{"id":{"repo_id":"upc-peru","oai_identifier":"oai:repositorioacademico.upc.edu.pe:10757/667169"},"canonical_url":"https://search.dev.ndltd.org/etd/upc-peru/oai:repositorioacademico.upc.edu.pe:10757/667169","repository":{"repo_id":"upc-peru","name":"Universidad Peruana de Ciencias Aplicadas","base_url":"https://repositorioacademico.upc.edu.pe/oai/request"},"display":{"title":"MYPES en TikTok: Social media marketing y calidad del servicio en el sector moda","abstract":"En este estudio se pretende determinar la relación que existe entre el social media marketing en TikTok y la calidad del servicio en las MYPES pertenecientes al sector moda de Lima Metropolitana. La metodología fue de enfoque cuantitativo y de tipo correlacional. Para determinar la muestra, se hizo un análisis a priori de potencia a través del programa G*Power (Faul et al., 2009) que estuvo conformada por 138 personas (54.3% mujeres, 45.7% varones) que hayan usado activamente la red social TikTok y hayan realizado compras en las MYPES pertenecientes al sector moda. El muestreo fue no probabilístico por conveniencia. Los instrumentos usados fueron la Escala de Social Media Marketing (Salinas, 2021) y el Modelo SERVPERF (Cronin & Taylor, 1992). Según el resultado, se concluyó que existe una correlación estadísticamente significativa entre el social media marketing en TikTok con calidad del servicio en las MYPES (rs = .447; p < .001).The purpose of this study is to determine the relationship between social media marketing on TikTok and the service quality in the MYPES belonging to the fashion market in Metropolitan Lima. The methodology used was the quantitative approach and correlational type. To determine the sample, an a priori power analysis was made through the G*Power program (Faul et al., 2009), which consisted of 138 people (54.3% women, 45.7% men) who have actively used the social network TikTok. The instruments used were the Social Media Marketing Scale (Salinas, 2021) and the SERVPERF Model (Cronin & Taylor, 1992). This study concluded that there is a statistically significant correlation between social media marketing on TikTok and service quality in MYPES (rs = .447; p < .001).","abstract_html":"En este estudio se pretende determinar la relación que existe entre el social media marketing en TikTok y la calidad del servicio en las MYPES pertenecientes al sector moda de Lima Metropolitana. La metodología fue de enfoque cuantitativo y de tipo correlacional. Para determinar la muestra, se hizo un análisis a priori de potencia a través del programa G*Power (Faul et al., 2009) que estuvo conformada por 138 personas (54.3% mujeres, 45.7% varones) que hayan usado activamente la red social TikTok y hayan realizado compras en las MYPES pertenecientes al sector moda. El muestreo fue no probabilístico por conveniencia. Los instrumentos usados fueron la Escala de Social Media Marketing (Salinas, 2021) y el Modelo SERVPERF (Cronin &amp; Taylor, 1992). Según el resultado, se concluyó que existe una correlación estadísticamente significativa entre el social media marketing en TikTok con calidad del servicio en las MYPES (rs = .447; p &lt; .001).The purpose of this study is to determine the relationship between social media marketing on TikTok and the service quality in the MYPES belonging to the fashion market in Metropolitan Lima. The methodology used was the quantitative approach and correlational type. To determine the sample, an a priori power analysis was made through the G*Power program (Faul et al., 2009), which consisted of 138 people (54.3% women, 45.7% men) who have actively used the social network TikTok. The instruments used were the Social Media Marketing Scale (Salinas, 2021) and the SERVPERF Model (Cronin &amp; Taylor, 1992). This study concluded that there is a statistically significant correlation between social media marketing on TikTok and service quality in MYPES (rs = .447; p &lt; .001).","abstract_has_math":false,"creators":["Torres Tapia, José Eduardo","Torres Tapia, Jose Eduardo"],"institution":null,"degree_name":null,"degree_level":null,"degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2022,"date_issued":"2022-10-02","date_published":"2022-10-02","updated_at":"2026-07-24T05:38:44Z","subjects":["TikTok","Moda","Calidad del servicio","Social media marketing","MYPEs","Fashion","Service quality"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[{"key":"dc:identifier","label":"Identifier","values":["hdl:10757/667169"],"render_values":[{"text":"hdl:10757/667169","href":null,"code":true}]}]},"links":{"outbound_url":"http://doi.org/10.19083/tesis/667169","outbound_label":"DOI","outbound_source":"dc:identifier.doi"},"metadata_groups":[{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.issued","label":"Date","values":["2022-10-02"]},{"key":"dc:type","label":"Dc