TY - GEN
T1 - Redes sociales y su influencia en la decisión de compra de los clientes de una pizzería peruana
AU - Cano, Carlos Barrios
AU - Castro, Naysha Velasquez
AU - Roncal, Patricia Barinotto
AU - Villacorta, Jessica Vicuña
N1 - Publisher Copyright:
© 2022 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2022
Y1 - 2022
N2 - The research aims to determinate the influence of social networks on the customers' purchase decision of a peruvian pizzeria in the city of Trujillo, Peru, considering the increase in the use of these digital platforms today. The study considered a population subject to the study of 326 consumers registered in the company's database, of which 157 of them answered the survey. Besides, using instruments validated on Likert scale, the variables in question were measured, obtaining as main results that social networks influence the dimensions of recognition of the need, search for information and the process of evaluating alternatives in 50.6%, 37.7% and 35.3% respectively. At the same time, all the Spearman Rho tests to find the relationship became significant (p<0.01) and positive. Finally, this research concluded that social networks influence 45.8% in the customers' purchase decision of the peruvian pizzeria, after an Rsquared resulted in 0.458 within the coefficient of determinationtest.
AB - The research aims to determinate the influence of social networks on the customers' purchase decision of a peruvian pizzeria in the city of Trujillo, Peru, considering the increase in the use of these digital platforms today. The study considered a population subject to the study of 326 consumers registered in the company's database, of which 157 of them answered the survey. Besides, using instruments validated on Likert scale, the variables in question were measured, obtaining as main results that social networks influence the dimensions of recognition of the need, search for information and the process of evaluating alternatives in 50.6%, 37.7% and 35.3% respectively. At the same time, all the Spearman Rho tests to find the relationship became significant (p<0.01) and positive. Finally, this research concluded that social networks influence 45.8% in the customers' purchase decision of the peruvian pizzeria, after an Rsquared resulted in 0.458 within the coefficient of determinationtest.
KW - Social networks
KW - post-purchase
KW - purchase decision
UR - http://www.scopus.com/inward/record.url?scp=85140038146&partnerID=8YFLogxK
U2 - 10.18687/LACCEI2022.1.1.15
DO - 10.18687/LACCEI2022.1.1.15
M3 - Contribución a la conferencia
AN - SCOPUS:85140038146
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology
A2 - Larrondo Petrie, Maria M.
A2 - Texier, Jose
A2 - Pena, Andrea
A2 - Viloria, Jose Angel Sanchez
T2 - 20th LACCEI International Multi-Conference for Engineering, Education Caribbean Conference for Engineering and Technology, LACCEI 2022
Y2 - 18 July 2022 through 22 July 2022
ER -