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Acosta, J., Ruiz, K. (2021). Brand equity de Multiservicios Wilmercito de El Porvenir – Trujillo, 2021 [Tesis, Universidad Privada Antenor Orrego]. https://hdl.handle.net/20.500.12759/8119
Acosta, J., Ruiz, K. Brand equity de Multiservicios Wilmercito de El Porvenir – Trujillo, 2021 [Tesis]. PE: Universidad Privada Antenor Orrego; 2021. https://hdl.handle.net/20.500.12759/8119
@misc{renati/380937,
title = "Brand equity de Multiservicios Wilmercito de El Porvenir – Trujillo, 2021",
author = "Ruiz Cotrina, Karla Alexandra",
publisher = "Universidad Privada Antenor Orrego",
year = "2021"
}
Title: Brand equity de Multiservicios Wilmercito de El Porvenir – Trujillo, 2021
Advisor(s): Cieza Mostacero, Segundo Edwin
Keywords: Branding; Multiservicios
OCDE field: http://purl.org/pe-repo/ocde/ford#5.02.04
Issue Date: 2021
Institution: Universidad Privada Antenor Orrego
Abstract: El presente trabajo de investigación titulado: “Brand equity de Multiservicios
Wilmercito de El Porvenir – Trujillo, 2021”, tuvo como objetivo principal diagnosticar
el nivel del brand equity de Multiservicios Wilmercito de El Porvenir de Trujillo en el
año 2021. El estudio se realizó mediante el enfoque cuantitativo no experimental
de diseño descriptivo correlacional de corte transversal; además se utilizó como
instrumento de recolección de datos un cuestionario de 15 ítems adaptado de
Malaver (2016), los mismos que fueron validados por el juicio de tres expertos a
través de la V de Aiken, cuyo valor fue de 1,00 que al ser mayor a 0,70 demostró
que es válido. A través del alfa de Cronbach se obtuvo un valor de 0.911, que al ser
mayor a 0.70 se comprobó que el instrumento es confiable; la población fue de 680
personas según el registro de clientes del mes de abril del año 2021, con una
muestra de 231 personas. El análisis de datos se realizó, mediante el Microsoft
Excel versión 2016, obteniendo como resultados que el nivel de lealtad fue positivo
con un 92%, en el nivel de conocimiento fue positivo con un 91% y en el nivel de la
calidad percibida fue positivo con un 93% de aceptación. Se concluyó que el nivel
del brand equity de Multiservicios Wilmercito del distrito de El Porvenir, fue positivo
con un 94% de aceptación con un nivel de significancia del 5%.
The present research work entitled: ""Brand equity of Multiservicios Wilmercito de El Porvenir - Trujillo, 2021"", had as main objective to diagnose the level of brand equity of Multiservicios Wilmercito de El Porvenir de Trujillo in the year 2021. The study was conducted through the non-experimental quantitative approach of cross sectional descriptive correlational design; in addition, a 15-item questionnaire adapted from Malaver (2016) was used as a data collection instrument, the same that were validated by the judgment of three experts through Aiken's V, whose value was 1.00, which being greater than 0.70 showed that it is valid. Through Cronbach's alpha, a value of 0.911 was obtained, which when greater than 0.70 proved that the instrument is reliable; the population was 680 people according to the client registry of April 2021, with a sample of 231 people. The data analysis was performed using Microsoft Excel version 2016, obtaining as results that the level of loyalty was positive with 92%, in the level of knowledge was positive with 91% and in the level of perceived quality was positive with 93% of acceptance. It was concluded that the level of brand equity of Multiservicios Wilmercito in the district of El Porvenir was positive with 94% acceptance with a significance level of 5%.
The present research work entitled: ""Brand equity of Multiservicios Wilmercito de El Porvenir - Trujillo, 2021"", had as main objective to diagnose the level of brand equity of Multiservicios Wilmercito de El Porvenir de Trujillo in the year 2021. The study was conducted through the non-experimental quantitative approach of cross sectional descriptive correlational design; in addition, a 15-item questionnaire adapted from Malaver (2016) was used as a data collection instrument, the same that were validated by the judgment of three experts through Aiken's V, whose value was 1.00, which being greater than 0.70 showed that it is valid. Through Cronbach's alpha, a value of 0.911 was obtained, which when greater than 0.70 proved that the instrument is reliable; the population was 680 people according to the client registry of April 2021, with a sample of 231 people. The data analysis was performed using Microsoft Excel version 2016, obtaining as results that the level of loyalty was positive with 92%, in the level of knowledge was positive with 91% and in the level of perceived quality was positive with 93% of acceptance. It was concluded that the level of brand equity of Multiservicios Wilmercito in the district of El Porvenir was positive with 94% acceptance with a significance level of 5%.
Link to repository: https://hdl.handle.net/20.500.12759/8119
Discipline: Administración
Grade or title grantor: Universidad Privada Antenor Orrego. Facultad de Ciencias Economicas
Grade or title: Licenciado en Administración
Juror: Uceda Dávila, Lucero de los Remedios; Casinelli Doig, Ítalo Ranier; Ugarriza Gross, Gustavo Adolfo
Register date: 18-Oct-2021
This item is licensed under a Creative Commons License