Bibliographic citations
Huaman, R., Sánchez, Z. (2024). Marketing digital y competitividad en las Mypes del sector gastronómico del distrito de San Vicente periodo 2024 [Universidad Nacional de Cañete]. https://hdl.handle.net/20.500.14559/197
Huaman, R., Sánchez, Z. Marketing digital y competitividad en las Mypes del sector gastronómico del distrito de San Vicente periodo 2024 []. PE: Universidad Nacional de Cañete; 2024. https://hdl.handle.net/20.500.14559/197
@misc{renati/1120059,
title = "Marketing digital y competitividad en las Mypes del sector gastronómico del distrito de San Vicente periodo 2024",
author = "Sánchez Chuquispuma, Zaira Lucia",
publisher = "Universidad Nacional de Cañete",
year = "2024"
}
The main objective of the research is to determine how the use of digital marketing is related to the competitiveness of MSEs in the gastronomic sector of the district of San Vicente for the period 2024. The type of study is basic, non-experimental in design, cross-sectional, the approach was quantitative, with a correlational level of study. The population was made up of managers or managers of the 80 MSEs of the gastronomic sector of San Vicente, census sampling was used, not probabilistic for convenience. The technique used was the survey and the instrument is the questionnaire for the two variables, the first variable is digital marketing and had 12 items, the following dimensions were taken as a reference: flow, functionality, feedback and loyalty; The second variable was competitiveness with 10 items, having as dimensions: cost leadership, differentiation and focus. The instrument was validated by three experts in administration and its reliability was evaluated using Cronbach's Alpha coefficient. To determine the correlation between digital marketing and competitiveness, Spearman's Rho was used, which resulted in 0.700** and a bilateral significance of <.001, indicating that there is a moderate positive correlation between the main variables.
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