Publication: Responsabilidad social empresarial y posicionamiento en tiempos de COVID-19, de la Cooperativa Agraria Ecológica Markahuamachuco, Huamachuco 2020
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Date
2023
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Universidad Nacional de Trujillo
Abstract
El desarrollo del presente trabajo de investigación, se realizó teniendo como entidad de estudio a la Cooperativa Agraria Ecológica Markahuamachuco, que desarrolla sus actividades en el distrito de Huamachuco, Departamento de La Libertad, teniendo como finalidad, determinar la relación de la responsabilidad social empresarial con el posicionamiento en tiempos de COVID-19 de la Cooperativa Agraria Ecológica Markahuamachuco, la investigación realizada de acuerdo a su alcance es de tipo descriptiva, no experimental y correlacional, se utilizó el Método Inductivo–Deductivo, Método Hipotético–Deductivo, se utilizó la recopilación de datos y la encuesta como técnica de investigación, para validar los instrumentos de recolección de datos, se utilizó el método Juicio de expertos y, para la confiabilidad de los datos se aplicó el método Alpha de Cronbach, obteniéndose 0.855 para el instrumento de recolección de datos de ambas variables, y para la variable Marketing digital un alfa igual 0.753, y para la variable posicionamiento se encontró un alfa igual a 0.731; la población estuvo conformada por 143 clientes y se obtuvo una muestra de 104 clientes, a dicha muestra se le aplicó el instrumento de recolección de datos, y con los datos obtenidos se pudo cumplir con los objetivos de la tesis, comprobar la hipótesis de investigación, realizar las conclusiones y plantear las recomendaciones, asimismo, como principal conclusión, tenemos que, existe relación entre positiva significativa entre las variables responsabilidad social empresarial y posicionamiento.
ABSTRACT The development of this research work was carried out with the Cooperative Agraria Ecológica Markahuamachuco as a study entity, which develops its activities in the district of Huamachuco, Department of La Libertad, with the purpose of determining the relationship of Corporate Social Responsibility with the Positioning in times of COVID-19 of the Cooperativa Agraria Ecológica Markahuamachuco, the research carried out according to its scope is descriptive, non-experimental and correlational, the Inductive-Deductive Method, Hypothetical-Deductive Method was used, the collection of data and the survey as a research technique, to validate the data collection instruments, the Expert Judgment method was used and, for the reliability of the data, Cronbach's Alpha method was applied, obtaining 0.855 for the data collection instrument of both variables, and for the Digital Marketing variable an alpha equal to 0.753, and for the variable Positioning, an alpha equal to 0.731 was found; The population consisted of 143 clients and a sample of 104 clients was obtained, the data collection instrument was applied to said sample, and with the data obtained it was possible to meet the objectives of the thesis, verify the research hypothesis, make the conclusions and propose the recommendations, likewise, as the main conclusion, we have that, there is a significant positive relationship between the variables : Corporate social responsibility and Positioning.
ABSTRACT The development of this research work was carried out with the Cooperative Agraria Ecológica Markahuamachuco as a study entity, which develops its activities in the district of Huamachuco, Department of La Libertad, with the purpose of determining the relationship of Corporate Social Responsibility with the Positioning in times of COVID-19 of the Cooperativa Agraria Ecológica Markahuamachuco, the research carried out according to its scope is descriptive, non-experimental and correlational, the Inductive-Deductive Method, Hypothetical-Deductive Method was used, the collection of data and the survey as a research technique, to validate the data collection instruments, the Expert Judgment method was used and, for the reliability of the data, Cronbach's Alpha method was applied, obtaining 0.855 for the data collection instrument of both variables, and for the Digital Marketing variable an alpha equal to 0.753, and for the variable Positioning, an alpha equal to 0.731 was found; The population consisted of 143 clients and a sample of 104 clients was obtained, the data collection instrument was applied to said sample, and with the data obtained it was possible to meet the objectives of the thesis, verify the research hypothesis, make the conclusions and propose the recommendations, likewise, as the main conclusion, we have that, there is a significant positive relationship between the variables : Corporate social responsibility and Positioning.
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Keywords
Responsabilidad social empresarial, Empresa agraria, Posicionamiento