Social Media en la intención de cliente: Estrategia de un retail en Lima, Perú

In recent years, organizations and society in general have been involved in a series of transformations; mostly resulting from technological advances and the need to make use of its benefits in unexpected situations such as what happened with covid 19. Therefore, the article aimed to determine the relationship of Social Media in the customer’s intention of a retail in Lima, Peru, contemplating the impact that social networks have brought to commercial exchanges. The quantitative approach was used with a non-experimental, descriptive, correlational, cross-sectional design. The data collection technique was the survey, and as a research instrument a questionnaire with closed questions was designed. The population was made up of the inhabitants of Lima Norte distributed in the districts of Ancón, Carabayllo, Comas, Independencia, Los Olivos, Puente Piedra, San Martín de Porres and Santa Rosa, with a total of 2,465,288 inhabitants, for the sample A simple random sampling was selected, obtaining 365 inhabitants of Lima Norte as information units. The social media with respect to purchase intention, corresponds to the p value of 0.043 referring to Spearman’s Rho with a sig.(bil) is 0.416. Concluding, there is a significant relationship between the study variables in the particular case, social media is related to the purchase intention of the customer of a retail store in Lima, Peru. Specifically, perceptions regarding the information obtained through social networks, as well as the advertising and communication they establish, were evaluated positively in all districts, which is why it is considered that the use of social media in the retail of Lima, Peru, is correct according to the evaluation of the sample studied.