EFECTOS DE LA INFLUENCIA SOCIAL Y LA CALIDAD PERCIBIDA EN LA INTENCIÓN DE COMPRA DE PRODUCTOS NACIONALES

• Calle, Marcelo ^[1] ; Pilozo, Diana ^[1]
  1. [1] Universidad del Azuay
• Localización: COMPENDIUM: Cuadernos de Economía y Administración, ISSN-e 1390-9894, ISSN 1390-8391, Vol. 9, Nº. 2, 2022 (Ejemplar dedicado a: Revista Compendium: Cuadernos de Economía y Administración), págs. 177-188
• Idioma: español
• DOI: 10.46677/compendium.v9i2.1055
• Títulos paralelos:
  • SOCIAL INFLUENCE AND PERCEIVED QUALITY IN THE PURCHASE INTENTION OF NATIONAL PRODUCTS
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 3 Citas
• Resumen
  • español

    Este trabajo investiga la influencia que tiene la calidad percibida y la influencia social, sobre las intenciones de compra de los productos nacionales. Investigaciones previas han determinado que la intención de compra es clave en el marketing moderno como instrumento predictivo de las ventas, la calidad percibida impulsa en forma positiva el valor de la marca, y la influencia social puede llevar a adoptar los mismos productos y servicios entre consumidores. Se realizó un levantamiento de información usando cuestionarios validados que miden las variables de análisis, con esta información se realizó un modelo de regresión lineal; este método permite estimar el impacto que tienen estas variables sobre la intención de compra de productos nacionales. Los hallazgos han establecido que la influencia social y la calidad percibida tienen un efecto positivo y significativo en la intención de compra de los productos nacionales.

  • English

    This work investigates the influence of perceived quality and social influence on the purchase intentions of national products. Previous research has determined that purchase intent is critical in modern marketing as a predictive tool for sales, perceived quality positively drives brand value, and social influence can lead to consumer adoption of the same products and services. Therefore, an information survey was carried out through a structured survey that measures the analysis variables using reagents. With this information, a linear regression model was made; This method estimates the impact of these variables on the Purchase Intention of national products. The findings have established that social influence and perceived quality have a positive and significant effect on the purchase intention of national products.

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