E-Business Capabilities and Performance of Micro-Small Restaurants in Lagawe Ifugao, Philippines
DOI:
https://doi.org/10.54536/ajebi.v4i1.4438Keywords:
Business Performance, Digital Marketing Mix Strategies, E-Business, Ifugao, Lagawe, Small-Scale Restaurants, Sustainable EntrepreneurshipAbstract
This study assesses the e-business capabilities of small-scale restaurants in Lagawe, Ifugao, Philippines, focusing on the digital marketing mix and its relationship to business performance. It aims to provide insights into effective digital marketing mix strategies that enhance business resilience while contributing to the United Nations Sustainable Development Goals (SDGs), particularly SDG 8 (Decent Work and Economic Growth) and SDG 9 (Industry, Innovation, and Infrastructure). Using a descriptive-correlational research design, the study examined registered small-scale restaurants operating physically and digitally. Data were collected through a researcher-made questionnaire, validated by experts, and field-tested for reliability. Descriptive statistics and the Spearman-Rho correlation analysis were employed to analyze the relationship between e-business capabilities (product, price, place, promotion) and business performance indicators (monthly income, number of branches, years in business, and employees). Findings indicate that while these businesses effectively utilize digital platforms for product visibility, customer engagement, and online transactions, challenges remain in responsiveness, online security, and adoption of advanced promotional strategies. A significant positive correlation was found between pricing strategies and monthly income, while product strategies showed a strong link to business longevity. However, place and promotion strategies correlated negatively with physical expansion, suggesting that restaurateurs increasingly rely on digital presence over traditional growth. The study highlights the need for enhanced social media engagement, stronger security measures, and strategic digital marketing investments. Strengthening e-business capabilities can help small-scale restaurants in rural areas achieve long-term sustainability and competitiveness in the digital economy.
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