Relación Del Marketing Digital En La Decisión De Compra De Los Consumidores En Los Supermercados De Tegucigalpa.

Abstract

The accelerated growth experienced by the supermarket sector has been noticeable worldwide, and Honduras has certainly not been an exception. The objective of the research was to analyze the relationship of digital marketing in the purchasing decision of consumers in supermarkets in Tegucigalpa. This analysis was based on the theory collected for both variables from Kotler and Armstrong's Fundamentals of marketing. The research was conducted with a quantitativecorrelational approach and a non-experimental design. Between April 25 and July 07, 2023, 384 supermarket consumers in Tegucigalpa were surveyed using a questionnaire. This survey helped identify areas for improvement, factors influencing digital marketing and the purchasing decisión process, and where efforts should be directed to enhance strategies in supermarkets. Proposals for digital marketing were developed to improve the purchasing decision process of consumers in supermarkets in Tegucigalpa, analyzing all dimensions and indicators that need reinforcement.