Influence of the use of mobile applications on the purchasing behavior of fast-food consumers in the province of Trujillo

Abstract

The objective of this study is to determine the influence of the use of mobile applications on the purchasing behavior of fast-food consumers in the province of Trujillo, where companies have had to adapt to the digital era to survive. For this purpose, applied research was carried out, with a quantitative approach, cross-sectional, non-experimental design, and correlational scope. The survey was used as a technique and the questionnaire as an instrument, and the study population consisted of the inhabitants of the province of Trujillo, aged between 18 and 64 years, with a sample of 267 people. Consequently, the results showed that there is a significant relationship between the use of mobile applications and purchasing behavior with a Spearman's Rho of 0.157 and confirmed the influence between both variables with 43.6% according to Nagelkerke coefficient. In conclusion, with the increasing use of mobile applications, the purchase behavior improves; therefore, the purchase process improves, which is positive for brands because they benefit monetarily.