Bibliographic citations
Díaz, G., Laserna, A., Negrete, R., Samamé, F. (2021). Factores asociados en la decisión de compra digital de los consumidores Millennials de Lima Metropolitana en el 2020 [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/20064
Díaz, G., Laserna, A., Negrete, R., Samamé, F. Factores asociados en la decisión de compra digital de los consumidores Millennials de Lima Metropolitana en el 2020 []. PE: Pontificia Universidad Católica del Perú; 2021. http://hdl.handle.net/20.500.12404/20064
@mastersthesis{sunedu/4389617,
title = "Factores asociados en la decisión de compra digital de los consumidores Millennials de Lima Metropolitana en el 2020",
author = "Samamé Ubillús, Francisco",
publisher = "Pontificia Universidad Católica del Perú",
year = "2021"
}
Currently, the companies are taking advantage of the information that is generated with the exponential growth in the use of social networks by users with the purpose of providing a differentiated offer of its products, with Millennials being one of the generations who spend most of their time using social networks to make online purchases. In this context, the purpose of this study is to understand the influence that social networks make in the decision of digital purchases of Millennials from Metropolitan Lima in 2020, and the benefits to weigh the most striking factors. This study has a quantitative approach based on a descriptive study, using the survey tool with a sample of 385 Millennial consumers in Metropolitan Lima. The reliability analysis of the elements of the survey was carried out with three indicators, obtaining a value greater than 0.75, which shows the reliability of the information collected with the instrument. According to the analysis of the results, the most used social networks were identified: WhatsApp (24.31%), followed by Facebook (22.72%) and by Instagram (21.39%). It’s confirmed that there is a direct relationship between the digital purchasing decision variable for Milllenials with the following variables: social networks, purchasing factors and brand presence. In addition, it is identified that the brand presence variable is the one with the most influence on the digital purchasing decision of Millennials. Moreover, this study observed that the digital purchasing decision is not a relevant factor based on gender and the saving of time is one of the most valued aspects in the decision of purchases of Millennials. Finally, the conclusions and recommendations aimed at companies are presented, so that they can provide direct and precise communication in accordance with the promise of value offered by the brand, and make it attractive to that target market.
This item is licensed under a Creative Commons License