Digital Marketing Mix and Purchase Decision of Imported Cosmetics in Lima Norte, 2025

Jennifer Madrid-Gargate C.; Elizabeth Auccacusi-Kañahuire M. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2026) · DOI: 10.18687/laccei2026.1.1.506

Resumen

The study analyzed the relationship between the digital marketing mix and the purchase decision of imported cosmetics in North Lima in 2025. It followed a quantitative, correlational, and cross-sectional design, surveying 384 consumers through simple random sampling. Spearman's results showed a strong and significant positive correlation between the main variables (rho = 0.830). At the dimensional level, place (rho = 0.746) and promotion (rho = 0.700) exhibited the highest associations, followed by product (rho = 0.687) and price (rho = 0.513). Furthermore, ordinal logistic regression identified place as the main predictor, as a favorable perception increases by 6.364 times the probability of reaching a higher level of purchase decision (Exp(B) = 6.364). It is concluded that the 4Ps optimize the decision-making process, with distribution and digital accessibility, together with digital communication, being key factors for conversion in e-commerce.

Instituciones: Universidad Tecnológica del Perú