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

Fitriya Abdul Rahim, Lit-Cheng Tai, Thiam-Yong Kuek (), Alexander Guan-Meng Tay and Hui-Jing Foo
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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

A chapter in Proceedings of the 12th International Conference on Business, Accounting, Finance and Economics (BAFE 2024), 2025, pp 421-437 from Springer

Abstract: 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.

Keywords: Digital Marketing; Sales Performance; International Restaurant; PLS-SEM; Malaysia (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-666-6_25

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