DIGITAL MARKETING AND ITS RELATIONSHIP WITH MILLENNIAL CONSUMER BEHAVIOR IN THE SUPPLEMENT COMPANY (#733)

Authors

Castro Gutiérrez, Ángeles

Tucto Limay, Eliana Yocelin

Mendoza Castañeda, Jhaquelin Mareli

Boñon Diaz, David

Abstract

The objective of this research is to determine the relationship between digital marketing and millennial consumer behavior in a supplement company in the city of Cajamarca, during the year 2025. Methods: This is a basic research project with a non-experimental design and correlational approach. A sample of 150 users between the ages of 25 and 48 was surveyed, using a questionnaire as the main instrument. Results: A significant positive correlation was revealed between digital marketing and consumer behavior, with a Spearman's Rho coefficient of 0.712. This value indicates a significantly positive correlation and a significance level of 0.000, confirming the existence of a statistically significant relationship between both variables. Conclusions: Digital marketing not only improves brand visibility but also directly influences every stage of the millennial consumer purchasing process. Therefore, it is consolidated as a key strategic tool for the supplement company's positioning and competitiveness in today's digital environment.