Marketing Digital: para el Posicionamiento de Marca de comedores en el mercado central de manta.

Abstract

This study analyzes the influence of digital marketing on the positioning of traditional restaurants in the Central Market of Manta. A mixed approach with a non-experimental, descriptive, and correlational design was used. The main instruments were interviews with restaurant owners and a Likert scale survey for frequent customers. The reliability of the instrument was validated using Cronbach's alpha coefficient, obtaining a value of 0.864, which indicates high internal consistency; the data were processed in the IBM SPSS vs 27 statistical system. The results revealed a positive and significant relationship between the dimensions of digital marketing (presence, strategies, and online interaction) and brand positioning (recognition, customer perception, and differentiation). It is concluded that the use of digital strategies strengthens the visibility, connection with customers, and competitiveness of restaurants.