Análisis de estrategias de marketing digital (modelo AIDA) y la relación con la decisión de compra de comida rápida en la ciudad de Guayaquil.

Abstract

The main objective of this research was to analyze the purchase decision in the fast-food sector, evaluating how digital marketing strategies based on the AIDA model have an impact. For this purpose, 345 responses were obtained from the online survey that was carried out in the city of Guayaquil, to know the opinion and behavior of consumers in the face of the constant exposure of digital content. The literature review allowed us to identify those digital strategies that influence different stages of the purchase process, highlighting the importance of visual attention such as eye-catching images and videos, in addition to the interest generated by promotions and discounts, and finally, desire and action as emotional components that influence purchase intention. Subsequently, the Decision Tree statistical model was applied, which allowed consumers to be classified into three levels of purchase intention: high, medium, and low. The results showed that, although the Attention stage manages to capture the consumer, it does not guarantee a high purchase intention on its own. This implies that the higher the intention, the greater the probability that the consumer will make the decision to buy. As a practical application, a Weighted Decision Matrix is proposed that allows companies in the fast-food sector to prioritize the most effective digital strategies to increase purchase intention in highly competitive markets such as Guayaquil.