TY - GEN
T1 - Marketing digital y gestión empresarial orientada al valor del cliente en PYMES
AU - Ariste-León, Lizbeth Luz
AU - Tucno-Chuqui, Betsabé Abigail
AU - Panez-Bendezú, 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 - Currently, SMEs are influenced by the technological advances that the business world is evolving, and the constant changes in customer preferences, which is why digital marketing and customer-oriented business management will be discussed. The objective of this research was to determine how digital marketing influences business management oriented to customer value in SMEs, San Juan de Lurigancho, Lima 2021. The type of research is basic, with a quantitative approach, at an explanatory level and Its design is non-experimental with a cross section. The population was made up of all the clients of the SMEs in the San Juan de Lurigancho district that make purchases online, with a non-probabilistic sample for convenience, made up of 180 clients. The applied technique was the survey and the instrument used by a questionnaire, validated by experts and applicable result and; For reliability, Cronbach's Alpha coefficient was used, demonstrating high statistical reliability. Thus, it was determined that digital marketing significantly influences business management oriented towards customer value in SMEs, demonstrated by regression analysis with a global significance level of ANOVA <0.05 and contrasted with the R-Squared statistic =0.582. In other words, digital marketing explains customer-oriented business management in that magnitude.
AB - Currently, SMEs are influenced by the technological advances that the business world is evolving, and the constant changes in customer preferences, which is why digital marketing and customer-oriented business management will be discussed. The objective of this research was to determine how digital marketing influences business management oriented to customer value in SMEs, San Juan de Lurigancho, Lima 2021. The type of research is basic, with a quantitative approach, at an explanatory level and Its design is non-experimental with a cross section. The population was made up of all the clients of the SMEs in the San Juan de Lurigancho district that make purchases online, with a non-probabilistic sample for convenience, made up of 180 clients. The applied technique was the survey and the instrument used by a questionnaire, validated by experts and applicable result and; For reliability, Cronbach's Alpha coefficient was used, demonstrating high statistical reliability. Thus, it was determined that digital marketing significantly influences business management oriented towards customer value in SMEs, demonstrated by regression analysis with a global significance level of ANOVA <0.05 and contrasted with the R-Squared statistic =0.582. In other words, digital marketing explains customer-oriented business management in that magnitude.
KW - Digital marketing
KW - SMEs
KW - business management
KW - content dissemination
KW - customer attraction
KW - customer conversion
KW - customer orientation
UR - http://www.scopus.com/inward/record.url?scp=85172335771&partnerID=8YFLogxK
M3 - Contribución a la conferencia
AN - SCOPUS:85172335771
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 -