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The Advent of E-wallets in the Retail Industry Today: A Fintech Evolution

Julie Anne A. Ishihara, Daniel Joshua T. Go, and Arven P. Eusebio / Read Full Paper

Keywords

e-wallets in the Philippines, FinTech, retail industry, mobile wallets

Abstract

Technological advancements and ever-changing business environments have radically transformed the consumer buying experience. People may now experience hassle-free shopping in the palm of their hands with only a few taps and swipes. Alongside evolving customer expectations, businesses of all shapes and sizes have integrated online payment services like e-wallets that offer ease in transactions, payment security, and other promotions to entice consumers. This study aims to determine the pivotal factors influencing customers' e-wallet use for online purchases, particularly clothing items. This study explored perceived usefulness, perceived ease of use, perceived risk, social influence, government support, behavioral intention, and the adoption of an e-wallet among adults by applying the technology acceptance model. The researchers adopted the study by Bee and Ying (2021); however, the conceptual framework was extended by including behavioral intention as a mediator variable and linking it with adoption. This quantitative research evaluated the causality of the variables identified by distributing questionnaires online with as many as 30 questions to 100 users of e-wallets in Metro Manila using Google Forms. The data was analyzed using Jamovi and SmartPLS. Of the six proposed hypotheses, two were declared insignificant and rejected. The data obtained from this study can assist retailers in the Philippines improve marketing plans and strategies that fit the e-wallet adoption of Filipinos.

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Mandatory Vaccination Policies in the Philippines: Is it Worth a Shot? A legal Research Paper

Dr. Hilario Caraan, Chad Nigel Camara, Marcus Andre Guillermo & Dominique Elise Villacarlos / Read Full Paper

Keywords

mandatory vaccination; legal issues on vaccination; medical freedom and right to health; religious freedom; collective and individual rights

Abstract

March 17, 2020, marked the beginning of the challenges posed by the coronavirus disease outbreak in the Philippines, which disrupted the lives of many in and around the globe. Work, education, family, and personal lives had to be re-engineered in transition to adjust to the survival and coping demands of the times. Concomitantly, pharmaceutical companies stepped up in developing vaccines to combat the virus, and successful as they are so far, the public enormously benefits from that place. The Philippine Constitution categorically mandates the State to protect and promote people's right to health. On the other hand, the Bill of Rights of said fundamental law also stresses that individuals must not be stripped of their freedoms without due process. As floated by the current Philippine Administration, the Mandatory vaccination policy raises several objection points from various sectors and individuals. With these in mind, do the collective rights of the community to health prevail over the individual rights to bodily autonomy?

National and global development indispensably require transitioning from pre-pandemic life to current pandemic challenges with the virus still around and continuously mutating in order to normalize the work, education, family, and personal lives of everyone. Through analyzing existing laws, doctrines, and insights from key stakeholders, this study aims to determine whether a mandatory vaccination policy may be lawfully imposed as it legally addresses the corollary issues posed by medical, religious, parental authority, and personal or individual choice concerns against it. A discourse on this contemporary legal issue will significantly contribute to every nation's continuing quest for development.

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LEVEL OF INVOLVEMENT BY GENERATION Z AMIDST THE PANDEMIC AT ST. THERESE-MTC COLLEGES

Analin Jover & Karren Joy Librella / Read Full Paper

Keywords

COVID 19, Generation Z, St. Therese-MTC Colleges, Level of Involvement, Personal Involvement, School-based Involvement, Community Involvement

Abstract

This study examined the Involvement of Generation Z students during the pandemic at St Therese MTC Colleges during the Academic Year 2020-2021. Information has been collected online through google forms and was analyzed using the SPSS. The descriptive research method involved 109 respondents selected through purposive random sampling. The study showed the respondent's level of Involvement amidst the pandemic at St. Therese MTC Colleges during the Academic Year 2020-2021; when taken as a whole in terms of Personal Involvement, School – Based Involvement, and Community Involvement, Generation Z was involved. There is no significant difference in the level of Involvement by Generation Z during the pandemic at St Therese MTC Colleges during the Academic Year 2020-2021 when grouped according to sex and socio-economic status in terms of Personal Involvement, School – Based Involvement, and Community Involvement.

