Digital marketing and business growth in the coffee shop sector
DOI:
https://doi.org/10.5281/zenodo.21696087Keywords:
digital marketing, business growth, coffee shop, social media, digital advertisingAbstract
This study aimed to determine the relationship between digital marketing and business growth in the coffee shop sector in Peru. The methodology was applied, with a quantitative approach, correlational scope, and a non-experimental, cross-sectional design. The sample consisted of 350 customers of the Nativa coffee shop in the city of Huánuco, Peru, who were administered a structured questionnaire with a five-level Likert scale. The findings show that digital marketing is not statistically significantly related to the coffee shop's business growth (r = 0.093; p = 0.083), which is why the null hypothesis is accepted and the alternative hypothesis is rejected. It is concluded that digital marketing is a favorable tool for business management; however, its contribution to growth needs to be integrated with the customer experience and customer loyalty.
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