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

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

Resumen

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.

Idioma original	Inglés
Título de la publicación alojada	Proceedings of the 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
Subtítulo de la publicación alojada	Creating Solutions for a Sustainable Future: Technology-Based Entrepreneurship, LEIRD 2024
Editores	Maria M. Larrondo Petrie, Jose Texier, Rodolfo Andres Rivas Matta
Editorial	Latin American and Caribbean Consortium of Engineering Institutions
ISBN (versión digital)	9786289661309
DOI	https://doi.org/10.18687/LEIRD2024.1.1.268
Estado	Publicada - 1 ene. 2024
Evento	4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024 - Virtual, Online, Colombia Duración: 2 dic. 2024 → 4 dic. 2024

Serie de la publicación

Nombre	Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
ISSN (versión digital)	2414-6390

Conferencia

Conferencia	4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024
País/Territorio	Colombia
Ciudad	Virtual, Online
Período	2/12/24 → 4/12/24

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10.18687/LEIRD2024.1.1.268

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Hernandez-Gonzales, L. M., & Fernández-Bedoya, V. H. (2024). Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024. En 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 Artículo 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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note = "Publisher Copyright: {\textcopyright} 2024 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.; 4th LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2024 ; Conference date: 02-12-2024 Through 04-12-2024",

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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. En 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).

Producción científica: Capítulo del libro/informe/acta de congreso › Contribución a la conferencia › revisión exhaustiva

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.

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KW - marketing

KW - purchase motivation

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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

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Hernandez-Gonzales LM, Fernández-Bedoya VH. Digital marketing and its influence on purchase motivation in a medical products distributor, Comas, 2024. En Larrondo Petrie MM, Texier J, Matta RAR, editores, 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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