Abstract

In the current digital marketing landscape, social media marketing has become an essential strategy for enhancing brand visibility, customer engagement, and sales performance. With the rise of short-form video content popularized by platforms such as Facebook, Instagram, and TikTok, businesses are able to communicate their brand messages more creatively and connect with audiences on a personal and emotional level. One such business is The Roof Café PH, particularly its branch located in Bagong Silang, North Caloocan, which serves as the focal point of this study. A descriptive quantitative survey design was employed using purposive sampling to select 30 customers with direct experience of the café's social media marketing. Data were collected through structured questionnaires and analyzed using frequency distribution, percentage, weighted mean, and Likert scale (1.00-4.00). Respondents were predominantly young (90% under 25 years old), female (63.7%), and students (90%). Social media marketing effectiveness achieved overall "Effective" ratings for reach (3.23), engagement (3.17), and audience interaction (3.06). Sales performance impact was rated "Very Effective" for sales volume (3.37) and "Effective" for sales revenue (3.15) and profitability (3.23). The primary challenge identified was difficulty determining promotion validity (36.7% of respondents), followed by limited post visibility (26.7%). While social media marketing positively influences The Roof Café PH's sales performance, strategic improvements in promotional clarity, content visibility, response time, and information accessibility are recommended to maximize effectiveness and strengthen sales outcomes.