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

DOI

10.2991/978-94-6463-666-6_25How to use a DOI?

Keywords

Digital Marketing; Sales Performance; International Restaurant; PLS-SEM; Malaysia

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.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Fitriya Abdul Rahim
AU  - Lit-Cheng Tai
AU  - Thiam-Yong Kuek
AU  - Alexander Guan-Meng Tay
AU  - Hui-Jing Foo
PY  - 2025
DA  - 2025/03/17
TI  - Digital Marketing Impact on Sales Performance for International Cuisine Restaurants in Malaysia
BT  - Proceedings of the 12th International Conference on Business, Accounting, Finance and Economics (BAFE 2024)
PB  - Atlantis Press
SP  - 421
EP  - 437
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-666-6_25
DO  - 10.2991/978-94-6463-666-6_25
ID  - Rahim2025
ER  -