| dc.creator | Malpartida Saavedra, Desire Antuanet | |
| dc.creator | Lozano Indica, Antonella | |
| dc.date | 2024-03-12T02:31:24Z | |
| dc.date | 2024-03-12T02:31:24Z | |
| dc.date | 2023-10-10 | |
| dc.date.accessioned | 2024-05-14T22:54:37Z | |
| dc.date.available | 2024-05-14T22:54:37Z | |
| dc.identifier | 000000012196144X | |
| dc.identifier | http://hdl.handle.net/10757/672990 | |
| dc.identifier.uri | https://repositorioslatinoamericanos.uchile.cl/handle/2250/9408196 | |
| dc.description | El sector de la moda ha sido a lo largo del tiempo uno de los más importantes y prósperos; sin embargo, la pandemia impactó significativamente en este ámbito, afectando a la economía del país y a las empresas dedicadas a la moda. En este contexto, los influencers se han convertido en una herramienta clave para el marketing de moda debido a su gran ascendencia en los consumidores; por ello, resulta fundamental tener mayor conocimiento sobre los influencers y su impacto en el rubro de la moda. En este sentido, el objetivo principal de la presente tesis fue determinar si existió relación entre los influencers y la decisión de compra de artículos de moda en mujeres de 18 a 30 años en Lima Metropolitana en el 2022. Para esta investigación se usó un enfoque metodológico cuantitativo, un alcance correlacional y un diseño no experimental cuantitativo de tipo transeccional. Se administró un cuestionario a 301 mujeres entre 18 y 30 años que residen en Lima Metropolitana y siguen a fashion influencers. Tras realizar el estudio, se encontró un alto nivel de correlación positiva tanto en la hipótesis general como en las específicas, por lo que se pudo concluir que sí existe una relación significativa entre los influencers y decisión de compra de artículos de moda en mujeres de 18 a 30 años en Lima Metropolitana en el 2022. | |
| dc.description | The fashion industry has been one of the most important and prosperous sectors over time; however, the pandemic had a significant impact on this area, affecting the country's economy and fashion companies. In this context, influencers have become a key tool for fashion marketing, due to their great influence on consumers. Therefore, it is essential to have more knowledge about influencers and their impact on the fashion industry, in order to identify opportunities for their recovery. In this sense, the main objective of this thesis was to determine whether there is a relationship between influencers and the purchase decision of fashion items in women aged 18 to 30 years in Lima Metropolitan Area in 2022. For this research, a quantitative methodological approach, a correlational scope and a quantitative non-experimental design of cross-sectional type were used. A questionnaire was administered to 301 women between 18 and 30 years old who reside in Metropolitan Lima and follow fashion influencers. After conducting the study, a high level of correlation was found in both the general and specific hypotheses, so it can be concluded that there is a significant relationship between influencers and the purchase decision of fashion items in women aged 18 to 30 years in Lima Metropolitan Area in 2022. | |
| dc.description | Tesis | |
| dc.format | application/pdf | |
| dc.format | application/epub | |
| dc.format | application/msword | |
| dc.language | spa | |
| dc.publisher | Universidad Peruana de Ciencias Aplicadas (UPC) | |
| dc.publisher | PE | |
| dc.rights | Attribution-NonCommercial-ShareAlike 4.0 International | |
| dc.rights | info:eu-repo/semantics/openAccess | |
| dc.rights | http://creativecommons.org/licenses/by-nc-sa/4.0/ | |
| dc.source | Universidad Peruana de Ciencias Aplicadas (UPC) | |
| dc.source | Repositorio Académico - UPC | |
| dc.subject | Fashion influencers | |
| dc.subject | Moda | |
| dc.subject | Decisión de compra | |
| dc.subject | Comportamiento del consumidor | |
| dc.subject | Marketing de influencers | |
| dc.subject | Fashion | |
| dc.subject | Influencers | |
| dc.subject | Fashion influencers | |
| dc.subject | Purchase decision | |
| dc.subject | Influencer marketing | |
| dc.subject | Consumer behavior | |
| dc.subject | Fashion marketing | |
| dc.subject | Marketing strategies | |
| dc.subject | https://purl.org/pe-repo/ocde/ford#5.02.04 | |
| dc.subject | https://purl.org/pe-repo/ocde/ford#5.00.00 | |
| dc.title | Relación entre Influencers y Decisión de Compra de artículos de moda en mujeres de 18 a 30 años en Lima en 2022 | |
| dc.type | info:eu-repo/semantics/bachelorThesis | |
| dc.type | Tesis | |
