LAKASABrowsing by Author "Habon, Alexa Mae O."

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Glam goes digital:
(Don Mariano Marcos Memorial State University – Mid La Union Campus, 2026-04) Habon, Alexa Mae O.; Hagos, Tiffany Kate D.; Jemenia, Glenda S.; Palma, Axlton Ren V.; Rivera, Raizhen Lois G.
Digital marketing has become essential for small service enterprises to remain competitive. This study examined the business profile of beauty salons and their extent of digital marketing adoption using the 7Ms, as well as the relationship between profile, adoption, and challenges encountered. A quantitative descriptive-correlational design was used, involving 96 salon owners and employees in the City of San Fernando, La Union. Data were analyzed using frequency counts, percentages, median, and Spearman’s rho. Most respondents were micro enterprises (97.9%) with 1 to 9 employees (97.9%), and the highest adoption period was in 2021 (24.0%). The average monthly revenue was approximately ₱100,594. Adoption was rated highly in manpower and selected materials, while other areas were adopted. Challenges, including restrictive economic conditions and limited digital marketing skills, were somewhat challenging.