CHAPTER IV

This chapter presents the statistical data and analysis on the Effects of Online
Marketing Campaigns on the Performance of Small-Scale Business Owners. The gathered
data are organized and interpreted using various statistical tools to uncover trends,
relationships, and impacts of online marketing on business performance. Through the
examination of key indicators such as sales growth, customer engagement, and market reach,
this chapter aims to provide an in-depth understanding of how online marketing strategies
influence the success of small-scale enterprises. The findings will serve as the foundation for
conclusions and recommendations in the succeeding chapters.

Table 1. Demographic Profile in terms of Sex

Sex Frequency Percentage
Male 42 60%
Female 28 40%
Prefer not to Say 0 0%
70 100%

The table presents the demographic profile of respondents based on their sex. It
shows that out of a total of 70 participants, 42 are male, representing 60% of the sample. This
indicates a majority of the respondents are male. On the other hand, 28 participants are
female, making up 40% of the group. No respondents chose the "Prefer not to say" option, as
this category has a frequency of zero and a percentage of 0%.
The data suggests a noticeable gender disparity among respondents, with males
making up a larger portion of the population surveyed compared to females. This distribution
may reflect the gender composition of the larger population from which the sample was
drawn or could point to certain factors influencing participation rates among different sexes.
The absence of responses in the "Prefer not to say" category could imply that participants
were comfortable disclosing their gender identity, or that this option was not relevant to them.
The data shows a clear male majority, but also indicates that female participation is
still significant, forming nearly half of the group. This gender breakdown is important for
analyzing any sex-based trends or insights from the data.

Table 2. Demographic Profile in terms of Educational Attainment

Educational Frequency Percentage
Attainment
High School 0 0%
 Graduate
College Graduate 31 44.29%
College Level 25 35.71%
Post-Graduate 14 20%
70 100%

The table provides a demographic profile based on educational attainment for a

sample size of 70 individuals. It shows that the majority of participants are well-educated,
with 44.29% (31 individuals) being college graduates. This indicates a relatively high level of
formal education in the group.bThe 35.71% (25 individuals) are at the college level but have
not completed their degree. This suggests that a significant portion of the group has engaged
in higher education but may not have fully completed it yet, possibly due to personal,
financial, or other external reasons. Interestingly, 20% (14 individuals) have achieved post-
graduate education, indicating that a notable proportion of the group has pursued advanced
studies beyond a bachelor's degree. This could imply a professional or academic inclination
within this segment of the population.
On the other hand, there are no high school graduates in this demographic, which
highlights that everyone in this sample has at least some level of college education. The
absence of individuals with only a high school education suggests a highly educated group,
potentially skewed toward professionals or those in academic or specialized fields. This
overall pattern reflects a population with substantial educational credentials.

Table 3. Demographic Profile in terms of Social Status

Social Status Frequency Percentage
Single 30 42.86%
Legally Separated 0 0%
Married 40 57.14%
Widow/Widower 0 0%
70 100%

The demographic profile in terms of social status reveals that the majority of
respondents are married, comprising 57.14% (40 individuals) of the total population
surveyed. This indicates a significant portion of the population is in a committed, legally
recognized relationship. Meanwhile, 42.86% (30 individuals) are single, highlighting that a
considerable segment of the respondents has not yet entered into marriage. Notably, there are
no respondents in the categories of legally separated or widowed, with both groups reflecting
a frequency of zero. The absence of individuals in these categories could suggest a relatively
stable marital status within the community or group surveyed. In total, all 70 respondents
accounted for 100% of the surveyed population, making this a comprehensive representation
of the group in terms of social status. The dominance of married individuals alongside a
notable portion of single people highlights two key social dynamics, while the absence of
widowed or separated individuals suggests that these experiences are not currently
represented within this particular demographic profile. This distribution can help inform
potential social and economic implications tied to household structures and relationships
within the population.

