Bibliographic citations
Julián, E., Tocto, W. (2022). Influencia del marketing emocional en la decisión de compra de los clientes de la empresa Rossaty, Trujillo - 2022 [Tesis, Universidad Privada Antenor Orrego. Facultad de Ciencias Económicas]. https://hdl.handle.net/20.500.12759/9449
Julián, E., Tocto, W. Influencia del marketing emocional en la decisión de compra de los clientes de la empresa Rossaty, Trujillo - 2022 [Tesis]. PE: Universidad Privada Antenor Orrego. Facultad de Ciencias Económicas; 2022. https://hdl.handle.net/20.500.12759/9449
@misc{sunedu/3586088,
title = "Influencia del marketing emocional en la decisión de compra de los clientes de la empresa Rossaty, Trujillo - 2022",
author = "Tocto Rosas, Wendy Karina",
publisher = "Universidad Privada Antenor Orrego. Facultad de Ciencias Económicas",
year = "2022"
}
The main objective of this research was to determine the influence of emotional marketing on the purchase decision of customers in the company Rossaty, dedicated to the sale of floral arrangements and personalized details. Given this, a non-experimental methodological design was used - cross-sectional correlational type, where the survey technique was used for data collection, applied to a sample of 385 individuals, through questionnaires. For the processing of the data, Microsoft Excel and SPSS v.25 programs were used, obtaining as results that the company's clients consider that the emotional marketing strategies are executed regularly according to 54.5%; while the information search dimensionis the factor that most influences the purchasing decision of the clients. On the other hand, by means of inferential statistics it was determined that emotional marketing significantly influences the purchasing decision of the customers of the company ""Rossaty"", Trujillo 2022, with a correlation factor within the margin oferror of 0.05. Therefore, it can be said that from a better development of emotionalmarketing strategies in this company, the customer's purchasing decision can be improved. Similarly, at the dimension level, this influence was also proven.
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