Incidencia del marketing digital en la captación de clientes en una constructora en Trujillo-2023

Abstract

The main purpose of the study was to evaluate the impact of digital marketing on customer acquisition in a construction company located in Trujillo in 2023. The study used applied methodology, with a quantitative approach and a nonexperimental cross-sectional design. The target population consisted of 40 clients of the construction company in Trujillo, who completed a questionnaire with 30 items based on the Likert scale. The results obtained revealed a coefficient of determination R^2 of 0.29 between the digital marketing variables and customer acquisition, demonstrating a moderate positive correlation. In conclusion, it was found that the ability to attract customers through digital marketing is relatively low, attributed mainly to deficiencies in the management of its website, the use of email marketing and other relevant factors that influence the attraction of consumers in the Trujillo construction company.