“El marketing digital y su correlación con las ventas Mipymes comerciales en Azogues - Ecuador”

Abstract

This research makes it possible to understand the importance of digital marketing for companies, as it enables faster development, leading to a change in society. Therefore, it is necessary for companies to be aware of the changes that occur over time and to update their strategies accordingly. On the other hand, it aims to determine the level of correlation between digital marketing in Micro, Small, and Medium Enterprises (MSMEs) in the commercial sector in Azogues-Ecuador through an investigation applied to the formulation of digital marketing. The methodology employed was quantitative, with a probabilistic sample of 105 research subjects, where the technique used was the survey, and the Likert scale was employed as an instrument. The the SPSS program was used for statistical analysis, and the Spearman Correlation test was applied. The results indicate that the variable Prom_Marketing Digital has a correlation of 0.651** with a significance of 0.000, showing a strong correlation with the dependent variable Prom_Innovation. The variable Prom_Sales has a correlation of 0.629 with a significance of 0.000. and the variable Prom_Tenology has a correlation of 0.755** with a significance of 0.000; these three variables have a positive correlation concerning the dependent variable. In conclusion, the variables have a good correlation as they facilitate MSMEs to use digital marketing through strategic approaches to achieve high efficiency and effectiveness.