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Ramirez, M., Garcia, O. (2022). WOM Marketing y decisión de compra en la empresa Sorsa Motors, Tarapoto, 2020 [Universidad Nacional de San Martín. Fondo Editorial]. http://hdl.handle.net/11458/4448
Ramirez, M., Garcia, O. WOM Marketing y decisión de compra en la empresa Sorsa Motors, Tarapoto, 2020 []. PE: Universidad Nacional de San Martín. Fondo Editorial; 2022. http://hdl.handle.net/11458/4448
@misc{renati/1058318,
title = "WOM Marketing y decisión de compra en la empresa Sorsa Motors, Tarapoto, 2020",
author = "Garcia Arevalo, Olenka Samantha",
publisher = "Universidad Nacional de San Martín. Fondo Editorial",
year = "2022"
}
Title: WOM Marketing y decisión de compra en la empresa Sorsa Motors, Tarapoto, 2020
Advisor(s): Vela Reategui, Seidy Janice
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 2022
Institution: Universidad Nacional de San Martín. Fondo Editorial
Abstract: El presente estudio titulado: “WOM Marketing y decisión de compra en la empresa Sorsa Motors, Tarapoto, 2020”. Planteó como objetivo general: Establecer la relación entre el WOM Marketing y la decisión de compra en la empresa Sorsa Motors, Tarapoto, 2020. Para el logro del objetivo se administraron dos cuestionarios a 132 clientes de la empresa Grupo Sorsa Motor de Tarapoto durante el año 2020, siendo un estudio aplicado, relacional, no experimental y transversal. El principal resultado fue: Existe una relación significativa entre la variable WOM Marketing y la variable decisión de compra, ya que, la significancia bilateral resultó por debajo de 0.05 (0.000). Además, dicha relación es positiva considerable, dado que, el coeficiente de correlación resultó ser 0.643. La principal conclusión fue: La formación de las preferencias de los clientes de la empresa Sorsa Motors entre las diversas marcas que se aceptan como posibilidades, está asociada a la información compartida en las plataformas de comunicación. A su vez, esta relación se da a través de dos vías: central y periférica. La ruta central está constituida por la calidad de la información y la periférica por la credibilidad de la fuente.
The present study entitled: "WOM Marketing and purchase decision in the company Sorsa Motors, Tarapoto, 2020". The general objective was: Establish the relationship between WOM Marketing and the purchase decision in the company Sorsa Motors, Tarapoto, 2020. To achieve the objective, two questionnaires were administered to 132 clients of the company Grupo Sorsa Motor de Tarapoto during the year 2020, being an applied, relational, non-experimental and cross-sectional study. The main result was: There is a significant relationship between the WOM Marketing variable and the purchase decision variable, since the bilateral significance was below 0.05 (0.000). In addition, this relationship is considerable positive, since the correlation coefficient turned out to be 0.643. The main conclusion was: The formation of the preferences of the clients of the Sorsa Motors company among the various brands that are accepted as possibilities, is associated with the information shared in the communication platforms. In turn, this relationship occurs through two ways: central and peripheral. The central route is constituted by the quality of the information and the peripheral route by the credibility of the source.
The present study entitled: "WOM Marketing and purchase decision in the company Sorsa Motors, Tarapoto, 2020". The general objective was: Establish the relationship between WOM Marketing and the purchase decision in the company Sorsa Motors, Tarapoto, 2020. To achieve the objective, two questionnaires were administered to 132 clients of the company Grupo Sorsa Motor de Tarapoto during the year 2020, being an applied, relational, non-experimental and cross-sectional study. The main result was: There is a significant relationship between the WOM Marketing variable and the purchase decision variable, since the bilateral significance was below 0.05 (0.000). In addition, this relationship is considerable positive, since the correlation coefficient turned out to be 0.643. The main conclusion was: The formation of the preferences of the clients of the Sorsa Motors company among the various brands that are accepted as possibilities, is associated with the information shared in the communication platforms. In turn, this relationship occurs through two ways: central and peripheral. The central route is constituted by the quality of the information and the peripheral route by the credibility of the source.
Link to repository: http://hdl.handle.net/11458/4448
Discipline: Administración
Grade or title grantor: Universidad Nacional de San Martín. Facultad de Ciencias Económicas
Grade or title: Licenciado en Administración
Juror: Riva Ruiz, Raidith; Rios Lopez, Luis Alberto; Arévalo Alva, Lady Diana
Register date: 1-Sep-2022
This item is licensed under a Creative Commons License