Conference Agenda

Abstract- The general objective of the study was to compare the factors that, from the perception of students from different faculties, predominate in their entrepreneurial attitudes. This work contributes to Sustainable Development Goal eight, promoting decent work and economic growth through entrepreneurship, in line with Agenda 2030. The approach was quantitative, applied type, and descriptive-comparative design. The non-probabilistic sample consisted of 1,000 students: Industrial Engineering (409), Management (327) and International Business (264). A validated instrument was used to assess five determinants: entrepreneurial propensity, perceived ineffectiveness, risk aversion, risk propensity and propensity to change. The results show that Industrial Engineering students stood out with the highest level of entrepreneurial attitudes (56.5%), followed by Management (52%) and International Business (50.8%). The Kruskal-Wallis analysis (p=0.000<0.05) confirmed significant differences between faculties. These findings underline the importance of developing entrepreneurial competencies differentiated according to professional profile, contributing to the design of educational strategies that enhance leadership and self-employment in young university students.

Keywords -- Entrepreneurial attitudes, university students, teaching work.

The objective of this research work is to identify the influence of innovation and implementation of technology in a Cinematographic company, in the city of Cajamarca, 2024. The innovation and implementation of technology within organizations and in Peru is in decline due to the different circumstances that we have gone through, investment in technology and the increase in innovation in organizations in the country has remained scarce, and this means that research in these areas is not promoted in the appropriate way, hence I could say that Peru has cases of economic means for change and applied sciences. This research is of a descriptive type with a nonexperimental and cross-sectional design, with a study population of infinite participants from film companies and with a probabilistic sample of 245. Surveys were used as a data collection technique. Finally, the result was that the implementation of technology reaches 66.9%, which indicates a significant degree of dependence between the use of innovation and technological implementation in the year 2024, where innovation influences the perception of security and privacy by 59.8%, compatibility with clients by 58.1%, and facilitators by 52.3%. In summary, the purpose of this exploration is to determine the effect that technological implementation has, its importance and innovation within Peruvian organizations.

The research work aims to determine the impact of social networks on consumer behaviour in a clothing store. Lima, 2024, since these platforms are currently essential for companies, as they allow promoting and making accessible a wide variety of products to the target audience through effective advertising strategies. It is characterized by having a quantitative approach of applied type with correlational causal scope, non-experimental and transversal design, with a sample of 205 clients. In addition, having as a data collection technique a virtual questionnaire with which the result was obtained, an R square coefficient of 0.610, which indicates that social networks have a significant impact on consumer behaviour, thus assuming a significant degree of dependence between the study variables. Concluding that there is an important relationship between the use of social networks and the way in which consumers interact and evaluate their purchasing decisions, it is evident how these digital platforms significantly influence each stage of the purchasing process. From the initial search for information to post-purchase evaluation, they have become key tools in shaping consumer preferences and perceptions, which underscores the need to develop and maintain a solid digital marketing strategy to maximize the reach and effectiveness of the store.

The aim of this research was to determine the impact of university social responsibility on social entrepreneurship in the Trujillo University Administration Studies Programs. The hypothesis was that university social responsibility impacts sustainable social entrepreneurship in the Administration curricula of the Universities of Trujillo. The type of research according to orientation is basic and according to contrast design is explanatory. The sample includes the teachers at Trujillo University's management EP. The research approach is quantitative with an explanatory contrast design because it allows us to identify the incidence of university social responsibility in social entrepreneurship, determine the confidence range, and contrast the proposed hypothesis was considered the relevant statistical evidence. The implications of the study will serve the directors of the university study programs to know the impact of social responsibility on social entrepreneurship carried out by the Administration study programs considered in this research.

The present study proposed to analyze research on marketing as a strategy to improve business competitiveness during the period 2021 and 2024.. In this way, a systematic review was carried out, using reliable repositories, starting from Alicia Concytec, Redalyc, Dialnet, Scopus, Google Academic and The Reference. Terms such as “marketing”, “positioning”, “loyalty”, “customer satisfaction” and “consumer experience” were used. The requirements to be taken into account were the presence of the variables within the title, the years of publication and the accessibility of the full text, among others. The studies reviewed examined sensory, experiential, and social marketing strategies, as well as digital tools such as social media, content marketing, and SEO. The results indicated that well-designed strategies have a positive impact because they achieve loyalty and improve the relationship with customers, also position the brand, attract new customers and increase sales, highlighting the importance of understanding consumer behavior and measuring performance. of the campaigns

Abstract- This research aims to determine the relationship between female leadership and organizational culture in the Credit and Savings Unions (UNICAS) of Cajamarca, Peru, for 2024. Using a quantitative, descriptive-correlational approach, the study was non-experimental and cross-sectional. The sample included 52 women from various UNICAS, selected through non-probability sampling. Data were collected via surveys using two validated questionnaires, achieving high reliability (Cronbach's alpha of 0.971 for female leadership and 0.952 for organizational culture).

Results showed a strong positive correlation between female leadership and organizational culture (Spearman's Rho of 0.877). Significant positive correlations were also found between female leadership and dimensions such as attention to detail, results orientation, people orientation, team orientation, energy, stability, and risk and innovation.

The study concludes that female leadership positively influences organizational culture in the UNICAS of Cajamarca. It recommends promoting policies and strategies to enhance female leadership, fostering a more inclusive and collaborative organizational culture, and contributing to the region's sustainable and equitable development.