Publicidad online y su influencia en el comportamiento del consumidor de la Caja Trujillo en la ciudad de Trujillo, 2023
No Thumbnail Available
Date
2023
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Nacional de Trujillo
Abstract
Dentro del rubro financiero la publicidad online está tomando cada vez mayor importancia para el éxito y rentabilidad del negocio. De tal manera esta investigación busca determinar la influencia de la publicidad online que existe en el comportamiento del consumidor de la Caja Trujillo en la ciudad de Trujillo, 2023. Estudio de tipo aplicado con diseño explicativo, tuvo como propósito conocer la influencia que existe entre las variables publicidad online y el comportamiento del consumidor. El estudio tuvo una población de 1500 clientes nuevos, por lo cual se tuvo que aplicar el instrumento a una muestra de 306 clientes, el instrumento constó de un cuestionario de 16 preguntas, y fue validado por el Coeficiente Alfa de Cronbach, el cual dio un resultado de 0.80 y 0.65 reflejando una confiabilidad buena. Finalmente, se concluyó que la publicidad online si influye en el comportamiento del consumidor de la Caja Trujillo en la ciudad de Trujillo, debido a que el valor de Sig. es menor a 0.05., entonces se acepta Hi y se rechaza Ho.
Within the financial sector, online advertising is becoming increasingly important for the success and profitability of the business. In this way, this research seeks to determine the influence of online advertising that exists on the behavior of the Caja Trujillo consumer in the city of Trujillo, 2023. An applied study with an explanatory design, the purpose of which was to know the influence that exists between the variables online advertising and consumer behavior. The study had a population of 1,500 new clients, so the instrument had to be applied to a sample of 306 clients. The instrument consisted of a questionnaire with 16 questions, and was validated by the Cronbach's Alpha Coefficient, which gave a result of 0.80 and 0.65 reflecting good reliability. Finally, it is concluded that online advertising does influence the behavior of the Caja Trujillo consumer in the city of Trujillo, because the value of Sig. is less than 0.05, then Hi is accepted and Ho is rejected.
Within the financial sector, online advertising is becoming increasingly important for the success and profitability of the business. In this way, this research seeks to determine the influence of online advertising that exists on the behavior of the Caja Trujillo consumer in the city of Trujillo, 2023. An applied study with an explanatory design, the purpose of which was to know the influence that exists between the variables online advertising and consumer behavior. The study had a population of 1,500 new clients, so the instrument had to be applied to a sample of 306 clients. The instrument consisted of a questionnaire with 16 questions, and was validated by the Cronbach's Alpha Coefficient, which gave a result of 0.80 and 0.65 reflecting good reliability. Finally, it is concluded that online advertising does influence the behavior of the Caja Trujillo consumer in the city of Trujillo, because the value of Sig. is less than 0.05, then Hi is accepted and Ho is rejected.
Description
Keywords
Publicidad online, Comportamiento del consumidor, Clientes