Marketing digital y su relación con la rentabilidad en las empresas de comercialización de cacao del cantón la troncal

Abstract

This study analyzed the relationship between digital marketing and the profitability of cocoa trading companies in the La Troncal canton during the 2025–2026 period. The local cocoa sector, as a driving force of the regional economy, needs to modernize its business processes to improve its competitiveness. The study adopted a quantitative approach, with a correlational scope and a non-experimental, cross-sectional design, using a structured questionnaire administered to a sample of 34 companies The descriptive results revealed that, despite initial technology adoption, deficiencies persist in response speed and digital inventory management. The normality test (Shapiro– Wilk) indicated a non-parametric distribution, leading to the use of Spearman’s Rho coefficient for hypothesis testing. The findings demonstrated a moderate-to-strong positive correlation of 0.644, enabling the rejection of the null hypothesis and confirming that the strategic use of digital tools significantly influences net profit margin and operational efficiency. In response, a digital management proposal was developed, focused on three key areas: social selling to boost sales, targeted advertising to attract customers, and inventory digitalization to reduce losses. It is concluded that the integration of digital strategies is not an expense, but rather a highly feasible investment that ensures financial sustainability and strengthens the cocoa business sector in the canton.