Online marketing and business competitiveness of a retail, Los Olivos, 2023

Bengoa-Huarsaya D.A.; Fernández-Bedoya V.H. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2024) · DOI: 10.18687/leird2024.1.1.245

Resumen

Research aligned with SDG 8: “Decent work and economic growth”, (its dimensions: Views, Permanence, Reputation, Quality, Service and Price) of a retail store in Los Olivos, 2023. The methodology was quantitative approach, applicative type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of 60 regular customers of the company (finite). The study sample consisted of 60 customers of the company. The technique applied was the survey. The results Spearman's rho statistic was used for the general hypothesis. According to the results obtained, a bilateral asymptotic significance of 0.003 was shown. It was concluded that online marketing significantly influences the business competitiveness of a retailer in Los Olivos, 2023. (sig.= 0.003; r2=0.1466). Finally, conclusions and recommendations were issued.

Instituciones: Universidad César Vallejo