MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC

Jeanpierre Hebert Gasco Navarro; Kely Paola Crispin Villa; Mariano Del Castillo Sagastegui; Julia Otilia Sagástegui Cruz

doi:10.18687/LACCEI2024.1.1.469

MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC

Translated title of the contribution: DIGITAL MARKETING AND ITS RELATIONSHIP IN THE CONSUMER PURCHASE DECISION OF THE COMPANY REPOSTERIA DEL NORTE SAC

Jeanpierre Hebert Gasco Navarro, Kely Paola Crispin Villa, Mariano Del Castillo Sagastegui, Julia Otilia Sagástegui Cruz

Humanities

Universidad Privada del Norte

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

Abstract

This study aimed to measure the relationship between digital marketing and the consumer's purchasing decision at Repostería del Norte SAC, Trujillo, 2023. Likewise, it was a descriptive correlational design. For this study, the population is made up of the customers of the Pastry Shop of the North, which is a monthly average of 500 customers who buy from the company. Probabilistic sampling was used. For data collection, 2 questionnaires were used for each variable. Among its results, a strong positive connection (0.863) and significant (p value < 0.05) was observed between digital marketing and the purchase decision. This suggests that Repostería del Norte SAC's digital marketing strategy considerably influences customers' purchasing decisions. In conclusion, digital marketing is a powerful tactic to influence customer purchasing decisions.

Translated title of the contribution	DIGITAL MARKETING AND ITS RELATIONSHIP IN THE CONSUMER PURCHASE DECISION OF THE COMPANY REPOSTERIA DEL NORTE SAC
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/LACCEI2024.1.1.469
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

Access to Document

10.18687/LACCEI2024.1.1.469

Cite this

Hebert Gasco Navarro, J., Paola Crispin Villa, K., Del Castillo Sagastegui, M., & Otilia Sagástegui Cruz, J. (2024). MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC. 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/LACCEI2024.1.1.469

Hebert Gasco Navarro, Jeanpierre ; Paola Crispin Villa, Kely ; Del Castillo Sagastegui, Mariano et al. / MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC. 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 = "MARKETING DIGITAL Y SU RELACION EN LA DECISI{\'O}N DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC",

abstract = "This study aimed to measure the relationship between digital marketing and the consumer's purchasing decision at Reposter{\'i}a del Norte SAC, Trujillo, 2023. Likewise, it was a descriptive correlational design. For this study, the population is made up of the customers of the Pastry Shop of the North, which is a monthly average of 500 customers who buy from the company. Probabilistic sampling was used. For data collection, 2 questionnaires were used for each variable. Among its results, a strong positive connection (0.863) and significant (p value < 0.05) was observed between digital marketing and the purchase decision. This suggests that Reposter{\'i}a del Norte SAC's digital marketing strategy considerably influences customers' purchasing decisions. In conclusion, digital marketing is a powerful tactic to influence customer purchasing decisions.",

keywords = "consumer decision, Digital marketing, pastry",

author = "{Hebert Gasco Navarro}, Jeanpierre and {Paola Crispin Villa}, Kely and {Del Castillo Sagastegui}, Mariano and {Otilia Sag{\'a}stegui Cruz}, Julia",

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",

year = "2024",

doi = "10.18687/LACCEI2024.1.1.469",

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Hebert Gasco Navarro, J, Paola Crispin Villa, K, Del Castillo Sagastegui, M & Otilia Sagástegui Cruz, J 2024, MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC. 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/LACCEI2024.1.1.469

MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC. / Hebert Gasco Navarro, Jeanpierre; Paola Crispin Villa, Kely; Del Castillo Sagastegui, Mariano 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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T1 - MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC

AU - Hebert Gasco Navarro, Jeanpierre

AU - Paola Crispin Villa, Kely

AU - Del Castillo Sagastegui, Mariano

AU - Otilia Sagástegui Cruz, Julia

PY - 2024

Y1 - 2024

N2 - This study aimed to measure the relationship between digital marketing and the consumer's purchasing decision at Repostería del Norte SAC, Trujillo, 2023. Likewise, it was a descriptive correlational design. For this study, the population is made up of the customers of the Pastry Shop of the North, which is a monthly average of 500 customers who buy from the company. Probabilistic sampling was used. For data collection, 2 questionnaires were used for each variable. Among its results, a strong positive connection (0.863) and significant (p value < 0.05) was observed between digital marketing and the purchase decision. This suggests that Repostería del Norte SAC's digital marketing strategy considerably influences customers' purchasing decisions. In conclusion, digital marketing is a powerful tactic to influence customer purchasing decisions.

AB - This study aimed to measure the relationship between digital marketing and the consumer's purchasing decision at Repostería del Norte SAC, Trujillo, 2023. Likewise, it was a descriptive correlational design. For this study, the population is made up of the customers of the Pastry Shop of the North, which is a monthly average of 500 customers who buy from the company. Probabilistic sampling was used. For data collection, 2 questionnaires were used for each variable. Among its results, a strong positive connection (0.863) and significant (p value < 0.05) was observed between digital marketing and the purchase decision. This suggests that Repostería del Norte SAC's digital marketing strategy considerably influences customers' purchasing decisions. In conclusion, digital marketing is a powerful tactic to influence customer purchasing decisions.

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Hebert Gasco Navarro J, Paola Crispin Villa K, Del Castillo Sagastegui M, Otilia Sagástegui Cruz J. MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC. 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/LACCEI2024.1.1.469

MARKETING DIGITAL Y SU RELACION EN LA DECISIÓN DE COMPRA DEL CONSUMIDOR DE LA EMPRESA REPOSTERIA DEL NORTE SAC

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