The Influence of Social Media Marketing Activities on Customers Satisfaction and Purchase Intention at Mid-scale Restaurants in Penang
List of Authors
Abdul Rais Abdul Rahman, Asma’ Ali, Aziz Yusof, Khairil Shazmin Kamarudin, Teow Jin Zhe
Keyword
Mid-scale Restaurant, Social Media Marketing Activities, Purchase Intention, Customer Satisfaction
Abstract
With the popularity of social media platforms, a growing number of mid-scale restaurants have adopted social media marketing strategies on customers engagements to promote services. However, there have been limited research on how social media marketing affects customers satisfaction and purchase intentions of mid-scale restaurants despite its extensive adoption in the industry. This research aims to examine the effect of social media marketing activities (SMMAs) towards customer satisfaction (CS) and purchase intention (PI). In attaining the objectives of this study, an online survey through Google Form was designed to gather data using purposive sampling, of 200 social media followers, from selected diners at mid-scale restaurants in George Town. The study’s findings indicated that there is a relationship between social media marketing activities (CUST, ENTR, TRND, INTR) with customer satisfaction (CS) and purchase intention. Consequently, interaction exhibits the strongest positive correlation with customer satisfaction, while trendiness (TRND) demonstrates the highest positive relationship with purchase intention (PI). The primary factor influencing customer satisfaction and purchase intention is the level of interaction (INTR). This study’s results are beneficial to restauranteurs, suggesting better interaction level of their social media platforms with potential diners in order to improve the delivery and effectiveness of their social media marketing activities to enhance customer satisfaction and purchase intention.