Effectiveness of Social Media in Influencing Customer Purchase Decision of Selected Start-up Restaurants in Daet, Camarines Norte

This research determined the effectiveness of social media in influencing customer purchase decision of selected start-up restaurants in Daet, Camarines Norte. Specifically, descriptive-correlational design was employed utilizing survey questionnaire and an interview. To achieve the objective of the study, the primary data was collected from a sample three hundred eighty (380) customers of start-up restaurants in Daet, Camarines Norte through questionnaire by applying a purposive sampling technique. The collected data from sample customers were analyzed using statistical tools such as frequency, percentage, ranking and mean. The study revealed and concluded that the level of effectiveness of social media in influencing customer purchase decision is positively related to educational attainment, commonly used social media platforms and frequency of service availment profile of the respondents and no significant relationship to age and sex profile of the respondents. Finally, the study recommended start-up owners to utilize social media campaign; establish return and refund processes, develop comprehensive privacy legislation, use Geotargetting a location-based strategy, implement strong authentication processes to address the challenges encountered by the customers relative to their purchasing decision. It is also suggested that future researchers to carry out a study that includes post-purchase decision as this study did not cover all stages of the customer decision process.