“El marketing digital y rentabilidad en las empresas del rubro alimenticio, Cañete 2022”
No Thumbnail Available
Date
2023-09-26
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Nacional de Cañete
Abstract
El propósito principal de la investigación es como infuye: “El marketing digital y rentabilidad de las empresas del rubro alimenticio, Cañete 2022”. El tipo de la investigación es de carácter básico y tiene un nivel descriptivo correlacional. Además, el diseño de la investigación es no experimental, utilizando un enfoque cuantitativo. Se tomó en cuenta la muestra censal para recolectar información, y en relación a nuestras dos variables, desarrollamos un cuestionario. Además, los expertos validaron el instrumento y se evaluó su confiabilidad mediante el coeficiente Alpha de Cronbach. La muestra de la investigación consistió en 60 empresarios (gerentes y administradores) de la provincia de Cañete, quienes participaron en su totalidad. Se aplicó una encuesta utilizando un cuestionario basado en la escala de Likert para cada una de las variables estudiadas. Para el marketing digital, se utilizaron 9 ítems que abarcaban aspectos como el tráfico de usuarios, las actividades del marketing digital y las estrategias de tecnología digital. Para evaluar la rentabilidad, también se utilizaron 9 ítems que tenían en cuenta las dimensiones de ventas, clientes y proveedores. Con el propósito de evaluar la relación entre las variables de estudio, se utilizó el coeficiente de correlación de Spearman, después de examinar los datos y confirmar su naturaleza no paramétrica. Este análisis se realizó utilizando el software estadístico SPSS. Los resultados revelaron una correlación de 0.302, con una significancia bilateral de 0.019 y un nivel de confianza del 82%. Esto indica que existe una relación positiva baja entre el marketing digital y la rentabilidad de las empresas estudiadas.
The main purpose of the research is how it influences: “Digital marketing and profitability of companies in the food sector, Cañete 2022.” The type of research is basic in nature and has a correlational descriptive level. Furthermore, the research design is non-experimental, using a quantitative approach. The census sample was taken into account to collect information, and in relation to our two variables, we developed a questionnaire. In addition, experts validated the instrument and its reliability was evaluated using Cronbach's Alpha coefficient. The research sample consisted of 60 businessmen (managers and administrators) from the province of Cañete, who participated in their entirety. A survey was applied using a questionnaire based on the Likert scale for each of the variables studied. For digital marketing, 9 items were used that covered aspects such as user traffic, digital marketing activities, and digital technology strategies. To evaluate profitability, 9 articles that took into account the dimensions of sales, customers and suppliers were also used. In order to evaluate the relationship between the study variables, Spearman's evaluation coefficient was used, after examining the data and confirming its non-parametric nature. This analysis was performed using SPSS statistical software. The results revealed a score of 0.302, with a bilateral significance of 0.019 and a confidence level of 82%. This indicates that there is a low positive relationship between digital marketing and the profitability of the companies studied.
The main purpose of the research is how it influences: “Digital marketing and profitability of companies in the food sector, Cañete 2022.” The type of research is basic in nature and has a correlational descriptive level. Furthermore, the research design is non-experimental, using a quantitative approach. The census sample was taken into account to collect information, and in relation to our two variables, we developed a questionnaire. In addition, experts validated the instrument and its reliability was evaluated using Cronbach's Alpha coefficient. The research sample consisted of 60 businessmen (managers and administrators) from the province of Cañete, who participated in their entirety. A survey was applied using a questionnaire based on the Likert scale for each of the variables studied. For digital marketing, 9 items were used that covered aspects such as user traffic, digital marketing activities, and digital technology strategies. To evaluate profitability, 9 articles that took into account the dimensions of sales, customers and suppliers were also used. In order to evaluate the relationship between the study variables, Spearman's evaluation coefficient was used, after examining the data and confirming its non-parametric nature. This analysis was performed using SPSS statistical software. The results revealed a score of 0.302, with a bilateral significance of 0.019 and a confidence level of 82%. This indicates that there is a low positive relationship between digital marketing and the profitability of the companies studied.
Description
Keywords
digital marketing, rentabilidad, tráfico de usuarios, actividades del
marketing digital, estrategias digitales
Citation
Magallanes Borjas, Jeniffer Vanessa - Pino Cueva, Andrea Del Pilar , "El marketing digital y rentabilidad en las empresas del rubro alimenticio, Cañete 2022", Tesis para optar el grado de Licenciada en Administracion , Escuela de pregrado. Facultad de Administracion. Universidad Nacional de Cañete. Cañete - Perú