approach of  
social networking, direct mail programs, electronic media campaigns, and public relations is connected to social  
media marketing because they all use networks, websites, and technologies to help reach the customers. The  
promotional handouts, print as well as public relations, are connected to traditional marketing. Although public  
relations are already in e-marketing, it can also be used for traditional marketing. The last is word of mouth,  
which is the organic transfer of information about a product or brand between a customer and another customer  
is also connected to traditional marketing.  
Figure 2. DINESERV Model  
DINESERV  
The DINESERV model was created by Pete Stevens, Bonnie J. Knutson, and Mark E. Patton in 1995. They  
designed it as a perceived quality scale to measure how consumers view the quality of a restaurant's service. This  
model is related to SOP3 when it comes to the Marketing Strategies indicators which are 3.1. Food Quality, 3.2.  
Price, 3.3. Service Quality and 3.4. Atmosphere because this model was used as a basis on measuring the  
Customer Visit Intention of the customers.  
Theory of Planned Behavior  
Figure 3. Theory of Planned Behavior  
Theory of Planned Behavior (TPB) is all about somebody’s belief can influence the way they act and their  
behavior. This theory was proposed by Ajzen and Fishbein (1991) and it states that how a person acts and does  
something is based on the Intention, Attitude, Subjective Norms and Perceived behavioral control. This theory  
relates to the customer visit intention because this theory shows the different factors that can influence the  
intention of people to act and perform a behavior. There are 3 key components that will show how TPB shapes  
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ISSN 2278-2540 | DOI: 10.51583/IJLTEMAS | Volume XV, Issue I, January 2026  
and influences the behavioral intention, in this case, the customer’s visit intention to local restaurants in Boac,  
Marinduque. The first component is “Attitude towards the behavior” which is all about how the person perceives  
the products or services offered. It is all about acting and doing something based on their feelings, knowledge,  
prejudices and beliefs. An evaluation of the factors like 3.1 food quality, 3.2 price, 3.3 service quality and 3.4  
atmosphere, which can be negative or positive depending on how the restaurant serves their food and caters to  
their customers.  
Conceptual Framework  
Figure 4. IPO Model  
Input  
Process  
Demographic Profile of the  
customers  
Marketing strategies  
Output  
Validation  
Survey  
Questionnaire  
of  
commonly observed by the  
customers from the the local  
restaurants  
Level of effectiveness of each  
marketing strategies in  
influencing customer visit  
intention in terms of Food  
quality, Price, Service Quality  
and Atmosphere.  
Proposed  
Intervention  
for  
local restaurants  
in Boac to  
optimize  
Pilot Testing  
marketing  
Hypothesis  
Testing  
strategy based on  
the customer  
engagement and  
preferences.  
Significant difference  
between the effectiveness of  
the marketing strategies and  
customer’s demographic  
profile  
Proposed Intervention that  
can be suggested to improve  
the customer’s visit intention.  
Statistical Analysis  
Data Analysis and  
Interpretation  
Data reviews  
of  
This figure illustrates the IPO (Input-Process-Output) model. “I” stands for Input, which includes: (1) the  
demographic profile of the customers; (2) marketing strategies commonly observed by customers in local  
restaurants; (3) the level of effectiveness of each marketing strategy in influencing customer visit intention, in  
terms of food quality, price, service quality, and atmosphere; (4) the significant relationship between the  
effectiveness of marketing strategies and customers’ visit intentions; and (5) proposed interventions to enhance  
customer visit intention” stands for Process, which involves: (1) validation of the survey questionnaire; (2) pilot  
testing; (3) hypothesis testing; (4) statistical analysis; and (5) data analysis and interpretation. “O” stands for  
Output, which presents the proposed intervention for local restaurants in Boac to optimize marketing strategies  
based on customer engagement and preferences.  
Statement of The Problem  
The study’s primary goal is to compare and analyze the most effective Marketing Strategies (Social Media  
Marketing and Traditional Marketing) of the local restaurant in the Municipality of Boac, Marinduque. This  
study aims to answer the following:  
1. What is the demographic profile of the customers in terms of;  
1.1 Age  
1.2 Gender  
1.3 Occupation  
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1.4 Income level  
2. What Marketing Strategies are commonly observed by the customers from the local restaurants in Boac,  
Marinduque in terms of;  
2.1. Traditional Marketing  
2.1.1. Print  
2.1.2. Promotional Handouts  
2.1.3. Public Relation  
2.1.4. Word of Mouth  
2.2. Social Media Marketing  
2.2.1. Electronic Media Campaign  
2.2.2. Direct Mail Program  
2.2.3. Social Networking  
3. What is the level of effectiveness of each of the marketing strategies in influencing the customer’s visit  
intention in terms of:  
3.1. Food Quality  
3.2. Price/ Value  
3.3. Service Quality  
3.4. Atmosphere  
4. Is there a significant difference between the effectiveness of the marketing strategies according to age; gender;  
occupation and income level in terms of:  
4.1. Traditional Marketing Strategy  
4.2. Social Media Marketing Strategy  
5. What proposed intervention can be suggested to improve customer’s visit intention in the Municipality of  
Boac, Marinduque?  
RESEARCH HYPOTHESIS  
Based on the concept discussed, this hypothesis is presented:  
Ho (Null Hypothesis): There is no significant difference in the effectiveness of Marketing Strategies in  
influencing customer’s visit intention for local restaurants in the Municipality of Boac, Marinduque.  
Significance of The Study  
This study holds significant value for various stakeholders:  
Department of Trade and Industry (DTI): This research paper can highlight how it can influence the policy-  
making and digital transformation policies. The experiences of this study can be used by the local governments  
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and business entities in the Municipality of Boac, Marinduke, to design programs and initiatives that can assist  
small businesses to benefit through effective marketing practices.  
Local Restaurant Owners: The results of this study will benefit local business owners in the Municipality of  
Boac, Marinduque as it shall help to determine which marketing activities are most suitable. It will assist in  
directing resources in advertising strategies that will give good results in relation to cost.  
Marketers and Advertisers: The discoveries will therefore present a clear insight into consumption patterns in  
the specific context which will in turn enable marketers and advertisers to develop appropriate persuasive  
messages that are geared towards the target group.  
Customers: The study will bring out how various marketing communication efforts affect buying decisions and  
therefore educate the consumer on the strategies a marketer uses to bring about purchase.  
Future Researchers: To have foundation about the effectiveness of the marketing strategies and use it as a  
platform for their future studies and research  
SDG 8 (Decent work and Economic Growth: The objective fosters economic sustainability together with  
complete job opportunities and decent working standards for every individual. This paradigm targets  
employment growth combined with equal wage equality along with protective work environments as well as  
basic labor standards with solutions for young jobless workers and diminishing income differences. The target  
stimulates entrepreneurial opportunities and resource conservation strategies and financial system reforms to  
create long-run economic resistance. The main obstacles in achieving the goal consist of elevated joblessness  
rates together with substandard work standards and technological advancement's impact on the workforce.  
Sustainable Development Goal 8 has to be achieved as this is important in maintaining poverty eradication whilst  
developing social cohesiveness among the people towards the sustainable development.  
Scope and Delimitation  
The primary goal of this study will be to evaluate the effectiveness of different marketing strategies specifically  
social media marketing and traditional marketing used by local restaurants in Boac, Marinduque. The study will  
involve 200 customers who dine at and purchase products and services from these local restaurants. The survey  
instrument to be used in the data collection process will be a structured survey questionnaire, and data collection  
will take place in the area of Boac, the Poblacion barangay or the town proper in the entire third week of August  
2025.This study will not include data related to the income or revenue of the local restaurants in Boac,  
Marinduque. Furthermore, it will exclude other types of businesses in the area, such as convenience stores,  
clothing shops, salons, clinics, and others.  
