THE INFLUENCE OF DIRECT MARKETING AND PRODUCT QUALITY OF REPURCHASE INTEREST IN LIVE SHOPEE IN THE CITY OF PEKALONGAN
Abstract
Introduction / Main Objectives: Digital marketing can drive sellers to use social media for free and easily when starting to introduce a product to the buyer. One of the latest features of Shopee is the Live Streaming Marketing Shopee. This feature makes it easy for buyers and sellers can interact with each other indirectly. Background Problems: Latest Promotion of Shopee Live Streaming is one of the most effective promotional ways today that can attract buyers to buy buyers while doing direct marketing to buyers and how the quality of the product can be submitted to the buyer. Novelty: The quality of the product in this study is explained online meaning that it cannot be felt and touched by the buyer, while Direct research in this study is different from previous research, namely through the Live Streaming Shopee application. Research Methods: The data collection technique in this research uses a questionnaire in the form of a Google form. From the total research population, 50 people were also sampled using a purposive sampling technique according to the criteria determined by the researcher. The instrument tests used are validity tests, reliability tests and classical assumption tests, while the analysis to test hypotheses uses multiple linear regression analysis, t test and F test. Finding/Results: The research results that direct marketing had a positive and significant effect on repurchase intention in Shopee Live Streaming at Pekalongan City. Product quality had a positive and significant effect on repurchase intention in Shopee Live Streaming at Pekalongan City. Conclusion: Direct marketing and product quality had a positive and significant effect on repurchase intention Shopee Live Streaming at Pekalongan citythe simultaneously (together)
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