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Artículos de Investigación

Vol. 6 Núm. 10 (2026): Criterio, Revista Multidisciplinaria

Marketing digital y decisión de compra de los clientes de la empresa Delibakery Perú S.A.C

Digital marketing and purchasing decisions of Delibakery Peru S.A.C.'s customers
Publicado
2026-04-06

La mercadotecnia digital es fundamental para fortalecer la conexión entre empresas y consumidores, facilitando la adquisición eficiente de los usuarios. El objetivo de la presente investigación fue determinar la relación entre el marketing digital y la decisión de compra de los clientes en la Empresa Delibakery Perú S.A.C., Lima, Perú en 2023. Se utilizó un diseño no experimental, con un alcance correlacional y un enfoque cuantitativo de corte transversal, que evaluó a 159 clientes, utilizando dos cuestionarios como instrumentos. La investigación revela que la empresa atrajo, principalmente, a un público adulto joven con poder adquisitivo estable, permitiendo campañas segmentadas. Sin embargo, el 73% de usuarios percibe deficiencias en el flujo digital y más del 75% en fidelización, afectando la experiencia y retención. La correlación positiva entre marketing digital y decisión de compra (Tau-b=0.659) destaca la importancia de optimizar plataformas digitales y fortalecer programas de fidelización para aumentar satisfacción y ventas.

Digital marketing is essential for strengthening the connection between companies and consumers, facilitating efficient user acquisition. The purpose of this research was to determine the relationship between digital marketing and the purchasing decision of customers at the Delibakery Perú S.A.C. Company, Lima, Peru in 2023. A non-experimental design was used, with a correlational scope and a cross-sectional quantitative approach, which evaluated 159 customers, using two questionnaires as instruments. The research reveals that the company primarily attracted a young adult audience with stable purchasing power, allowing for segmented campaigns. However, 73% of users perceive deficiencies in the digital flow and more than 75% in loyalty, affecting the experience and retention. The positive correlation between digital marketing and purchasing decisions (Tau-b = 0.659) highlights the importance of optimizing digital platforms and strengthening loyalty programs to increase satisfaction and sales.

Número:
Vol. 6 Núm. 10 (2026): Criterio, Revista Multidisciplinaria
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Artículos de Investigación

Referencias

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