METHODOLOGY  
This chapter delves into the methodological foundation of this research study. The methods used to complete the  
study include the research design, data collection, statistical analysis, ethical issues, and limitations.  
RESEARCH DESIGN  
This study will adopt a quantitative research method. The quantitative approach will be utilized to achieve the  
stated objectives. It will allow for a systematic comparative analysis of the effectiveness of social media  
marketing and traditional marketing in influencing customer visit intention to local restaurants in the  
Municipality of Boac, Marinduque. The approach will facilitate the thorough consideration of the major areas  
concerning both social and traditional marketing mix affecting customer visit intention, which will subsequently  
contribute to the efficient achievement of the study objectives. Sreekumar (2024) argues that quantitative  
research entails the collection and/or scientific examination of numerical data to describe, anticipate, or even  
manage pertinent variables. This kind of research can be used in forecasting, testing of the relationships between  
variables which are causal and also generalizing the results to a wider population.  
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Variables to Be Studied  
The hypothesized cause and presumed effect in this study will be represented by the independent and dependent  
variables, respectively. The independent variables will be the two marketing strategies: social media marketing  
and traditional marketing. The dependent variable will be customer visit intention. The moderating variables  
will include perceived food quality, price, service quality, restaurant atmosphere, online reviews, and promotions  
or discounts. The evaluation of the effectiveness of social media marketing and traditional marketing in  
influencing customer visit intention to local restaurants in the Municipality of Boac, Marinduque will be  
formulated based on the study’s findings.  
Population Frame and Sampling Scheme  
To gather the necessary data, the researchers will use a convenience sampling technique. The respondents of the  
study will consist of 200 residents from the barangays located in Poblacion, Boac, Marinduque. Population data  
from PhilAtlas will be used as a reference in determining the population size of each barangay. The respondents  
will include both barangay officials and residents of the selected barangays. The sample size will be determined  
using Slovin’s Formula.  
Name of Barangays  
Isok 1  
Population  
1,199  
769  
Number of Sample  
41  
26  
10  
19  
47  
14  
5
Isok 2  
Malusak  
292  
Mataas na Bayan  
Mercado  
540  
1,359  
400  
Murallon  
San Miguel  
Tampus  
152  
1,112  
5,823  
38  
200  
Total  
Table 1. Number of Population in Boac, Poblacion  
N
Slovin’s Equation: n =  
( )  
1+N e ^2  
Where n = sample size  
N = Population  
E = margin of error  
Description of Respondents  
The selected respondents for this study will be residents of the Municipality of Boac, Marinduque. These  
individuals will be chosen based on their experience of visiting and dining at various local restaurants in Boac,  
specifically Good Chow, Monseratt, Kusina sa Plaza, La Concha, and Curba Grill. A convenience sampling  
technique will be employed in selecting the respondents. Their responses will assist the researchers in identifying  
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the different marketing strategies that influence customer visit intentions in local restaurants in Boac,  
Marinduque.  
Research Environment  
This study will be conducted in the Municipality of Boac, Marinduque, specifically in the Poblacion or town  
proper area. The Poblacion is made up of seven (7) barangays: Tampus, Mataas na Bayan, Isok 1, Isok 2,  
Malusak, Mercado, Murallon, and San Miguel. Boac is a seaside town in the Marinduque province that also  
functions as the provincial capital.The municipal area amounts to 212.70 square kilometers or 8.12 square miles,  
accounting for 22.33% of the land area of Marinduque. The 2020 Census indicated that Boac had a total  
population of 57,283. This number represents 23.95% of the provincial population of Marinduque and 1.7% of  
the total inhabitants of the MIMAROPA Region. Based on these figures, the population density is estimated at  
269 inhabitants per square kilometer or 698 inhabitants per square mile.  
Description of Instrument  
1. A structured survey questionnaire will be used as the primary research instrument for this study. The  
questionnaire will consist of the following sections:  
Demographic Profile of Customers  
This section will gather basic information such as age, gender, occupation, and income.  
Level of Effectiveness of Each Marketing Strategy  
This section will measure how effective each marketing strategy is perceived to be. A four-point Likert scale  
will be used, with the following ratings: Respondents will be asked to indicate the extent to which they perceive  
each strategy as effective by selecting the appropriate rating on the scale.  
Scale  
Range  
Interpretation  
Very Effective  
Effective  
4
3
2
1
3.26 – 4.00  
2.51 – 3.25  
1.76 – 2.50  
1.00 – 1.75  
Less Effective  
Not Effective  
Most Observed Marketing Strategies Used  
This section will assess the most observed strategies used when it comes to traditional marketing (print,  
promotional handouts, public relation, word of mouth) and social media marketing (electronic media campaign,  
direct mail program, social networking) by answering strongly disagree, disagree, agree and strongly agree.  
Significant Difference of Effectiveness of Marketing Strategies and Customer Visit Intention When  
Grouped by Demographic Profile.  
The survey will be validated by experts in marketing and research methodology to ensure content validity and  
reliability.  
Gathering of Data  
Using a structured survey questionnaire, data will be gathered by visiting select local restaurants in Boac,  
Marinduque. The following steps will be undertaken: Seeking permission from restaurant owners to conduct the  
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survey with their customers. Providing clear instructions to respondents regarding the purpose of the survey and  
how to complete it.Collecting responses while ensuring the anonymity and confidentiality of all participants.  
Statistical Treatment of Data  
To analyze the gathered data, the following statistical methods will be used:  
Frequency – This will be used to count the number of occurrences of responses in each category, particularly  
for demographic factors.  
Percentage and Ranking – These will be used to show the proportion of respondents falling within specific  
categories and to observe the marketing channels utilized by local restaurants.  
T-test – This will be used for comparative analysis to determine the differences between the effectiveness of  
social media marketing and traditional marketing.  
Weighted Mean – This will be used to calculate the average responses of customers regarding their intentions  
to visit restaurants, in relation to the level of effectiveness of the marketing strategies.  
Analysis of Variance (ANOVA) – This will be used to assess the significant differences between the  
effectiveness of the marketing strategies and customer visit intentions, according to the respondents’ profiles.  
Ranking Method  
The effectiveness of the marketing strategies will be ranked based on the mean scores derived from the Likert  
scale responses. The marketing strategy with the highest mean score will be considered the most influential in  
shaping customer visit intention.  
Ethical Considerations  
For this investigation, ethical research practices will be strictly followed to provide optimal protection of  
participants and also to secure the integrity of the research process.  
First, informed consent will be obtained from all respondents. They will be fully informed about the purpose of  
the study and the voluntary nature of their participation. Respondents will also be made aware of their right to  
withdraw from the study at any time, without any consequences. Secondly, confidentiality will be maintained  
throughout the study. All responses provided by participants will remain anonymous, and their identities will  
not be linked to any of the data collected. This is to ensure that participants feel comfortable and secure in sharing  
honest responses. Finally, data security will be prioritized. The entire data that will be gathered shall be kept in  
very secure manner and only authorized personnel will have the access to it. The data will be only for this  
research which will be the first step in the process of making it responsible and ethical handling.  
RESULTS AND DISCUSSIONS  
This chapter centers on the presentation, analysis and interpretation of the data gathered from the responses of  
the selected respondents. Gathered data are presented through tables with verbal interpretations and discussion.  