Table 4. Demographic Profile in terms of Household Monthly Income

Household Monthly Frequency Percentage
Income
below-10,000Php 0 0%
30,001Php- 50,000Php 22 31.42%
10,001Php-30,000Php 34 48.58%
50,001Php - above 14 20%
70 100%

The demographic profile in terms of household monthly income reveals that the
majority of respondents, 48.58% (34 individuals), earn between 10,001Php and 30,000Php
per month. This indicates that nearly half of the surveyed population falls within a moderate
income bracket. A notable 31.42% (22 individuals) have a higher monthly income, ranging
from 30,001Php to 50,000Php, which represents a significant portion of middle-income
earners. Meanwhile, 20% (14 individuals) of the respondents earn more than 50,001Php,
placing them in the higher income category. Interestingly, there are no respondents with a
household income below 10,000Php, indicating that none of the surveyed population falls into
the lowest income bracket. The distribution of household income shows a diverse financial
landscape, with most households earning within the low to middle-income ranges, while a
smaller yet significant percentage falls into higher income levels. This data provides insight
into the economic conditions of the surveyed group, suggesting that while the majority of
households are within a modest income range, there is a presence of higher earners,
potentially contributing to economic variation within the community.
Table 4. Demographic Profile in terms of Marketing Platform
Marketing Platform Frequency Percentage
 Online 10 14.29%
Physical 11 15.71%
Hybrid 49 70%
Traditional 0 0%
70 100%

The demographic profile in terms of household monthly income indicates that the
majority of respondents, 70% (49 individuals), prefer a hybrid approach, combining both
online and physical methods. This suggests a strong inclination toward flexible systems that
blend the benefits of both environments. A smaller portion, 15.71% (11 individuals), prefers
the physical method exclusively, highlighting a group that values traditional, in-person
interactions. Meanwhile, 14.29% (10 individuals) favor online-only methods, reflecting a
segment that fully embraces digital platforms for their needs. Notably, there are no
respondents who rely solely on traditional methods, with a frequency of zero in that category.
This distribution highlights a significant shift towards modern, tech-savvy options in the
surveyed group, with hybrid approaches being the dominant choice. The results suggest that
the population values adaptability and convenience, leveraging both online and physical
resources, while the absence of traditional methods points to a growing preference for more
contemporary approaches. This information can provide valuable insight into trends in how
individuals engage with systems or services, reflecting the growing importance of
technological integration in daily life.
Table 5. mean level of online marketing engagement/campaign in terms of Branding
Branding MEAN INTERPRETATION
1.1 Online marketing campaign enhances the 3.6 Always
visibility of your brand
1.2 Customers recognize your brand through online 3.5 Always
marketing efforts
1.3 Online marketing creates a distinct image for 3.6 Always
your brand
1.4 Online marketing helps differentiate your brand 3.6 Always
from competitors
1.5 Receive positive feedback about brand from 3.5 Always
online marketing campaigns
GRAND MEAN 3.5 Always
If the scores between 4.00 and 3.25 indicate "Always," 3.24 to 2.75 reflect "Often," 2.74 to
2.00 signify "Rarely," and 1.99 to 1.00 represent "Never."

Table 5 presents the mean level of online marketing engagement in terms of

branding. The data shows consistently high levels of engagement across various aspects of
branding, with all items receiving a mean score above 3.5. Specifically, the highest scores are
observed for statements regarding the impact of online marketing campaigns on brand
visibility (mean = 3.6), creating a distinct image (mean = 3.6), and helping to differentiate the
brand from competitors (mean = 3.6), all interpreted as "Always." Similarly, customers
recognizing the brand through online marketing efforts (mean = 3.5) and receiving positive
feedback about the brand from these campaigns (mean = 3.5) also fall within the "Always"
category. The overall grand mean is 3.5, indicating that respondents consistently perceive
online marketing as highly effective in enhancing branding efforts.

These results suggest that online marketing is playing a crucial role in boosting brand
awareness, recognition, and differentiation in the market. The consistently high ratings
highlight the importance of digital campaigns in maintaining a strong brand presence, driving
positive feedback, and ensuring that customers engage with and remember the brand.

