Digital marketing and sales in a restaurant

Abstract

Objective. The present study aimed to establish the correlation between Digital Marketing and Sales at the Sabor Marino restaurant. Methods: An applied, non-experimental, cross-sectional descriptive research design was employed, with a sample of 96 customers belonging to the economically active population. Results. The findings indicate that Digital Marketing has a 47.9% presence in the restaurant. However, one of the study's limitations is the potential variability of results in future analyses due to the dynamic nature of customer behavior. Regarding implications, the study's findings remain a documentary reference for the restaurant's management. The KolmogorovSmirnov test determined that the analyzed data do not follow a normal distribution. Furthermore, the Spearman's Rho statistic confirmed the existence of a correlation between the studied variables, supporting the acceptance of the alternative hypothesis and the rejection of the null hypothesis. Conclusion. In this context, Digital Marketing involves the use of Information and Communication Technologies (ICT) through mobile applications, websites, and other digital platforms that utilize the internet as a means to bridge distances and optimize customer interactions.