DIGITAL STRATEGIES APPLIED TO THE ENTREPRENEURIAL SECTOR MICROENTERPRISE OF GUAYAQUIL EXPERIENCE IN LINKAGE WITH SOCIETY

Abstract

This research refers to digital strategies and their efficient use of available digital technologies, achieving the commercial objectives of microentrepreneurs and entrepreneurs, so that they can adapt to digital culture. The study object was the population of microentrepreneurs and entrepreneurs who are registered with the Ministry of Economic and Social Inclusion (MIES). The research design is non-experimental and qualitative. Data was collected through surveys conducted with microentrepreneurs who were trained in digital culture, using convenience sampling, applied to 104 people. The survey was conducted using Google Forms, analyzing the impact of adopting digital culture. The data obtained were inserted into the SPSS program, determining the reliability analysis using Cronbach's Alpha. Concluding that a large percentage of trained people have adapted to digital culture and it is a topic of great interest, so it is recommended to maintain continuous training that allows their training and learning to increase their sales and market share.