Publication: Marketing digital y posicionamiento de marca en la tienda Amalia Boutique & Moda Urban en el distrito de Chepén – 2019
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Date
2019
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Publisher
Universidad Nacional de Trujillo
Abstract
La presente investigación se hizo con el fin de analizar la influencia del marketing digital en el posicionamiento de marca de la tienda AMALIA BOUTIQUE & MODA URBAN en el distrito de Chepén, año 2019. La investigación fue de tipo cuantitativa, no experimental, nivel descriptivo correlacional con dos variables: marketing digital y posicionamiento de marca, así como los métodos-. Analítico, deductivo, inductivo y estadístico. Además, la técnica que se utilizó para la recolección de datos fue la encuesta, la que se aplicó a pobladores del distrito de Chepén. Después del análisis se llegó a la conclusión que, el marketing digital tiene una influencia directa en el posicionamiento de marca de la tienda AMALIA BOUTIQUE & MODA URBAN, año 2019. El marketing digital que implemento la tienda AMALIA BOUTIQUE & MODA URBAN establece una correlación positiva. En la actualidad el nivel de posicionamiento es el deseado, colocando a la tienda dentro de su rubro como una de las más buscadas por los consumidores.
ABSTRACT The present research was carried out in order to analyze the influence of digital marketing on the brand positioning of the AMALIA BOUTIQUE & MODA URBAN store in the district of Chepén, year 2019. The research was quantitative, not experimental, descriptive level correlational with two variables: digital marketing and brand positioning, as well as the methods. Analytical, deductive, inductive and statistical. In addition, the technique used to collect data was the survey, which was applied to residents of the Chepén district. After the analysis, it was concluded that digital marketing has a direct influence on the Brand positioning of the AMALIA BOUTIQUE & MODA URBAN store, year 2019. The digital marketing implemented by the AMALIA BOUTIQUE & MODA URBAN store establishes a positive correlation. Currently the level of positioning is desired, placing the store within its category as one of the most sought after by consumers
ABSTRACT The present research was carried out in order to analyze the influence of digital marketing on the brand positioning of the AMALIA BOUTIQUE & MODA URBAN store in the district of Chepén, year 2019. The research was quantitative, not experimental, descriptive level correlational with two variables: digital marketing and brand positioning, as well as the methods. Analytical, deductive, inductive and statistical. In addition, the technique used to collect data was the survey, which was applied to residents of the Chepén district. After the analysis, it was concluded that digital marketing has a direct influence on the Brand positioning of the AMALIA BOUTIQUE & MODA URBAN store, year 2019. The digital marketing implemented by the AMALIA BOUTIQUE & MODA URBAN store establishes a positive correlation. Currently the level of positioning is desired, placing the store within its category as one of the most sought after by consumers
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Keywords
Posicionamiento de marca, Marketing