Effectiveness of Online Marketing towards Customer’s Satisfaction of Ukay Ukay in Novaliches, Quezon City

Vol.3, No.1A

Abstract

Nowadays, ukay-ukay is a trend where people buy second-hand clothes, bags, shoes, accessories, and many more due to its affordability. However, due to the pandemic and shift in the marketing paradigm, some ukay-ukay stores are striving to bring back the volume of their customers, loyalty, and even interest in physical stores of ukay-ukay. That is why we conducted this research to show them the importance of online marketing in the digital paradigm. The study utilized a quantitative research method, which utilized 50 ukay-ukay lovers/buyers who buy online ukay to evaluate the effectiveness of online marketing in terms of product price, delivery, transactions, and online feedback. The researchers used a convenience sampling technique to approach respondents regarding the variable cited and to identify the description of customers' profiles, such as age, gender, and employment status. The following statistical tools were used to answer the statement of the problem: frequency, percentage, and weighted mean.

The study's findings revealed that 44 respondents are 15-25 years old, four respondents are 26-35, 2 respondents are 36-45 years old, and 0 respondents are 46 years old and above. In terms of gender, 32 were male, while 17 respondents were female. Lastly, in employment status, ten were employed, none were unemployed, and 10 were students. Online marketing towards customer's demand in terms of Product Offering garnered an overall weighted mean of 3.40, customer's demand in terms of Pricing Strategy garnered an overall weighted mean of 3.96, customer's demand in terms of Delivery Service garnered an overall weighted mean of 3.74, customer's demand in terms of Transactions garnered an overall weighted mean of 3.85, and customer's demand in terms of online feedback garnered an overall weighted mean of 3.88.  

The result is that business owners should provide a value-added strategic plan and encourage user-generated content in order for the business to gain consumers' trust and loyalty in their buying of clothes. Owners must provide more promos, which could be the best way to increase online ukay-ukay sales.