Bibliographic citations
Cáceres, E., Elorrieta, B. (2017). Marketing digital y capital de marca en la empresa Radio Metropolitana E.I.R.L. de la ciudad del Cusco - 2017. [Tesis, Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/880
Cáceres, E., Elorrieta, B. Marketing digital y capital de marca en la empresa Radio Metropolitana E.I.R.L. de la ciudad del Cusco - 2017. [Tesis]. : Universidad Andina del Cusco; 2017. https://hdl.handle.net/20.500.12557/880
@misc{sunedu/3042071,
title = "Marketing digital y capital de marca en la empresa Radio Metropolitana E.I.R.L. de la ciudad del Cusco - 2017.",
author = "Elorrieta Cano, Brian",
publisher = "Universidad Andina del Cusco",
year = "2017"
}
The present research aimed at determining the relation between digital marketing and brand equity in the company Metropolitana E.I.R.L of Cusco city 2017. This radio start with it’s activities in a pilot mode in august 6 of 1993, then it became an official radio in march 25 of 1994,with a modulated frequency of 107.7 MHz. Currently disseminates its contents through radio broadcasting, and hosting some digital media on a smaller scale. The research responds to the quantitative approach, whose scope is descriptive-correlational, with design nonexperimental, the study population was of approximately 33101 habitants of Wanchaq district. Conformed by people aged between 30 to more years old, taking a sample of 380 users of Radio Metropolitana, Who have ever accessed the digital media of the company, as instrument was used the survey, the results were processed by the statistical software Excel and Spss 22. Which was applied to the total of the sample. The results of the research show that with a percentage of 27.9% of respondents say, that they have a regular digital marketing, similarly with brand equity, to 92% reliability using the Chi square test X2 = 85,352, it can be stated that there is a significant relationship between digital marketing and brand equity in the metropolitan radio company EIRL; Given that p = 0.000 <0.05, likewise the degree of relationship found by the spearman coefficient is r = 0.432, that is, as digital marketing improves, brand equity will also improve.
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