ASSESSING THE IMPACT OF INFORMATION TECHNOLOGY ON MARKETING STRATEGY ADOPTION BY SACCO’S IN KENYA: A CASE STUDY OF DAIMA SACCO

Abstract

In the rapidly evolving digital landscape, the integration of Information Technology (IT) into marketing strategies is essential for Savings and Credit Cooperative Societies (SACCOs) in Kenya to enhance competitiveness and achieve sustainable growth. This study assesses the impact of IT on marketing strategy adoption at Daima SACCO, employing a descriptive research design to explore how digital tools facilitate member acquisition and engagement. The target population comprised 155 employees, with a stratified sample of 47 respondents representing various organizational roles. Data collection involved self-administered questionnaires featuring both closed and open-ended questions, allowing for a comprehensive understanding of the factors influencing marketing strategies. Analysis was conducted using the Statistical Package for the Social Sciences (SPSS), employing descriptive statistics and regression analysis to reveal the significance of IT on marketing effectiveness. The findings indicated a strong correlation between IT infrastructure and marketing strategy adoption, with an F-value of 14.756 and a p-value of 0.000 demonstrating statistical significance. The regression coefficient of 0.425 suggests that improved IT effectiveness leads to enhanced marketing strategy adoption. Recommendations for Daima SACCO include investing in advanced IT systems, prioritizing cybersecurity, and training employees in Customer Relationship Management (CRM) tools to optimize marketing efforts. By doing so, Daima SACCO can enhance member engagement, strengthen its market position, and promote financial inclusion within the communities it serves.