Marketing de contenidos: influencia en la decisión de compra de los clientes, mi comisariato Manta.

Abstract

The objective of this study was to determine how content marketing influences the purchase decision of Mi Comisariato's customers in the city of Manta. A structured survey was applied to a sample of 384 people belonging to the Economically Active Population, using a non-experimental cross-sectional design, with a mixed approach. The research was documentary, explanatory, exploratory and bibliographic, based on the inductive method. A questionnaire with a Likert scale of 22 items was used, whose reliability was high (Cronbach's alpha of 0.965), these data were processed using IBM SPSS-27 software. The results show a high and statistically significant positive correlation between content marketing and purchase decision (Spearman=0.691; p=0.000). This shows that the more effectively the content is generated and disseminated, the greater its impact on customers' purchasing decisions.