Estrategias de marketing digital y su influencia en la decisión de compra de clientes de GOLF CENTER S.A.C. Huamachuco 2020
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Date
2021
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Universidad Nacional de Trujillo
Abstract
La presente investigación tiene como su principal objetivo analizar las estrategias de marketing que utiliza Golf Center y su influencia en la decisión de compra de los clientes, la investigación realizada de acuerdo a su alcance es de tipo descriptiva, no experimental, se utilizó el Método Inductivo–Deductivo, Método Hipotético–Deductivo, se utilizó la encuesta como técnica de investigación, para validar la confiabilidad de los instrumentos de recolección de datos se aplicó el método Alpha de Cronbach, obteniéndose un índice de 0.746 para la encuesta total, se determinó para la variable Estrategias de Marketing digital un índice igual a 0.747 y para la variable Decisión de compra un índice igual a 0.703; la población estuvo conformada por 714 clientes que visitan Golf Center S.A.C. mensualmente, de la cual se obtuvo una muestra representativa igual a 124 clientes, a dicha muestra se le aplicó el instrumento de recolección de datos, con dichos datos obtenidos se cumplió con los objetivos propuestos, se comprobó la hipótesis de investigación, y se llegó a determinar como resultado principal que las variables de estudio se encuentran correlacionadas positivamente, con un coeficiente de correlación igual a 0.457 que se determinó aplicando Rho de Spearman.
ABSTRACT This research entitled has as its main objective to analyze the marketing strategies used by Golf Center and their influence on the purchase decision of customers, the research carried out according to its scope is descriptive, not experimental, the Method was used Inductive-Deductive, Hypothetical-Deductive Method, the survey was used as a research technique, to validate the reliability of the data collection instruments, the Cronbach's Alpha method was applied, obtaining an index of 0.746 for the total survey, it was determined for the variable Digital Marketing Strategies an index equal to 0.747 and for the Purchase Decision variable an index equal to 0.703; The population was made up of 714 clients who visit Golf Center S.A.C. monthly, from which a representative sample equal to 124 clients was obtained, the data collection instrument was applied to said sample, with said data obtained the proposed objectives were met, the research hypothesis was verified, and it was reached determine as the main result that the study variables are positively correlated, with a correlation coefficient equal to 0.457, which was determined by applying Spearman's Rho.
ABSTRACT This research entitled has as its main objective to analyze the marketing strategies used by Golf Center and their influence on the purchase decision of customers, the research carried out according to its scope is descriptive, not experimental, the Method was used Inductive-Deductive, Hypothetical-Deductive Method, the survey was used as a research technique, to validate the reliability of the data collection instruments, the Cronbach's Alpha method was applied, obtaining an index of 0.746 for the total survey, it was determined for the variable Digital Marketing Strategies an index equal to 0.747 and for the Purchase Decision variable an index equal to 0.703; The population was made up of 714 clients who visit Golf Center S.A.C. monthly, from which a representative sample equal to 124 clients was obtained, the data collection instrument was applied to said sample, with said data obtained the proposed objectives were met, the research hypothesis was verified, and it was reached determine as the main result that the study variables are positively correlated, with a correlation coefficient equal to 0.457, which was determined by applying Spearman's Rho.
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Keywords
Marketing digital, Decisión de compra, Clientes