Publication: Marketing digital y captación de clientes de las empresas textiles de la galería Golden Plaza Horizonte, Lima - 2023
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Date
2024
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Universidad Nacional de Trujillo
Abstract
La elaboración del presente trabajo de investigación tuvo como objetivo general determinar la relación que existe entre el Marketing Digital y la captación de clientes de las empresas textiles de la galería Golden plaza horizonte, Lima – 2023, fue no experimental de corte transversal y diseño descriptivo correlacional, la muestra fue de 217 ejecutivos de venta y se utilizó la encuesta como técnica de recolección de datos y como instrumento el cuestionario. Se aplicó el método Alpha de Cronbach, obteniéndose 0,804 y para la variable captación de clientes se encontró un alfa igual a 0.821; la población estuvo conformada por 500 ejecutivos de ventas y se obtuvo una muestra de 217 ejecutivos de ventas, a dicha muestra se le aplicó el instrumento de recolección de datos, y con los datos obtenidos se pudo cumplir con los objetivos, contrastar la hipótesis, realizar la discusión de los resultados, realizar las conclusiones y plantear las recomendaciones, asimismo, la principal conclusión de la investigación señala que, entre las variables de interés, existe correlación positiva considerable significativa.
ABSTRACT The general objective of this research work was to determine the relationship between Digital Marketing and customer acquisition of textile companies in the Golden Plaza Horizon Gallery, Lima - 2023, it was a non-experimental cross-sectional and descriptive correlational design, the sample was 217 sales executives and the survey was used as a data collection technique and the questionnaire was used as an instrument. Cronbach's Alpha method was applied, obtaining 0.804 and for the variable customer acquisition an alpha equal to 0.821 was found; the population consisted of 500 sales executives and a sample of 217 sales executives was obtained, the data collection instrument was applied to this sample, and with the data obtained it was possible to meet the objectives, contrast the hypothesis, discuss the results, draw conclusions and make recommendations, also, the main conclusion of the research indicates that, among the variables of interest, there is a significant and considerable positive correlation.
ABSTRACT The general objective of this research work was to determine the relationship between Digital Marketing and customer acquisition of textile companies in the Golden Plaza Horizon Gallery, Lima - 2023, it was a non-experimental cross-sectional and descriptive correlational design, the sample was 217 sales executives and the survey was used as a data collection technique and the questionnaire was used as an instrument. Cronbach's Alpha method was applied, obtaining 0.804 and for the variable customer acquisition an alpha equal to 0.821 was found; the population consisted of 500 sales executives and a sample of 217 sales executives was obtained, the data collection instrument was applied to this sample, and with the data obtained it was possible to meet the objectives, contrast the hypothesis, discuss the results, draw conclusions and make recommendations, also, the main conclusion of the research indicates that, among the variables of interest, there is a significant and considerable positive correlation.
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Keywords
Marketing digital, Clientes, Comunicación