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Gender  
47%  
Male  
53%  
Female  
Income  
1
16, 8%  
14  
0-10,000  
10,001-20,000  
112, 56%  
20,001-30,000  
Prefer not to say  
30,001-40,000  
56, 28%  
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provinces of the Philippines, where a large number of people earn less than the average family income  
(Philippine Statistics Authority, 2023). The PSA reports that low-income households are still dominant,  
especially in the countryside and semi-urban areas, where there is a lack of access to well-paid jobs. According  
to the Department of Labor and Employment (2022), points out that the government should come up with more  
inclusive economic programs and support entrepreneurs to help the lower income groups move up the economic  
ladder. The same view is shared by the World Bank (2023), who argue that the rise of income levels in  
developing countries can be realized through the enhancement of labor market participation and skill  
development initiatives.  
Part II. Marketing Strategies Commonly Observed by the Customers from the Local Restaurants in Boac,  
Marinduque  
Table 2  
Marketing Strategies Commonly Observed by the Customers from the Local Restaurants in Boac, Marinduque  
Marketing Strategies Commonly Observed  
by the Customers from the Local Restaurants  
in Boac, Marinduque  
Frequency  
Percentage  
Social Media Marketing  
173  
86.5%  
Traditional Marketing  
27  
13.5%  
Total  
200  
100%  
Based from the result, most of the marketing strategies commonly observed by the customers from the local  
restaurants in Boac, Marinduque was social media marketing with 173 or 86.5% while 27 or 13.5% was  
traditional marketing strategy.  
The result of the study was parallel to the study of (Battisti et al., 2020) titled “Value Creation, Innovation  
Practice, and Competitive Advantage” marketing strategy known as value-based marketing focuses on making  
each product that is sold to customers more valuable. Simply put, value-based marketing looks at new  
opportunities that can be developed to improve customer satisfaction. The marketing mix can be used as a guide  
to see the potential value in detail. A value-based marketing strategy can develop based on opportunities that  
producers can create and existing consumer needs. When providing additional satisfaction values, producers  
may experience negative profits or break even for some time. However, if this strategy is successful, it will  
undoubtedly increase customer satisfaction and long-term customer relationships. Therefore, the scope of this  
marketing concept can be expanded to include increasing consumer satisfaction with each product produced by  
producers without increasing consumer costs. Satisfaction can increase customer loyalty. Digital marketing's  
ease of use has led to the emergence of numerous new business owners during the COVID-19 pandemic, which  
has resulted in a decline in people's purchasing power, numerous layoffs, and the establishment of new  
businesses.The results implied that social media marketing has become an important strategy between local  
restaurants in Boac, Marinduque, as it is more observed by customers than traditional methods. This just shows  
that consumer connection to digital platforms shows changes in connection, increasing effects of technology and  
online appearance in promoting businesses. As a result, it is more likely that restaurants that invest in social  
media marketing reach broad target groups attract young and technology -loving customers and remain  
competitive in the local market, while traditional marketing alone is not sufficient to maintain customer access  
and visibility alone.  
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Table 3  
Marketing Strategies Commonly Observed by the Customers from the Local Restaurants in Boac, Marinduque  
Statement  
W.M.  
S.D.  
Interpretation  
Traditional Marketing Strategies  
1. I see restaurant advertisements in printed  
materials like newspapers, magazines, or  
posters. (Nakakakita ako ng mga patalastas ng  
kainan sa dyaryo, magasin, o poster.) (Print)  
2. Restaurants give out flyers, discount coupons,  
or brochures. (Namimigay ang mga kainan ng  
flyers, discount coupons, o brochures.)  
(Promotional Handouts)  
1.84  
1.55  
1.33  
0.55  
Disagree  
0.65  
0.40  
0.58  
Strongly  
Disagree  
3. Restaurants are involved in community  
events or receive media coverage. (Kumikilahok ang  
Strongly  
Disagree  
mga kainan sa community events o nababanggit sa balita.)  
(Public Relations)  
4. I hear restaurant recommendations from friends, 2.64  
family, or co-workers. (Naririnig ko ang mga  
rekomendasyon mula sa pamilya, kaibigan, o katrabaho.)  
(Word of Mouth)  
Agree  
Social Media Marketing Strategies  
1. I see restaurants promote their food/services via 3.11  
online ads or videos. (Nakikita kong nagpo-promote ang  
mga kainan ng pagkain/serbisyo sa online ads o videos.)  
(Electronic Media Campaign)  
0.18  
Agree  
2. Restaurants send personalized emails or messages  
with promotions. (Nagpapadala ang mga kainan ng  
personalized na emails o mensahe ukol sa promo.)  
(Direct Mail Program)  
1.54  
0.30  
Strongly  
Disagree  
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3. Restaurants actively post updates, photos, or  
3.45  
0.22  
Strongly  
promos on Facebook, Instagram, or TikTok. (Aktibong  
nagpo-post ang mga kainan sa Facebook, Instagram, o  
TikTok.) (Social Networking)  
Agree  
N = 200 respondents  
The results, which showed the highest efficacy of Social Networking (WM = 3.45), Electronic Media Campaigns  
(WM = 3.11), and Word of Mouth (WM = 2.64) in fostering the intention to visit restaurants, are in great  
concurrence with current marketing literature. Studies confirm that Social Media Marketing Activities (SMMAs)  
such as interaction, entertainment, and customization significantly influence followers' perceived value and  
ultimately boost their purchase intention and electronic Word-of-Mouth (e-WOM), particularly in the visually-  
driven restaurant industry (Popy & Bappy, 2022; Touni et al., 2020). It is a matter of fact that the impact of the  
traditional Word of Mouth on the market has been documented extensively, given that the opinions of consumers  
coming from a trusted social circle are usually more reliable and still have a direct effect on the consumption  
patterns of the people, mainly in case of the services that can be experienced like dining (Susskind, 2002; Whelan  
et al., 2023). In contrast, the extremely low ratings for Print (WM = 1.84), Promotional Handouts (WM = 1.55),  
and Direct Mail (WM = 1.54) reveal a global trend where print advertising's economic base is steadily shrinking,  
as advertisers prefer the targeted capabilities, broader reach, and measurable outcomes that digital platforms  
offer (Brill, 2024; Singh & Jha, 2025). The present-day scenario boldly contradicts in the case of Boac,  
Marinduque which is a local market where the consumers have slowly but surely moved away from traditional  
media to digital and peer-to-peer information sources.  
Part III. Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention  
Table 4.1.a  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of Food  
Quality (Social Media Marketing)  
Indicators  
W.M.  
S.D.  
Verbal  
Description  
Appearance  
Social Media Marketing helps with the visual appeal,  
including color, shape, and presentation.  
Freshness  
3.66  
0.94  
0.78  
0.22  
Very  
Effective  
Social Media Marketing helps prepare food with better  
flavor and nutritional value.  
3.47  
3.35  
Very  
Effective  
Food Safety and Hygiene  
Social Media Marketing helps with freeing food from  
contamination, proper food handling, storage, and  
preparation methods to prevent food borne illnesses.  
Very  
Effective  
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Texture  
Social Media Marketing helps with how the food feels  
in the mouth.  
2.88  
3.39  
3.35  
0.95  
0.67  
0.71  
Effective  
Uniformity  
Social Media Marketing helps the food tastes and looks  
the same every time it is served.  
Very  
Effective  
Composite Mean  
Very  
Effective  
N = 200 respondents  
The results show that the average of 3.35 with a standard deviation of 0.71 is considered to be Very Effective.  
