Digital marketing strategies for the sales management of an MSE in the restaurant sector

Kristina Bravo-Huivin E.; Emperatriz Roldán-Calderón A.; Alonso Paredes-Uriol E. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/laccei2024.1.1.1800

Resumen

The research was aimed at determining the influence of digital marketing strategies in the sales management of an MSE in the restaurant sector in the city of Trujillo, Peru. The design is pre-experimental with a qualitative and quantitative approach, where reliable questionnaires (Cronbach's alpha of 0.793 and 0.891) were applied to a census sample of 30 customers. In addition, an observation guide, a documentary record card and questionnaires were used as data collection instruments. For the design and implementation of digital marketing strategies, the SOSTAC methodology was used, which was developed in 3 phases, Phase 1: Situation, Phase 2: OSTAC approach, Phase 3: Evaluation. With this it is concluded that digital marketing strategies positively influence the sales management of the MYPE considering the following results: Level of compliance with the schedule with 87%, engagement of 50%, ROI of 203.50, CTR of 2.10%, digital reach of 135.71%, audience growth of 43.43%, level of compliance with training with 100%, positive ratings with 83.33% and increased sales of 55%. Likewise, the research ended with the economic impact obtaining an NPV of S/. 630.51, IRR of 14.83%, B/C=S/. 1.09 and PRI of 3.50.

Instituciones: Universidad Privada del Norte