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Huerta, B., (2023). Redes sociales y la rentabilidad de los restaurantes del distrito de Huari, Áncash 2022 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/35496
Huerta, B., Redes sociales y la rentabilidad de los restaurantes del distrito de Huari, Áncash 2022 [Tesis]. PE: Universidad Privada del Norte; 2023. https://hdl.handle.net/11537/35496
@misc{renati/421326,
title = "Redes sociales y la rentabilidad de los restaurantes del distrito de Huari, Áncash 2022",
author = "Huerta Espinoza, Bengy Kevin",
publisher = "Universidad Privada del Norte",
year = "2023"
}
Title: Redes sociales y la rentabilidad de los restaurantes del distrito de Huari, Áncash 2022
Authors(s): Huerta Espinoza, Bengy Kevin
Advisor(s): Arriola Alvarado, Carla Eloisa
Keywords: Marketing en internet; Redes sociales en línea; Rentabilidad; Restaurantes; Utilidad bruta; Utilidad Neta; Social networks; Profitability; Gross profit; Net profit
OCDE field: https://purl.org/pe-repo/ocde/ford#5.02.01
Issue Date: 8-Jul-2023
Institution: Universidad Privada del Norte
Abstract: La investigación tuvo como objetivo general determinar cómo el uso de las redes sociales se relacionan con la rentabilidad de los restaurantes del distrito de Huari, Ancash 2022, para lo cual se empleó una metodología de enfoque cuantitativo, de nivel correlacional, con diseño descriptivo, de propósito aplicada y con alcance temporal, no experimental transversal, para una muestra de 30 restaurantes considerando un muestreo probabilístico. Se empleó como instrumento la encuesta con un nivel de confiablidad y consistencia interna alta del 0,629 alta. Los resultados señalaron que el 100% de los restaurantes emplean las redes sociales; sin embargo, se determinó que existe una correlación de 0,117 la cual es positiva, pero muy débil entre las Redes sociales y la Rentabilidad debido a que, a pesar que todos los negocios señalaron que utilizaban las redes sociales, una gran mayoría no los emplean adecuadamente, es decir, no saben promocionar bien sus productos y/o servicios, tienen muy poca interacción con sus seguidores y no responden los comentarios de los clientes, no tienen un personal especializado en el manejo de redes sociales, no tienen bien segmentado su mercado objetivo y esto general la poca aceptación de sus mensajes; entre los principales, lo cual generó que el impacto en la rentabilidad del negocio sea casi nulo o no exista coincidiendo con otras investigaciones a nivel nacional a internacional. Las limitaciones de la investigación estuvieron relacionadas a la dificultad en entrevistar a los empresarios y éticamente, respetó las normas APA v.7 y todos los derechos de autor.
The general objective of the research was to determine how the use of social networks is related to the profitability of restaurants in the Huari district, Ancash 2022, for which a quantitative approach methodology was used, at a correlational level, with a descriptive design, of purpose applied and with a temporal scope, not cross-experimental, for a sample of 30 restaurants considering a probabilistic sampling. The survey was used as an instrument with a level of reliability and high internal consistency of 0.629 high. The results indicated that 100% of the restaurants use social networks; however, it was determined that there is a correlation of 0.117 which is positive, but very weak between Social Networks and Profitability because, despite the fact that all businesses indicated that they used social networks, a large majority do not use them properly , that is, they do not know how to promote their products and/or services well, they have very little interaction with their followers and do not respond to customer comments, they do not have specialized personnel in managing social networks, they do not have their target market well segmented and this generates little acceptance of their messages; among the main ones, which generated that the impact on the profitability of the business is almost null or does not exist, coinciding with other investigations at the national and international level. The limitations of the research were related to the difficulty in interviewing the businessmen and ethically, it respected the APA v.7 standards and all copyrights.
The general objective of the research was to determine how the use of social networks is related to the profitability of restaurants in the Huari district, Ancash 2022, for which a quantitative approach methodology was used, at a correlational level, with a descriptive design, of purpose applied and with a temporal scope, not cross-experimental, for a sample of 30 restaurants considering a probabilistic sampling. The survey was used as an instrument with a level of reliability and high internal consistency of 0.629 high. The results indicated that 100% of the restaurants use social networks; however, it was determined that there is a correlation of 0.117 which is positive, but very weak between Social Networks and Profitability because, despite the fact that all businesses indicated that they used social networks, a large majority do not use them properly , that is, they do not know how to promote their products and/or services well, they have very little interaction with their followers and do not respond to customer comments, they do not have specialized personnel in managing social networks, they do not have their target market well segmented and this generates little acceptance of their messages; among the main ones, which generated that the impact on the profitability of the business is almost null or does not exist, coinciding with other investigations at the national and international level. The limitations of the research were related to the difficulty in interviewing the businessmen and ethically, it respected the APA v.7 standards and all copyrights.
Link to repository: https://hdl.handle.net/11537/35496
Discipline: Administración y Negocios Internacionales
Grade or title grantor: Universidad Privada del Norte. Facultad de Negocios
Grade or title: Licenciado en Administración y Negocios Internacionales
Juror: Nuñez del Arco Vivanco, Wendy Karina; Tannert Rengifo, Trudy; Ponce de León Sierra, Mayron
Register date: 5-Jan-2024
This item is licensed under a Creative Commons License