This reveals that social media marketing enhances the customers’ perception of food quality to a considerable  
extent, especially regarding the appearance, freshness, and safety of the food. The most influential aspect  
amongst the indicators was appearance, which got the highest weighted mean 3.66 and was thus described as  
highly effective. This indicates that attracting customers through color, design, and presentation is very much  
in-line with Chinomona and Sandada (2022) findings, who reported that visual brand communication via social  
media boosts product charm and consumer buying intention. The same thing happened with freshness 3.47, food  
safety and hygiene 3.35, and uniformity 3.39 which were all regarded as very effective, meaning that digital  
marketing contents could win customer confidence by showing safe, consistent, and high-quality food offerings.  
On the contrary, the indicator texture got the least weight mean 2.88, interpreted as effective; this implies that  
while social media can successfully highlight visual and descriptive aspects of food, it is still incapable of  
conveying sensory characteristics such as taste and mouthfeel. The data suggest that social media marketing is  
very effective in enhancing food quality perception, which in turn influences customers’ intention to visit. The  
mentioned results are in agreement with the ones of Ahuja and Alavi (2024), who pointed out that the  
combination of visual attractiveness, genuineness, and food safety stories in social media marketing not only  
creates emotional bonds and trust between consumers but also leads to more frequent restaurant visits and loyalty  
to the brand.  
Table 4.1.b  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of Food  
Quality (Traditional Marketing)  
Indicators  
W.M.  
S.D.  
0.74  
0.39  
Verbal  
Description  
Appearance  
Traditional Marketing helps with the visual appeal,  
including color, shape, and presentation.  
Freshness  
2.94  
Effective  
Effective  
Traditional Marketing helps prepare food with better 2.97  
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flavor and nutritional value.  
Food Safety and Hygiene  
Traditional Marketing helps with freeing food from  
contamination, proper food handling, storage, and  
preparation methods to prevent food borne illnesses.  
Texture  
2.88  
2.90  
0.16  
Effective  
Effective  
Traditional Marketing helps with how the food feels  
in the mouth.  
0.70  
0.19  
Uniformity  
Traditional Marketing helps the food tastes and looks 2.53  
the same every time it is served.  
Composite Mean  
Effective  
2.84  
0.44  
Effective  
N = 200 respondents  
The results provide a composite mean of 2.84 with a standard deviation of 0.44 and verbal description effective.  
This implies that traditional marketing is still an appropriate approach in customer perception creation and to  
some extent in conveying the quality and reliability of food products though it is relatively less effective in  
comparison to their social media marketing approach. Of the indicators, freshness achieved the most weighted  
mean of 2.97 followed by appearance, texture and food safety and hygiene with weighted means of 2.94, 2.90  
and 2.88 respectively and were rated to be effective. This means that the traditional mediums like printed adverts,  
oral marketing, and in-store marketing remain effective in making consumers aware of the food quality features  
like taste, safety, and packaging. Nuseir (2023) states that the classical marketing channels are still relevant in  
strengthening brand credibility and trust, particularly to those customers who prefer to depend on personal  
experience and face-to-face communication. Nonetheless, uniformity had the lowest weighted mean 2.53, which  
means that traditional marketing does not necessarily convey the same sensory and visual experiences as digital  
media. This constraint is consistent with the results of Akrout and Nagy (2022), who noted that digital images  
and interactive posts are better at keeping the customer engaged and communicating product consistency than  
the static ads. All in all, the findings indicate that even though traditional marketing is still working, it has a  
moderate effect on the consumer perception of food quality relative to digital methods. However, the  
combination of the traditional approaches and digital marketing will be able to increase the trust of the customers  
and overall marketing efficiency. The values of credibility offline complemented by online visibility have been  
observed to result in increased consumer engagement and brand loyalty in the food and hospitality sectors  
because of a hybrid type of marketing (Liu et al. 2024).  
Table 4.2.a  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of Price  
(Social Media Marketing)  
Indicators  
W.M.  
S.D.  
Verbal  
Description  
Location-Based Pricing  
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Social Media Marketing helps prices vary depending on  
the region, cost of living, and purchasing power.  
Cost-Based Pricing  
3.36  
3.34  
3.44  
3.43  
0.21  
0.43  
0.29  
0.83  
Very  
Effective  
Social Media Marketing helps set prices based on  
production costs plus a profit margin.  
Competitive Pricing  
Very  
Effective  
Social Media Marketing helps set prices based on  
competitors’ prices to stay relevant.  
Psychological Pricing  
Very  
Effective  
Social Media Marketing helps strategize using psychology  
by using Php 199.99 instead of Php 200.00 make prices  
seem lower.  
Very  
Effective  
Market Positioning  
Social Media Marketing helps with premium pricing for  
luxury brands vs. economy pricing for budget-friendly  
options.  
3.45  
0.74  
Very  
Effective  
Composite Mean  
3.40  
0.48  
Very  
Effective  
N = 200 respondents  
The table depicts a composite mean of 3.40 and a standard deviation of 0.48 that is textually illustrated as; Very  
Effective. This finding implies that social media systems are useful in reinforcing the perception of pricing-  
strategies among consumers, increasing awareness of the value-offers, and persuading customers to buy the  
product. The mean weight of indicators obtained is greatest at the market positioning 3.45, which means that  
social media is effective in communicating premium to luxury brands pricing, as well as low-cost pricing to  
budget-conscious consumers. The discovery coincides with the research of Hossain and Rahman (2023), who  
highlighted that digital marketing enables companies to customize the price message to various market segments  
by using targeted advertising and the customization of the displayed content. In the meantime, competitive  
pricing 3.44 and psychological pricing 3.43 were rated most effective, which implies that a social media can  
help a brand remain competitive following the prices of competitors and relying on imaginative tactics with  
visual promotions and time-limited sales to establish the impression of affordability. As Amin and Priatmoko  
(2022) contend, social media marketing improves the rate at which consumers perceive the prices as fair  
psychologically since they continuously see offers and comparative prices. In addition, social media assists  
brands to change and set prices, based on regional demand, purchasing power and the cost of production  
(location-based pricing 3.36 and cost-based pricing 3.34 also earned highly effective ratings). This was also  
supported by Yang et al, (2024), where real-time consumer analytics are offered on digital platforms that enable  
marketers to dynamically and competitively optimize their prices.The findings demonstrate that social media  
marketing can be used effectively to convey the pricing strategies because it increases the level of customer  
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interaction and alters the feelings of value and affordability. Social media assists businesses to engage more  
people, emphasize fairness, and reinforce brand positioning in competitive market environments through  
personalized, transparent, and attractive pricing communication.  
Table 4.2.b  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of Price  
(Traditional Marketing)  
Indicators  
W.M.  
2.66  
2.79  
2.71  
2.24  
S.D  
0.06  
0.51  
0.46  
0.71  
Verbal  
Description  
Location-Based Pricing  
Traditional Marketing helps prices vary depending  
on the region, cost of living, and purchasing power.  
Cost-Based Pricing  
Effective  
Effective  
Effective  
Traditional Marketing helps set prices based on  
production costs plus a profit margin.  
Competitive Pricing  
Traditional Marketing helps set prices based on  
competitors’ prices to stay relevant.  
Psychological Pricing  
Traditional Marketing helps strategize using  
psychology by using Php 199.99 instead of Php 200.00  
make prices seem lower.  
Less  
Effective  
Market Positioning  
Traditional Marketing helps with premium pricing  
for luxury brands vs. economy pricing for  
budget-friendly options.  
