<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2683-2690</journal-id>
<journal-title><![CDATA[The Anáhuac journal]]></journal-title>
<abbrev-journal-title><![CDATA[The Anáhuac j.]]></abbrev-journal-title>
<issn>2683-2690</issn>
<publisher>
<publisher-name><![CDATA[Universidad Anáhuac del Sur S.C., Facultad de Economía y Negocios]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2683-26902025000100106</article-id>
<article-id pub-id-type="doi">10.36105/theanahuacjour.2025v25n1.2779</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Factores del uso de datos digitales en la gestión y toma de decisiones: análisis de regresión logística en empresas de San Salvador]]></article-title>
<article-title xml:lang="en"><![CDATA[Factors Influencing the Use of Digital Data in Management and Decision-Making: A Logistic Regression Analysis in Firms in San Salvador]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Castro-Santos]]></surname>
<given-names><![CDATA[Rubenia]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chicas]]></surname>
<given-names><![CDATA[Rodrigo B.]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jovel-Jovel]]></surname>
<given-names><![CDATA[Yanira]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Instituto Superior de Economía y Administración de Empresas  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>El Salvador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>06</month>
<year>2025</year>
</pub-date>
<volume>25</volume>
<numero>1</numero>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S2683-26902025000100106&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S2683-26902025000100106&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S2683-26902025000100106&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen Este estudio analiza el uso de datos digitales en la toma de decisiones y la gestión empresarial en el área metropolitana de San Salvador (AMSS). Se justifica por la digitalización y la necesidad de optimizar la competitividad empresarial, e investiga cómo las empresas utilizan datos para mejorar su desempeño. Mediante un enfoque metodológico cuantitativo y transversal, se aplicaron encuestas a 286 empresas de distintos tamaños y sectores para medir las variables de nivel de digitalización, calidad de los datos, capacitación del personal e inversión en tecnología. Los hallazgos evidencian una brecha digital significativa: mientras el 93.5% de las grandes empresas implementa análisis de datos, solo el 35.9% de las microempresas lo hace. Entre las barreras encontradas, sobresalen la falta de capacitación, la infraestructura deficiente y la baja inversión tecnológica. Se concluye que la digitalización no garantiza, por sí sola, la toma de decisiones basada en datos si no va acompañada de inversión estratégica en herramientas de gestión y formación del talento humano. Se sugiere desarrollar investigaciones sobre estrategias de digitalización para microempresas y sobre cómo impacta la inversión en tecnología en la competitividad empresarial.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract This study examines the application of digital data in decision-making and business management within the Metropolitan Area of San Salvador (AMSS). Justified by the increasing digitalization and the need to enhance business competitiveness, this investigation examines how companies utilize data to improve their performance. The methodology employed a quantitative and cross-sectional approach, applying surveys to 286 companies across different sizes and economic sectors. Variables such as digitalization level, data quality, staff training, and investment in technology were measured. Findings reveal a significant digital gap: while 93.5% of large companies implement data analysis, only 35.9% of microenterprises do so. The primary barriers identified include a lack of training, inadequate infrastructure, and limited technological investment. The study concludes that digitalization alone does not ensure data-driven decision-making without strategic investment in management tools and workforce training. It is recommended to research digitalization strategies for microenterprises and the impact of technology investment on business competitiveness.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[datos digitales]]></kwd>
<kwd lng="es"><![CDATA[toma de decisiones]]></kwd>
<kwd lng="es"><![CDATA[gestión empresarial]]></kwd>
<kwd lng="es"><![CDATA[gestión de datos]]></kwd>
<kwd lng="es"><![CDATA[San Salvador]]></kwd>
<kwd lng="en"><![CDATA[Digital data]]></kwd>
<kwd lng="en"><![CDATA[decision making]]></kwd>
<kwd lng="en"><![CDATA[business management]]></kwd>
<kwd lng="en"><![CDATA[data management]]></kwd>
<kwd lng="en"><![CDATA[San Salvador]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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