Journal Contents

CONTENT MARKETING AS DRIVER FOR CUSTOMER RETENTION AND BUSINESS GORWTH
Authors: Fatima D. Aban, Mark Francis L. Amor, Mark M. Sotto
Corresponding Author: Mark M. Sotto
Category: Business and Allied Courses
Abstract

This study investigates the role of content marketing as a driver for customer retention and business growth among selected businesses in Santiago City. It aims to determine the extent of implementation of content marketing strategies, identify the most effective approaches for engaging and retaining customers, and examine their relationship with business growth across financial, strategic, structural, and organizational dimensions. Employing a quantitative research design with a descriptive-correlational approach, data were collected from 30 business owners and marketing managers using a validated survey questionnaire. Statistical tools such as frequency distribution, mean, and Spearman rho correlation were utilized to analyze the data. The findings indicate that content marketing is widely implemented and plays a significant role in enhancing customer engagement and loyalty. Strategies such as social media marketing, storytelling, and interactive content were found to be particularly effective in fostering strong customer relationships. Moreover, results reveal a positive relationship between the extent of content marketing implementation and business growth, suggesting that businesses that actively utilize content marketing strategies experience improved performance and competitive advantage. The study also highlights that consistent and value-driven content contributes to stronger brand trust and increased customer lifetime value. Overall, the findings emphasize the importance of strategic content marketing in sustaining long-term business success. The study provides practical insights for business owners, marketers, and policymakers in optimizing digital marketing strategies to enhance retention and drive growth in a competitive marketplace.

Keywords: Content marketing, customer retention, business growth, digital marketing, customer engagement, Santiago City

Contact Number: 0783050931

Email: marksotto19@yahoo.com

DEVELOPMENT AND ACCEPTABILITY OF BANANA PEEL AS BURGER PATTY
Authors: Mary Jane A. Villanueva, Karla Joy F. Dela Vega, Xeline Mae C. Bayaua
Corresponding Author: Xeline Mae C. Bayaua
Category: Business and Allied Courses
Abstract

This study focuses on the development and acceptability of banana peel as an alternative ingredient for burger patties. It aims to evaluate the sensory attributes of the product, including appearance, taste, aroma, and texture, using varying quantities of banana peel. Employing a developmental research design anchored on the Input-Process-Output model, the study utilized three different treatments with varying proportions of banana peel as the primary component. Data were collected through a hedonic test administered to 30 respondents, composed of Hospitality Management students and teachers, to assess the level of acceptability of each formulation. Statistical tools such as mean, frequency, and percentage were used to analyze the results. Findings indicate that banana peel can be effectively utilized as a burger patty ingredient, offering a cost-efficient and nutritionally beneficial alternative to traditional meat-based patties. The results further reveal that certain formulations were more acceptable in terms of sensory qualities, particularly in taste and texture, which are critical factors in consumer preference. Additionally, the study highlights the environmental significance of utilizing banana peel, as it reduces food waste and promotes sustainable food practices. The incorporation of banana peel also enhances the nutritional value of the product due to its rich fiber and antioxidant content. Overall, the study demonstrates the potential of banana peel as a viable, affordable, and eco-friendly food innovation. The findings provide valuable insights for entrepreneurs, consumers, and future researchers interested in sustainable and alternative food product development

Keywords: Banana peel, burger patty, product development, acceptability, food innovation, sustainability

Contact Number: 09359211230

Email: xelinemaebayaua@gmail.com

UNDERSTANDING CONSUMER PERSPECTIVES AND ISSUES IN ACCESSING DIGITAL MARKETING PRODUCTS
Authors: Bernadette M. Leonin, Anna Marie S. Ramos, Keyzer Lane D. Sanchez
Corresponding Author: Keyzer Lane D. Sanchez
Category: Business and Allied Courses
Abstract

This study explores consumer perspectives and the challenges encountered in accessing digital marketing products in Santiago City. It aims to understand how consumers perceive digital marketing, identify the barriers they face, and gather suggestions to improve digital marketing strategies. Utilizing a qualitative research design with a phenomenological approach, data were collected through semi-structured interviews with selected participants who regularly use digital platforms. Thematic analysis revealed that consumers generally recognize the convenience and accessibility of digital marketing products, particularly in terms of information availability and online transactions. However, several challenges were identified, including privacy concerns, limited digital literacy, unreliable internet connectivity, and difficulties in navigating digital platforms. These barriers significantly influence consumer trust, engagement, and overall experience. Furthermore, issues such as digital fatigue and excessive advertisements were found to reduce consumer interest and interaction with digital content. Despite these challenges, participants provided valuable suggestions, emphasizing the need for improved user-friendly interfaces, enhanced data security, transparent communication, and more personalized yet non-intrusive marketing approaches. The findings highlight the importance of aligning digital marketing strategies with consumer needs and expectations to foster trust and long-term engagement. This study contributes to the growing body of knowledge on digital consumer behavior by providing localized insights relevant to developing urban areas. It offers practical implications for businesses and marketers in designing more effective, ethical, and inclusive digital marketing strategies that address consumer concerns while maximizing engagement and satisfaction.

Keywords: Digital marketing, consumer perspectives, accessibility issues, consumer behavior, digital literacy, Santiago City

Contact Number: 09685348490

Email: keyzlane99@gmail.com

LOCAL VS INTERNATIONAL BRANDS: ASSESSMENT OF QUALITY PERCEPTIONS AND BRAND SATISFACTION ON LIPSTICK BRAND
Authors: Kristine Heart F. Dempo, Precious Ann D. Fernando, John Ryan S. Baltazar
Corresponding Author: John Ryan S. Baltazar
Category: Business and Allied Courses
Abstract

This study examines the quality perception and brand satisfaction of local versus international lipstick brands among consumers in Santiago City. It aims to assess how consumers evaluate product quality across various attributes, including performance, durability, reliability, and aesthetic appeal, and how these perceptions influence overall brand satisfaction. Utilizing a quantitative research design with a descriptive-correlational approach, data were collected from selected respondents who have experience using both local and international lipstick brands. Statistical tools such as frequency distribution, mean, and Spearman rho correlation were employed to analyze the data. The findings indicate that international lipstick brands are generally perceived to have higher quality in terms of performance, formulation, and packaging, which contributes to higher levels of brand satisfaction. However, local brands are also recognized for their affordability and cultural relevance, appealing to ethnocentric consumers who prioritize supporting domestic products. Furthermore, the study reveals a significant relationship between quality perception and brand satisfaction, suggesting that improved product quality directly enhances consumer satisfaction and loyalty. Emotional connection, brand trust, and purchase intention were also identified as key factors influencing satisfaction levels. The results highlight the importance for local brands to strengthen product quality and branding strategies while leveraging cultural identity to remain competitive. This study provides valuable insights for brand owners, marketers, and policymakers in developing strategies to enhance consumer perception and promote local brand patronage in the cosmetics industry

Keywords: Quality perception, brand satisfaction, local brands, international brands, lipstick, consumer behavior, Santiago City

Contact Number: 09067114006

Email: johnryanbaltazar09@gmail.com

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