Inbound marketing: incidencia en la decisión de compra de los clientes del Gran AKÍ, Manta.

Abstract

The objective of this study is to analyze the impact of inbound marketing on the purchase decision of customers of Gran Akí in Manta. In a context of increasing digitalization, this marketing strategy has positioned itself as an effective alternative to attract and retain customers, especially in the retail sector. For the research, the inductive reasoning method was applied, with a quantitative approach and several research typologies (descriptive, field, bibliographic and correlational), using as an instrument (surveys) directed to a sample of 383 participants of the economically active population of the city of Manta. The data were analyzed using SPSSV25 software, validating the reliability of the instrument (Cronbach's alpha = 0.997) and confirming the hypotheses using Spearman's compensation, while the results showed a significant relationship between inbound marketing and the purchase decision, with an overall rating of 0.987.