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Digital Marketing Impact on Sales Performance for International Cuisine Restaurants in Malaysia

In: Proceedings of the 12th International Conference on Business, Accounting, Finance and Economics (BAFE 2024)

Author

Listed:
  • Fitriya Abdul Rahim

    (Universiti Tunku Abdul Rahman, Faculty of Accountancy & Management)

  • Lit-Cheng Tai

    (Universiti Tunku Abdul Rahman, Faculty of Accountancy & Management)

  • Thiam-Yong Kuek

    (Universiti Tunku Abdul Rahman, Faculty of Business & Finance)

  • Alexander Guan-Meng Tay

    (New Era University College, Faculty of Accountancy)

  • Hui-Jing Foo

    (AirAsia Berhad)

Abstract

In recent decades, the restaurant industry in Malaysia has increasingly adopted digital marketing to boost sales revenue. The primary goal of this study is to examine the effect of digital marketing tools on the sales performance of international cuisine restaurants in Malaysia. This study aims to help digital marketers understand the importance of these tools and their impact on sales performance after adoption. The targeted respondents were Japanese, Korean, and Thai cuisine restaurants operating in Malaysia that had implemented digital marketing strategies in their business operations. A total of 235 sets of questionnaires were used for data analysis. SmartPLS 4 was employed to conduct the main data analysis. The results revealed that social media marketing (SMM), search engine marketing (SEM), and mobile marketing (MM) have a significant positive impact on sales performance (SP). However, email marketing (EM) was found to have a significant negative influence on SP, while online advertising did not demonstrate a significant positive impact on sales performance. This study seeks to assist marketers in identifying the most effective digital marketing tools for enhancing sales performance in international cuisine restaurants.

Suggested Citation

  • Fitriya Abdul Rahim & Lit-Cheng Tai & Thiam-Yong Kuek & Alexander Guan-Meng Tay & Hui-Jing Foo, 2025. "Digital Marketing Impact on Sales Performance for International Cuisine Restaurants in Malaysia," Advances in Economics, Business and Management Research, in: Abdelhak Senadjki & Fanyu Chen & William Keng Soon Choo & Voon Hsien Lee & Chooi Yi Wei (ed.), Proceedings of the 12th International Conference on Business, Accounting, Finance and Economics (BAFE 2024), pages 421-437, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-666-6_25
    DOI: 10.2991/978-94-6463-666-6_25
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