Table 6. effect level of online marketing engagement/campaign in terms of Customer

Relationship Management

Customer Relationship Management MEAN INTERPRETATION

1.1 Online marketing campaigns help in building 3.6 Always

stronger relationships with your customers
1.2 Uses online marketing to engage with your 3.5 Always
customers
1.3 Online marketing efforts lead to increase 3.6 Always
customer loyalty
1.4 Receives customer feedback through online 3.5 Always
marketing channels
1.5 Online marketing campaigns result in better 3.5 Always
customer satisfaction

GRAND MEAN 3.5 Always

If the scores between 4.00 and 3.25 indicate "Always," 3.24 to 2.75 reflect "Often," 2.74 to
2.00 signify "Rarely," and 1.99 to 1.00 represent "Never."
 Table 6 highlights the effect level of online marketing engagement in terms of
customer relationship management (CRM). The data reveals consistently high ratings, with all
statements receiving a mean score above 3.5, indicating a strong and positive impact of online
marketing on CRM efforts. Specifically, online marketing campaigns are seen to help build
stronger relationships with customers (mean = 3.6) and increase customer loyalty (mean =
3.6), both interpreted as "Always." Similarly, the use of online marketing to engage with
customers (mean = 3.5), receive customer feedback (mean = 3.5), and enhance customer
satisfaction (mean = 3.5) are all rated as "Always."

The overall grand mean of 3.5 reflects that respondent consistently perceive online
marketing as a key tool for managing and improving customer relationships. These results
suggest that businesses rely heavily on online marketing channels to foster meaningful
customer interactions, increase loyalty, and enhance satisfaction. The high scores across all
aspects emphasize the importance of digital platforms in maintaining active and positive
communication with customers, ultimately contributing to stronger long-term relationships.

Table 7. effect level of online marketing engagement/campaign in terms of Cost-

Effectiveness/Return on Investment

Cost-Effectiveness/Return on Investment MEAN INTERPRETATION

1.1 Find online marketing campaigns to be cost- 3.6 Always

effective for your business
1.2 Online marketing campaigns result in a 3.6 Always
positive return on investment (ROI)
1.3 Monitors the ROI of your online marketing 3.5 Always
campaigns
1.4 Online marketing efforts lead to increased 3.5 Always
sales or revenue for your business
1.5 Finds the costs associated with online 3.6 Always
marketing to be justified by the results
GRAND MEAN 3.6 Always
If the scores between 4.00 and 3.25 indicate "Always," 3.24 to 2.75 reflect "Often," 2.74 to
2.00 signify "Rarely," and 1.99 to 1.00 represent "Never."

Table 7 presents the effect level of online marketing engagement in terms of cost-
effectiveness and return on investment (ROI). The data indicates that respondents consistently
view online marketing as highly beneficial in this regard, with all individual items receiving
mean scores of 3.5 or higher. Specifically, respondents "Always" find online marketing
campaigns to be cost-effective for their business (mean = 3.6), leading to a positive ROI
(mean = 3.6). Additionally, businesses actively monitor the ROI of their online marketing
campaigns (mean = 3.5) and report that these efforts result in increased sales or revenue
(mean = 3.5). Furthermore, they believe the costs associated with online marketing are
justified by the results (mean = 3.6).

The grand mean of 3.6 confirms that respondents view online marketing as an
effective and worthwhile investment for their business, both in terms of cost-efficiency and
financial returns. These findings suggest that online marketing plays a crucial role in driving
profitability and justifying the expenses incurred, making it a favored strategy for businesses
seeking to maximize their return on investment through digital platforms.

Table 8. influence level of online marketing engagement/campaign in terms of Personal

Performance

Personal Performance MEAN INTERPRETATION

1.1 Online marketing campaigns enhance your 3.7 Always

ability to manage business operations efficiently
1.2 Notices an improvement in time management 3.5 Always
skills as a result of online marketing activities
1.3 Online marketing campaigns contribute to 3.6 Always
professional development and skills enhancement
1.4 Feels motivated and energized to achieve 3.6 Always
business goals due to the impact of online marketing
1.5 Finds that online marketing helps in maintaining 3.6 Always
a work-life balance
GRAND MEAN 3.6 Always
If the scores between 4.00 and 3.25 indicate "Always," 3.24 to 2.75 reflect "Often," 2.74 to
2.00 signify "Rarely," and 1.99 to 1.00 represent "Never."

