Bibliographic citations
Sanchez, B., (2024). El marketing de influencias y su efecto en la conducta de compra del consumidor millennial en el sector tecnológico, Chiclayo, 2023 [Universidad Católica Santo Toribio de Mogrovejo]. http://hdl.handle.net/20.500.12423/7802
Sanchez, B., El marketing de influencias y su efecto en la conducta de compra del consumidor millennial en el sector tecnológico, Chiclayo, 2023 []. PE: Universidad Católica Santo Toribio de Mogrovejo; 2024. http://hdl.handle.net/20.500.12423/7802
@misc{renati/1106892,
title = "El marketing de influencias y su efecto en la conducta de compra del consumidor millennial en el sector tecnológico, Chiclayo, 2023",
author = "Sanchez Yaipen, Brigitte Carolain",
publisher = "Universidad Católica Santo Toribio de Mogrovejo",
year = "2024"
}
The purpose of the research was to establish the relationship between influence marketing and the purchasing behavior of the millennial consumer in the technology sector, Chiclayo, 2023. Regarding this, the population of this study was made up of individuals from the millennial generation who purchase products from the technology sector and are residents of the city of Chiclayo, having a sample of 384 millennials between 20 and 43 years of age, a random probabilistic sampling was applied, in turn, whose technique and instrument were the survey and questionnaire, respectively. In turn, the result was that there is a significant (0.002) and positive – moderate (0.315) relationship between the variables under study. Therefore, it is concluded that the higher the level of influence marketing in companies in the technology sector, the higher the level of millennial consumer purchasing behavior.
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