Digital Marketing and its Relationship with Millennial Consumer Behavior in the Supplement Company – Cajamarca, Perú 2025

Castro – Gutierrez Á.D.; Tucto – Limay E.Y.; Mendoza-Castañeda J.M.; Boñon – Diaz D. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2025) · DOI: 10.18687/leird2025.1.1.733

Resumen

The objective of this research is to determine the relationship between digital marketing and millennial consumer behavior in a supplement company in the city of Cajamarca, during the year 2025. Methods: This is a basic research project with a non-experimental design and correlational approach. A sample of 150 users between the ages of 25 and 48 was surveyed, using a questionnaire as the main instrument. Results: A significant positive correlation was revealed between digital marketing and consumer behavior, with a Spearman's Rho coefficient of 0.712. This value indicates a significantly positive correlation and a significance level of 0.000, confirming the existence of a statistically significant relationship between both variables. Conclusions: Digital marketing not only improves brand visibility but also directly influences every stage of the millennial consumer purchasing process. Therefore, it is consolidated as a key strategic tool for the supplement company's positioning and competitiveness in today's digital environment. © LEIRD 2025.All rights reserved.

Instituciones: Universidad Privada del Norte