Digital marketing and sales at hardware store Conex Distribuciones S.A.C., Juliaca - Peru
DOI:
https://doi.org/10.15381/gtm.v28i55.28636Keywords:
clients, digital marketing, salesAbstract
This research seeks to determine the relationship between digital marketing and sales at hardware store Conex Distribuciones SAC in Juliaca. This study uses a correlational design with a quantitative and non-experimental approach, with cross-sectional data collection. The population consisted of 293 customers, with a sample of 167. A questionnaire was used as the main instrument to collect data, applying the survey technique. Data processing was executed using SPSS software. Prior to analyzing the relationship between variables, a normality test was applied, which indicated that the data did not follow a normal distribution. This allowed us to select Spearman’s correlation coefficient as the appropriate statistical method for the study. It was evident that digital marketing presents a significant positive correlation with sales (Rho = 0.692), as well as with sales management (Rho = 0.599), types of sales (Rho = 0.669), and added value (Rho = 0.594). Likewise, sales showed a positive relationship with factors such as functionality (Rho = 0.636), feedback (Rho = 0.599), and loyalty (Rho = 0.596). In conclusion, digital marketing maintains a positive and significant relationship with sales. These results underscore the importance of implementing effective digital marketing strategies and ensuring quality customer interactions, which not only drives sales growth but also strengthens the company’s long-term sustainability and competitiveness.
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