Digital Marketing Mix and Purchase Decision of Imported Cosmetics in Lima Norte, 2025

Abstract

This study aimed to determine the relationship between the digital marketing mix and the purchase decision of consumers of imported cosmetic products in Lima Norte, 2025. The research followed a quantitative approach, with a non-experimental design, basic type, correlational scope, and cross-sectional cut. To this end, a survey was administered to a simple random sample of 384 consumers who purchased imported cosmetic products through digital platforms. As a result, the data indicated a high positive correlation between the digital marketing mix and the purchase decision (Spearman = 0.830), reflecting a statistically significant relationship between both variables. Regarding the dimensions, place (0.746) and promotion (0.700) showed a high positive correlation with the purchase decision, while product (0.687) and price (0.513) presented a moderate positive correlation, suggesting that accessibility and digital communication are more closely related to consumer decision-making. Therefore, it is concluded that digital marketing mix strategies are significantly related to the purchase decision, as consumers actively consider them throughout their purchasing process. Furthermore, 90.6% of respondents perceived these strategies at a high level, confirming their decisive role in the digital purchasing experience.