THE INFLUENCES OF DIGITAL MARKETING ON THE CATERING QUALITY COMPETITIVENESS

Abstract

The catering business is exceptionally diverse, with consumers increasingly favoring digital means to enhance the dining experience. Digital marketing plays an important role in increasing catering companies' competitiveness and market share. This paper will investigate and demonstrate the impact of the independent variable demographic factors, including gender, age, marital status, educational background, occupation, and monthly income, and the dependent variable digital marketing, including the three digital means of social media, online advertising, and online branding on the quality competitiveness of the catering businesses. The study adopts a rigorous quantitative research design, utilizing a comprehensive questionnaire distributed to a sample size of 400 participants. The statistical analysis is multifaceted, encompassing descriptive statistics (frequency, percentage, mean, and standard deviation) and inferential statistics (including independent samples t-test, one-way ANOVA, LSD, and multiple linear regression), with a significance level set at 0.05. The hypotheses found that age, educational background, occupation, and monthly income affect the competitiveness of catering quality. Digital marketing positively relates to quality competitiveness with multiple correlation (R) = .952. The ability to predict the analytical equation is 90.6%.