Incidence of digital marketing on customer acquisition in a construction company in Trujillo 2023

Llontop Tuestas E.B.; Luperdi Sandoval A.I.; Valderrama-Puscán 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/leird2023.1.1.222

Resumen

The main purpose of the study was to evaluate the impact of digital marketing on customer acquisition in a construction company located in Trujillo in 2023. The study used applied methodology, with a quantitative approach and a non-experimental cross-sectional design. The target population consisted of 40 clients of the construction company in Trujillo, who completed a questionnaire with 30 items based on the Likert scale. The results obtained revealed a coefficient of determination R^2 of 0.29 between the digital marketing variables and customer acquisition, demonstrating a moderate positive correlation. In conclusion, it was found that the ability to attract customers through digital marketing is relatively low, attributed mainly to deficiencies in the management of its website, the use of email marketing and other relevant factors that influence the attraction of consumers in the Trujillo construction company.

Instituciones: Universidad César Vallejo