Abstract

Author: Melody M. Cuevas

Doi: 10.26480/jtwe.02.2023.87.92

This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

This research examined whether the market efficiency of Digital Marketing contributes to the profitability of the business in Candelaria, Quezon. The study aims to determine the relationship between the Market Efficiency of Digital Marketing and business profitability. The study investigated the ability of Digital Marketing to generate a higher rate of profitability considering the company’s operating expenses, management, productivity growth, and capital risk through the use of a survey questionnaire. The researcher used a descriptive research design. Respondents were the service business owner in Candelaria, Quezon with 3 years to 10 years in the business. A total of 60 respondents answered the questionnaire. Results show a high degree of association between the Market Efficiency of Digital Marketing and business profitability. It is evident that the market efficiency of digital marketing has a favorable, considerable impact on the company’s profitability among service businesses in Candelaria, Quezon.