Bibliographic citations
Chuquino, J., (2024). Relación entre marketing digital y la lealtad del consumidor en empresas de comercio electrónico en Trujillo [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/43711
Chuquino, J., Relación entre marketing digital y la lealtad del consumidor en empresas de comercio electrónico en Trujillo [Tesis]. PE: Universidad Privada Antenor Orrego; 2024. https://hdl.handle.net/20.500.12759/43711
@misc{renati/1341901,
title = "Relación entre marketing digital y la lealtad del consumidor en empresas de comercio electrónico en Trujillo",
author = "Chuquino Carrasco, Jhonatan Vicente",
publisher = "Universidad Privada Antenor Orrego",
year = "2024"
}
The objective of this research was to determine the relationship between digital marketing and consumer loyalty in e-commerce companies in Trujillo in the year 2023. Currently, technological advances worldwide are amazing and evolving at an impressive pace. Digital media, as part of this progress, have become essential in our lives. Likewise, digital marketing channels allow us to be more effective in persuading, informing or driving a purchase, since we spend time every day checking emails, updates on social networks, watching ads without looking for them, among other digital activities. With these objectives, we seek to provide valuable insights that contribute to the improvement of digital marketing practices in the context of e-commerce. This research is basic in nature and has a quantitative approach. The research design is non-experimental and correlational. To determine the sample, a population of 173 people was considered, using simple probability sampling from a 2020 database. Measurement was done through observation, statistical tests and correlational models. Data collection was conducted through a survey covering both the digital marketing variable and consumer loyalty. The questionnaire, composed of 32 items, employs a Likert-type measurement scale. The data collected were analyzed and processed using Excel and SPSS statistical programs. The results obtained indicate the existence of a correlation between the digital marketing variable and the consumer loyalty variable, with a Spearman's Rho value of 0.786. In conclusion, the implementation of digital marketing strategies to promote consumer loyalty in companies in Trujillo is recommended. This includes the creation of their own website, which facilitates interaction with customers and allows them to learn more about the company
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