TY - GEN
T1 - Incidencia de las Estrategias del Marketing Digital en la Fidelización de clientes en un Restaurante de comida oriental, Trujillo, 2023
AU - Alfaro-Hernández, Cinthia Janeth
AU - Dilma Teodora, Uceda Pereda
AU - Valderrama-Puscán, Marlon Walter
AU - Alvaro Larry Luis Felipe, Mendoza Castillo
AU - Ibáñez, Luisamaría Antonella Prado
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The purpose of the research was to determine the impact of Digital Marketing Strategies on customer loyalty at the Shiro Maki Bar Restaurant, Trujillo, 2023, being Digital marketing the independent variable and Loyalty the independent variable; The research was applied, with a non-experimental, causal correlational and transversal design. Having an estimated sample of 229 clients, to carry out this research a survey was carried out, and as an instrument a questionnaire was applied to classify the information and process it. The results obtained are that digital marketing has a medium positive impact on customer loyalty. Concluding that, the bilateral significance of the p value was 0.000, being less than 0.005; and an R^2 of 0.27, this shows that for every sun invested in this area it generates 0.27 cents in loyalty, therefore, there is a significant impact between the variables of the restaurant study.
AB - The purpose of the research was to determine the impact of Digital Marketing Strategies on customer loyalty at the Shiro Maki Bar Restaurant, Trujillo, 2023, being Digital marketing the independent variable and Loyalty the independent variable; The research was applied, with a non-experimental, causal correlational and transversal design. Having an estimated sample of 229 clients, to carry out this research a survey was carried out, and as an instrument a questionnaire was applied to classify the information and process it. The results obtained are that digital marketing has a medium positive impact on customer loyalty. Concluding that, the bilateral significance of the p value was 0.000, being less than 0.005; and an R^2 of 0.27, this shows that for every sun invested in this area it generates 0.27 cents in loyalty, therefore, there is a significant impact between the variables of the restaurant study.
KW - Customers
KW - Digital Marketing
KW - Loyalty
UR - https://www.scopus.com/pages/publications/85187244991
U2 - 10.18687/LEIRD2023.1.1.223
DO - 10.18687/LEIRD2023.1.1.223
M3 - Contribución a la conferencia
AN - SCOPUS:85187244991
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -