ASSESSMENT OF SOCIAL MEDIA UTILIZATION OF PRETTYNEST TOWARDS CUSTOMER SATISFACTION : BASIS FOR ENHANCEMENT

Abstract

Prettynest, established in 2017, gained recognition for its diverse beauty care products and secured a presence in Robinsons Fairview. As market competition increased, the need for a more modern and strategic marketing approach became apparent, particularly in digital advertising. However, Prettynest has primarily focused on its physical store, limiting its online and social media presence. This study examines the influence of social media utilization and the 4Ps of marketing on customer satisfaction, engagement, and loyalty in Robinsons. The findings aim to provide actionable strategies to enhance Prettynest’s brand visibility, market reach, and digital presence. The study evaluated Prettynest’s use of social media and its influence on customer satisfaction. It employed a quantitative descriptive research method with convenience sampling, a non-probability technique, gathering data from 30 respondents at Robinsons Novaliches, Quezon City. The research utilized frequency and percentage distribution analysis to measure the effectiveness of Prettynest’s digital marketing efforts. The study examines Prettynest’s online marketing effectiveness through social media platforms, assessing whether modern marketing strategies enhance customer satisfaction and brand awareness. Platforms like Facebook, TikTok, and Instagram receive consistently high satisfaction ratings, demonstrating their impact on branding, engagement, convenience, and scalability. Key marketing factors—price, product, place, and promotion—show positive customer responses, ranging from "satisfied" to "highly satisfied." However, a major issue identified is the lack of responsive customer/chat support, emphasizing the need for management to enhance communication channels and improve overall customer experience. Prettynest has established a strong presence with its physical store, but expanding its reach through social media is key to attracting a larger and more diverse audience. This research emphasizes the untapped potential of social media as an influential marketing tool for Prettynest’s brand growth. By effectively utilizing platforms such as Facebook, Instagram, and TikTok, Prettynest can foster direct engagement with current customers, expand its follower base, and boost its digital presence. Implementing a comprehensive social media strategy will not only enhance brand awareness but also drive sales and customer loyalty. The study provides actionable insights into Prettynest’s marketing approach and suggests strategic improvements to ensure sustained growth and competitiveness within the cosmetics industry.