DIGITAL MARKETING AND CONSUMER PURCHASE DECISION OF THE COMPANY REPOSTERIA DEL NORTE SAC
DOI:
https://doi.org/10.18687/LACCEI2024.1.1.469Keywords:
Digital marketing, consumer decision, bakingAbstract
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 their 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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2024-07-27
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How to Cite
Gasco Navarro, J. H., Crispín Villa, K. P., Sagástegui Cruz, J. O., & Del Castillo Sagastegui, M. J. (2024). DIGITAL MARKETING AND CONSUMER PURCHASE DECISION OF THE COMPANY REPOSTERIA DEL NORTE SAC. LACCEI, 1(10). https://doi.org/10.18687/LACCEI2024.1.1.469