Resumen

MALPARTIDA-MAIZ, Oralea; ROMAN-CORDOVA, Vitian Sugey  y  SALAS-CANALES, Hugo Jesús. Impact of e-commerce on sales management in Gamarra Commercial Emporium (Lima-Peru), 2021. Acad. (Asunción) [online]. 2023, vol.10, n.2, pp.245-255. ISSN 2414-8938.  https://doi.org/10.30545/academo.2023.jul-dic.9.

In the world (and especially in Peru), e-commerce is currently in constant growth and adoption by entrepreneurs, due to the abrupt change that companies have had to face as a result of the global pandemic caused by Covid-19 in order to properly manage their sales. The main purpose of this research was to determine the impact of e-commerce on sales management in Gamarra Commercial Emporium (Lima-Peru) during 2021. Each of the study variables was subdivided into three dimensions for better understanding; for example, the e-commerce variable was subdivided into sales channel, digital advertising and information systems; while, on the other hand, the sales management variable was broken down into customer service, customer satisfaction and distribution. Methodologically, the research was developed under the quantitative approach, explanatory scope and used the non-experimental correlational-causal cross-sectional design; the participants were 100 micro-entrepreneurs from the commercial area under study, specifically linked to formal companies that make use of e-commerce, who were administered a questionnaire of 18 items with valuation alternatives in the form of the Likert scale. After the processing and analysis of the information, the existence of a significant impact between e-commerce and sales management was found (p < .05), because after using linear regression a test coefficient of 0.752 was obtained.

Palabras clave : e-commerce; sales management; sales channel; digital advertising; customer satisfaction.

        · resumen en Español     · texto en Español     · Español ( pdf )