Management Information System Integration, Digital Marketing Strategies and Sales Growth of Selected Food and Beverage SMEs in Binan Laguna

Abstract

The study aimed to assess the predictive capability of management information system (MIS) integration and digital marketing strategies on sales growth in food and beverage SMEs in Biñan, Laguna. It examined the relationship between MIS integration, digital marketing strategies, and sales growth through a descriptive-correlational study involving 65 registered SMEs, with a total population of 77. Key findings indicated strong agreement (average weighted mean of 3.31) among respondents regarding the value of MIS integration, and effectiveness (average weighted mean of 3.15) of digital marketing strategies. Sales growth was perceived as very high (average weighted mean of 3.35). However, statistical analysis revealed that MIS integration did not significantly relate to digital marketing strategies or sales growth. The study identified a modest relationship between digital marketing strategies (e.g., email marketing, social media) and sales growth, with email marketing showing statistical significance (p = 0.005). Overall, the model explained 21.9% of the variability in sales growth, suggesting other influential factors beyond the studied variables. While MIS was deemed beneficial for SMEs and certain digital marketing strategies were important for success, the study found no significant predictive relationships between MIS integration, digital marketing, and sales growth in the context of Biñan’s food and beverage SMEs. This highlights the complexity of business dynamics and the need for broader considerations beyond these specific factors.