Marketing and e-commerce in a service company. An empirical study

Chacón-Ruiz G.M.; Contreras-Tipula G.E.; Panez-Bendezu M.H.; Vargas-Merino J.A. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2023)

Resumen

The general objective of this research was to determine how the marketing mix influences the e-commerce of the company Multicolor, San Juan de Lurigancho, Lima 2021. The research had a quantitative approach, basic, explanatory level and non-experimental cross-sectional design. The population under study consisted of 130 customers with respect to the 2020 sales of the Multicolor company, with a non-probabilistic sample by convenience, composed of 80 customers of the company. The applied technique was the survey. The instrument used was the questionnaire, which obtained a Cronbach's alpha of 0.816 for the marketing mix variable and 0.863 for the e-commerce variable, which means a high statistical reliability, and a content validation by experts of 100% for the Marketing Mix variable and 98% for the E-commerce variable, which means a high content validity for the questionnaire. Finally, it was determined that the marketing mix significantly influences the e-commerce of the company Multicolor, San Juan de Lurigancho, Lima 2021, demonstrated through the chi-square test with a value of (64.932) and with a significance level of 0.000< 0.05, which clearly indicates that a good execution of e-commerce is determined or explained by a good execution of the marketing mix.

Instituciones: Universidad Privada del Norte