Digital marketing strategies and positioning of a drugstore in Lima Peru

Naomi Alvarado-Mallqui C.; Melissa Mateo-Salazar L.; Armando Ríos-Lama C.; Alberto Vargas-Merino J. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.1135

Resumen

The objective of this research was to determine the relationship between digital marketing strategies and the positioning of a drugstore in San Juan de Lurigancho, Lima Peru 2022. The methodology implemented was quantitative approach, correlational level, the sample consisted of 80 customers determined by non-probabilistic convenience sampling. The technique used was a survey and two questionnaires. The results showed that between digital marketing and positioning there is a moderate correlation (r = 0.689), and the significance was = 0.000 < 0.05, rejecting the null hypothesis, concluding that digital marketing is significantly related to positioning, i.e. when digital marketing strategies are properly managed, positioning will increase or improve.

Instituciones: Universidad César Vallejo; Universidad Privada del Norte