El Marketing digital y su influencia en el posicionamiento del centro preuniversitario de la Universidad Nacional de Cañete, 2021
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Date
2023-02-07
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Universidad Nacional de Cañete
Abstract
La investigación tiene como objetivo principal determinar la influencia del Marketing digital en el posicionamiento del Centro Preuniversitario de la Universidad Nacional de Cañete en el año 2021. El tipo de estudio es aplicada, el diseño es no experimental, de corte transversal, el enfoque es cuantitativo, con un nivel de estudio relacional – causal. La población estuvo conformada por los alumnos matriculados en el Ciclo Ordinario 2022 del Centro Preuniversitario de la UNDC, quienes recibieron el servicio desde principio a fin del ciclo, que fueron 303 y usando el tipo de muestreo aleatorio simple, se seleccionó 170 estudiantes. La técnica utilizada es la encuesta y el instrumento es un cuestionario para cada variable, el de marketing digital con 20 ítems, tomando como referencia las dimensiones que abarcan: marketing en sitio web, marketing en redes sociales y marketing por correo electrónico; y el de posicionamiento con 14 ítems, tomando como referencia las dimensiones: personal, servicio e imagen. Para determinar la correlación del marketing digital con el posicionamiento, se utilizó el Coeficiente de correlación de Spearman, que se obtuvo como resultado que existe una correlación de 0,802 lo cual indica que existe una correlación positiva alta. Y para determinar si existe influencia del marketing digital en el posicionamiento se usó el modelo de regresión lineal y la prueba de ANOVA, en el cual se obtuvo como resultado R 2 =0,643 lo que significa una influencia estadísticamente significativa.
The main objective of the research is to determine the influence of digital Marketing on the positioning of the Pre-University Center of the National University of Cañete in the year 2021. The type of study is applied, the design is non-experimental, cross-sectional, the approach is quantitative , with a relational-causal level of study. The population was made up of the students enrolled in the 2022 Ordinary Cycle of the UNDC Pre-University Center, who received the service from the beginning to the end of the cycle, which were 303 and using the type of simple random sampling, 170 students were selected. The technique used is the survey and the instrument is a questionnaire for each variable, the digital marketing one with 20 items, taking as reference the dimensions that cover: website marketing, social media marketing and email marketing; and positioning with 14 items, taking as reference the dimensions: personnel, service and image. To determine the correlation of digital marketing with positioning, the Spearman correlation coefficient was used, which was obtained as a result that there is a correlation of 0.802, which indicates that there is a high positive correlation. And to determine if there is an influence of digital marketing on positioning, the linear regression model and the ANOVA test were used, in which the result R 2 =0.643 was obtained, which means a statistically significant influence.
The main objective of the research is to determine the influence of digital Marketing on the positioning of the Pre-University Center of the National University of Cañete in the year 2021. The type of study is applied, the design is non-experimental, cross-sectional, the approach is quantitative , with a relational-causal level of study. The population was made up of the students enrolled in the 2022 Ordinary Cycle of the UNDC Pre-University Center, who received the service from the beginning to the end of the cycle, which were 303 and using the type of simple random sampling, 170 students were selected. The technique used is the survey and the instrument is a questionnaire for each variable, the digital marketing one with 20 items, taking as reference the dimensions that cover: website marketing, social media marketing and email marketing; and positioning with 14 items, taking as reference the dimensions: personnel, service and image. To determine the correlation of digital marketing with positioning, the Spearman correlation coefficient was used, which was obtained as a result that there is a correlation of 0.802, which indicates that there is a high positive correlation. And to determine if there is an influence of digital marketing on positioning, the linear regression model and the ANOVA test were used, in which the result R 2 =0.643 was obtained, which means a statistically significant influence.
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Keywords
Marketing digital, Posicionamiento, Marketing en sitio web, Marketing en redes sociales
Citation
Teran Cabanillas Carla Evelin, "El Marketing Digital y su Influencia en el Posicionamiento del Centro Preuniversitario de la Universidad Nacional de Cañete, 2021", Tesis para optar el grado de Licenciada en Administracion , Escuela de pregrado. Facultad de Administracion. Universidad Nacional de Cañete. Cañete - Perú