Digital marketing intervention to improve customer Engagement in Martion Restaurant

Abstract

The purpose of this study is to improve the customer engagement in Martion Restaurant using the digital marketing strategies. Action research was applied in the study and an intervention plan was designed to examine the digital marketing to improve the customer engagement in Martion Restaurant. The study used a mixed method for data collection which consists of qualitative and quantitative approaches. For the qualitative approaches, it involved 2 participants and for the quantitative approaches, the sample size was 384 respondents from the population that was assumed to have approximately 1,000,000 individuals. Those respondents will be used in this study for the primary data collection. The data collected from the mixed method will be analyzed using the SPSS and NVivo software. The findings from this study found that the intervention in digital marketing could improve the customer engagement in Martion Restaurant.There is difference before and after intervention as the followers of Martion page increased and also the engagement of users increased. Besides, after the intervention was applied in Martion Restaurant, there is a difference in sales performance since the sales performance before was not in a good condition and now the sales performance has increased.