Facebook messenger marketing and customer purchase intention of coffee shops in Calapan City, Oriental Mindoro

The study aims to investigate the effect of Facebook Messenger marketing on the purchase intention of coffee shop consumers in Calapan City, Oriental Mindoro. Using the adapted SERVQUAL model, the study covered six aspects of Facebook Messenger marketing: Access, Informativeness, Reliability, Responsibility, Assurance, and Empathy. Using the descriptive-correlational research design, the study collected information from 159 respondents who were active users of Facebook Messenger and were also customers of local coffee shops. A structured questionnaire with a 4-point Likert scale was used, and the collected information was analyzed through descriptive statistics, correlation, and multiple regression analyses. Analysis of the data obtained through the questionnaire revealed that customers rated all six factors of Facebook Messenger marketing highly, in addition to the purchase intention, which was also rated highly, especially the repeat purchase intention. Correlation analysis indicated that all factors were significantly and positively related to the purchase intention. Results from regression analysis also provided clear indications that the most significant factors in determining the customers’ purchase intention were Assurance and Responsibility, whereas Access, Informativeness, Reliability, and Empathy were not significant factors taken altogether. This implies that factors that build trust, such as data security, credibility, responsibility, and proper communication, are essential in customers’ purchasing decisions through Facebook Messenger.