Advisers

Jennylene A. Abalos

Discipline

Marketing

Abstract

This study examined the influence of social media marketing strategies on the sales performance of Coffee Daily, a small café in Batasan, Quezon City. With growing competition in the coffee industry, small businesses often struggle to attract and retain customers through traditional marketing. Social media platforms like Facebook, Instagram, and TikTok offer affordable promotional tools, but many local cafés are unsure which strategies effectively boost sales. This research aimed to determine whether content quality, customer engagement, and platform usage significantly affect business performance, providing practical insights for small entrepreneurs relying on digital marketing. A quantitative correlational design was employed. Data were collected via structured surveys from 50 customers, 5 employees, and 1 manager/owner. Purposive sampling was used for staff, while convenience sampling targeted customers who engaged with the café’s social media. Data analysis involved frequency distribution, weighted mean, and correlation analysis to assess the relationship between marketing strategies and sales performance. Social media marketing positively affected sales. Content quality, including clear photos, short videos, and creative captions, attracted attention and increased purchase interest. Customer engagement, such as responding to comments, running promotions, and interactive posts, was linked to loyalty and repeat purchases. Facebook was most effective for announcements, Instagram for branding, and TikTok for attracting younger audiences. Social media serves as both a promotional and relationship-building tool. Despite the limited sample, the study highlights the importance of consistent, creative, and responsive digital marketing. Future research could expand to more businesses and longer periods to further validate these findings.

Keywords

sales performance, social media marketing, customer engagement, content quality, platform usage, coffee shop business, digital promotion