Marketing digital y el posicionamiento de la MYPE del sector gastronómico Mifruty, Lima Norte, 2021

Abstract

The objective of this research work was to investigate how digital marketing is related to the positioning of the Mifruty Juicery, considering the good use of the strategies offered by marketing as well as the platforms offered to promote a company, such as social networks or the website, which have taken more strength these last 2 years due to the global crisis and which are fundamental factors for a company to position itself. The research is a non-experimental, correlational-cross-sectional design, the target population are the customers of the toy store Mifruty located in northern Lima and consists of a sample of 100 potential customers. Data collection was through an online questionnaire, which was carried out at the same point of sale of the toy store. The instrument consisted of 23 items and was validated by a specialist in the field. With respect to the reliability of the instrument constructed for the variables used, they were analyzed and approved by means of Cronbach's Alpha system, resulting in a high reliability, which allowed us to collect data for the research study to be conducted in the Mifruty Juicery. Similarly, according to statistical tests, 9 % of respondents consider that Mifruty Juicery regularly employs digital marketing, being the social networks and the company's website poorly managed due to its few and not so striking contents, so they fail to meet the expectations of its customers. Likewise, 17 % of the respondents consider a regular positioning in the market, so by implementing the right marketing strategies the positioning would rise.