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Proximal Scaling (PROXSCAL) of Small Medium Enterprises (SMEs) Resource-Based Challenges during COVID-19 Pandemic

Dr. Vicente Montaño & Jestita Gurrea / Read Full Paper

Keywords

Resource-based theory, SMEs, Factor Analysis, Proximal Scaling (PROXSCAL), Davao Region, Philippines 

Abstract

This study examined the Resource-Based challenges SMEs in Davao Region confronted during the COVID-19 pandemic. The Resource-Based Theory was applied to explain how the present COVID-19 created significant challenges in social capital and factor-based resources. The study evaluated survey responses from SMEs using exploratory factor analysis (EFA) which identified two critical factors, social capital and factor-based resource. The identified two factors were used as the proximal scaling (PROXSCAL) dimensions to approximate the visual representation of the pattern of proximities among SMEs. The research result shows that almost half of the SMEs experience moderate to high challenges in factor-based resources; access to capital, business intelligence, supply chain, and skilled labor, while more than half revealed challenges in social capital in terms of relationship with banks, insurance, universities, business association, and government units. This study is the first attempt to determine SMEs' resource-based challenges during the COVID-19 pandemic using an EFA as the dimension in the PROXSCAL.

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The Influence of CSR on Organizational Identification as Mediated by Internal and External Organizational Factors: Evidence from a Philippine SME

Jose Rommel B. Era / Read Full Paper

Keywords

Internal CSR, external CSR, organizational identification, internal employee motivation, perceived internal respect, perceived external prestige, stakeholder theory, social identity theory

Abstract

The present study examines the influence of internal and external corporate social responsibility (CSR) dimensions on employee organizational identification of a Philippine SME. It also aims to explore the mediation of internal employee motivation, perceived internal respect, and perceived external prestige on the relationship between the independent and dependent variables. Employees (N= 88) of a Philippine SME participated in the study based on a 41– item survey questionnaire. Multiple regression analysis and mediation analysis using Jamovi were applied in this study. Internal CSR significantly influenced organizational identification, while external CSR did not significantly influence it. Internal employee motivation did not mediate the influence of internal and external CSR on organizational identification. Perceived internal respect also did not mediate the relationship between internal CSR and organizational identification.

Similarly, perceived external prestige did not mediate the influence of external CSR on organizational identification. These results are interpreted within the broader context that integrates stakeholder and social identity theories. The present study contributes to a greater understanding of the interrelation among CSR dimensions, organizational identification, and constructs that act as underlying mechanisms. Owners and managers of SMEs can benefit from this study by considering the adoption of its proposed business system model that allows SMEs to integrate CSR effectively in their business models.

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The Effect of Resource Efficiency on the Firms’ Performance and Value: Evidence from Panel Data Analysis among the Publicly Listed Firms in the Philippines

Gerry O. Gatawa / Read Full Paper

Keywords

Resource efficiency, firm’s performance, firm value, cash conversion cycle, fixed assets turnover, total assets turnover, earnings per share, net profit margin, market price per share

Abstract

Resource efficiency is among those priorities of financial managers to optimize the utilization and cycles of the firm's resources. Resource efficiency could eventually improve the firm's financial performance and market value, benefiting the shareholders. This study aims to evaluate the effect of the resource efficiency of listed firms on their performance and value indicators such as net profit margin (NPM), earnings per share (EPS), and market price per share (MPPS). Proxy indicators were used to reflect the firms’ resource efficiency, such as inventory turnover (ITO), payables turnover (PTO), working capital turnover (WCTO), cash conversion cycle (CCC), fixed assets turnover (FATO), and total asset turnover (TATO). A quantitative method was employed using panel data from the audited financial statements of 100 listed firms in the Philippines from 2015 to 2019. It was found that resource efficiency has a significant effect on the firm's performance and value, as observed in the effect of CCC and TATO on EPS and the effect of CCC, WCTO, and FATO on NPM, and the effect of FATO on MPPS. This implies that the financial managers' resource efficiency decisions are relevant to the firm's performance and value. Hence, financial managers should focus on the firm's resource efficiency since it is critical to the shareholders' concern about its performance and value.

