Marketing Digital: influencia en la decisión de compra de skins del videojuego Fortnite, Manta.

Abstract

The purpose of this research is to determine the influence of digital marketing on the decision to purchase skins for the video game Fortnite in the city of Manta. This is an exploratory, descriptive, field study with a mixed-methods approach. IBM SPSS Statistics 30.0 software was used for statistical analysis, evaluating the reliability of the instrument using Cronbach's alpha coefficient, which yielded a value of 0.979, indicating a high level of internal consistency, based on 382 surveys administered to the economically active population (EAP) of Manta. Kendall's Tau-b and Spearman's Rho coefficients showed a significant positive correlation between the variables, demonstrating that digital marketing positively influences purchasing decisions. These results highlight the importance of applying digital marketing strategies to influence consumer behavior.