Type","values":["info:eu-repo/semantics/bachelorThesis"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["TikTok","Moda","Calidad del servicio","Social media marketing","MYPEs","Fashion","Service quality"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["hdl:10757/667169"]},{"key":"dc:identifier.doi","label":"DOI","values":["http://doi.org/10.19083/tesis/667169"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.other","label":"Dc Description Other","values":["En este estudio se pretende determinar la relación que existe entre el social media marketing en TikTok y la calidad del servicio en las MYPES pertenecientes al sector moda de Lima Metropolitana. La metodología fue de enfoque cuantitativo y de tipo correlacional. Para determinar la muestra, se hizo un análisis a priori de potencia a través del programa G*Power (Faul et al., 2009) que estuvo conformada por 138 personas (54.3% mujeres, 45.7% varones) que hayan usado activamente la red social TikTok y hayan realizado compras en las MYPES pertenecientes al sector moda. El muestreo fue no probabilístico por conveniencia. Los instrumentos usados fueron la Escala de Social Media Marketing (Salinas, 2021) y el Modelo SERVPERF (Cronin & Taylor, 1992). Según el resultado, se concluyó que existe una correlación estadísticamente significativa entre el social media marketing en TikTok con calidad del servicio en las MYPES (rs = .447; p < .001).The purpose of this study is to determine the relationship between social media marketing on TikTok and the service quality in the MYPES belonging to the fashion market in Metropolitan Lima. The methodology used was the quantitative approach and correlational type. To determine the sample, an a priori power analysis was made through the G*Power program (Faul et al., 2009), which consisted of 138 people (54.3% women, 45.7% men) who have actively used the social network TikTok. The instruments used were the Social Media Marketing Scale (Salinas, 2021) and the SERVPERF Model (Cronin & Taylor, 1992). This study concluded that there is a statistically significant correlation between social media marketing on TikTok and service quality in MYPES (rs = .447; p < .001)."]},{"key":"dc:title","label":"Title","values":["MYPES en TikTok: Social media marketing y calidad del servicio en el sector moda"]}]}],"canonical_facts":{"dc:date.issued":["2022-10-02"],"dc:description.other":["En este estudio se pretende determinar la relación que existe entre el social media marketing en TikTok y la calidad del servicio en las MYPES pertenecientes al sector moda de Lima Metropolitana. La metodología fue de enfoque cuantitativo y de tipo correlacional. Para determinar la muestra, se hizo un análisis a priori de potencia a través del programa G*Power (Faul et al., 2009) que estuvo conformada por 138 personas (54.3% mujeres, 45.7% varones) que hayan usado activamente la red social TikTok y hayan realizado compras en las MYPES pertenecientes al sector moda. El muestreo fue no probabilístico por conveniencia. Los instrumentos usados fueron la Escala de Social Media Marketing (Salinas, 2021) y el Modelo SERVPERF (Cronin & Taylor, 1992). Según el resultado, se concluyó que existe una correlación estadísticamente significativa entre el social media marketing en TikTok con calidad del servicio en las MYPES (rs = .447; p < .001).The purpose of this study is to determine the relationship between social media marketing on TikTok and the service quality in the MYPES belonging to the fashion market in Metropolitan Lima. The methodology used was the quantitative approach and correlational type. To determine the sample, an a priori power analysis was made through the G*Power program (Faul et al., 2009), which consisted of 138 people (54.3% women, 45.7% men) who have actively used the social network TikTok. The instruments used were the Social Media Marketing Scale (Salinas, 2021) and the SERVPERF Model (Cronin & Taylor, 1992). This study concluded that there is a statistically significant correlation between social media marketing on TikTok and service quality in MYPES (rs = .447; p < .001)."],"dc:identifier":["hdl:10757/667169"],"dc:identifier.doi":["http://doi.org/10.19083/tesis/667169"],"dc:subject":["TikTok","Moda","Calidad del servicio","Social media marketing","MYPEs","Fashion","Service quality"],"dc:title":["MYPES en TikTok: Social media marketing y calidad del servicio en el sector moda"],"dc:type":["info:eu-repo/semantics/bachelorThesis"]},"updated_at":"2026-07-24T05:38:44Z"}