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COVID-19 PANDEMIC: ITS EFFECTS ON EMPLOYEES AND THE WORKPLACE

Dianne Kaye Trinidad, Christelle Joan Mapili, Karlo Dacanay, Ellen Alferos, Marie Grace Sanchez, Jet Aston Martinez, Angelica Marie Beltran, Ethan Jericho Espiritu, Lainelle Allison Albeza & Yujin Choi / Read Full Paper

Keywords

covid-19 pandemic, workplace emerging practices, employee well-being, employee performance, work-from-home

Abstract

The study looks into the effects of the Covid-19 pandemic on the productivity and motivation of employees in the workplace by examining whether workplace and home-based work gaps are defining factors regarding employee performance and well-being. Data were collected from 139 randomly selected employees. Using correlation analysis, the study found that emerging workplace practices have a moderate positive relationship with effects on HR Management. Moreover, it has also been determined that effects on employee performance and well-being positively correlate with emerging workplace practices. The findings are deemed significant to allow human resource managers to manage their employees during a pandemic in a work-from-home setting and still retain and improve their performance and well-being. Further research is suggested.

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Exploring the Generational Cohort’s saving and spending towards Propensity to Invest

Leilani De Guzman, Xavier Cabungcal, Dianna Gomez, Aira Mae Caling, Graciela Mamaril, Abigail Manzano, Krista Mae Pimentel, Adrian Kyle Ramos, Rick Ashley Tambua & Vivien Dawn Valdez / Read Full Paper

Keywords

Generational cohort, savings, spending, propensity to invest

Abstract

The generational cohort's propensity to invest was analyzed concerning their savings activities and spending patterns to explore what, how, why, and to what extent they differ in the context of savings and spending. The in-depth interview was used in the qualitative research with emphasis on generating data to establish how they balance savings and spending, leading to their motivation to invest. The Baby Boomers consider savings and spending a state of mind and a choice. Generation X perceives savings and spending as a context of time and space, and Generation Y views savings and spending as concerning self-interests. Further, interviewees from the cohorts agree that savings primarily have money in a bank, and spending is generally characterized as prioritizing needs over wants.

Moreover, the cohorts interpret the balance of savings and spending as an utmost mechanism to increase funds for contingency and support for future needs. The anticipated future use did not necessarily lead to their propensity to invest. Findings revealed that their willingness to invest depends on their capacity to properly allocate resources by monitoring their savings activities and spending patterns. The probability of engaging in investments is relative to having a large amount of money that can be set aside. The urgency to focus their effort on saving is not primordial. Some Baby Boomers and Generation X will not consider investing due to the associated risks of investments. Generation Y’s self-concept is paramount in saving and spending, resulting in less likelihood of engaging in investments. This is exacerbated by the pandemic, affecting their savings and spending. 

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Moral Intensity and Ethical Decision-Making of Business Students

Richel Lamadrid, Milen Maree Abella, Stefannie Ancheta, Karen Faith Buccahan, Joey Andrei Dela Cruz, Daniele Mariz Crystelle Dulay, Ma. Cylene Grace Mitre, Jen Kyra Otgalon, Alyza Punla, Maxine Chelsea Ramos, Liezel Tomaneng / Read Full Paper

Keywords

Ethics, Accountancy, Ethical Decision-Making, Moral Intensity, Ethical Orientation

Abstract

The decades of business failures due to ethics breakdown in the accounting profession prompted studies to examine the ethical decision-making process of Accountants. Studies conducted using notable concepts such as Rest's ethical decision-making model and Jones' dimensions of moral intensity led to varying findings. Recently, ethical orientation has been gaining interest due to its linkage with ethical decision-making as a determinant in dealing with ethical dilemmas. However, there is a scarcity of studies to test the correlation between moral issues, ethical orientation, and the components of ethical decision-making stages in the academic context because the concentration was on audit work. It is then necessary to look at the factors that influence accounting students' ethical decision-making to come up with intervention/s on how ethics should be taught. Thus, this study utilized a descriptive and explanatory design and a questionnaire adapted from the study of Sweeney et al. (2009) to analyze the responses of undergraduate business students through correlation analysis, t-test, and One-Way ANOVA. Results showed that 1) the demographic variables present an inconsistent relationship with ethical decision-making stages, 2) perceived social pressure is significantly related to ethical recognition and judgment while perceived potential harm is significantly related to ethical intention, and 3) ethical orientation does not influence the accountancy students' moral decision-making. Interestingly, ethical recognition and judgment appear to be reinforced strongly in students. However, the intention to do the morally right thing indicates a gap and exclusion of scenarios enabling students to do so.