2.27  
0.42  
Less  
Effective  
Composite Mean  
2.53  
0.43  
Effective  
N = 200 respondents  
This table indicates how effective traditional marketing has been in influence on the price-related visit intention  
of the customers. The statistics show a compound average of 2.53 and a standard deviation of 0.43, which is a  
verbal indication of effectiveness. It implies that traditional marketing is still applicable in the presentation of  
the pricing information, but its impact is less significant than that of social media marketing. Cost-based pricing  
gained the highest weighted mean 2.79 and then competitive pricing 2.71 and location based pricing 2.66 which  
are effective. Such findings suggest that the conventional methodologies like printed advertisement, flyers and  
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billboards continue to aid in the process of enlightening the customers on the price of products, production cost  
and value propositions. Nevertheless, the comparatively moderate scores suggest that these approaches are not  
that adjustable to the shifting consumer patterns and market dynamics. Conversely, psychological pricing 2.24  
and market positioning 2.27 were considered less effective which implies that traditional marketing cannot  
convey subtle pricing messages as well as digital media. Kumar and Gupta (2023) argue that traditional  
advertising does not provide the level of interaction and customization that digital platforms provide, which  
means that it cannot have the same effect on consumer perceptions of price fairness and competitiveness. In a  
similar manner, as Chen et al. (2022) discovered, traditional marketing is still useful in strengthening brand trust  
with older demographics, but it is not sufficient to attract younger and tech-sensitive consumers who respond to  
digital pricing signals more effectively. In addition, Hossain and Islam (2024) noted that the digital  
transformation has redefined the pricing communication through transparency and immediacy, which cannot be  
replicated to the fullest extent by traditional media. The results have shown that traditional marketing strategies  
do not cease being effective in terms of conveying price-based information, but its power is limited because of  
the absence of dynamic and two-directional features. The data indicate that companies would be able to improve  
their pricing performance by combining the conventional strategies with the digital strategies that would be  
interactive, flexible, and real-time consumer engagement.  
Table 4.3.a  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of Service  
Quality (Social Media Marketing)  
Indicators  
W.M.  
2.75  
3.47  
3.52  
S.D  
0.13  
0.31  
0.65  
Verbal  
Description  
Accessibility & Convenience  
Social Media Marketing helps reach customer service  
using phone and social media pages.  
Reliability  
Effective  
Social Media Marketing helps with the ability to  
provide consistent and accurate service every time.  
Responsiveness  
Very  
Effective  
Social Media Marketing helps with service quality by  
being quick and efficient in responding to customer  
inquiries, complaints, and requests.  
Assurance  
Very  
Effective  
Social Media Marketing helps customers feel safe and  
secure when interacting with staff.  
Tangible  
3.57  
3.58  
0.72  
0.91  
Very  
Effective  
Social Media Marketing helps with Cleanliness,  
Very  
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using modern technology, and professional presentation  
Effective  
to enhance service quality.  
Composite Mean  
3.37  
0.54  
Very  
Effective  
N = 200 respondents  
The findings reveal that social media marketing is usually very effective in the development of perception of the  
service quality among customers where the composite mean is 3.37 (S.D. = 0.54). The five indicators used gave  
the lowest weighted mean (2.75) which translates to Effective and means that though social media is a good tool  
to reach customers, it may still be limited by poor accessibility, such as access which is not always available or  
responsive in various platforms. Conversely, Reliability (3.47), Responsiveness (3.52), Assurance (3.57), and  
Tangibility (3.58) were rated as Very Effective, which means that social media marketing plays a significant  
role in providing a consistent, trustworthy and visually pleasing customer service experience. These results can  
be compared to the latest works that highlight the importance of social media marketing in increasing service  
quality perceptions through the increase of the interaction speed, reliability of information, and customer  
confidence (Hussain et al., 2023; Tandon et al., 2021). In addition, the high responsiveness and assurance scores  
indicate that the companies that have implemented social media promptly and efficiently respond to customer  
concerns, which, in its turn, helps to build satisfaction and loyalty (Raza et al., 2022). On the whole, the table  
suggests that the social media marketing can be a very useful instrument in the enhancement of the customer  
service quality, as well as a positive impact on the visit intention, which is in alignment with the recent studies  
pointing to a close correlation between the digital marketing engagement and the service quality, on the one  
hand, and the behavioral intentions, on the other hand (Ali et al., 2024; Nguyen and Huynh, 2023).  
Table 4.3.b  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of Service  
Quality (Traditional Marketing)  
Indicators  
W.M.  
2.86  
2.58  
2.00  
S.D  
0.29  
0.97  
0.45  
Verbal  
Description  
Accessibility & Convenience  
Traditional Marketing helps reach customer service  
using phone and social media pages.  
Reliability  
Effective  
Effective  
Traditional Marketing helps with the ability to  
provide consistent and accurate service every time.  
Responsiveness  
Traditional Marketing helps with service quality by  
being quick and efficient in responding to customer  
Less  
Effective  
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inquiries, complaints, and requests.  
Assurance  
Traditional Marketing helps customers feel safe and  
secure when interacting with staff.  
Tangible  
1.87  
1.99  
0.66  
0.62  
Less  
Effective  
Traditional Marketing helps with Cleanliness,  
using modern technology, and professional presentation  
to enhance service quality.  
Less  
Effective  
Composite Mean  
2.26  
0.60  
Effective  
N = 200 respondents  
The findings indicate that the total composite mean is 2.26 (S.D. = 0.60), which can be considered to be Effective,  
but significantly less than that of social media marketing (Table 3.3.a, composite mean = 3.37). The indicators  
with the highest scores were Effective were Accessibility and Convenience (2.86) and Reliability (2.58), which  
show that traditional marketing tools, including print, radio, and face to face promotions make customers have  
some degree of reliability and accessibility. But the ratings of Responsiveness (2.00), Assurance (1.87) and  
Tangibility (1.99) were Less Effective, which implies that traditional marketing has not been successful in its  
response to quick service delivery, personal assurance, and updated presentation as compared to digital  
applications. The findings align with the existing literature which reveals that conventional marketing has  
become ineffective in the digital age because of the lack of interactivity, slow feedback systems, and the lack of  
personal customer contact (Nguyen and Huynh, 2023; Hussain et al., 2023). On the contrary, digital and social  
media marketing are more responsive in real-time, more visual and interactive with customers, which is difficult  
to duplicate by traditional ways (Ali et al., 2024; Raza et al., 2022). Also, the reduced Responsiveness and  
Assurance scores indicate the weaknesses of traditional marketing in terms of its capacity to support customers  
immediately or establish customer trust since communication usually takes place at a distance and during a more  
extended time (Tandon et al., 2021).  
The findings indicate that although traditional marketing is effective due to its accessibility and reliability, its  
influence on service quality dimensions that are essential to the customer visit intention has significantly  
decreased in the digital transformation era. On the whole, the table suggests that the conventional marketing is  
still rather effective but still less at affecting the perceptions of the quality of the services than the social media  
marketing that offers more dynamic and customer-oriented interactions (Ali et al., 2024; Nguyen and Huynh,  
2023).  
Table 4.4.a  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of  
Atmosphere (Social Media Marketing)  
Indicators  
W.M.  
S.D  
Verbal  
Description  
Interior Design and Ambiance  
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Social Media Marketing helps restaurants be stylish  
yet functional tables, chairs, and booths that  
complement the restaurant’s theme.  
Music  
3.68  
0.57  
Very  
Effective  
Social Media Marketing helps set the mood  
3.63  
3.56  
3.64  
3.60  
3.62  
0.97  
0.92  
0.45  
0.72  
0.73  
Very  
Effective  
Cleanliness & Hygiene  
Social Media Marketing helps in ensuring a  
welcoming environment.  
