Bibliographic citations
Gonzales, N., Pineda, S. (2024). Determinantes de valor del inbound marketing en la compra online de clientes de tiendas por departamento, Trujillo-2023 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/19292
Gonzales, N., Pineda, S. Determinantes de valor del inbound marketing en la compra online de clientes de tiendas por departamento, Trujillo-2023 [Tesis]. PE: Universidad Privada Antenor Orrego; 2024. https://hdl.handle.net/20.500.12759/19292
@misc{renati/374969,
title = "Determinantes de valor del inbound marketing en la compra online de clientes de tiendas por departamento, Trujillo-2023",
author = "Pineda Bazán, Stephanny Karolina",
publisher = "Universidad Privada Antenor Orrego",
year = "2024"
}
The main objective of this research is to determine the value factors of inbound marketing that explain the online purchase of department store customers in the city of Trujillo. The study approach is quantitative, with a design based on the analysis of multidimensional factors, for which the path diagram was considered. As a research technique, the survey was used, whose instrument for data collection was a questionnaire consisting of 28 questions addressed to 384 online buyers of department stores in the city of Trujillo. The instrument was made from five dimensions, such as: attraction strategies valued in the recognition of the need or problem, attraction strategies valued in the search for information, conversion strategies for the evaluation of alternatives, closing strategies for the purchase decision and post-purchase loyalty strategies. The results showed that there are three factors (product, price and customer service) that are highly associated and contribute to the online shopping experience. Likewise, the stage that generated the most value for customers was the attraction strategy, supporting the importance of attractive and innovative content throughout the purchasing process and which is related to the actions of each of the strategies.
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