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Influence of Social Media Strategies on the Brand Awareness of the Customers: The Case of Alfresco-Style Restaurants in Pampanga during the Pandemic

Ayra Neil G. Diola, Crisologo Y. Canlas, Irene Shery Domondon, Athina Abbie Anne M. Mitu, Jennielyn M. Samson, Jee Ann P. Santos, Danzen B. Olazo / Read Full Paper

Keywords

brand awareness, informativeness, entertainment, irritation avoidance, source credibility

Abstract

The COVID-19 pandemic has severely affected businesses in the Philippines, including malls, restaurants, retail shops, cinemas, and the like. Since the massive changes, businesses needed to think of ways to convince the public to go to their stores to keep the economy going. Hence, in the case of restaurants, the rise of alfresco dining. Therefore, this study focuses on the influence of social media strategies (informativeness, entertainment, irritation avoidance, and source credibility) on the brand awareness of alfresco-style restaurants in Pampanga during the pandemic. In this new digital world, significantly enhanced due to the pandemic, social media strategies are becoming more prominent in various industries, including the food industry. Gaining brand awareness is key to creating brand popularity and, in essence, increasing sales and, eventually, business growth. This study connects the concepts of social media strategies with brand awareness in the context of alfresco malls in Pampanga, which has not been explored to this day. This research offers an opportunity to understand the relationship between the social media views of consumers and brand awareness. The study used a descriptive correlational research method to test the hypothesis. The data was gathered from 164 respondents who were customers of alfresco restaurants or had experienced eating in an alfresco-style restaurant in Pampanga. The results of this study show that informativeness, entertainment, irritation avoidance, and source credibility are all significant and are moderately correlated with the brand awareness of alfresco-style restaurants. With that, the study recommended how restaurants can use social media strategies to influence customers into recognizing and remembering their brand with the content on their social media platforms.

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The Impact of Logistics Service Quality on Customer Satisfaction Leading to Customer Retention: The Case of Shopee Customers in Pampanga

Ma. Aliza D. Cunan, Moses John S. Escobar, Naddine Q. Galang, Pamela Joy V. Martinez, Julliene Marla A. Punzalan, Danzen B. Olazo / Read Full Paper

Keywords

logistics serve quality, customer satisfaction, customer retention, reliability, empathy

Abstract

The ongoing advance of the economy has led to the advancement of business transactions, such as the development of e-commerce. One of the prominent e-commerce websites in the Philippines is Shopee, and over the years, many consumers have been using this to buy their needs and wants. However, the masses have reported cases such as product damage or wrong product item and alike. One of the successful traits of e-commerce is having to deliver the correct product and deliver it safely and on time as well. These all fall under the area of logistics. Therefore, with the occurrence of this problem, the objective of this study is to examine the impact of logistics service quality (tangibility, reliability, responsiveness, assurance, and empathy) on customers' satisfaction with Shopee, which leads to customer retention. The study used a descriptive causal research design to test the hypotheses and examine a significant positive effect between variables. The data was collected among 138 Shopee users in Pampanga. The research results show a significant effect between reliability and empathy toward customer satisfaction, and customer satisfaction significantly affects customer retention. With these results, the study was able to recommend that Shopee to further improve its customer service by being more empathetic towards the concerns of the customers and having a logistics management looking out for the products being shipped and delivered to ensure the accuracy, timeliness, and safety of the product in which will improve the reliability of Shopee.

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The Shift to Digital: Kapampangans’ Behavioral Intention to Use Online Food Delivery Service during the COVID-19 Pandemic

Nicoll Bianca Aquino, Alexis Carlos, Clariz Galang, Angelika Lagman, Alisha Plasencia, Carl Anngelo Ronquillo & Danzen Olazo/ Read Full Paper

Keywords

privacy security, perceived usefulness, perceived ease of use, perceived enjoyment, time-saving orientation, and behavioral intention.

Abstract

The continuous development of the internet has fostered a more convenient way for businesses to transact with customers. The utilization of online food delivery services (OFDS) has been prominent due to the outbreak of the covid-19 virus. Hence, the purpose of the study was to describe and explore the effects of online food delivery, namely privacy security (PS), perceived usefulness (PU), perceived ease of use (PEOU), perceived enjoyment (PE), and time-saving orientation (TSO), and as well as the respondents' behavioral intention (BI) to use the technology. The data was gathered among 146 respondents in Pampanga, and a quantitative approach was used to test the hypotheses. Furthermore, in analyzing the data, the following statistical tools were utilized (1) Frequency, (2) Mean, (3) Shapiro-Wilk Test, (4) Multiple Linear Regression, and (5) Correlation Coefficient Spearman Rho. In line with this, the statistical tools were calculated using the statistical software, Jamovi. The study's findings revealed that Kapampangan shoppers perceive OFDS as secure, highly advantageous, easy, enjoyable, time-saving, and convenient. However, it was observed that among the six constructs (PU, PEOU, PE, TS0, and CM), perceived ease of use and convenience motivation significantly affected the behavioral intention of Kapampangans. With this in mind, the research can aid marketers and food service providers in assessing and enhancing their services and marketing campaigns based on ease of use and convenience when using OFDS. Similarly, the research has also recommended new features, like adding an option to order from different shops with one transaction, that can further improve the convenience and ease of use of OFDS applications.