Table 8 examines the influence level of online marketing engagement in terms of

personal performance. The data reveals consistently high ratings, with all items receiving a
mean score of 3.5 or higher, indicating a strong positive influence of online marketing on
personal performance. Specifically, respondents "Always" feel that online marketing
campaigns enhance their ability to manage business operations efficiently (mean = 3.7),
which is the highest-rated item. Additionally, online marketing is perceived as contributing to
professional development and skills enhancement (mean = 3.6), motivating individuals to
achieve business goals (mean = 3.6), and helping maintain a work-life balance (mean = 3.6).
Respondents also report improvements in time management skills as a result of online
marketing activities (mean = 3.5).

With a grand mean of 3.6, the results suggest that online marketing not only supports
business objectives but also plays a vital role in enhancing personal skills and motivation. The
consistently high scores indicate that respondents view online marketing as an important tool
for improving both professional and personal performance, helping them achieve a balance
between work demands and personal growth.

Table 9. influence level of online marketing engagement/campaign in terms of Economic

Performance
Economic Performance MEAN INTERPRETATION

1.1 Online marketing campaigns lead to an 3.3 Always

increase in your sales and revenue
1.2 See a return on investment (ROI) from your 3.6 Always
online marketing efforts
1.3 Online marketing campaigns help you reach 3.5 Always
new customers or markets
1.4 Online marketing activities reduce your 3.5 Always
overall marketing costs compared to traditional
marketing
1.5 Experience increased profitability as a result 3.5 Always
of your online marketing strategies
GRAND MEAN 3.5 Always
If the scores between 4.00 and 3.25 indicate "Always," 3.24 to 2.75 reflect "Often," 2.74 to
2.00 signify "Rarely," and 1.99 to 1.00 represent "Never."

Table 9 evaluates the influence level of online marketing engagement in terms of

economic performance. The data indicates that respondents consistently perceive online
marketing as beneficial for their economic outcomes, with all items scoring above 3.3.
Specifically, online marketing campaigns are seen to "Always" lead to an increase in sales
and revenue, with a mean score of 3.3. Moreover, respondents confirm that they "Always" see
a return on investment (ROI) from their online marketing efforts (mean = 3.6), and they
believe that these campaigns help reach new customers or markets (mean = 3.5).
Additionally, online marketing activities are perceived as reducing overall marketing costs
compared to traditional methods (mean = 3.5) and contributing to increased profitability
(mean = 3.5).

The grand mean of 3.5 reflects that respondent generally view online marketing as a
crucial factor in enhancing their economic performance. These results highlight the
effectiveness of digital marketing strategies in driving sales, attracting new customers, and
improving profitability, while also offering cost advantages over traditional marketing
methods. The overall findings suggest that online marketing is not only an effective tool for
increasing revenue but also plays a significant role in shaping positive economic outcomes for
businesses.

Table 10. influence level of online marketing engagement/campaign in terms of

Sustainable Performance
Sustainable Performance MEAN INTERPRETATION

1.1 Online marketing campaigns incorporate eco- 3.2 Always

friendly and sustainable practices
1.2 Online marketing efforts help in promoting 3.5 Always
sustainable products or services
1.3 Engages in online marketing campaigns that 3.5 Always
emphasize corporate social responsibility (CSR)
1.4 Online marketing strategies contribute to long- 3.5 Always
term business growth and sustainability
1.5 Online marketing activities include efforts to 3.5 Always
minimize environmental impact
GRAND MEAN 3.5 Always

If the scores between 4.00 and 3.25 indicate "Always," 3.24 to 2.75 reflect "Often," 2.74 to
2.00 signify "Rarely," and 1.99 to 1.00 represent "Never."

Table 10 assesses the influence level of online marketing engagement in terms of

sustainable performance. The results indicate that respondents perceive online marketing as
an important tool for promoting sustainability, with mean scores ranging from 3.2 to 3.5
across various dimensions. Specifically, online marketing campaigns are seen as "Always"
incorporating eco-friendly and sustainable practices, with a mean score of 3.2, suggesting a
commitment to environmental considerations. Furthermore, respondents believe that online
marketing efforts effectively promote sustainable products or services (mean = 3.5) and
emphasize corporate social responsibility (CSR) (mean = 3.5), indicating a strong alignment
with ethical business practices.

