Social networks and their influence on the customers' purchase decision of a peruvian pizzeria

Cano C.B.; Castro N.V.; Roncal P.B.; Villacorta J.V. · Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology (2022) · DOI: 10.18687/laccei2022.1.1.15

Resumen

The research aims to determinate the influence of social networks on the customers' purchase decision of a peruvian pizzeria in the city of Trujillo, Peru, considering the increase in the use of these digital platforms today. The study considered a population subject to the study of 326 consumers registered in the company's database, of which 157 of them answered the survey. Besides, using instruments validated on Likert scale, the variables in question were measured, obtaining as main results that social networks influence the dimensions of recognition of the need, search for information and the process of evaluating alternatives in 50.6%, 37.7% and 35.3% respectively. At the same time, all the Spearman Rho tests to find the relationship became significant (p<0.01) and positive. Finally, this research concluded that social networks influence 45.8% in the customers' purchase decision of the peruvian pizzeria, after an Rsquared resulted in 0.458 within the coefficient of determinationtest.

Instituciones: Universidad César Vallejo; Universidad Privada del Norte