Digital marketing strategies in motorcycle consumer behavior

Escobar-Lazo G.T.; Quiñe-Alcantara L.H.K.; Valderrama-Puscan M.W.; Mendoza-Castillo A.L.L.F.; Ibáñez L.A.P. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.219

Resumen

This article entitled Digital marketing strategies in motorcycle consumer behavior, had the purpose of determining the relationship between our dependent variable digital marketing strategies and our independent variable consumer behavior. The methodology for this study was applied, it had a non-experimental cross-sectional design, with a quantitative approach, for this a questionnaire was structured, having a probabilistic sample which was made up of 231 clients of a motorcycle sales company, who responded two questionnaires of 15 and 17 items. The results of this article confirmed that both study variables have a significant relationship, with a correlation coefficient of 0.649 between the digital marketing strategies variable and the consumer behavior variable, indicating that there is a moderate positive level of correlation, demonstrating thus its efficiency in the different virtual channels and the importance in the purchase of motorcycle consumers.

Instituciones: Universidad César Vallejo