Publication: Estrategias de marketing digital y posicionamiento de la empresa Inversiones Turísticas RC S.A.C. – Huamachuco, 2021
No Thumbnail Available
Date
2024
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Nacional de Trujillo
Abstract
Para el desarrollo de la presente investigación, se tuvo como entidad de estudio a la Empresa Inversiones Turísticas RC S.A.C. de Huamachuco, teniendo como objetivo principal Determinar la relación entre las Estrategias de marketing digital y el Posicionamiento de la Empresa Inversiones Turísticas RC S.A.C. – Huamachuco, 2021, la investigación realizada de acuerdo a su alcance es de tipo descriptiva, no experimental, con diseño correlacional, se utilizó el Método Inductivo y Analítico, como técnica para la recopilación de datos se utilizó la encuesta, para determinar la confiabilidad de los instrumentos, se aplicó el método Alpha de Cronbach, obteniéndose 0,861 para el instrumento de recolección de datos de ambas variables, y para la variable Estrategias de Marketing digital un alfa igual 0,750, para la variable Posicionamiento, se determinó un alfa igual a 0,734; la población estuvo conformada por 102 clientes y con una muestra conformada por 81 clientes, a dicha muestra se le aplicó sus instrumentos de recolección de datos, y con los resultados obtenidos se cumplió con los objetivos de la investigación, se contrastó la hipótesis, se elaboraron las conclusiones y se plantearon las recomendaciones, teniendo como principal conclusión que, las estrategias de Marketing digital se relaciona positiva y significativamente con el nivel de Posicionamiento al determinar la relación entre las Estrategias de marketing digital y el Posicionamiento de la Empresa Inversiones Turísticas RC S.A.C. – Huamachuco, 2021.
ABSTRACT For the development of this research, the Company Inversiones Turísticas RC S.A.C was taken as the study entity. of Huamachuco, with the main objective of determining the relationship between digital marketing strategies and the positioning of the company Inversiones Turísticas RC S.A.C. – Huamachuco, 2021, the research carried out according to its scope is descriptive, non-experimental, with a correlational design, the Inductive and Analytical Method was used, the survey was used as a technique for data collection, to determine the reliability of instruments, Cronbach's Alpha method was applied, obtaining 0.861 for the data collection instrument for both variables, and for the Digital Marketing Strategies variable an alpha equal to 0.750, for the Positioning variable, an alpha equal to 0.734 was determined; The population was made up of 102 clients and with a sample made up of 81 clients, to said sample its data collection instruments were applied, and with the results obtained, the objectives of the research were met, the hypothesis was contrasted, the conclusions and recommendations were raised, having as the main conclusion that digital Marketing strategies are positively and significantly related to the level of Positioning when determining the relationship between the digital marketing Strategies and the Positioning of the Company Inversiones Turísticas RC S.A.C. – Huamachuco, 2021.
ABSTRACT For the development of this research, the Company Inversiones Turísticas RC S.A.C was taken as the study entity. of Huamachuco, with the main objective of determining the relationship between digital marketing strategies and the positioning of the company Inversiones Turísticas RC S.A.C. – Huamachuco, 2021, the research carried out according to its scope is descriptive, non-experimental, with a correlational design, the Inductive and Analytical Method was used, the survey was used as a technique for data collection, to determine the reliability of instruments, Cronbach's Alpha method was applied, obtaining 0.861 for the data collection instrument for both variables, and for the Digital Marketing Strategies variable an alpha equal to 0.750, for the Positioning variable, an alpha equal to 0.734 was determined; The population was made up of 102 clients and with a sample made up of 81 clients, to said sample its data collection instruments were applied, and with the results obtained, the objectives of the research were met, the hypothesis was contrasted, the conclusions and recommendations were raised, having as the main conclusion that digital Marketing strategies are positively and significantly related to the level of Positioning when determining the relationship between the digital marketing Strategies and the Positioning of the Company Inversiones Turísticas RC S.A.C. – Huamachuco, 2021.
Description
Keywords
Marketing digital, Posicionamiento, Estrategias