Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú

Chandra Naomi Alvarado-Mallqui; Laydi Melissa Mateo-Salazar; Cristian Armando Ríos-Lama; Jorge Alberto Vargas-Merino

doi:10.18687/LACCEI2024.1.1.1135

Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú

Translated title of the contribution: Digital marketing strategies and positioning of a drugstore in Lima Peru

Chandra Naomi Alvarado-Mallqui, Laydi Melissa Mateo-Salazar, Cristian Armando Ríos-Lama, Jorge Alberto Vargas-Merino

Direction of Research, Innovation and Social Responsibility

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

The objective of this research was to determine the relationship between digital marketing strategies and the positioning of a drugstore in San Juan de Lurigancho, Lima Peru 2022. The methodology implemented was quantitative approach, correlational level, the sample consisted of 80 customers determined by non-probabilistic convenience sampling. The technique used was a survey and two questionnaires. The results showed that between digital marketing and positioning there is a moderate correlation (r = 0.689), and the significance was = 0.000 < 0.05, rejecting the null hypothesis, concluding that digital marketing is significantly related to positioning, i.e. when digital marketing strategies are properly managed, positioning will increase or improve.

Translated title of the contribution	Digital marketing strategies and positioning of a drugstore in Lima Peru
Original language	Spanish
Title of host publication	Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publication	Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024
ISBN (Electronic)	9786289520781
DOIs	https://doi.org/10.18687/LACCEI2024.1.1.1135
State	Published - 2024
Event	22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024 - Hybrid, San Jose, Costa Rica Duration: 17 Jul 2024 → 19 Jul 2024

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
ISSN (Electronic)	2414-6390

Conference

Conference	22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
Country/Territory	Costa Rica
City	Hybrid, San Jose
Period	17/07/24 → 19/07/24

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10.18687/LACCEI2024.1.1.1135

Cite this

Naomi Alvarado-Mallqui, C., Melissa Mateo-Salazar, L., Armando Ríos-Lama, C., & Alberto Vargas-Merino, J. (2024). Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú. In Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). https://doi.org/10.18687/LACCEI2024.1.1.1135

Naomi Alvarado-Mallqui, Chandra ; Melissa Mateo-Salazar, Laydi ; Armando Ríos-Lama, Cristian et al. / Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú. Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

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title = "Estrategias de marketing digital y posicionamiento de una droguer{\'i}a en Lima Per{\'u}",

abstract = "The objective of this research was to determine the relationship between digital marketing strategies and the positioning of a drugstore in San Juan de Lurigancho, Lima Peru 2022. The methodology implemented was quantitative approach, correlational level, the sample consisted of 80 customers determined by non-probabilistic convenience sampling. The technique used was a survey and two questionnaires. The results showed that between digital marketing and positioning there is a moderate correlation (r = 0.689), and the significance was = 0.000 < 0.05, rejecting the null hypothesis, concluding that digital marketing is significantly related to positioning, i.e. when digital marketing strategies are properly managed, positioning will increase or improve.",

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note = "Publisher Copyright: {\textcopyright} 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024 ; Conference date: 17-07-2024 Through 19-07-2024",

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Naomi Alvarado-Mallqui, C, Melissa Mateo-Salazar, L, Armando Ríos-Lama, C & Alberto Vargas-Merino, J 2024, Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú. in Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024, Hybrid, San Jose, Costa Rica, 17/07/24. https://doi.org/10.18687/LACCEI2024.1.1.1135

Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú. / Naomi Alvarado-Mallqui, Chandra; Melissa Mateo-Salazar, Laydi; Armando Ríos-Lama, Cristian et al.
Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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AU - Naomi Alvarado-Mallqui, Chandra

AU - Melissa Mateo-Salazar, Laydi

AU - Armando Ríos-Lama, Cristian

AU - Alberto Vargas-Merino, Jorge

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AB - The objective of this research was to determine the relationship between digital marketing strategies and the positioning of a drugstore in San Juan de Lurigancho, Lima Peru 2022. The methodology implemented was quantitative approach, correlational level, the sample consisted of 80 customers determined by non-probabilistic convenience sampling. The technique used was a survey and two questionnaires. The results showed that between digital marketing and positioning there is a moderate correlation (r = 0.689), and the significance was = 0.000 < 0.05, rejecting the null hypothesis, concluding that digital marketing is significantly related to positioning, i.e. when digital marketing strategies are properly managed, positioning will increase or improve.

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Naomi Alvarado-Mallqui C, Melissa Mateo-Salazar L, Armando Ríos-Lama C, Alberto Vargas-Merino J. Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú. In Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology: Sustainable Engineering for a Diverse, Equitable, and Inclusive Future at the Service of Education, Research, and Industry for a Society 5.0., LACCEI 2024. 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LACCEI2024.1.1.1135

Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú

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