DIGITAL MARKETING AND ITS RELATIONSHIP IN THE CONSUMER PURCHASE DECISION OF THE COMPANY REPOSTERIA DEL NORTE SAC

Hebert Gasco Navarro J.; Paola Crispin Villa K.; Del Castillo Sagastegui M.; Otilia Sagástegui Cruz J. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.469

Resumen

This study aimed to measure the relationship between digital marketing and the consumer's purchasing decision at Repostería del Norte SAC, Trujillo, 2023. Likewise, it was a descriptive correlational design. For this study, the population is made up of the customers of the Pastry Shop of the North, which is a monthly average of 500 customers who buy from the company. Probabilistic sampling was used. For data collection, 2 questionnaires were used for each variable. Among its results, a strong positive connection (0.863) and significant (p value < 0.05) was observed between digital marketing and the purchase decision. This suggests that Repostería del Norte SAC's digital marketing strategy considerably influences customers' purchasing decisions. In conclusion, digital marketing is a powerful tactic to influence customer purchasing decisions.

Instituciones: Universidad Privada del Norte