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An Analysis of the Marketing Mix on the Clothing Line Industry and Purchase Intention of Capampangan Shoppers Using the Theory of Planned Behavior

Quennie Anne B. Reyes, Odelyn C. Banania, Nicole Anne Fhaye S. Dalmacio,

Jeris Louise F. Manalastas, Jumelah Claire S. Tuliao, Danzen B. Olazo / Read Full Paper

Keywords

clothing line industry, theory of planned behavior, marketing mix, attitude, subjective norms, perceived behavioral control, purchase intentions

Abstract

The clothing line industry has increased significantly over the years since the Covid-19 pandemic occurred, and as a result, consumer attitudes and behavior toward clothing lines are developing. This study aims to find out whether the marketing mix elements, such as product, price, place, promotion, people, and process, have an impact on attitudes, subjective norms, and perceived behavioral control in the clothing industry and if they have a significant impact on Capampangan consumers' purchase intentions during the COVID-19 pandemic. In this study, the theory of planned behavior served as the conceptual framework. A structured 37-item questionnaire was utilized to collect 168 responses from Pampanga residents, and the Raosoft Sample Calculator was applied to test the hypothesis. The results showed that the marketing mix has a significant effect on the subjective norm and perceived behavioral control except for attitude, which has a weak significant effect on the marketing mix. In addition, it was also found that purchase intention significantly affects attitude, subjective norms, and perceived behavioral control. However, the study recommends that SMEs, particularly those in the clothing industry, and marketers identify which marketing mix elements significantly affect customers' online buying preferences, especially in light of the COVID-19 pandemic.

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Kapampangan Gen Z’s Attitude and Behavior towards Sustainable Packaging

Charlize Adrienne E. Nabung, Ji-An B. Badian, Marilou D. Concepcion, Ma. Camille S. Dimasangal, Mikaela Coleen R. Nunag, Denzel Angelo L. Salunga & Danzen B. Olazo / Read Full Paper

Keywords

Kapampangan Gen Z, sustainable packaging, environmental concern, attitude, subjective norms, perceived behavioral control, purchase intention, willingness to pay, purchase behavior

Abstract

Nowadays, sustainable packaging is extensively employed in various enterprises and organizations. Sustainable packaging is used because it helps to minimize carbon footprints, prevent the existing state of the environment from deteriorating, and enhance the environment's overall condition. This study aims to investigate Kapampangan Gen Z's perceptions of sustainable packaging awareness and responsiveness by identifying their variables and assessing the influence of these factors on their purchase of products with sustainable packaging. A purpose and snowball sampling method through an online survey was conducted. The result shows that environmental concern, subjective norms, and perceived behavioral control significantly impact purchase intention. However, the attitude had no discernible impact on purchase intention. The link between purchase intention, purchase behavior, and willingness to pay is the same. This implies that Kapampangan Gen Z cares deeply about environmental conservation, but there is a disconnect between what they claim they want to do (purchase intention) and what they do (purchase behavior). Thus, there is a need for business owners and marketers to consider increasing the availability and accessibility of products with sustainable packaging to expand their market and lower customers’ perceived barriers to purchase. SMEs should consider using sustainable packaging as an alternative to plastic. Future studies can build on the conclusions of this study by focusing on additional factors, various age groups, and other locations.