Very  
Effective  
Temperature & Ventilation  
Social Media Marketing helps the restaurant have a  
comfortable temperature (Not too hot or too cold)  
Outdoor  
Very  
Effective  
Social Media Marketing helps in providing a scenic  
dining experience.  
Very  
Effective  
Composite Mean  
Very  
Effective  
N = 200 respondents  
The composite mean of 3.62 (S.D. = 0.73) shows that the use of social media marketing is very effective to  
create the atmosphere of a restaurant and, by extension, affect the desire to visit it. The ratings of all the indicators  
were very effective: Interior Design and Ambiance 3.68, Music 3.63, Cleanliness and Hygiene 3.56, Temperature  
and Ventilation 3.64, and Outdoor Environment 3.60. The top rating, Interior Design and Ambiance, presupposes  
that the visual advertising and aesthetic presentation in social media have a strong impact on the perception of  
the customers towards the restaurant in terms of style and comfort. Research has proven that visual content  
posted on such websites as Instagram and Facebook creates a better atmosphere and influences customer actions  
and dining intention (Nguyen and Huynh, 2023; Ali et al., 2024). In the same fashion, the indicators Music,  
Temperature and Ventilation, and Outdoor Setting have been rated as Highly Effective; this allows one to infer  
that the social media campaigns, where a friendly, cozy, and captivating atmosphere at dinner is being portrayed,  
successfully attract emotional involvement and anticipation in potential customers. Raza et al. (2022) state that  
the social media communication of sensory cues, i.e., pictures of the atmosphere, hygiene, and comfort positively  
influence the customer expectations and perceptions of service quality. The Cleanliness and Hygiene 3.56 score  
also substantiates the results of more recent studies that indicate that online presence of hygiene and safety  
measures can significantly increase trust and visit intention particularly during the post-pandemic era (Hussain  
et al., 2023; Tandon et al., 2021). Therefore, social media does not only create an ambiance of safety and comfort,  
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which is paramount in hospitality marketing, but also strengthens it. Generally, this table shows that social media  
marketing can be a very useful tool when it comes to marketing the atmosphere of a restaurant since it is a  
powerful means of conveying environmental information that would attract and keep customers. Such findings  
are consistent with existing research that claims that the visual stories of digital marketing have a potent impact  
on customer perceptions of ambiance and their intentions to visit (Ali et al., 2024; Hussain et al., 2023).  
Table 4.4.b  
Level of Effectiveness of Marketing Strategies in Influencing the Customer’s Visit Intention in terms of  
Atmosphere (Traditional Marketing)  
Indicators  
W.M.  
S.D  
Verbal  
Description  
Interior Design and Ambiance  
Traditional Marketing helps restaurants be stylish  
yet functional tables, chairs, and booths that  
complement the restaurant’s theme.  
Music  
3.12  
0.29  
Effective  
Traditional Marketing helps set the mood  
2.93  
2.79  
0.19  
0.23  
Effective  
Effective  
Cleanliness & Hygiene  
Traditional Marketing helps in ensuring a  
welcoming environment.  
Temperature & Ventilation  
Traditional Marketing helps the restaurant have a  
comfortable temperature (Not too hot or too cold)  
Outdoor  
2.89  
0.07  
Effective  
Traditional Marketing helps in providing a scenic  
dining experience.  
2.85  
0.40  
Effective  
Composite Mean  
2.91  
0.24  
Effective  
N = 200 respondents  
The findings indicate a composite mean of 2.91 (S.D. = 0.24) which is verbally described as Effective which  
proves the fact that traditional marketing is still moderately effective in shaping the perception of customers  
towards the atmosphere of a restaurant. The ratings, that is, Interior Design and Ambiance 3.12, Music 2.93,  
Cleanliness and Hygiene 2.79, Temperature and Ventilation 2.89, and Outdoor Setting 2.85 were Effective. The  
rating of the highest level of the Interior Design and the Ambiance implies that the classical marketing tools like  
the use of printed materials, posters, and billboards contribute to the creation of the visual image and the  
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atmosphere of the restaurant (Nguyen and Huynh, 2023). Nevertheless, such channels are not as interactive and  
engaging as the digital and social media platforms. The comparatively low ratings of Cleanliness and Hygiene  
and Outdoor setting suggest that the traditional marketing fails to convey the real-time information or the  
experience of the environment that is bright. According to recent studies, customers expect to assess the  
atmosphere and hygiene of the restaurant by analyzing online images and social media posts, which are  
becoming more frequently used as a criterion to visit a restaurant (Ali et al., 2024; Hussain et al., 2023). Such a  
change is indicative of the fact that the modern consumer is more inclined to the digital experience as the  
interactive photos, videos, and virtual tour are much more effective at creating the perceived atmosphere,  
compared to the traditional adverts (Raza et al., 2022). On balance, although traditional marketing is quite  
effective in shaping the impression of customers on the atmosphere, it has a lower impact than social media  
marketing (Table 4.4.a, composite mean = 3.62). The results are consistent with the research that holds that  
digital and social media platforms are more effective in creating customer experiential perception and behavioral  
intentions because of their visual and interactive features (Tandon et al., 2021; Nguyen and Huynh, 2023).  
Part IV. Significant Difference Between the Effectiveness of the Marketing Strategies to the Profile of the  
Respondents  
Table 5.1  
Significant Difference Between the Effectiveness Traditional Marketing According to the Profile of the  
Respondents  
Factors  
SS  
df  
MS  
F
p-value  
Interpretation  
Between  
Within  
4442.8  
8815.2  
19  
3
1480.9  
550.9  
Age  
16  
2.6879  
0.08131  
Not  
Total  
13258.0  
Significant  
Between  
Within  
10275.0  
15.0  
3
4
3425.0  
3.7  
Gender  
Total  
93.3330 0.00001  
Significant  
Significant  
10290.0  
7
1631.2  
6615.5  
51  
Between  
3
543.7  
137.8  
Occupation Within  
Total  
48  
3.9452  
0.01355  
8246.7  
Between  
5301.5  
7928.5  
3
12  
15  
1767.2  
660.7  
Income  
Level  
Within  
Total  
2.6746 0.09448  
Not  
13230.0  
Significant  
Table 5.1 shows the significant difference between the effectiveness traditional marketing according to the  
profile of the respondents. Based from the result, the level of effectiveness of the marketing strategies according  
to age that has a computed p-value of 0.08131 and income with 0.09448 have computed p-values greater than  
the 0.05 level of significance, indicating that they are not statistically significant and thus the null hypothesis is  
not rejected. Moreover, gender with p-value of 0.00001 and occupation with p-value of 0.01355 have p-values  
lower than the 0.05 level of significance, which means they are statistically significant and the null hypothesis  
is rejected. These findings imply that gender and occupation are significant determinants, while age and income  
level do not exert a statistically significant effect.According to Kannan (2017), businesses must recognize the  
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significance of digital touchpoints in influencing consumers even before they set foot in physical stores. This  
transformation definitely needs a more thorough comprehension of the consumer's journey through the digital  
world and how their digital encounters lead to the decision of buying.Particularly, the findings revealed that age,  
gender, occupation, and income did not have any impact on the perceptions of the respondents. It did not matter  
if the respondents were young or old, male or female, employed or unemployed, and regardless of their income,  
they all agreed that marketing strategies were effective in the areas of food quality, price, service quality, and  
atmosphere.In conclusion, these findings imply that the marketing strategies used by the local restaurants in  
Boac, Marinduque, are effective universally and have a broad appeal across different customer groups thus, their  
influence on the intention of visit is widespread.  
