ONLINE PROMOTION OF FIRST BREW: ITS IMPACT ON CUSTOMER SATISFACTION

Abstract

First Brew is a milk tea shop in Batasan Hills, offering food items like takoyaki and fried noodles. As a franchise, the business is managed by the owner and employees. Being a newly established store, First Brew faced challenges in attracting customers, particularly through online platforms. This study aims to examine the relationship between online promotion and customer satisfaction, with the goal of improving online marketing strategies to boost customer engagement and attract more clientele. This study utilized a quantitative correlational design to investigate the relationship between two variables. The researchers applied random sampling and Slovin's Formula, selecting 50 participants from a population of 360 in Batasan Hills, with a 95% confidence level and a 5% margin of error. A pilot test with 10 participants was conducted to evaluate the clarity and accuracy of the survey questions. Data was gathered using a survey questionnaire distributed through Google Forms. To analyze the data, statistical treatments such as percentage and frequency distribution, weighted mean, ranking, and Pearson correlation were employed to determine the relationship between online promotion and customer satisfaction. The results of the study indicated that the overall mean for satisfaction with the product was 3.48, satisfaction with sales promotion was 3.46, satisfaction with social media advertising was 3.46, satisfaction with online promotion was 3.49, satisfaction with content was 3.51, and satisfaction with brand image was 3.51. These values reflect strong agreement and were interpreted as "highly satisfied." The findings also showed a t-statistic value of 0.65 and an r-value of 0.178. The p-value for the analysis was 0.525871, which exceeds the significance level of p<0.05. As a result, there is no statistically significant relationship between online promotion and customer satisfaction, and the null hypothesis is therefore accepted. This study examines the factors that influence online promotion and customer satisfaction at First Brew. The findings reveal how First Brew affects its customers in areas such as product quality, sales promotion, social media advertising, online reviews, content, and brand image. Based on these insights, the researchers have provided recommendations to help First Brew attract more potential customers while improving satisfaction for both current and future customers, both in-store and online.