The data reveals that online marketing strategies contribute to long-term business
growth and sustainability (mean = 3.5) and include efforts to minimize environmental impact
(mean = 3.5). The overall grand mean of 3.5 demonstrates a consistent belief among
respondents that online marketing plays a significant role in fostering sustainable
performance. These findings underscore the importance of integrating sustainability into
online marketing practices, as they not only support corporate social responsibility but also
enhance long-term viability and growth for businesses. This indicates a growing recognition
of the need for environmentally responsible marketing strategies in today’s business
landscape.

Table 11. the significant relationship between online marketing and the performance level
of scale business owners.

SUMMARY
Groups Coun Sum Average Variance
t
Effect LeveL (x) 3 10.58571429 3.528571429 0.001428571
Performance Level (y) 3 10.7 3.566666667 0.003333333

Source of Variation df F P-value F-Crit Value

Between Groups 1 0.91 0.39 7.71
Within Groups 4

Total 5
Based on the analysis of the data presented in Table 11, it can be interpreted that there
is no statistically significant relationship between online marketing engagement and the
performance levels of scale business owners. The null hypothesis (Ho), which posits that
there is no significant relationship between online marketing efforts and business
performance, is accepted due to the P-value of 0.39, which is notably higher than the alpha
level of 0.05. This suggests a high likelihood of observing the data under the assumption that
the null hypothesis is true, indicating insufficient evidence to support the claim that online
marketing significantly impacts performance levels.

The F-value of 0.91, in comparison to the critical F-value of 7.71, reinforces this
conclusion. Since the F-value is lower than the critical value, it implies that the variance
between the groups does not significantly exceed the variance within the groups.
Consequently, any observed differences in performance levels cannot be attributed to online
marketing engagement.

The analysis indicates that, given the P-value of 0.39 exceeding the alpha threshold of
0.05, we accept the null hypothesis. This signifies that there is no substantial evidence to
suggest that online marketing engagement influences the performance levels of scale business
owners based on the current dataset. Future research involving a larger sample size may be
necessary to gain a deeper understanding of this relationship.

Chapter V

Summary of Findings, Conclusion and Recommendations of the

Study

This chapter features the summary of findings, conclusion and

recommendation of the study concerning Effects of Online Marketing Campaigns
on the Performance of Small-Scale Business Owners

SUMMARY OF FINDINGS

Problem 1: Demographic Profile of the Respondents

The demographic profile of 70 respondents reveals key insights

across various categories. In terms of sex, males represent the majority

at 60%, while females comprise 40%, indicating a gender disparity.

Educational attainment shows that 44.29% of respondents are college

graduates, while 35.71% are at the college level, and 20% have post-

graduate degrees, highlighting a highly educated group. No

respondents reported only high school education.

Social status data indicates that 57.14% are married, while

42.86% are single, with no participants identifying as legally separated

or widowed. The absence of these categories suggests a relatively

stable marital landscape within the group.

 Household monthly income distribution shows that 48.58% of

respondents earn between 10,001Php and 30,000Php, while 31.42%

earn between 30,001Php and 50,000Php. Twenty percent of

respondents report incomes above 50,001Php, indicating a mix of

moderate to higher income levels. No respondents fall in the lowest

income bracket.

Lastly, 70% of respondents favor a hybrid marketing platform

(both online and physical), while smaller portions prefer either physical

or online methods, showing a clear preference for flexibility and

technological integration. This data reflects an educated, financially

stable group with modern engagement preferences.

Problem 2: level of online marketing engagement/campaign

The findings from Tables 5 to 7 reveal that online marketing consistently receives

high ratings across key business areas: branding, customer relationship management

(CRM), and cost-effectiveness/return on investment (ROI).

In terms of branding (Table 5), online marketing is seen as highly effective, with all

metrics scoring above 3.5, indicating that it "Always" enhances brand visibility,

recognition, differentiation, and generates positive feedback. The grand mean of 3.5

suggests that online marketing is integral in maintaining a strong brand presence.

