Effectiveness Of Online Marketing And Consumer Attitude Towards Sales Performance In Food Service Industry

Lim, Li Xin (2017) Effectiveness Of Online Marketing And Consumer Attitude Towards Sales Performance In Food Service Industry. Project Report. UTeM, Melaka, Malaysia. (Submitted)

Text (24 Pages) Effectiveness Of Online Marketing And Consumer Attitude Towards Sales Performance In Food Service Industry.pdf - Submitted Version Download (419kB)

Abstract

The ever-growing internet consumption has nurtured a new generation of consumers who are in technologies savvy and these made opportunities to promote marketer’s product and services by using web-based promotional strategies for outreaching the targeted audience. Extent from the existing literatures on the impact of online marketing toward sales performance in restaurants, the purpose of the study is to examine the relationship between online marketing effectiveness metrics and sales performance in food service industry after added the mediator, consumers’ attitude towards online advertising. This study has approached 200 respondents, restaurant owners and restauranteurs in Peninsular Malaysia and categorized into four different districts (Northern, East Coast, Central and Southern) to understand their perception and opinion on which metric is effective and how consumer attitudes reacted towards profit gained in restaurant. All collected data were analyzed and computed using SPSS using reliability test, descriptive analysis, pearson correlation, regression and mediation analysis. Result showed online marketing effectiveness metrics and consumers’ attitude towards online advertising were positively influencing sales performance as outcome. However, consumer’s attitude as a mediator was relatively stronger than online marketing effectiveness metrics to give impact onto sales performance in Malaysia’s food service industry implied its likelihood to make rising of sales performance.

Actions (login required)

View Item