Marketing en redes sociales como impulsor de la intención de compra en restaurantes peruanos
Social media marketing as a driver of purchase intent in Peruvian restaurants
DOI:
https://doi.org/10.1229/tecempresarialjournal.v20i2.640Keywords:
Marketing, social media, digital platforms, purchase intent, Peruvian restaurants.Abstract
La aceleración digital del post-COVID-19 ha posicionado a las redes sociales como un factor determinante en el sector de la restauración en Perú. Las herramientas digitales tienen una gran influencia en las compras en muchas industrias. Esta investigación de enfoque cuantitativo analizó como el marketing en redes sociales influye en la intención de compra en restaurantes de comida tradicional peruana. Se aplicó un diseño no experimental de corte transversal, de alcance correlacional causal a una muestra de 481consumidores. Para el análisis se usó el modelo de ecuaciones estructurales, considerando 7 funcionalidades del marketing en redes sociales: Identidad, Conversión, Compartir, Presencia, Reputación, Relación y Grupos. Los resultados mostraron que el marketing en redes sociales tiene una relación positiva fuerte y está significativamente relacionado con intención de compra en restaurantes de comida tradicional peruana en Perú, específicamente las funcionalidades de conversación, compartir y reputación mostraron los mayores coeficientes, emergiendo como los principales de la intención de compra. Se concluye que el marketing en redes sociales es una herramienta potente y su gestión es crucial para los negocios de la industria gastronómica en Perú. Se recomienda priorizar la comunicación, la interacción, y la gestión de la reputación para capitalizar la intención de compra.
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