Regarding CRM (Table 6), online marketing campaigns are perceived as essential

for building stronger relationships with customers, increasing loyalty, gathering feedback,

and improving satisfaction, as reflected in the consistent mean scores of 3.5 and higher. The

grand mean of 3.5 reinforces that online marketing plays a pivotal role in fostering lasting

customer relationships.
 For cost-effectiveness and ROI (Table 7), online marketing is seen as highly cost-

effective and yielding positive returns, with businesses closely monitoring the ROI and

finding the costs justified by the results. The grand mean of 3.6 underscores its value as a

profitable investment.

The data highlights online marketing’s effectiveness in promoting brand growth,

customer engagement, and financial returns, making it a critical business strategy.

Problem 3: influence level of online marketing engagement/campaign

The findings from Tables 8 to 10 reveal the positive influence of online marketing

on personal performance, economic performance, and sustainable performance.

In terms of personal performance (Table 8), respondents consistently rated online marketing

as highly influential, with all items scoring 3.5 or above, interpreted as "Always." Online

marketing enhances the ability to manage business operations efficiently (mean = 3.7),

boosts time management skills (mean = 3.5), and contributes to professional development

and work-life balance (mean = 3.6). The grand mean of 3.6 underscores its role in

improving both professional and personal productivity.

For economic performance (Table 9), respondents perceive online marketing as

crucial for increasing sales and revenue (mean = 3.3) and generating a positive return on

investment (mean = 3.6). It also helps reach new customers (mean = 3.5) and reduces

overall marketing costs (mean = 3.5). The grand mean of 3.5 indicates that online marketing

effectively enhances profitability and economic outcomes.

Regarding sustainable performance (Table 10), online marketing is seen as

promoting sustainable products and corporate social responsibility (mean = 3.5). It also

contributes to long-term business growth and environmental impact reduction (mean = 3.5).
The grand mean of 3.5 reflects a strong alignment with sustainability goals, showing that

online marketing supports both business success and ethical practices.

Hypothesis: the significant relationship between online marketing and the performance
level of scale business owners.

Table 11 explores the relationship between online marketing engagement and the

performance levels of scale business owners. The analysis reveals no statistically significant

relationship between these two variables, as evidenced by a P-value of 0.39, which is

notably higher than the commonly accepted alpha level of 0.05. This means that the null

hypothesis (Ho), suggesting no significant relationship between online marketing efforts

and business performance, is accepted. The F-value of 0.91 is also lower than the critical F-

value of 7.71, indicating that the variance between groups is not substantially greater than

the variance within groups.

These results suggest that any differences in performance levels cannot be

conclusively linked to online marketing engagement based on the available data. The lack

of significant findings implies that the impact of online marketing on the performance

levels of scale business owners may be minimal or influenced by other unaccounted factors

in this study. Future research, possibly with a larger sample size, could provide more insight

into the potential relationship between these variables.

Conclusion

The research presents a comprehensive analysis of the demographic profile of

respondents, their engagement with online marketing, and the influence of online marketing
campaigns on business performance. Key findings can be drawn from three main areas of
investigation: the demographic characteristics of the respondents, the effectiveness of online
marketing campaigns across different business domains, and the relationship between online
marketing efforts and business performance.

Demographic Profile of the Respondents

The demographic profile of the 70 respondents reveals that they are predominantly
male (60%) and highly educated, with 44.29% being college graduates and 20% holding post-
graduate degrees. The absence of respondents with only high school education indicates a
well-educated sample. Furthermore, the group is predominantly married (57.14%), suggesting
a relatively stable social background.

Income distribution shows a range of moderate to higher income levels, with the
largest portion (48.58%) earning between 10,001Php and 30,000Php, while 31.42% earn
between 30,001Php and 50,000Php, and 20% earning above 50,001Php. The absence of
respondents in the lowest income bracket indicates that the sample represents a financially
stable group. Additionally, 70% of respondents favor a hybrid marketing platform (both
online and physical), signaling a clear preference for flexibility and technological integration
in their business operations.

Level of Online Marketing Engagement/Campaign

The data across Tables 5 to 7 highlights the high level of engagement with online marketing,
with key business areas like branding, customer relationship management (CRM), and cost-
effectiveness all receiving consistently positive evaluations.

Branding: Online marketing plays a pivotal role in enhancing brand visibility, recognition,
and differentiation. All branding metrics scored above 3.5, reflecting its "Always" effective
role in strengthening a brand's presence.

