Incidence of Digital Marketing Strategies on Customer Loyalty in an Oriental Food Restaurant, Trujillo, 2023

Alfaro-Hernández C.J.; Dilma Teodora U.-P.; Valderrama-Puscán M.W.; Alvaro Larry Luis Felipe M.-C.; Ibáñez L.A.P. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023) · DOI: 10.18687/leird2023.1.1.223

Resumen

The purpose of the research was to determine the impact of Digital Marketing Strategies on customer loyalty at the Shiro Maki Bar Restaurant, Trujillo, 2023, being Digital marketing the independent variable and Loyalty the independent variable; The research was applied, with a non-experimental, causal correlational and transversal design. Having an estimated sample of 229 clients, to carry out this research a survey was carried out, and as an instrument a questionnaire was applied to classify the information and process it. The results obtained are that digital marketing has a medium positive impact on customer loyalty. Concluding that, the bilateral significance of the p value was 0.000, being less than 0.005; and an R^2 of 0.27, this shows that for every sun invested in this area it generates 0.27 cents in loyalty, therefore, there is a significant impact between the variables of the restaurant study.

Instituciones: Universidad César Vallejo