Kinanti, Amelinda Putri (2024) Pengaruh Direct Marketing dan Product Quality terhadap Minat Beli Ulang pada Live Streaming Shopee (Studi pada Mahasiswa Universitas Merdeka Malang). Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine and analyze the influence of Direct Marketing and Product Quality on Repurchase Interest in Shopee live streaming among Merdeka University Malang students. The method in this research uses quantitative methods by distributing questionnaires via Google Form to Management study program students at Merdeka University, Malang. The type of data used in this research is primary data taken from 97 respondents via Google Form. The data analysis method in this research uses descriptive analysis, t test, f test and coefficient of determination to test the hypothesis. The data was processed using the SPSS version 16 application.
The results of this research show that the first hypothesis, namely direct marketing and product quality, has a positive and significant effect on repurchase interest on Shopee live streaming among Unmer Malang students. The second hypothesis is that directmarketing has a positive and significant effect on repurchase interest on Shopee livestreaming among Unmer Malang students. The third hypothesis is that product quality has apositive and significant effect on repurchase interest on Shopee live streaming among Unmer Malang students. The fourth hypothesis is that direct marketing has a dominant influence onthe interest in repurchasing Shopee live streaming among Unmer Malang students. And according to the results of descriptive analysis with a mean value of 4.60, the variable that most influences Unmer Malang students' repurchase interest on Shopee live streaming is thedirect marketing variable.

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