Estrategias de marketing digital y su influencia en las ventas de una empresa panificadora de la ciudad de Trujillo – 2019

• Autor: Leiva Carrión, Rigoberto Junior
• Formato: tesis de grado
• Fecha de Publicación: 2021
• Institución: Universidad Nacional de Trujillo
• Repositorio: UNITRU-Tesis
• Lenguaje: español
• OAI Identifier: oai:dspace.unitru.edu.pe:20.500.14414/17922
• Enlace del recurso: https://hdl.handle.net/20.500.14414/17922
• Nivel de acceso: acceso abierto
• Materia: Estrategia; Marketing digital; Ventas; Redes sociales

The present research was carried out with the objective of determining the influence of digital marketing strategies on the sales of a bakery company in the city of Trujillo, in 2019, in that sense, a descriptive design study was developed, not experimental, correlational, and cross-sectional. The population was made up of 324 families from the Chimú Urbanization in the city of Trujillo, represented by the head of the household. In addition, quantitative and qualitative techniques were used for data collection such as a survey and an interview, respectively. The first of them consisted of 12 items and was directed to the study population, while the interview was directed to the General Manager of the company. According to the results, 92.0% of the clients use the Facebook social network, therefore, by implementing a digital marketing strategy through this social network, a greater reach was achieved due to the correct segmentation of the public. Finally, the research hypothesis was contrasted, determining that digital marketing strategies significantly influence the sales of a bakery company in the city of Trujillo, given that sales have increased significantly by 48.5% compared to the previous period.