Digital marketing in the purchase decision of customers of household appliances companies in the city of Jaén

Abstract

The general objective was: To determine the relationship between digital marketing and the purchase decision of customers of household appliances companies in the city of Jaén. Under a study with a quantitative approach, applied, causal correlational, non-experimental cross-sectional, descriptive and inferential statistical method was used, surveying 380 customers. Regarding the results, digital marketing reached 34% in the regular level, likewise, it was evidenced that internal marketing reached 67% in the regular level, on the other hand, content marketing obtained 33% in the deficient level. Likewise, purchase decision reached 34% in the moderate level, social factors reached 34% in the moderate level and personal and psychological factors reached 65% in the high level. A significance of less than 0.05 was reached, demonstrating that the results are statistically very significant, in the same way it was evidenced that digital marketing maintains a moderate positive relationship with the purchase decision and with the social factors because both reached a Spearman's Rho of 0.506 and 0.504 respectively, on the other hand, the personal and Psychological factors maintain a high positive relationship because they reached a Spearman's Rho of 0.855.