Análisis del marketing digital y comportamiento del consumidor de la empresa GOmotors en el cantón Loja en el año 2024-2025

Abstract

Abstract: This research analyzes digital marketing and consumer behavior at GOmotors, a company located in the Loja region, during the period 2024 2025. Using a quantitative and descriptive approach, a structured questionnaire was administered to a representative sample of customers, allowing the identification of strengths and weaknesses in the company's digital experience. The results reflect a positive perception of the brand, especially in relation to its reputation and in-person customer service. However, significant weaknesses are evident in the functionality of its digital channels, loyalty, and post-sale personalization. As a contribution, a comprehensive strategic model is proposed, focusing on seven key dimensions of digital marketing, aimed at optimizing the user experience, increasing digital engagement, and fostering sustainable customer relationships. This study provides practical tools and strategic guidelines that can be applied by other companies in the automotive sector facing similar challenges in the Ecuadorian context.