Marketing digital y posicionamiento de marca en los clientes de las cooperativas de credito, distrito de San Vicente, periodo 2023
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Date
2024-11-11
Journal Title
Journal ISSN
Volume Title
Publisher
Universidad Nacional de Cañete
Abstract
La presente investigación se desarrolló en el distrito de San Vicente y tuvo como objetivo
determinar en qué medida el marketing digital se relaciona con el posicionamiento de marca en los clientes de las Cooperativas de Crédito, distrito de San Vicente, en el periodo 2023. Con relación al aspecto metodológico, la investigación fue tipo básica, nivel descriptivo correlacional, diseño no experimental de corte transversal y método hipotético – deductivo, basado en una muestra de 322 clientes, empleando como técnica la encuesta y como instrumento de investigación el cuestionario compuesto por 21 ítems en medición de la escala de Likert, que fueron validados por tres especialistas de la Escuela de Administración. Se obtuvo que existe relación del marketing digital con el posicionamiento de marca en los clientes de las Cooperativas de Créditos, distrito de San Vicente, periodo 2023 con un coeficiente de correlación Rho Spearman positiva moderada de 0.617 con un nivel de significancia menor a 0.001; aceptando así la hipótesis alterna y rechazando la hipótesis nula. Se concluye que el marketing digital se relaciona significativamente con el posicionamiento de marca en los clientes de las Cooperativas de Créditos, distrito de San Vicente, en el periodo 2023; y a que a mayor empleo del marketing digital habrá mayor posicionamiento de marca.
The present research was developed in the district of San Vicente and aimed to determine to what extent digital marketing is related to brand positioning in the clients of Credit Cooperatives, district of San Vicente, in the period 2023. In relation Regarding the methodological aspect, the research was basic, descriptive correlational level, non-experimental cross-sectional design and hypothetical-deductive method, based on a sample of 322 clients, using the survey as a technique and the questionnaire composed of 21 items as a research instrument. in measurement of the Likert scale, which were validated by three specialists from the School of Administration. It was obtained that there is a relationship between digital marketing and brand positioning in the clients of the Credit Unions, district of San Vicente, period 2023 with a moderate positive Rho Spearman correlation coefficient of 0.617 with a significance level of less than 0.001; accepting the alternative hypothesis and rejecting the null hypothesis. It is concluded that digital marketing is significantly related to brand positioning in the clients of the Credit Cooperatives, district of San Vicente, in the period 2023; and the greater the use of digital marketing, the greater the brand positioning.
The present research was developed in the district of San Vicente and aimed to determine to what extent digital marketing is related to brand positioning in the clients of Credit Cooperatives, district of San Vicente, in the period 2023. In relation Regarding the methodological aspect, the research was basic, descriptive correlational level, non-experimental cross-sectional design and hypothetical-deductive method, based on a sample of 322 clients, using the survey as a technique and the questionnaire composed of 21 items as a research instrument. in measurement of the Likert scale, which were validated by three specialists from the School of Administration. It was obtained that there is a relationship between digital marketing and brand positioning in the clients of the Credit Unions, district of San Vicente, period 2023 with a moderate positive Rho Spearman correlation coefficient of 0.617 with a significance level of less than 0.001; accepting the alternative hypothesis and rejecting the null hypothesis. It is concluded that digital marketing is significantly related to brand positioning in the clients of the Credit Cooperatives, district of San Vicente, in the period 2023; and the greater the use of digital marketing, the greater the brand positioning.
Description
Keywords
Marketing digital, posicionamiento, estrategia.
Citation
Bellido Hurtado, Ethel Jesus - Cullanco Madueño, Dina Clara, "Marketing digital y posicionamiento de marca en los clientes de las cooperativas de credito, distrito de San Vicente, periodo 2023" , Tesis para optar el grado de Licenciada en Administracion , Escuela de pregrado. Facultad de Administracion. Universidad Nacional de Cañete. Cañete, Perú