https://repositorio.ifpe.edu.br/xmlui/handle/123456789/446 Wed, 08 Apr 2026 21:48:54 GMT 2026-04-08T21:48:54Z https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1896 A influência do marketing digital nas decisões de compra dos estudantes universitários: um estudo no IFPE - Campus Igarassu This study examines the impact of digital marketing on social media on the purchasing decisions of university students at IFPE - Igarassu Campus. The research employs a mixed-methods approach, combining a bibliographical survey with a questionnaire administered to 207 students in Management and Technology programs. The results reveal that social media exerts a significant influence on consumer behavior, with Instagram being the most widely used platform. Reviews from other consumers, demonstration videos, and frequency of exposure to ads were identified as determining factors in purchasing decisions. Although they consider the opinions of digital influencers, participants appear to trust reviews from ordinary consumers more. Promotions, brand reputation, and browsing safety also stand out as decisive factors. The research concludes that digital marketing is a strategic tool in the social media environment, and it is essential that companies prioritize credibility, personalization, transparency, and attention to the consumer’s final experience, considering that reviews from other consumers directly influence their purchasing behavior. Finally, we suggest expanding the study to other institutions and analyzing the impact of new digital platforms on consumer behavior. Mon, 18 Aug 2025 00:00:00 GMT https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1896 2025-08-18T00:00:00Z https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1718 Percepção do servidor do IFPE, Campus Igarassu sobre a qualidade de vida no trabalho (QVT) e sua satisfação com as políticas, programas e práticas de QVT implementadas no instituto. This study investigated the perception of IFPE employees, Igarassu campus, regarding Quality of Work Life (QWL) and their satisfaction with the policies, programs, and practices implemented by the Institute. To achieve this, a measurement instrument was developed based on established theories and methodologies previously used in the literature. The research adopted a mixed-methods approach, applying questionnaires to employees. The results indicate that employees recognize the importance of QWL and are aware of institutional initiatives aimed at this aspect. The Physical/Biological and Social domains were the most valued, highlighting workplace safety, operational support, and interpersonal relationships. Although most employees have a positive perception of QWL, satisfaction levels vary across the different domains analyzed. It was also observed that male employees participate more in institutional activities, suggesting the need for strategies to increase overall engagement. This research serves as feedback for managers and the human resources department at IFPE, Igarassu campus, providing insights to optimize QWL policies and foster a healthier and more productive work environment. Additionally, it strengthens the academic literature on this topic within the public education sector. Tue, 18 Mar 2025 00:00:00 GMT https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1718 2025-03-18T00:00:00Z https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1717 Fatores que influenciam a tomada de decisão de compra: um estudo de caso com os consumidores do grupo o Boticário This study is based on a qualitative and quantitative research approach, aiming to identify the main variables that influence consumers’ purchasing decisions regarding the O Boticário brand. Its purpose is to contribute to the study of consumer buying behavior by presenting analyses that seek similarities between the theoretical framework and the data obtained from the applied questionnaire, specifically concerning cultural, social, personal, and psychological factors. The bibliographic references include renowned authors such as Kotler and Armstrong (2023) and Solomon (2011). The research results indicate that the main influencing factors are centered on the cultural determinant, with the variables of subculture and social classes; the social determinant, with the variables of reference groups and family; the personal determinant, with the variables of economic conditions and personality or self-image; and the psychological determinant, with the variables of motivation and perception Tue, 18 Mar 2025 00:00:00 GMT https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1717 2025-03-18T00:00:00Z https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1693 Fatores que Influenciam a tomada de decisão de compra: um estudo de caso com os consumidores do grupo o Boticário. This study is based on a qualitative and quantitative research approach, aiming to identify the main variables that influence consumers’ purchasing decisions regarding the O Boticário brand. Its purpose is to contribute to the study of consumer buying behavior by presenting analyses that seek similarities between the theoretical framework and the data obtained from the applied questionnaire, specifically concerning cultural, social, personal, and psychological factors. The bibliographic references include renowned authors such as Kotler and Armstrong (2023) and Solomon (2011). The research results indicate that the main influencing factors are centered on the cultural determinant, with the variables of subculture and social classes; the social determinant, with the variables of reference groups and family; the personal determinant, with the variables of economic conditions and personality or self-image; and the psychological determinant, with the variables of motivation and perception. Tue, 18 Mar 2025 00:00:00 GMT https://repositorio.ifpe.edu.br/xmlui/handle/123456789/1693 2025-03-18T00:00:00Z