Track: Business Management

Abstract

This research will seek to relate two variables: The impact of social media marketing and the consumer's purchase decision, delimiting the target population as the people of Metropolitan Lima. To do this, 384 surveys will be conducted as a sample, these should consider fast food consumers through social networks. The data collected through surveys was processed and analyzed using SPSS so as the reliability and validity of the data which was also reviewed. Based on the results, it was observed that there is a correlation between the components of the purchase decision (intensity, intention and frequency) and a marketing strategy, as supported by the numbers. The results of this research can be used by different people/entities related to the sector, to understand how a good marketing strategy will impact the purchase decision of the fast food consumer.