Marketing experiencial: influencia en la decisión de compra en el centro comercial Paseo Shopping, Manta.

Abstract

The objective of this research is to determine the influence of experiential marketing on the purchase decision in the Paseo Shopping mall, Manta. Therefore, it is focused from an empirical and exploratory point of view to understand how the experiences lived by customers within the shopping center influence their purchasing decisions, knowing that the purpose of experiential marketing is to create emotional and memorable connections in consumers, creating lasting memories associated with the brand. The methodology applied is descriptive, field, bibliographic and correlational, with a mixed approach: qualitative and inductive method, the results were analyzed in the IBM SPSS 25 statistical system, using Cronbach’s alpha and a high reliability of 0.971 was verified. by Spearman’s Rho coefficient. The results revealed a very high correlation of 0.973 between digital advertising and purchasing behavior, showing that the adoption of digital strategies improves the brand positioning and competitiveness of hotel SMEs in the city of Manta.