Impact of Inbound Marketing on Purchase Intention: A Study in Machala Furniture Stores
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Abstract
Nowadays, the use of digital tools for commercial use is becoming more and more constant, due to the capacity provided by the digital environment to create attractive content to target customers, for this reason Inbound marketing emerges as a digital marketing tool, to meet the need to share information through digital media. In reference to the above, the objective of this research is to analyze the Inbound marketing and its impact on the purchase intention of consumers of furniture products in the city of Machala. The type of research applied was quantitative, with an exploratory scope, investigating the variables that make up the established problem. For data collection, a sample was selected by the non-probabilistic method by convenience to the economically active population of the city of Machala, a survey was determined to a total of 384 people, from 18 to more than 35 years old with 17 items on a 5-point Likert scale. The results showed that the variable of content marketing and direct marketing have a positive influence on Inbound marketing, while establishing a significant and positive relationship between Inbound marketing and the purchase decision. Inbound marketing, by focusing on creating valuable and relevant content to engage customers, leverages content marketing and direct marketing to strengthen its strategy. This approach provides a complete experience that guides consumers in making informed decisions, making it a valuable resource for those interested in products such as furniture.
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Israel Adolfo Chuya-Chuya , Universidad Técnica de Machala - Ecuador
http://orcid.org/0009-0002-4606-8310
Active student, in the process of graduating from the Marketing degree at the Technical University of Machala-Ecuador, academic participation as author 1 in the preparation of the article, Impact of Inbound Marketing on Purchase Intention: A Study in Machala Furniture Stores .
Stalin Rafael Ramón-Herrera, Universidad Técnica de Machala - Ecuador
http://orcid.org/0009-0006-6758-2967
Professor of the Faculty of Business Sciences of the Technical University of Machala, Author in the elaboration of projects of linkage, Research and topics related to Marketing. Place of residence Santa Rosa-Ecuador.
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