Influence of Social Media On Millennials’ Buying Decision In Selected Restaurants In Davao City

Abstract

The extent of how social media influences the buying decision of the millennial in terms of choosing restaurants was the focal point of the study. This study was conducted to measure the influence of social media on millennials’ buying decision in selected restaurants in Davao City. The study is a quantitative descriptive correlation, wherein questionnaires were administered to the respondents to gather the needed data. The statistical tools used in the treatment of the data include Frequency count, percentage, mean, and Pearson r. the result of the study manifested that the level of influences of social media in selected restaurants in Davao City is very high; the level of millennials’ buying decision in selected restaurants in Davao City is very high; and, there is relationship between social media influence and Millennials’ buying decision in selected restaurants in Davao City. The implication of the study concerns about the strategy restaurant must employed to be able to reach out various generations of customers, not only the millennials but other generations as well such as babyboomers and Generation Z.