Table 5.2  
Significant Difference Between the Effectiveness Social Media Marketing According to the Profile of the  
Respondents  
Factors  
SS  
df  
MS  
F
p-value  
Interpretation  
Between  
Within  
3026.8  
6231.2  
19  
3
1008.9  
389.4  
Age  
16  
2.5907  
0.08883  
Not  
Total  
9258.0  
7630.0  
6404.8  
Significant  
Between  
Within  
7567.0  
63.0  
3
4
2522.3  
Gender  
Total  
15.75  
160.14 0.00013  
Significant  
Significant  
7
Between  
1125.1  
5279.7  
51  
3
375.1  
109.9  
Occupation Within  
Total  
48  
3.4095  
0.02479  
Between  
3783.5  
6044.5  
9828.0  
3
12  
15  
1261.2  
503.7  
Income  
Level  
Within  
Total  
2.5037 0.10881  
Not  
Significant  
Table 5.2 shows the significant difference between the effectiveness of social media marketing according to the  
profile of the respondents. Based from the result, the level of effectiveness of the marketing strategies according  
to age that has a computed p-value of 0.08883 and income with 0.10881 have computed p-values greater than  
the 0.05 level of significance, indicating that they are not statistically significant and thus the null hypothesis is  
not rejected. Moreover, gender with p-value of 0.00013 and have p-values lower than the 0.05 level of  
significance, which means they are statistically significant and the null hypothesis is rejected. These findings  
indicate that gender and employment status are major factors, whereas age and income level do not have a  
statistically significant influence. In this regard, Jasminca Duricanin et al. (2023) suggest that, through a detailed  
study of consumer engagement, perceptions, and preferences, companies could design marketing strategies that  
not only attract different audiences but also take advantage of both traditional and digital platforms. This all-  
encompassing understanding of consumer behavior serves as a guide for businesses to deal with the difficulties  
of the present-day marketing environment and reap the benefits of their visibility in an era characterized by fluid  
and interlinked communication. The results imply that gender and career are great determinants influencing the  
elements underneath have a look at, suggesting that interventions, programs, or regulations need to be designed  
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with consideration for gender variations and the various situations of occupational agencies to make certain  
inclusivity and effectiveness.  
Proposed Intervention Suggested to Improve Customer’s Visit intention in the Municipality of Boac,  
Marinduque.  
Hence the level of effectiveness of each of the marketing strategies in influencing the customer’s visit intention  
were only effective, the researchers suggested to intensify the used of social medias in promoting the different  
restaurants in the province. Restaurants owners may use the different online platforms to show and promote their  
restaurants. At the same time, while traditional marketing showed lower effectiveness, it should not be  
disregarded. Instead, the redesign can be done in such a way that it will be able to supplement the digital  
promotions, that is, issuing community-based promotions, connecting up with local businesses, and engaging  
customers offline through loyalty programs will be the offline methods of the digital promotions. The titled of  
the proposed intervention was “Negosyo Palakasin mo, On line Platforms Gamitin  
SUMMARY, SUMMARY OF FINDINGS, CONCLUSION AND RECOMMENDATIONS  
This chapter discusses the results of this study. It presents the summary, conclusion and recommendation  
formulated by the researcher based on the results of the data gathered.  
SUMMARY  
This study will adopt a quantitative research method to identify the effectiveness of social media marketing and  
traditional marketing in influencing customer visit intention to local restaurants in the Municipality of Boac,  
Marinduque. The study will involve 200 customers who dine at and purchase products and services from these  
local restaurants. The Boac area, more precisely the Poblacion or town proper barangays, will be the only place  
for data collection during the whole third week of July 2025. A structured survey questionnaire will be the data  
collection tool to be used. The researchers used tables and narrative to interpret the data gathered.  
SUMMARY OF FINDINGS  
The majority of the respondents are females 52.5% who are 18-27 years old 64.5% and unemployed 56 % with  
very low income of Php 0- Php10,000.00, 56%. This implies that most respondents are still at the beginning of  
their careers and are probably students or job hunters, who are not financially stable. The statistics imply that  
the economic and social status of this group affects their needs, consumption patterns and priorities. The  
implication of such a discovery is the need to create low-cost and low-entry programs, products, or opportunities  
that can appeal to the young and low-income earners among the population, and especially the women to better  
their economic engagement and living standards.  
The results show that the most common one of these strategies employed by the local restaurants in Boac,  
Marinduque is social media marketing as it was noticed by 86.5% of the customers, whereas only 13.5% of the  
customers were aware of the traditional marketing strategies. This implies that the majority of local companies  
are moving towards the digital platform to advertise their products and connect with their customers. The effect  
of this trend is enormous - it indicates that technology and online presence are becoming very important in rolling  
on customer awareness and purchasing choices. With the emphasis on social media marketing, restaurants can  
address a broader audience, establish greater brand awareness and increase the level of customer interaction,  
which eventually will add to the business development and competitiveness on the local market.  
The results indicate that print advertisement are rarely seen by the respondents with a weighted average of 1.84  
that is translated to Disagree. This suggests that print media has low visibility and reach to local restaurant in  
Boac, Marinduke, and they contribute not much to the visit intentions of customers. (Print)  
Promotional handouts like flyers, discount coupons and brochures were also very low and accounted by  
respondents with WM = 1.55, Strongly Disagree. This implies that restaurants in the area seldom utilize or have  
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poor efficacies in utilizing physical promotional handouts, which causes them to have little influence on  
awareness and visit intention. (Promotional handouts).  
The average of 1.33 means that the respondents hardly notice the restaurants being involved in the community  
events and coverage in the media (Strongly Disagree). In such a way, PR activities are mostly missing or low in  
local restaurants, and it is impossible to establish reputation and effectiveness of visit intention among customers.  
(public relations)  
Scores on word-of-mouth through friends, family, or co-workers were relatively higher (WM = 2.64, Agree), so  
personal referrals are still considered a significant source of information when choosing where to eat. The given  
finding shows that WOM is an efficient informal promotional tool that has a positive impact on visit intention  
in the community. (word of mouth)  
There was a positive rating of online promotions through ads and videotapes (WM = 3.11, Agree), which  
suggests that the respondents were regularly exposed to the electronic media campaigns. This proves that  
electronic media is an effective and applicable tool in raising restaurant awareness and improving customer  
traffic to the restaurants. (Electronic Media Campaign)  
Individualized emails or promotional message was rated as very low WM=1.54, Strongly Disagree indicating  
that direct mail/email marketing is not a generally observed or used practice amongst the customers in Boac.  
Direct mail is therefore not a significant contributor to the engagement or visit intentions of the local customers.  
(Direct Mail Program)  
The most successful activity was social networking activities like post, photo, promotion on Facebook, Instagram  
and TikTok with WM = 3.45, Strongly Agree, which meant good and stable customer exposure. This outcome  
recognizes social networking as the prevailing and the most effective marketing plan between local restaurants  
to influence customer interest and visit intention. (Social Networking)  
The results showed that social media marketing tactics were very effective in affecting the visit intentions of the  
customers especially on the perceptions of the quality of food whereas traditional marketing tactics were  
considered only effective. It means that there is increased attraction and persuasion of customers into online  
promotions and visual food content on social platforms that increases their expectations of food and dining  
experience. The effect of this discovery brings out the increased value of the digital presence in the current  
competitive marketplace - companies that actively engage with social media marketing have the capacity to gain  
customer interest and visits considerably, although traditional means are to be utilized as the support options to  
preserve wider market coverage.  
