THE EFFECTIVENESS OF SOCIAL MEDIA AS A MARKETING TOOL FOR SELECTED MSMEs COFFEE SHOPS IN MANILA
The use of social media for business purposes is becoming increasingly popular among entrepreneurs today. Many studies have demonstrated social media’s potential as a marketing tool. However, only a few studies have shown its efficacy in MSMEs coffee shops. This study examined the effectiveness of social media as a marketing tool in MSME coffee shops within Padre Noval and Dapitan Sampaloc, Manila, and its influence on Grade 12 ABM students’ purchasing decisions. Researchers conducted a mixed method study, specifically an exploratory sequential study, using a structured observation guide to observe MSMEs coffee shops based on the 4Ps Marketing Mix Theory and selected only three involved in the survey questionnaire as screening questions. The researchers then distributed the survey questionnaire via Google Forms and employed simple random sampling to collect the needed quantitative data, utilizing the universal sample size of 100. Findings showed a relationship between MSME coffee shops, the effect of social media as a marketing tool, and the influence of social media on the purchasing behavior of Grade 12 ABM students. Findings also revealed that the social media platform Facebook is an effective platform for social media marketing.
Keywords: MSMEs, local coffee shops, social media marketing, purchasing decisions