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Teachers' Level of Preparedness and Proficiency in the Use of Instructional Technology: Effects on Learning Enhancement

Jana Evianne Villaluna, Cristina Caponpon & Melanie Sadiasa / Read Full Paper

Keywords

Preparedness, Proficiency, Instructional Technology, Teacher’s Profile

Abstract

The abrupt shift in learning challenged teachers' knowledge, mindsets, and skills due to the pandemic. The need to update and train the educator workforce related to instructional technology became the trend that can convert teachers to become versed in deploying technology in teaching. The need to be knowledgeable, well prepared, and skilled in applying instructional technology became the trend for people who believed that the use of it benefits the education process. With these, the researchers were prompted to conduct this research about teachers' level of preparedness and proficiency in instructional technology to determine what specific knowledge and skills must be enhanced and appropriately developed to cater to the needs of students and the community. Eighteen faculty members from the College of Teacher Education for the second semester of the Academic Year 2020- 2021 participated in this research study. Wherein descriptive-correlational research design was employed. While with the use of frequency, percentage, mean, and Pearson r as statistical treatments to analyze and interpret data gathered, it was determined that the level of preparedness on the use of instructional technology of the respondents as to IT training and seminars attended has a positive relationship with their proficiency as to communication and information access. On the other hand, their preparedness for technological tools used in teaching negatively affects their proficiency in integrating technology instruction.

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E-COMMERCE AND ITS EFFECTS ON WHOLESALE AND RETAIL SECTORS IN QUEZON CITY

Danah Celeste Guittap, Muhammad Jafaar Macabayao, Johanna Christine Maceda, Jonathan Rotone, Jojo de Quito, Elena Aguila, Maeven Christine Morgate, & Dr. Daisy Estrada / Read Full Paper

Keywords

E-Commerce, Retailer, Wholesaler

Abstract

rapid technological advancement resulting in a modernized generation of a marketplace where customers seek convenience and ease. To gain further insights into the problem, a deeply rooted study of the impact of e-commerce on wholesalers and retailers as to overhead costs, profitability, legal issues, customer loyalty and relationship, security and fraud, and adaption of modern technology was conducted among the wholesale and retail sectors in Quezon City.

The study utilized correlational research through survey questionnaires and sampling methods. The findings revealed that e-commerce contributed significant differences in these variables except for security and fraud. Regarding educational background, there is a significant difference between the effects of e-commerce on the wholesale and retail sectors. The findings also showed that the respondents viewed e-commerce as an avenue to reach a broader range of customers, but e-commerce cannot effectively satisfy the customer as engagement was limited online. Given the findings and conclusions, continuous e-commerce education is recommended through seminars and workshops and the introduction of government programs to encourage business participation and the adaption of this modern-day business platform.

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PERCEPTION OF THE 3RD-YEAR HOSPITALITY MANAGEMENT STUDENTS ON THE MARKETING MIX USED BY MCDONALD'S MENDIOLA BRANCH

Maria Catherine Arboleda, Kathleen Faye Linchangco, James Kenneth Potes, Ava Laurel Sevilleno, Jane Skylove Watson, Rey Yanga & Josephine Talania / Read Full Paper

Keywords

Marketing Mix, 4Ps, Brand Awareness, Brand Engagement, Student Advocacy

Abstract

This study aimed to assess the effectiveness of McDonald's Mendiola Branch marketing mix towards brand awareness, brand engagement, and student advocacy, and the level of effectiveness in terms of product, place, promotion, and price as perceived by the selected 3rd-year Hospitality Management students. This research used a quantitative descriptive method and a survey questionnaire. It was floated for two months and distributed online since the researchers could not conduct a face-to-face survey due to the Covid-19 pandemic. The researchers applied the convenience sampling technique and conducted 124 surveys among 175 third-year Hospitality Management students. The mean distribution, standard deviation, and Spearman Rho Correlation were used as a statistical treatment of the data. It showed that the respondents perceived the McDonald's Mendiola branch's product, price, place, and promotion as an effective marketing mix strategy. Also, it concluded that there was a relationship between the marketing mix, brand awareness, brand engagement, and student advocacy. As a result, the respondents agreed that McDonald's brand awareness, brand engagement, and student advocacy impacted the establishment's consumer purchasing behavior and perception. McDonald's Mendiola branch had successfully communicated to customers about the goods and services they offered through the quality of the product, reasonable pricing, and convenient, accessible, and appealing promotional tools. The researchers also discovered a relationship between marketing mix and brand awareness, engagement, and student advocacy, rejecting the null hypothesis. The researchers recommended adding more variables to the 4Ps not included in this study or using a different marketing strategy. Future researchers could also add more aspects involving how McDonald's marketing strategies performed during the COVID-19 pandemic for additional avenues of research. Lastly, because McDonald's Mendiola branch is a franchise, a comparison between the franchise branch and the main branch could add variables to future studies.