PENGARUH DIRECT MARKETING DAN PRODUCT QUALITY TERHADAP MINAT BELI ULANG PADA LIVE STREAMING MARKETING SHOPEE (Studi Pada Pengguna Aplikasi Shopee di Kampus Darmajaya Bandar Lampung)

Abstract

In this era of business digitization, it has been easier for business people to market their products/services. There are many places and features for business people to be able to interact directly with buyers of their products/services even though they are not in the same physical environment. One of them is live streaming marketing, where someone can broadcast live through certain applications and interact with the audience in real-time. To be able to survive winning the Indonesian e-commerce market, Shopee released a live streaming marketing feature, namely Shopee. This study uses a type of quantitative research with an associative approach. The data analysis technique used in this study is the classical assumption test, multiple linear regression analysis, and classical assumption test, multiple linear regression analysis and hypothesis testing. The results of this study indicate that the Direct Marketing and Product Quality Variables have a large impact on the repurchase intention of Shopee consumers. This is supported by the simultaneous test (Test F) which shows that the value of Fcount is greater than Ftable at a significance level of 0.000 (Sig. 0.05). The coefficient of determination test also reveals an adjusted R Square value of 0.279, which indicates that the Direct Marketing and Product Quality factors can explain 27.9% of the variance in repurchase intention.

Keywords: Digital Marketing, Product Quality, and Repurchase Intention