DIGITAL MARKETING AND CONSUMER PURCHASE DECISION OF THE COMPANY REPOSTERIA DEL NORTE SAC

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 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.