TY - GEN
T1 - Marketing digital y comportamiento del consumidor de la marca Uber en Perú
AU - Sime-Monzón, Melany
AU - Quispe-Cervantes, Bladimir Raúl
AU - Panez-Bendezu, Miguel Humberto
AU - Vargas-Merino, Jorge Alberto
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023
Y1 - 2023
N2 - The main objective of this study was to determine how digital marketing influences the consumer behavior of the Uber brand, Lima Metropolitana 2021. In that sense, a non-experimental methodological design of cross-sectional, quantitative approach and explanatory level was used, considering as the study population the inhabitants of the city of Metropolitan Lima between the ages of 18 to 55 years old, considering a sample of 385 people. Therefore, the survey technique was used through the questionnaire as an instrument for measuring the variables, on an ordinal Likert-type scale, which presented a high level of overall internal consistency (Cronbach's alpha = .983) and content validity by expert judgment (Aiken's V = 1.00). It was concluded at a general level that digital marketing does significantly influence consumer behavior of the Uber brand, Lima Metropolitana 2021, demonstrated through Pearson's Chi-square inferential test, with a confidence level of 95% and a significance of 0.000, which confirms that consumer behavior of the Uber brand is explained by the possible actions or influence of digital marketing.
AB - The main objective of this study was to determine how digital marketing influences the consumer behavior of the Uber brand, Lima Metropolitana 2021. In that sense, a non-experimental methodological design of cross-sectional, quantitative approach and explanatory level was used, considering as the study population the inhabitants of the city of Metropolitan Lima between the ages of 18 to 55 years old, considering a sample of 385 people. Therefore, the survey technique was used through the questionnaire as an instrument for measuring the variables, on an ordinal Likert-type scale, which presented a high level of overall internal consistency (Cronbach's alpha = .983) and content validity by expert judgment (Aiken's V = 1.00). It was concluded at a general level that digital marketing does significantly influence consumer behavior of the Uber brand, Lima Metropolitana 2021, demonstrated through Pearson's Chi-square inferential test, with a confidence level of 95% and a significance of 0.000, which confirms that consumer behavior of the Uber brand is explained by the possible actions or influence of digital marketing.
KW - Digital marketing
KW - branding
KW - consumer behavior
KW - lifestyles
KW - purchase motivation
UR - http://www.scopus.com/inward/record.url?scp=85172314486&partnerID=8YFLogxK
M3 - Contribución a la conferencia
AN - SCOPUS:85172314486
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Matta, Rodolfo Andres Rivas
T2 - 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Y2 - 19 July 2023 through 21 July 2023
ER -
