Publication: Marketing digital y su relación con el posicionamiento en una librería de la ciudad de Trujillo - 2023
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Date
2023
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Volume Title
Publisher
Universidad Nacional de Trujillo
Abstract
La presente investigación se centró en la relación entre marketing digital y el posicionamiento en una librería de la ciudad de Trujillo – 2023. Se utilizó un diseño de investigación transversal-correlacional no experimental, encuestando a 385 clientes. Los resultados indicaron que el 85% de los encuestados perciben de manera muy buena el uso de estrategias de marketing digital por parte de la empresa. Además, se estableció una correlación positiva y significativa (coeficiente de Tau-b de Kendall = 0.162, nivel de significancia < 0.05) entre el marketing digital y su relación con el posicionamiento en una librería de la ciudad de Trujillo 2023. Estos hallazgos fundamentales respaldan la hipótesis de investigación propuesta. Se concluyó que el marketing digital si tiene una relación directa en el posicionamiento en una librería de la ciudad de Trujillo 2023.
ABSTRACT This research focused on the relationship between digital marketing and positioning in a bookstore in the city of Trujillo - 2023. A non-experimental transversal-correlational research design was used, surveying 385 customers. The results indicated that 85% of respondents perceive the company's use of digital marketing strategies very well. In addition, a positive and significant correlation (Kendall's Tau-b coefficient = 0.162, significance level < 0.05) was established between digital marketing and its relationship with positioning in a bookstore in the city of Trujillo 2023. These fundamental findings support the proposed research hypothesis. It was concluded that digital marketing does have a direct relationship in the positioning in a bookstore in the city of Trujillo 2023.
ABSTRACT This research focused on the relationship between digital marketing and positioning in a bookstore in the city of Trujillo - 2023. A non-experimental transversal-correlational research design was used, surveying 385 customers. The results indicated that 85% of respondents perceive the company's use of digital marketing strategies very well. In addition, a positive and significant correlation (Kendall's Tau-b coefficient = 0.162, significance level < 0.05) was established between digital marketing and its relationship with positioning in a bookstore in the city of Trujillo 2023. These fundamental findings support the proposed research hypothesis. It was concluded that digital marketing does have a direct relationship in the positioning in a bookstore in the city of Trujillo 2023.
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Keywords
Marketing digital, Posicionamiento, Ventas