Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024

Lidia Maribel Hernandez-Gonzales; Víctor Hugo Fernández-Bedoya

doi:10.18687/LEIRD2024.1.1.268

Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024

Lidia Maribel Hernandez-Gonzales
, Víctor Hugo Fernández-Bedoya

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

Abstract

Research aligned with SDG 8: "Decent work and economic growth", which set as its objective: to determine the influence of digital marketing on the motivation to purchase in a distributor of medical products, Comas, 2024, The methodology was developed with a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of customers who make frequent purchases from the company (finite). The study sample consisted of 60 customers. The technique applied was the survey with a virtual process. It was concluded that digital marketing significantly influences purchase motivation in a medical products distributor, 2024 (sig.=0.000; r^2=0.5929). Finally, conclusions and recommendations were issued.

Original language	English
Title of host publication	Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
Subtitle of host publication	Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024
Editors	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
Publisher	Latin American and Caribbean Consortium of Engineering Institutions
ISBN (Electronic)	9786289661309
DOIs	https://doi.org/10.18687/LEIRD2024.1.1.268
State	Published - 1 Jan 2024
Event	4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024 - Virtual, Online, Colombia Duration: 2 Dec 2024 → 4 Dec 2024

Publication series

Name	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
ISSN (Electronic)	2414-6390

Conference

Conference	4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024
Country/Territory	Colombia
City	Virtual, Online
Period	2/12/24 → 4/12/24

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

SDG 8 Decent Work and Economic Growth

Access to Document

10.18687/LEIRD2024.1.1.268

Cite this

Hernandez-Gonzales, L. M., & Fernández-Bedoya, V. H. (2024). Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024. In M. M. Larrondo Petrie, J. Texier, & R. A. R. Matta (Eds.), Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024 Article 268 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). Latin American and Caribbean Consortium of Engineering Institutions. https://doi.org/10.18687/LEIRD2024.1.1.268

Hernandez-Gonzales, Lidia Maribel ; Fernández-Bedoya, Víctor Hugo. / Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024. Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024. editor / Maria M. Larrondo Petrie ; Jose Texier ; Rodolfo Andres Rivas Matta. Latin American and Caribbean Consortium of Engineering Institutions, 2024. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

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abstract = "Research aligned with SDG 8: {"}Decent work and economic growth{"}, which set as its objective: to determine the influence of digital marketing on the motivation to purchase in a distributor of medical products, Comas, 2024, The methodology was developed with a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of customers who make frequent purchases from the company (finite). The study sample consisted of 60 customers. The technique applied was the survey with a virtual process. It was concluded that digital marketing significantly influences purchase motivation in a medical products distributor, 2024 (sig.=0.000; r2=0.5929). Finally, conclusions and recommendations were issued.",

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doi = "10.18687/LEIRD2024.1.1.268",

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Hernandez-Gonzales, LM & Fernández-Bedoya, VH 2024, Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024. in MM Larrondo Petrie, J Texier & RAR Matta (eds), Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024., 268, Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology, Latin American and Caribbean Consortium of Engineering Institutions, 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024, Virtual, Online, Colombia, 2/12/24. https://doi.org/10.18687/LEIRD2024.1.1.268

Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024. / Hernandez-Gonzales, Lidia Maribel; Fernández-Bedoya, Víctor Hugo.
Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024. ed. / Maria M. Larrondo Petrie; Jose Texier; Rodolfo Andres Rivas Matta. Latin American and Caribbean Consortium of Engineering Institutions, 2024. 268 (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

TY - GEN

T1 - Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024

AU - Hernandez-Gonzales, Lidia Maribel

AU - Fernández-Bedoya, Víctor Hugo

PY - 2024/1/1

Y1 - 2024/1/1

N2 - Research aligned with SDG 8: "Decent work and economic growth", which set as its objective: to determine the influence of digital marketing on the motivation to purchase in a distributor of medical products, Comas, 2024, The methodology was developed with a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of customers who make frequent purchases from the company (finite). The study sample consisted of 60 customers. The technique applied was the survey with a virtual process. It was concluded that digital marketing significantly influences purchase motivation in a medical products distributor, 2024 (sig.=0.000; r2=0.5929). Finally, conclusions and recommendations were issued.

AB - Research aligned with SDG 8: "Decent work and economic growth", which set as its objective: to determine the influence of digital marketing on the motivation to purchase in a distributor of medical products, Comas, 2024, The methodology was developed with a quantitative approach, applied type, explanatory and descriptive level, non-experimental design and cross-sectional. The population consisted of customers who make frequent purchases from the company (finite). The study sample consisted of 60 customers. The technique applied was the survey with a virtual process. It was concluded that digital marketing significantly influences purchase motivation in a medical products distributor, 2024 (sig.=0.000; r2=0.5929). Finally, conclusions and recommendations were issued.

KW - digital marketing

KW - marketing

KW - purchase motivation

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M3 - Conference contribution

AN - SCOPUS:85217265758

T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology

BT - Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development

A2 - Larrondo Petrie, Maria M.

A2 - Texier, Jose

A2 - Matta, Rodolfo Andres Rivas

PB - Latin American and Caribbean Consortium of Engineering Institutions

T2 - 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024

Y2 - 2 December 2024 through 4 December 2024

ER -

Hernandez-Gonzales LM, Fernández-Bedoya VH. Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024. In Larrondo Petrie MM, Texier J, Matta RAR, editors, Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development: Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024. Latin American and Caribbean Consortium of Engineering Institutions. 2024. 268. (Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology). doi: 10.18687/LEIRD2024.1.1.268

Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024

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