TY - GEN
T1 - Incidencia del marketing digital en la captación de clientes en una constructora en Trujillo 2023
AU - Llontop Tuestas, Estefanía Brigitte
AU - Luperdi Sandoval, Ariana Iveth
AU - Valderrama-Puscán, Marlon Walter
AU - Mendoza-Castillo, Alvaro Larry Luis Felipe
AU - Ibáñez, Luisamaría Antonella Prado
N1 - Publisher Copyright:
© 2023 Latin American and Caribbean Consortium of Engineering Institutions. All rights reserved.
PY - 2023/1/1
Y1 - 2023/1/1
N2 - The main purpose of the study was to evaluate the impact of digital marketing on customer acquisition in a construction company located in Trujillo in 2023. The study used applied methodology, with a quantitative approach and a non-experimental cross-sectional design. The target population consisted of 40 clients of the construction company in Trujillo, who completed a questionnaire with 30 items based on the Likert scale. The results obtained revealed a coefficient of determination R^2 of 0.29 between the digital marketing variables and customer acquisition, demonstrating a moderate positive correlation. In conclusion, it was found that the ability to attract customers through digital marketing is relatively low, attributed mainly to deficiencies in the management of its website, the use of email marketing and other relevant factors that influence the attraction of consumers in the Trujillo construction company.
AB - The main purpose of the study was to evaluate the impact of digital marketing on customer acquisition in a construction company located in Trujillo in 2023. The study used applied methodology, with a quantitative approach and a non-experimental cross-sectional design. The target population consisted of 40 clients of the construction company in Trujillo, who completed a questionnaire with 30 items based on the Likert scale. The results obtained revealed a coefficient of determination R^2 of 0.29 between the digital marketing variables and customer acquisition, demonstrating a moderate positive correlation. In conclusion, it was found that the ability to attract customers through digital marketing is relatively low, attributed mainly to deficiencies in the management of its website, the use of email marketing and other relevant factors that influence the attraction of consumers in the Trujillo construction company.
UR - https://www.scopus.com/pages/publications/85187271923
U2 - 10.18687/LEIRD2023.1.1.222
DO - 10.18687/LEIRD2023.1.1.222
M3 - Contribución a la conferencia
AN - SCOPUS:85187271923
T3 - Proceedings of the LACCEI international Multi-conference for Engineering, Education and Technology
BT - Proceedings of the 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development
PB - Latin American and Caribbean Consortium of Engineering Institutions
T2 - 3rd LACCEI International Multiconference on Entrepreneurship, Innovation and Regional Development, LEIRD 2023
Y2 - 4 December 2023 through 6 December 2023
ER -