Marketing digital y decisión de compra de los consumidores de productos de ferretería, Manta 2024.

Abstract

This research project aims to determine how digital marketing influences the purchase decision of consumers of hardware products, Manta 2024. For which a quantitative approach methodology was applied, with a descriptive correlational scope and non-experimental-cross-sectional design, which allow determining if there is a relationship between the variables, in addition to knowing those factors or elements of digital marketing that have greater influence on the purchase decision of consumers of hardware products. For data collection, a survey with a Likert scale was conducted with consumers of hardware products, based on a 24-item questionnaire prepared on the basis of the theoretical models of the authors Paul Fleming for the independent variable and Schiffman & Kanuk for the dependent variable. The results obtained showed that digital marketing does influence the purchase decision of consumers of hardware products, with a positive Spearman's Rho correlation coefficient of (0.665) and a significance level of 0.001 less than 0.05, likewise the results of the dimensions flow, functionality, feedback and loyalty of digital marketing showed positive correlations, where the loyalty dimension was the most influential on the purchase decision. Digital marketing based on the 4Fs allows hardware stores to design and implement effective strategies that go beyond promoting and marketing their products in digital spaces, but that allow them to continuously improve the experience of their consumers.