Bibliographic citations
Dios, G., Novoa, D. (2025). Marketing digital en Facebook y la fidelización de la audiencia de confitería Luben de Trujillo, 2024 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/56831
Dios, G., Novoa, D. Marketing digital en Facebook y la fidelización de la audiencia de confitería Luben de Trujillo, 2024 [Tesis]. PE: Universidad Privada Antenor Orrego; 2025. https://hdl.handle.net/20.500.12759/56831
@misc{renati/1340920,
title = "Marketing digital en Facebook y la fidelización de la audiencia de confitería Luben de Trujillo, 2024",
author = "Novoa Ihue, Diego Anthony",
publisher = "Universidad Privada Antenor Orrego",
year = "2025"
}
This research aimed to determine the relationship between digital marketing on the social network Facebook and the loyalty of the Trujillo audience of Confitería Luben in 2024. The approach was quantitative, with a correlational design. Surveys were used as the technique, and two questionnaires served as instruments to measure the variables of digital marketing and loyalty. The digital marketing questionnaire included 16 items, while the loyalty questionnaire consisted of 17 items. Both were administered to 375 followers of the official Facebook page of Confitería Luben. The results showed a positive correlation between the digital marketing strategies and audience loyalty. The responses indicated that the marketing implemented on Facebook was well-received by the followers. This strengthened the bond between the brand and its audience. Furthermore, the content on this social network contributed to followers feeling more connected, as they perceived added value in their relationship with the brand. In conclusion, the study demonstrates that an adequate digital marketing strategy on social media significantly enhances audience loyalty. This is reflected in a stronger perception and commitment from followers toward the Confitería Luben brand
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