Marketing digital y el comportamiento de compra de los consumidores de cosméticos, en Manta.

Abstract

The main objective of this research is to determine how digital marketing affects the purchasing behavior of cosmetics consumers in Manta. A qualitative and quantitative study was developed, with descriptive, exploratory, correlational, scientific, bibliographic and field scope; Making use of the IBM SPSS statistical program, applying a structured survey with the Likert scale, under the Cronbach’s Alpha coefficient, obtaining a value of 0.966 and through the Rho-Spearman correlation index a high correlation between the variables studied was evidenced, there were 383 surveys conducted to the inhabitants that are part of the PEA of Manta. Finally, positive results were obtained regarding the purchase behavior of cosmetics, where consumers are satisfied with personalized experiences, while online reviews and ratings become an important factor in the decision process of consumers.