Customer Relationship Management (CRM): Online marketing is crucial for building and
maintaining strong customer relationships. With consistent mean scores of 3.5 and above, it is
evident that online campaigns foster customer loyalty, satisfaction, and feedback, highlighting
their importance in CRM.

Cost-effectiveness/ROI: Online marketing is perceived as highly cost-effective, with a grand

mean of 3.6 across metrics. Businesses monitor their ROI closely and find that the cost of
online marketing is justified by the positive returns it generates, reinforcing its value as a
profitable investment.

Online marketing campaigns are recognized for their effectiveness in promoting business
growth, maintaining customer engagement, and providing a strong return on investment.

Influence Level of Online Marketing Engagement/Campaign

 Tables 8 to 10 examine the influence of online marketing on personal, economic, and
sustainable business performance. Across all areas, online marketing consistently received
high ratings, demonstrating its positive influence on key performance indicators:

Personal Performance: Respondents indicated that online marketing contributes

significantly to personal productivity, improving their ability to manage business operations,
time management, and professional development. The grand mean of 3.6 suggests that online
marketing plays a vital role in enhancing both professional and personal performance.

Economic Performance: Online marketing is perceived as essential for driving economic

performance, with metrics such as increased sales, revenue, and reduced marketing costs all
receiving strong ratings. The grand mean of 3.5 confirms its influence in achieving
profitability and economic success.

Sustainable Performance: Online marketing supports sustainable business practices by

promoting sustainable products and corporate social responsibility. Its contributions to long-
term business growth and environmental impact reduction were also noted, with a grand mean
of 3.5. This demonstrates a strong alignment between online marketing efforts and
sustainability goals, underscoring its role in fostering ethical and environmentally conscious
business practices.

Relationship Between Online Marketing and Business Performance

Despite the high ratings of online marketing in various performance areas, the
statistical analysis presented in Table 11 suggests no significant relationship between online
marketing engagement and the overall performance levels of scale business owners. The P-
value of 0.39 exceeds the standard alpha level of 0.05, meaning that the null hypothesis,
which states there is no significant relationship between online marketing efforts and business
performance, is accepted. Additionally, the F-value of 0.91 is well below the critical F-value
of 7.71, further indicating that the variance between groups is not significant enough to
suggest a strong correlation.

This result highlights that while online marketing is perceived as highly effective in
promoting branding, customer relationships, cost-efficiency, and sustainability, its direct
impact on overall business performance may not be statistically significant. This could be due
to various external factors, such as market conditions, competition, or internal business
strategies that were not accounted for in this analysis.
 The findings of this study underscore the critical role of online marketing in various
business functions, such as branding, CRM, and ROI, and its influence on personal,
economic, and sustainable performance. However, the lack of a statistically significant
relationship between online marketing engagement and the overall performance of scale
business owners suggests that online marketing alone may not be a determinant of business
success. Other factors, possibly external market forces or operational strategies, may also play
a significant role in determining business performance.

In conclusion, online marketing is a valuable tool for enhancing various aspects of

business operations, but its direct influence on overall business performance may be more
complex and multifaceted than initially expected.

Recommendation

Given the findings, it is recommended that businesses continue to leverage online

marketing for its proven benefits in branding, customer relationship management (CRM), and
cost-effectiveness. While the study shows that online marketing effectively promotes brand
growth, customer engagement, and profitability, it also reveals no statistically significant
relationship between online marketing engagement and overall business performance.
Therefore, businesses should not rely solely on online marketing but integrate it as part of a
broader, multi-faceted business strategy.

To maximize the impact of online marketing, businesses should explore hybrid

marketing approaches, as 70% of respondents indicated a preference for both online and
physical marketing. This strategy allows businesses to reach diverse customer bases and adapt
to varying market conditions. Furthermore, integrating online marketing with strong
operational strategies, market research, and competitive analysis will help bridge the gap
between online engagement and overall performance.

The businesses should continuously monitor the return on investment (ROI) from
their online marketing campaigns and refine their strategies based on performance data. This
proactive approach will ensure that online marketing remains a cost-effective tool in the long
term while contributing to sustainable business growth and success.