Marketing de influencers: incidencia en la decisión de compra de ropa, mall del pacífico, Manta.

Abstract

The objective of the research is to determine how influencer marketing affects the decision to purchase clothing at the Mall del Pacífico in Manta; based on a theoretical framework that explores strategic elements and their impact on the different stages of the purchasing process, with a quantitative methodological approach, exploratory, descriptive, correlational, transversal, field and bibliographic. For data analysis, the IBM SPSS statistical program was used, where 383 surveys were analyzed, and the high reliability of the instrument was confirmed using Cronbach’s alpha coefficient. The results show a very strong positive correlation between influencer marketing and the purchase decision, supported by Spearman’s Rho coefficient, which highlights the importance of implementing strategies with influencers to promote both the purchase and repurchase of products.