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The objective of this study is to analyze the influence of Whatsapp Business on the consumer's purchase decision. The methodology considered for the development of the study has a mixed approach. It is descriptive, its design is non-experimental, cross-sectional. The technique used for data collection was a survey, consisting of closed questions with multiple response options. It was applied by means of the Google Forms tool. The population consisted of 140 undergraduate students of the School of Business Administration of the Regional University Center of Veraguas. To obtain the sample, the Questionpro program was used, establishing a confidence level of 95% and a margin of error of 5, resulting in a final sample of 104 people to be surveyed. 51.9% (54 people) indicated that they had contacts from companies in their WhatsApp application. 53.7% (29 people) highlight that they have obtained the WhatsApp contact of the company through a social network or digital media. In conclusion the influence of WhatsApp Business on the consumer's purchasing decision has been profound and transformative. This tool has allowed companies to offer a highly efficient and personalized customer experience.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
