Citas bibligráficas
Leyva, S., Rodriguez, G. (2024). Estrategias de marketing digital en instagram y la intención de compra de tours de viajes en universitarios trujillanos, 2023 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/19471
Leyva, S., Rodriguez, G. Estrategias de marketing digital en instagram y la intención de compra de tours de viajes en universitarios trujillanos, 2023 [Tesis]. PE: Universidad Privada Antenor Orrego; 2024. https://hdl.handle.net/20.500.12759/19471
@misc{renati/374678,
title = "Estrategias de marketing digital en instagram y la intención de compra de tours de viajes en universitarios trujillanos, 2023",
author = "Rodriguez Navarrete, Gretty Paola",
publisher = "Universidad Privada Antenor Orrego",
year = "2024"
}
The main objective of this research work was to determine the influence of digital marketing strategies on Instagram on the purchase intention of Trujillo university students in 2023. This study is important because in this context a quantitative methodology was applied and its level was descriptive. correlational, to collect information for this study, the survey was applied as a research technique and the questionnaire as an instrument, applied to a sample of 382 university students from Trujillo. The results showed a significant influence between the variables of digital marketing strategies on Instagram and purchase intention with a significance value of less than 0.05 (0.01), where it was concluded that the content, interaction and valuation strategies are the ones that most influence when Trujillo university students want to purchase a travel tour. Finally, the aspects that influenced the most were the stories, the influencers and the number of followers, these belong to the interaction strategies. This research is important due to the growth of the tourism sector and the use of social networks, these have become essential tools for companies, offering key functions to establish solid connections with their customers
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