Marketing digital y comportamiento del consumidor de la marca Uber en Perú

Melany Sime-Monzón; Bladimir Raúl Quispe-Cervantes; Miguel Humberto Panez-Bendezu; Jorge Alberto Vargas-Merino

Marketing digital y comportamiento del consumidor de la marca Uber en Perú

Translated title of the contribution: Digital marketing and consumer behaviour of the Uber brand in Peru

Melany Sime-Monzón
, Bladimir Raúl Quispe-Cervantes
, Miguel Humberto Panez-Bendezu
, Jorge Alberto Vargas-Merino

UPN Directorate of Research, Innovation, and Sustainability

Universidad Privada del Norte

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

Abstract

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.

Translated title of the contribution	Digital marketing and consumer behaviour of the Uber brand in Peru
Original language	Spanish
Title of host publication	Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology
Subtitle of host publication	Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
ISBN (Electronic)	9786289520743
State	Published - 2023
Event	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 - Buenos Aires, Argentina Duration: 19 Jul 2023 → 21 Jul 2023

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
Volume	2023-July
ISSN (Electronic)	2414-6390

Conference

Conference	21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023
Country/Territory	Argentina
City	Buenos Aires
Period	19/07/23 → 21/07/23

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 12 Responsible Consumption and Production

Cite this

Sime-Monzón, M., Quispe-Cervantes, B. R., Panez-Bendezu, M. H., & Vargas-Merino, J. A. (2023). Marketing digital y comportamiento del consumidor de la marca Uber en Perú. In M. M. Larrondo Petrie, J. Texier, & R. A. R. Matta (Eds.), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

Sime-Monzón, Melany ; Quispe-Cervantes, Bladimir Raúl ; Panez-Bendezu, Miguel Humberto et al. / Marketing digital y comportamiento del consumidor de la marca Uber en Perú. Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

@inproceedings{f21e032591ad4242a20193d88da99f90,

title = "Marketing digital y comportamiento del consumidor de la marca Uber en Per{\'u}",

abstract = "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.",

keywords = "Digital marketing, branding, consumer behavior, lifestyles, purchase motivation",

author = "Melany Sime-Monz{\'o}n and Quispe-Cervantes, \{Bladimir Ra{\'u}l\} and Panez-Bendezu, \{Miguel Humberto\} and Vargas-Merino, \{Jorge Alberto\}",

note = "Publisher Copyright: {\textcopyright} 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023 ; Conference date: 19-07-2023 Through 21-07-2023",

year = "2023",

language = "Espa{\~n}ol",

series = "Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology",

editor = "\{Larrondo Petrie\}, \{Maria M.\} and Jose Texier and Matta, \{Rodolfo Andres Rivas\}",

booktitle = "Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology",

}

Sime-Monzón, M, Quispe-Cervantes, BR, Panez-Bendezu, MH & Vargas-Merino, JA 2023, Marketing digital y comportamiento del consumidor de la marca Uber en Perú. in MM Larrondo Petrie, J Texier & RAR Matta (eds), Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, vol. 2023-July, 21st LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2023, Buenos Aires, Argentina, 19/07/23.

Marketing digital y comportamiento del consumidor de la marca Uber en Perú. / Sime-Monzón, Melany; Quispe-Cervantes, Bladimir Raúl; Panez-Bendezu, Miguel Humberto et al.
Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andres Rivas Matta. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology; Vol. 2023-July).

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

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

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 - https://www.scopus.com/pages/publications/85172314486

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 -

Sime-Monzón M, Quispe-Cervantes BR, Panez-Bendezu MH, Vargas-Merino JA. Marketing digital y comportamiento del consumidor de la marca Uber en Perú. In Larrondo Petrie MM, Texier J, Matta RAR, editors, Proceedings of the 21st LACCEI International Multi-Conference for Engineering, Education and Technology: Leadership in Education and Innovation in Engineering in the Framework of Global Transformations: Integration and Alliances for Integral Development, LACCEI 2023. 2023. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Marketing digital y comportamiento del consumidor de la marca Uber en Perú

Abstract

Publication series

Conference

UN SDGs

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