I. ABSTRACT

Since most people rely on social media, everything they need can be found online. Different
businesses, such as local apparel, also engage in online marketing and selling. Through online
marketing and selling, companies could boost their products, gain more buyers, and increase
their sales. This study aims to know the effects of online marketing and selling on the sales
revenue of local apparel businesses. This study used a descriptive research design. The
researchers used adapted questionnaires. The total number of respondents was 55 local apparel
business owners in Tagaytay City. Frequency count, percent, and weighted mean were the tools
used to analyze the data. Analysis of variance (ANOVA) was also used to assess variance from
several groups. As the data gathered were analyzed, the researchers concluded that most
respondents were 4-6 years old and 7-9 years old in their businesses. Also, 25,001-50,000 was
the majority of the monthly sales of the respondents. They use Facebook to sell and promote
their products online. Local apparel business owners agreed that having good customer
relationships helps them increase their sales revenue by having faster communication with
customers. Moreover, improving customer satisfaction also helps them boost their sales. New
customers and increasing productivity in making the brand known are also factors in business
growth. The researchers suggest that local apparel business owners must maintain knowledge
regarding the effects of online marketing and selling on their sales revenue. However, even
though the brand awareness category has a very high effect on increasing sales revenue, local
apparel business owners should also focus on improving it because it has the lowest mean of all
the categories.