Estrategias digitales que se relacionan con la intención de compra de prendas de moda en Lima

Abstract

El presente trabajo de investigación tiene como objetivo determinar si existe una relación entre la reseña del consumidor en línea, la publicidad en las redes sociales y el respaldo de influencers respecto a la intención de compra en prendas de moda en hombres y mujeres de 18 a 55 años que viven en Lima.

The objective of this research is to determine whether there is a relationship between online consumer reviews, advertising on social networks and influencer endorsement with respect to the intention to purchase fashion garments in men and women between 18 and 55 years old living in Lima.

We set this objective because we found a latent problem in the fashion industry, which is that this industry is one of the hardest hit by the Covid-19 pandemic, both in terms of income and abrupt changes in consumer behavior. That is why we want to know the digital strategies that generate a higher purchase intention in the consumer of this industry so that it can be more profitable.

For this, quantitative research was conducted with a sample of 250 people, which meet the condition of living in Metropolitan Lima, who are in an age range of 18 - 55 years and who have made purchases of fashion garments online in 2021.

Subsequently, the SPSS program was used to perform a statistical analysis together with our 4 variables: consumer reviews, advertising on social networks, influencer endorsement and purchase intention and thus validate the hypotheses raised in the research conducted. Consequently, it was demonstrated that there is a direct relationship with each of the variables mentioned above.

Finally, based on the results obtained, it is recommended that companies that sell fashion garments virtually can include a section of consumer reviews, also choose a good influencer marketing strategy and finally, maintain constant publications in their social networks that have high impact.