Bibliographic citations
Bedoya, L., Guevara, P. (2024). Influencia de los factores del marketing digital en la decisión de compra de seguros de salud en las compañías de seguros [Universidad de Lima]. https://hdl.handle.net/20.500.12724/21053
Bedoya, L., Guevara, P. Influencia de los factores del marketing digital en la decisión de compra de seguros de salud en las compañías de seguros []. PE: Universidad de Lima; 2024. https://hdl.handle.net/20.500.12724/21053
@misc{renati/1440977,
title = "Influencia de los factores del marketing digital en la decisión de compra de seguros de salud en las compañías de seguros",
author = "Guevara Gastelu, Pamela Amanda",
publisher = "Universidad de Lima",
year = "2024"
}
The present research aims to identify the influence of digital marketing factors on the decision to purchase health insurance in Insurance Companies. The type of research is applied and mixed, with a correlative-causal scope and with a quantitative approach. For this research, a virtual survey was applied to 371 people who have purchased health insurance in Insurance Companies of Lima Metropolitana. The first chapter, has the purpose to describe the problem of what is the influence of the digital marketing factors on the decision to purchase health insurance in Insurance Companies. In addition, outline the objectives, explain the delimitation of the problem and present the justification for the investigation. In the second chapter, the investigation background and the convenient theorical bases are exposed, as well as the definitions of some terms and the conceptual framework for a better understanding of the report presented. In the third chapter, the proposed hypotheses regarding the research problem are presented, the variables and deontological aspects of the study are also detailed. Likewiese, the operationalization matrix and the consistency matrix are presented. In the fourth chaper, the methodological design is presented where the delimitation of the present investigation is shown, the sample design where the calculation of the sample can be visualized, data collection techniques and instruments, finally statistical techniques for information processing. Finally, in the fifth chapter, the results of the investigation and the validation of the relationship of the study variables through Spearman´s analysis are shown, also the results of the survey with their corresponding graphs or tables. Then the conclusions of the study are presented, which support that digital marketing factors positively influence the decision to purchase health insurance in Insurance Companies and recommendations are given so that the company can improve marketing on its digital platforms, so that it can maintain and attract clients regarding their health insurance.
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