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Marketing digital y su influencia en el desarrollo empresarial de Megamodelautos, Santo Domingo, periodo 2020-2021.
| dc.contributor.advisor | Morales Reyna, Franklin Rafael | |
| dc.contributor.author | Mazacon Cabrera, Thaimy Elizabeth | |
| dc.date.accessioned | 2022-10-31T16:11:12Z | |
| dc.date.available | 2022-10-31T16:11:12Z | |
| dc.date.issued | 2022 | |
| dc.identifier.uri | http://dspace.utb.edu.ec/handle/49000/13079 | |
| dc.description | Digital marketing is considered one of the most important tools in business management, because it influences commercial activities, brand positioning, increased sales levels and the development of competitive advantages. In addition, the relevance of the design and application of digital marketing strategies in the present contemporary era cannot be omitted, where the phenomenon of globalization prevails; For this reason, the objective of the research was to determine the incidence of digital marketing in the business development of Megamodelautos in the city of Santo Domingo. The applied methodology is made up of the types of descriptive, field and documentary research, while the research techniques were the survey and interview, supported by the questionnaire instruments of questions such as Likert Scale and Interview Guide, which are applied to 248 regular clients of the company, the same ones that were determined through a non-probabilistic sampling. The results of the research conclude that the consumer market considers digital marketing as a fundamental tool for the development of commercial activities, because it allows obtaining information quickly and represents an alternative service channel. Through inferential statistical analysis, it was established that digital marketing and business development do have a statistical association, because the Pearson Correlation Coefficient was .710. | es_ES |
| dc.description | Digital marketing is considered one of the most important tools in business management, because it influences commercial activities, brand positioning, increased sales levels and the development of competitive advantages. In addition, the relevance of the design and application of digital marketing strategies in the present contemporary era cannot be omitted, where the phenomenon of globalization prevails; For this reason, the objective of the research was to determine the incidence of digital marketing in the business development of Megamodelautos in the city of Santo Domingo. The applied methodology is made up of the types of descriptive, field and documentary research, while the research techniques were the survey and interview, supported by the questionnaire instruments of questions such as Likert Scale and Interview Guide, which are applied to 248 regular clients of the company, the same ones that were determined through a non-probabilistic sampling. The results of the research conclude that the consumer market considers digital marketing as a fundamental tool for the development of commercial activities, because it allows obtaining information quickly and represents an alternative service channel. Through inferential statistical analysis, it was established that digital marketing and business development do have a statistical association, because the Pearson Correlation Coefficient was .710. | es_ES |
| dc.description.abstract | El marketing digital es considerado como una de las herramientas de mayor importancia en la gestión empresarial, porque influye en las actividades comerciales, posicionamiento de la marca, incremento del nivel de ventas y desarrollo de ventajas competitivas. Además, no se puede omitir la relevancia que posee el diseño y aplicación de estrategias de marketing digital en la presente época contemporánea, donde impera el fenómeno de la globalización; motivo por el cual, el objetivo de la investigación fue, determinar la incidencia del marketing digital en el desarrollo empresarial de Megamodelautos de la ciudad de Santo Domingo. La metodología aplicada está conformada por los tipos de investigación descriptiva, de campo y documental, mientras que las técnicas de investigación fueron la encuesta y entrevista, apoyadas con los instrumentos cuestionario de preguntas tipo Escala de Likert y Guía de Entrevista, los cuales son aplicados a 248 clientes regulares de la empresa, los mismos que fueron determinados mediante un muestreo no probabilístico. Los resultados de la investigación concluyen que el mercado consumidor considera al marketing digital como una herramienta fundamental para el desarrollo de las actividades comerciales, porque permite la obtención de información con rapidez y supone un canal de atención alternativo. Mediante el análisis estadístico inferencial se estableció que el marketing digital y desarrollo empresarial sí posee asociación estadística, debido a que el Coeficiente de Correlación Pearson fue de ,710. | es_ES |
| dc.format.extent | 76 p. | es_ES |
| dc.language.iso | es | es_ES |
| dc.publisher | Babahoyo: UTB-FAFI. 2022 | es_ES |
| dc.rights | Atribución-NoComercial-SinDerivadas 3.0 Ecuador | * |
| dc.rights.uri | http://creativecommons.org/licenses/by-nc-nd/3.0/ec/ | * |
| dc.subject | Marketing | es_ES |
| dc.subject | Marketing digital | es_ES |
| dc.subject | Desarrollo empresarial | es_ES |
| dc.subject | Ventaja competitiva | es_ES |
| dc.subject | Cuota de mercado | es_ES |
| dc.title | Marketing digital y su influencia en el desarrollo empresarial de Megamodelautos, Santo Domingo, periodo 2020-2021. | es_ES |
| dc.type | bachelorThesis | es_ES |
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