Bibliographic citations
Romero, E., (2024). Influencia de las redes sociales en la intención de compra de los clientes de restaurantes tradicionales en la ciudad de Chiclayo [Universidad de Lima]. https://hdl.handle.net/20.500.12724/20657
Romero, E., Influencia de las redes sociales en la intención de compra de los clientes de restaurantes tradicionales en la ciudad de Chiclayo []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/20657
@misc{renati/1440887,
title = "Influencia de las redes sociales en la intención de compra de los clientes de restaurantes tradicionales en la ciudad de Chiclayo",
author = "Romero Perez, Edwin Cesar",
publisher = "Universidad de Lima",
year = "2024"
}
This research examined the relationship between social networks and the purchasing decisions of customers in traditional restaurants located in the city of Chiclayo. It also sought to identify the influence of various dimensions present in both variables, in order to understand the impact, they have on customers when choosing a service through social media platforms. The methodology employed was characterized by its quantitative approach, correlational in nature and non-experimental cross-sectional type, facilitating the determination of this relationship. The target population included all residents over 18 years of age in the city of Chiclayo, and the sample consisted of 384 citizens, who were surveyed by means of a questionnaire containing 17 questions, including 2 filter questions. When processing the data obtained, the correlation test was performed using the SPSS tool to examine the variables that yielded a Spearman's Rho coefficient of 0.920. Therefore, the exposure of relevant and attractive content on social platforms by traditional restaurants translates into a greater predisposition of customers to make use of the service. In conclusion, the results confirm the influence of social networks on consumers' purchase intention in traditional restaurants. Therefore, this study serves as a solid basis for the execution of digital marketing strategies that encourage active participation in online communities and strengthen online word-of-mouth marketing and maximize the impact of social media on purchase intent.
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