Citas bibligráficas
Sanchez, J., Chavez, G. (2021). Uso de influencers en relación con la decisión de compra de marcas de ropas en los jóvenes millenials de la ciudad de Tarapoto, 2019 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/4323
Sanchez, J., Chavez, G. Uso de influencers en relación con la decisión de compra de marcas de ropas en los jóvenes millenials de la ciudad de Tarapoto, 2019 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2021. http://hdl.handle.net/11458/4323
@misc{renati/1055183,
title = "Uso de influencers en relación con la decisión de compra de marcas de ropas en los jóvenes millenials de la ciudad de Tarapoto, 2019",
author = "Chavez Campos, Gleiser Yoshrlin",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2021"
}
The main objective of this research was to determine the relationship between the use of influencers and the decision to purchase clothing brands among young millennials in the city of Tarapoto in 2019; for this purpose, an observational methodology was used with a non-experimental design with cross-sectional and correlational level, in addition, a sample of 374 millennial customers of the city of Tarapoto was used, for which a questionnaire was used where questions of both variables were detailed. The main findings indicated that there is a high level of use of influencers according to 73%, of which instagram influencers are the most prevalent according to 59.4% of the data, in addition, 73.8% of respondents evaluated their purchase decision as good. On the other hand, it was verified that the use of facebook, instagram and YouTube influencers are significantly related to the purchase decision, due to the fact that in the individual statistical tests a p - value equal to 0.000 was found. Finally, it was concluded by accepting the research hypothesis where it was indicated that the use of influencers is significantly related to the purchase decision of clothing brands in millenials in the city of Tarapoto, 2019.
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