Pengaruh Direct Marketing Dan Product Quality Terhadap Minat Beli Ulang Pada Live Streaming Marketing Tiktok (Studi Pada Pengguna Aplikasi Tiktok di Kota Medan)

Abstract

The development of increasingly advanced technology has an impact in various fields. One of the impacts that have experienced technological developments is Social Media. There are many business people who use social media as an e-commerce business platform by presenting innovative features and programs to win market competition. To attract interest and build consumer satisfaction, most e-commerce features live streaming because it can provide buying and selling activities in real time and reduce consumer anxiety about the quality of the products offered. This research is intended to analyze direct marketing and product quality influence TikTok users’ repurchase intention at Medan City. The influence of the direct marketing and the product quality on the repurchase intention on TikTok Live Streaming will be partially and simultaneously analyzed. The form of research that was used in this research is a quantitative form with an associative approach. The samples in this research were taken with a purposive sampling technique and used 100 respondents as the samples. The primary data used in this research were acquired by distributing a questionnaire through Google Form whereas the secondary data were obtained through literature studies. The methods of data analysis that were used are validity test, reliability test, classic assumptions test, multiple linear regression analysis, as well as hypothesis test. The results of the research showed that the direct marketing variable (X1) and the product quality variable (X2) have positive and significant effects on the repurchase intention variable (Y) partially and simultaneously. The coefficient of determination test showed that there was a strong relationship between the direct marketing and the product quality on the90 repurchase intention with the value of R equals 0.541. Through the adjusted R square value, direct marketing variable and product quality variable contribute 27.6% on the repurchase intention variable while the remaining 72.4% was influenced by other variables that are not mentioned in this research.