DIGITAL MARKETING AND CONSUMER PURCHASE DECISION OF THE COMPANY REPOSTERIA DEL NORTE SAC (#469)
Read ArticleDate of Conference
July 17-19, 2024
Published In
"Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0."
Location of Conference
Costa Rica
Authors
Gasco Navarro, Jeanpierre Hebert
Crispín Villa, Kely Paola
Sagástegui Cruz, Julia Otilia
Del Castillo Sagastegui, Mariano José
Abstract
This study aimed to measure the relationship between digital marketing and the consumer's purchasing decision at Repostería del Norte SAC, Trujillo, 2023. Likewise, it was a descriptive correlational design. For this study, the population is made up of the customers of the Pastry Shop of the North, which is a monthly average of 500 customers who buy from the company. Probabilistic sampling was used. For data collection, 2 questionnaires were used for each variable. Among their results, a strong positive connection (0.863) and significant (p value < 0.05) was observed between digital marketing and the purchase decision. This suggests that Repostería del Norte SAC's digital marketing strategy considerably influences customers' purchasing decisions. In conclusion, digital marketing is a powerful tactic to influence customer purchasing decisions.