Influence of Social Media Marketing on the Profitability of Coffee Shop in Surallah, South Cotabato

Authors

  • Rina Grace Dequito Holy Child Central Colleges Incorporated
  • Gretchen Lee Labi Holy Child Central Colleges Incorporated
  • Dante Cuba Holy Child Central Colleges Incorporated
  • Asmia Manalao Holy Child Central Colleges Incorporated
  • Joane Marie Tabid Holy Child Central Colleges Incorporated

Keywords:

social media marketing, Profitability, Coffee Shops, Content Creation, Online Engagement, Digital Promotion

Abstract

Abstract. This study examined the influence of social media marketing on the profitability of coffee shops in Surallah, South Cotabato. Using a quantitative descriptive-correlational research design, the researchers gathered data from owners, managers, and workers of 12 operating coffee shops through a self-developed questionnaire. The study assessed social media marketing in terms of content creation, online engagement, and digital promotion, and profitability in terms of perceived increase in profit, stability of income, and growth in overall earnings.

The findings revealed that coffee shops demonstrated a high level of social media marketing practices, particularly in creating engaging content and interacting with customers online. Respondents also perceived a high level of profitability, citing increased sales, stable income, and business growth associated with social media use. Overall, the results indicate that social media marketing positively influences the profitability of coffee shops by strengthening customer engagement, increasing market visibility, and supporting business performance. The study recommends that coffee shop owners strengthen their digital marketing strategies through consistent content creation, active customer engagement, and effective online promotional activities to sustain profitability and long-term business growth.

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Published

2026-08-10

Issue

Vol. 1 No. 2 (2026): Bandung Conference Series : Social and Humaniora

Section

Articles