Citas bibligráficas
Alegria, D., (2020). Social media y su relación en la intención de compra en aplicaciones delivery en el rubro de comida [Trabajo de investigación, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/652840
Alegria, D., Social media y su relación en la intención de compra en aplicaciones delivery en el rubro de comida [Trabajo de investigación]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2020. http://hdl.handle.net/10757/652840
@misc{sunedu/3092156,
title = "Social media y su relación en la intención de compra en aplicaciones delivery en el rubro de comida",
author = "Alegria Carmelino, Diego Alberto",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2020"
}
Currently, there is an increasing number of companies that use social networks as an important channel and delivery companies are no strangers to this. Therefore, the objective of the research is to determine the relationship between social media and purchase intention in delivery applications within the food industry. In this way, it will be possible to identify which social media variable has a greater relationship with the purchase intention. Likewise, since the research seeks to find and relate the purchase intention with the variables selected in the research, 3 research methods were used. The first 2 were qualitative, focused on conducting focus groups to the target audience and interviewing experts in the investigated sector. With the results obtained from the investigations mentioned above, a conclusive investigation was carried out. This was through a linear regression analysis where the dependent variable was the purchase intention and the independent was the social media. The sample was of 210 people. Finally, through the results obtained, it was found that people are more susceptible to certain social media factors. These variables are word of mouth, brand preference and brand awareness, through these it can be determined the correct way to generate a greater purchase intention in people when making a strategy on social networks.
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