TY - GEN
T1 - Estrategias de marketing digital y posicionamiento de una droguería en Lima Perú
AU - Naomi Alvarado-Mallqui, Chandra
AU - Melissa Mateo-Salazar, Laydi
AU - Armando Ríos-Lama, Cristian
AU - Alberto Vargas-Merino, Jorge
N1 - Publisher Copyright:
© 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2024
Y1 - 2024
N2 - The objective of this research was to determine the relationship between digital marketing strategies and the positioning of a drugstore in San Juan de Lurigancho, Lima Peru 2022. The methodology implemented was quantitative approach, correlational level, the sample consisted of 80 customers determined by non-probabilistic convenience sampling. The technique used was a survey and two questionnaires. The results showed that between digital marketing and positioning there is a moderate correlation (r = 0.689), and the significance was = 0.000 < 0.05, rejecting the null hypothesis, concluding that digital marketing is significantly related to positioning, i.e. when digital marketing strategies are properly managed, positioning will increase or improve.
AB - The objective of this research was to determine the relationship between digital marketing strategies and the positioning of a drugstore in San Juan de Lurigancho, Lima Peru 2022. The methodology implemented was quantitative approach, correlational level, the sample consisted of 80 customers determined by non-probabilistic convenience sampling. The technique used was a survey and two questionnaires. The results showed that between digital marketing and positioning there is a moderate correlation (r = 0.689), and the significance was = 0.000 < 0.05, rejecting the null hypothesis, concluding that digital marketing is significantly related to positioning, i.e. when digital marketing strategies are properly managed, positioning will increase or improve.
KW - Digital marketing
KW - communication
KW - differentiation
KW - esteem
KW - positioning
UR - http://www.scopus.com/inward/record.url?scp=85203827258&partnerID=8YFLogxK
U2 - 10.18687/LACCEI2024.1.1.1135
DO - 10.18687/LACCEI2024.1.1.1135
M3 - Contribución a la conferencia
AN - SCOPUS:85203827258
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 22nd LACCEI International Multi-Conference for Engineering, Education and Technology
T2 - 22nd LACCEI International Multi-Conference for Engineering, Education and Technology, LACCEI 2024
Y2 - 17 July 2024 through 19 July 2024
ER -