Publication: El marketing digital y el comportamiento del cliente, en pandemia, en la empresa American Nineng Group SAC, Cajabamba, 2022
| dc.contributor.advisor | Cruzado Paredes, Carlos Enrique | |
| dc.contributor.author | Briceño de la Cruz, Angelita Etelvina | |
| dc.date.accessioned | 10/27/2023 12:17 | |
| dc.date.available | 10/27/2023 12:17 | |
| dc.date.issued | 2023 | |
| dc.description.abstract | El trabajo de investigación realizado, tuvo como entidad de análisis a la Empresa American Nineng Group SAC, de Cajabamba, tuvo como principal objetivo Examinar la relación del marketing digital con el comportamiento del cliente, en pandemia, en la empresa American Nineng Group SAC, Cajabamba, 2022, la investigación realizada de acuerdo a su alcance es de tipo correlacional, no experimental y transversal, se utilizó el Método Hipotético – Deductivo, para la recopilación de datos se utilizó la encuesta, como técnica de investigación, para validar la confiabilidad de los datos obtenidos se aplicó el método Alpha de Cronbach, obteniéndose 0,856 para el instrumento de recolección de datos de ambas variables, y para la variable Marketing digital un alfa igual 0,850, para la variable Comportamiento del cliente, se encontró un alfa igual a 0,721; la población estuvo conformada por 70 clientes y se calculó muestra, a dicha población 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, llegando a la principal conclusión de que la variable Marketing digital se relaciona positiva y significativamente con la variable Comportamiento del cliente en la Empresa American Nineng Group S.A.C. de Cajabamba al 2022. | |
| dc.description.abstract | ABSTRACT The research work carried out, had the American Nineng Group SAC Company, from Cajabamba, as an analysis entity, its main objective was to examine the relationship of digital marketing with customer behavior, in a pandemic, in the company American Nineng Group SAC, Cajabamba , 2022, the research carried out according to its scope is of a correlational, non-experimental and cross-sectional type, the Hypothetical-Deductive Method was used, for the data collection the survey was used, as a research technique, to validatethe reliability of the results. The Cronbach's Alpha method was applied to the data obtained, obtaining 0.856 for the data collection instrument of both variables, and for the Digital Marketing variable an alpha equal to 0.850, for the Customer behavior variable, an alpha equal to 0.721 was found; The population was made up of 70 clients and a sample was calculated, the data collection instrument was applied to said population, and with the data obtainedit was possible to meet the objectives of the thesis, verify the research hypothesis, reaching the main conclusion that the Digital Marketing variable is positively and significantly related to the Customer Behavior variable in the Company American Nineng Group S.A.C. from Cajabamba to 2022. | |
| dc.format | application/pdf | |
| dc.identifier.uri | https://hdl.handle.net/20.500.14414/19171 | |
| dc.language.iso | spa | es_PE |
| dc.publisher | Universidad Nacional de Trujillo | |
| dc.publisher.country | PE | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights.uri | https://creativecommons.org/licenses/by-nc-nd/4.0/ | es_PE |
| dc.subject | Marketing digital | |
| dc.subject | Comportamiento del cliente | |
| dc.subject | Decisión de compra | |
| dc.subject.ocde | https://purl.org/pe-repo/ocde/ford#5.02.04 | |
| dc.title | El marketing digital y el comportamiento del cliente, en pandemia, en la empresa American Nineng Group SAC, Cajabamba, 2022 | |
| dc.type | info:eu-repo/semantics/bachelorThesis | |
| dc.type.version | info:eu-repo/semantics/publishedVersion | |
| dspace.entity.type | Publication | |
| renati.advisor.dni | 18125903 | |
| renati.advisor.orcid | https://orcid.org/0000-0001-9156-3201 | |
| renati.author.dni | 72781409 | |
| renati.discipline | 413016 | |
| renati.juror | Claros Aguilar de Larrea, Violeta | |
| renati.juror | Gordillo Vega, Antonio Eleodoro | |
| renati.juror | Carrascal Cabanillas, Juan Carlos | |
| renati.level | http://purl.org/pe-repo/renati/level#tituloProfesional | |
| renati.type | http://purl.org/pe-repo/renati/type#tesis | |
| thesis.degree.discipline | Administración | |
| thesis.degree.grantor | Universidad Nacional de Trujillo. Facultad de Ciencias Económicas | |
| thesis.degree.name | Licenciada en Administración |