Bibliographic citations
Rengifo, M., (2023). Marketing educativo e intención de compra entre los estudiantes de una empresa dedicada a la capacitación médica ubicada en la ciudad de Trujillo, año 2022 [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/36139
Rengifo, M., Marketing educativo e intención de compra entre los estudiantes de una empresa dedicada a la capacitación médica ubicada en la ciudad de Trujillo, año 2022 [Tesis]. PE: Universidad Privada del Norte; 2023. https://hdl.handle.net/11537/36139
@mastersthesis{renati/452736,
title = "Marketing educativo e intención de compra entre los estudiantes de una empresa dedicada a la capacitación médica ubicada en la ciudad de Trujillo, año 2022",
author = "Rengifo Leon, Milagros de Maria",
publisher = "Universidad Privada del Norte",
year = "2023"
}
The objective of this research work is to determine the relationship between educational marketing and the intention to buy among the students of a company dedicated to medical training, year 2022, for which an investigation of a quantitative approach, of an applied and applied type, was carried out. non-experimental, correlational and cross-sectional design. The sample consisted of 238 students from the training center, the data collection technique was the survey, while the instruments were two questionnaires with closed questions with a Likert-type scale. The results showed that, for the educational marketing variable, the levels are: Very good with 66.8%, good with 29% and fair with 4.2%; while for the purchase intention variable they have indicated that it is very high with 68.9%, high with 26.9% and regular with 4.2%. These data allowed carrying out the non-parametric Spearman's Rho test, which is used for data that do not meet normality criteria, and with which a coefficient of 0.688 and a p-value of 0.000 (p-value<0.050) were obtained, with this it was determined that the relationship between the variables is positive, moderate and significant. The main conclusion of the research was to determine that educational marketing is positively, moderately, and significantly related to the purchase intention in a company dedicated to medical training located in the city of Trujillo, year 2022, which indicates that as the educational marketing, will increase the purchase intention of students. This indicates that the effective implementation of educational marketing strategies may generate some increase in the intention to enroll in medical training courses.
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