The results show that the marketing strategies based on social media were rated to be very effective in affecting  
the visit intentions of customers based on price whereas the traditional marketing strategies were rated to be  
effective. The implication of this is that social media platforms can be more influential, as far as developing  
customer perceptions and buy decisions are concerned, especially in that respect, when it comes to advertising  
price-related deals or discounts. Connecting with customers, providing timely promotions, and establishing trust  
can be more effectively in the hands of the businesses because of the interaction and spread of the social media.  
Impact: This brings out the need to make social media marketing more significant and a substantial investment  
in a business because it has more influence on consumer behavior and can result in an amplified number of  
customers visiting and purchasing a business than conventional methods.  
The results showed social media marketing marketing was very effective in influencing customers in their visit  
intentions, especially by improving the quality of services offered, whereas the traditional marketing marketing  
systems were only found to be effective. This implies that social media offers better and interactive platform  
through which businesses can interact with their customers, earn their trust, and foster good attitudes towards  
their services. The implications of this result are that the role of the online platform in forming customer behavior  
becomes increasingly important, and companies need to consider the role of enhancing their online presence and  
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ensuring high-service-quality standards to attract and retain customers to compete successfully in the current  
market environment.  
The results indicate that the social media marketing was very effective to have a significant effect on the intention  
of the customers to visit the place especially through the establishment of a more attractive and engaging  
environment, whereas the traditional marketing techniques were thought to be only effective. This implies that  
online media can influence customer images and attitudes more than standard media because they are interactive  
and visual. This discovery has shown the significance of social media marketing to businesses in attracting and  
retaining customers as the marketing approach not only improves brand awareness but also provides an  
interactive and deeper experience that is not attainable through the traditional approach. (atmosphere)  
The results have shown that neither age nor income has any significant effect on the effectiveness of the  
traditional marketing strategies and thus it can be concluded that the traditional marketing strategies attract the  
attention of both the age and income groups. Nonetheless, the effect of gender and employability is high, and  
this means that men and women, employed and unemployed people are not the same in their response to  
conventional marketing initiatives. This means that marketers ought to think of using gender and employment-  
based messages and channels to boost engagement and conversion. Impact: These findings are an indication to  
consider more specific and inclusive marketing strategies that would enable promotional resources and  
campaigns to be consistent with preferences and situations of different genders and employment groups to  
achieve improved marketing outcomes.  
The results show that age and income are not significant parameters in determining the effectiveness of social  
media marketing campaigns and this implies that the campaigns reach the intended audiences irrespective of  
these parameters. Nonetheless, gender and employability turned out to be influential, which means that men and  
women, employed and unemployed people respond differently to marketing activities. It would mean that the  
marketers need to work on customizing the content and the message depending on their gender and employment  
to increase their engagement and conversion. The findings indicate the need to segment the audience with gender  
sensitivity and employment targeting by considering that social media marketing efforts will yield improved  
marketing results when companies build gender sensitive and job-targeted social media campaigns instead of  
using age or income as a criterion to limit marketing efforts  
CONCLUSION  
The results of the research indicate that the traditional marketing approach and the social media marketing  
strategy have a significant impact on customer visit intentions to local restaurants in Boac, Marinduque, with the  
latter having greater influence. Findings have shown that gender and employment status are statistically  
significant variables that determine perceptions of marketing effectiveness without any meaningful influence of  
age and income. This is consistent with findings of Kannan (2017), who highlighted the fact that consumer  
decision-making across the demographic boundaries has been transformed by digital touchpoints due to the  
ubiquitous nature of the online marketing effect.Social media marketing especially social networking, electronic  
media campaigns, and word of mouth referrals were very effective in manipulating the consumers. These results  
endorse Al-Abdallah and Mustafa (2020) and Agoncillo (2023), who mentioned that digital media performs  
better than traditional media in generating aspersion and customer interaction in restaurant clientele. Social  
media provides a more interactive, visual and personal experience that improves brand recognition and customer  
loyalty (Duricanin et al., 2023; Maming & Festijo, 2021).On the other hand, the traditional marketing like print,  
promotional handouts, and public relations were only reported to be rather effective. However, they are still  
applicable to certain market segments, in particular older customers and those with low income, which is in line  
with the results by Zlatanov and Đuričanin (2023) that traditional touchpoints still have an impact on consumer  
memory and trust. Thus, an Integrated Marketing Communication (IMC) strategy should be considered, which  
would incorporate the digital and traditional media to make it inclusive, reach as many customers as possible,  
and maintain their interest within the different groups of consumers. All in all, this research paper proves that  
social media marketing is a critical driver of visit sentiments through the ability to boost the perception of food  
quality, price fairness, service quality, and restaurant atmosphere, which have been found to be major  
determinants of customer satisfaction and revisit attitudes in previous studies (Bichler et al., 2021; Sudiana and  
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Barusman, 2025). These strategies would help local restaurants to be more competitive and better-known as well  
as support the idea of the sustainable business development and Sustainable Development Goal 8 related to the  
promotion of decent work and economic growth.  
RECOMMENDATIONS  
Based from the results the following recommendations were drawn:  
The results showed that the most common one of these strategies employed by the local restaurants in Boac,  
Marinduque is social media marketing so the local restaurants may strengthen their social media marketing  
strategies since they are proven very effective in influencing customer visit intentions, especially through food  
quality, price, service quality, and restaurant atmosphere. Customer attraction and retention should be your main  
goal when it comes to engaging and also visually pleasing content on Facebook, Instagram, and TikTok. To  
achieve that, you can make use of posts, pictures, video clips as well as online promotions to increase visibility  
and interaction.  
The results showed that social media marketing is very effective and traditional marketing is just effective so  
local restaurants may integrate social media marketing with some traditional methods that are limited but still  
very strategically-selected, like attendance at local events, cooperation with schools or postings on bulletin  
boards to make your brand more visible, to continue to have a very active community presence.  
The result showed that gender and occupation was significant in determining the effectiveness of the marketing  
strategies so it is recommended to customize marketing messages based on gender and occupation, since these  
factors significantly affect how marketing strategies are perceived like highlighting affordability and  
convenience for students and unemployed individuals.  
The results indicated that print advertisement and promotional handout were rarely seen by the respondents so  
it is recommended that the local restaurants in Boac, Marinduque should reintroduce posters and promotional  
handouts like flyers on holidays and coupons for young students and low-income market segment to make it  
affordable.  
Traditional marketing should improve responsiveness and assurance by ensuring faster customer replies,  
promoting safety, and maintaining professional service presentation. The restaurants have to make sure that they  
also improve the aspects which can be seen such as hygiene, modernized menus, and well-trained personnel so  
that the customer can trust more and also perceive the quality of service more.  
DTI should organize marketing seminars and trainings catered to small food enterprises in Boac, Marinduque,  
where the spotlight would be on conventional and digital marketing, consumer interaction, and cost-effective  
promotions to improve their market position.  
To enhance visibility, community support, and the flow of customers, local restaurant owners ought to merge the  
old-fashioned and the modern ways of marketing, besides taking part in community activities and making their  
presence felt on social media.  
To Marketing professionals, they may create culturally relevant campaigns that utilize social media and word-  
of-mouth while improving the use of promotional handouts and email marketing to support local food businesses.  
For customers, they can attract the attention of local restaurants by participating in the online promotions, giving  
positive feedback, and taking part in the community campaigns aimed at better services and the survival of local  
business.  
To the future researches, is it recommended to take larger populations and different sectors into consideration to  
make results more valid and to investigate the long-lasting impact of digital marketing, customer loyalty, and  
new platforms such as TikTok.  
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For SDG 8, Social media marketing strategy should be enhanced since it helps to promote long-term  
development of the business, attract more customers, provide more employment opportunities, and strengthen  
the local economy's stability.  
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