Bibliographic citations
Malpartida, D., Lozano, A. (2023). Relación entre Influencers y Decisión de Compra de artículos de moda en mujeres de 18 a 30 años en Lima en 2022 [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/672990
Malpartida, D., Lozano, A. Relación entre Influencers y Decisión de Compra de artículos de moda en mujeres de 18 a 30 años en Lima en 2022 [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2023. http://hdl.handle.net/10757/672990
@misc{renati/1297695,
title = "Relación entre Influencers y Decisión de Compra de artículos de moda en mujeres de 18 a 30 años en Lima en 2022",
author = "Lozano Indica, Antonella",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2023"
}
The fashion industry has been one of the most important and prosperous sectors over time; however, the pandemic had a significant impact on this area, affecting the country's economy and fashion companies. In this context, influencers have become a key tool for fashion marketing, due to their great influence on consumers. Therefore, it is essential to have more knowledge about influencers and their impact on the fashion industry, in order to identify opportunities for their recovery. In this sense, the main objective of this thesis was to determine whether there is a relationship between influencers and the purchase decision of fashion items in women aged 18 to 30 years in Lima Metropolitan Area in 2022. For this research, a quantitative methodological approach, a correlational scope and a quantitative non-experimental design of cross-sectional type were used. A questionnaire was administered to 301 women between 18 and 30 years old who reside in Metropolitan Lima and follow fashion influencers. After conducting the study, a high level of correlation was found in both the general and specific hypotheses, so it can be concluded that there is a significant relationship between influencers and the purchase decision of fashion items in women aged 18 to 30 years in Lima Metropolitan Area in 2022.
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