Resumen

VASQUEZ GUTIERREZ, Adriana Lucia et al. Digital marketing strategies boosting e-commerce for entrepreneurial merchants in Ica. Impulso [online]. 2025, vol.5, n.11, pp.586-601.  Epub 02-Jul-2025. ISSN 2959-9040.  https://doi.org/10.59659/impulso.v.5i11.165.

Currently, business organizations, including those in the commercial sector, utilize marketing strategies with digital tools to promote their products or services and conduct digital commercial transactions, expanding their customer base. This research study analyzes how digital marketing relates to e-commerce in the apparel marketing companies of the Polvos Azules Shopping Center in Ica, 2023. It is based on a highly detailed state-of-the-art methodology, an appropriate methodological framework, and the analysis of data collected in the field. The research was basic quantitative, correlational, and had a non-experimental cross-sectional design. The population was 77 and the sample consisted of 64 entrepreneurial merchants from the Polvos Azules Shopping Center, who completed the survey as the data collection instrument. For data processing, the Spearman test statistical technique was used to evaluate the relationship between the variables under study. The results showed that digital marketing has a significant relationship with e-commerce. Furthermore, it was confirmed that digital advertising, search engine optimization, and social media management influence online business activity. It was also found that businesses with structured digital strategies manage to expand and improve their sales.

Palabras clave : Digital Marketing; E-commerce; Search Engines; Digital Transactions.

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