Digital marketing strategies in restaurants and cafes in Asunción and their influence on consumer purchasing decisions

Abstract

This study aims to analyze the influence of digital marketing strategies on the purchasing decisions of restaurant and café consumers in Asunción. It was conducted using a qualitative approach, with a non-experimental, cross-sectional design and an exploratory-descriptive scope. The data collection technique used was the semi-structured interview, applied individually to a total of 14 consumers who interact with the establishments Lido Bar, El Bolsi, Café Martínez, Juan Valdez Café, La Vienesa, and Bar San Roque. The instrument used consisted of a guide of open-ended questions, composed of 15 items organized according to the study's operationalization matrix. The results show that the most used digital tools are social media, visual content, targeted promotions, and influencer collaborations. Consumers value content authenticity, consistency between what is published and their experiences, and online reputation as decisive factors in their choice. It is concluded that digital marketing not only communicates but also builds experiences that directly influence the motivation to visit, customer loyalty, and recommendations of establishments. The study provides contextualized evidence on the behavior of Paraguayan food consumers in digital environments.