Abstract:

The study presented the purpose of identifying the relationship between social networks and the purchasing decision of customers of a fast food microenterprise in the city of Cajamarca. The study was justified by the growing influence of digital environments on buyer attitude, especially in the gastronomic sector. The approach was quantitative, under a non-experimental design and of a basic, correlational and cross-sectional nature. The population was made up of 850 clients registered on the microenterprise's social networks, applying a validated questionnaire to a selection of 265 subjects. The results indicated a significant relationship between the variables studied, with a Spearman's Rho value of 0.691. Likewise, a moderate positive relationship was found between content creation (Rho = 0.652) and interactions (Rho = 0.581) with the purchase decision, while the use of digital platforms presented a weak positive relationship (Rho = 0.549). It is concluded that social networks are a key instrument to affect the choices of the consumer public, with content and interaction being the most determining factors.