Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024

Hernandez-Gonzales L.M.; Fernández-Bedoya V.H. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.268

Resumen

Research aligned with SDG 8: "Decent work and economic growth", which set as its objective: to determine the influence of digital marketing on the motivation to purchase in a distributor of medical products, Comas, 2024, The methodology was developed with a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of customers who make frequent purchases from the company (finite). The study sample consisted of 60 customers. The technique applied was the survey with a virtual process. It was concluded that digital marketing significantly influences purchase motivation in a medical products distributor, 2024 (sig.=0.000; r2=0.5929). Finally, conclusions and recommendations were issued.

Instituciones: Universidad César Vallejo