Impacto del uso del marketing digital en el comportamiento de compra del consumidor del servicio de comida rápida a domicilio en el sector Tumbaco y Cumbayá, años 2019 y 2020

Abstract

Nowadays, fast food businesses have had to adapt to new customer needs by selling their products through home delivery service due to health restriction measures caused by covid-19 and the fear of visiting physical establishments. Through surveys, a research was conducted that seeks to reveal the impact of digital marketing on the purchase behavior of fast food through delivery in the sector of Tumbaco and Cumbayá, neighboring parishes of the city of Quito, resulting in that the inhabitants increased their frequency of purchase, and in turn, the use of digital marketing generates a strong presence in the market, since these companies apply advertising strategies, take advantage of such media and upload advertising content to generate impact to the consumer. Thanks to its acceptance in the market, and a strong degree of online purchase satisfaction, the inhabitants of the sector seek to acquire fast food delivery service.