USO DE PLATAFORMAS SOCIALES Y DECISIÓN DE COMPRA DE ACCESORIOS DIGITALES EN CLIENTES DE SAN JUAN DE LURIGANCHO, LIMA

This study analyzes the correlation between the use of digital social media platforms (independent variable) and the purchase decision of digital accessories (dependent variable) among consumers in the district of San Juan de Lurigancho. Given the growing influence of platforms such as YouTube, Instagram, Facebook, and TikTok on consumer behavior, the main objective was to determine the existence and statistical significance of this relationship. A quantitative approach was employed with a non-experimental, cross-sectional, and correlational design. The sample, selected through non-probability convenience sampling, consisted of 250 individuals aged between 18 and 45 years. The data collection instrument was a Likert-scale questionnaire validated by expert judgment. Data were processed using SPSS software. The results showed a positive and moderate Pearson correlation between the main variables (r = 0.413; p < 0.001), as well as weak positive correlations among the specific dimensions. Notably, a perfect correlation (r = 1.000) was observed between content connection and purchase choice, a finding that requires cautious interpretation due to its unusual nature in social science research. In conclusion, digital activity on social media influences consumer purchasing behavior, with content quality, consistency, and interaction emerging as key factors in driving purchase decisions.