Bibliographic citations
Echavarría, R., (2022). Marketing en redes sociales y decisión de compra en los clientes de Pukllay Draft Beer Bar, Talavera de la Reyna 2021 [Universidad Andina del Cusco]. https://hdl.handle.net/20.500.12557/4903
Echavarría, R., Marketing en redes sociales y decisión de compra en los clientes de Pukllay Draft Beer Bar, Talavera de la Reyna 2021 []. PE: Universidad Andina del Cusco; 2022. https://hdl.handle.net/20.500.12557/4903
@mastersthesis{sunedu/3299856,
title = "Marketing en redes sociales y decisión de compra en los clientes de Pukllay Draft Beer Bar, Talavera de la Reyna 2021",
author = "Echavarría Coronado, Roni",
publisher = "Universidad Andina del Cusco",
year = "2022"
}
The study is designed to understand the dynamics between the variables of study marketing in social networks and the purchase decision of customers who attend the Pukllay Draft Beer Bar in the district of Talavera de la Reyna, in the province of Andahuaylas; the problem is contextualized in an environment in which the use of digital communication technology is limited to strictly basic uses, since the place where the study is carried out is a growing city and that until relatively few years ago began its dynamic of social digitalization, and just understanding that the social networks so massively and worldwide used come to be tools that help global commercial growth in the large cities or even international trade; so know how these networks influence business growth through the use of marketing in local companies taking as a case study the craft beer bar Pukllay Draft Beer Bar; from where he determined a total population of 135 clients of the Pukllay Draft Beer Bar who had direct interaction with the company's social networks and from which according to the simple random sampling equation a sample of 101 clients was extracted to whom the measurement instrument was applied at the discretion of the researcher, whose results were tabulated and analyzed with IBM SPSS v.25 statistical software. The research showed that there is a significant relationship between the study variables marketing in social networks and purchase decision, with a confidence level of 95% and a significance level of the margin and error of 5% (p<0.05) and a slight intensity of Kendall tau B correlation of 0.39%.
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