Bibliographic citations
Cabanillas, M., Mendieta, J. (2023). Influencia de las redes sociales en la decisión de compra de los consumidores en la tienda Moda y Tendencia J&M, 2022 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/33807
Cabanillas, M., Mendieta, J. Influencia de las redes sociales en la decisión de compra de los consumidores en la tienda Moda y Tendencia J&M, 2022 [Tesis]. PE: Universidad Privada del Norte; 2023. https://hdl.handle.net/11537/33807
@misc{renati/433461,
title = "Influencia de las redes sociales en la decisión de compra de los consumidores en la tienda Moda y Tendencia J&M, 2022",
author = "Mendieta Javes, Jimena Graciela",
publisher = "Universidad Privada del Norte",
year = "2023"
}
The present investigation work entitled, Influence of the Media Strategy in the Purchase Decision of Consumers in the store Moda y Tendencia J&M, 2022 has as main objective to determine if establishing social media would influence into the purchase decision of customers in the store Moda y Tendencia - Chota, 2022. According to the type of research it is descriptive and has a correlational, non-experimental, cross-sectional design. For the compilation of the data, a joint work was carried out with the J&M store, a company dedicated to the fashion industry, in the city of Chota, department of Cajamarca. In this study the sample consisted of 79 regular customers, who were surveyed on a Likert scale, the results were obtained based on 21 questions on both variables, Media Strategy and Purchase Decision. According to the statistical tables, frequency tables were obtained according to each question, which indicated the main factors that the media strategy should improve and what should be taken into account to improve the Purchase Decision. On the other hand, as sig. value (observed critical value) 0.000< 0.05 the null hypothesis was refused and the alternative hypothesis was accepted, that means that the Social Media influences the Purchase Decision of the consumer in the store Moda y Tendencia J&M Chota.
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