Publication: Estrategias de marketing digital y proceso de decisión de compra en la empresa Enfoque Comunicaciones EIRL, Trujillo, 2023
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Date
2024
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Universidad Nacional de Trujillo
Abstract
El objetivo de la presente investigación fue determinar la relación que existe entre las estrategias de marketing digital y el proceso de decisión de compra en la empresa Enfoque Comunicaciones EIRL, Trujillo, 2023. Por tal motivo, se realizó un estudio con un enfoque cuantitativo, tipo no experimental, diseño descriptivo – correlacional de corte transversal. La población estuvo conformada por 60 clientes, a quienes se les administraron cuestionarios; los cuales fueron elaborados en base a la escala de Likert, validados a través de juicio de expertos y la confiabilidad fue demostrada mediante el Alfa de Cronbach. Los datos obtenidos fueron sometidos a un análisis estadístico a través de la prueba no paramétrica de correlación Rho Spearman, cuyo resultado fue de 0.929, demostrando una relación positiva muy alta entre las estrategias de marketing digital y el proceso de decisión de compra en la empresa Enfoque Comunicaciones EIRL; asimismo, el p valor fue de 0.00 (p< 0.05), esto permite señalar que la relación es significativa.
ABSTRACT The objective of this research was to determine the relationship that exists between digital marketing strategies and the purchasing decision process in the company Enfoque Comunicaciones EIRL, Trujillo, 2023. non-experimental, descriptive - cross-sectional correlational design. The population was made up of 60 clients, to whom questionnaires were administered; which were developed based on the Likert scale, validated through expert judgment and reliability was demonstrated using Cronbach's Alpha. The data obtained were subjected to a statistical analysis through the non-parametric Rho Spearman correlation test, the result of which was 0.929, demonstrating a very high positive relationship between digital marketing strategies and the purchase decision process in the Communications company. EIRL; Likewise, the p value was 0.00 (p< 0.05), this allows us to indicate that the relationship is significant.
ABSTRACT The objective of this research was to determine the relationship that exists between digital marketing strategies and the purchasing decision process in the company Enfoque Comunicaciones EIRL, Trujillo, 2023. non-experimental, descriptive - cross-sectional correlational design. The population was made up of 60 clients, to whom questionnaires were administered; which were developed based on the Likert scale, validated through expert judgment and reliability was demonstrated using Cronbach's Alpha. The data obtained were subjected to a statistical analysis through the non-parametric Rho Spearman correlation test, the result of which was 0.929, demonstrating a very high positive relationship between digital marketing strategies and the purchase decision process in the Communications company. EIRL; Likewise, the p value was 0.00 (p< 0.05), this allows us to indicate that the relationship is significant.
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Keywords
Marketing digital, Decisión de compra, Estrategias de marketing