Pengaruh Direct Marketing, Keterlibatan Konsumen dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pada Shopee Live. (The Influence of Direct Marketing, Engagement Consumers and Product Quality on Product Purchase Decisions in Shopee Live).

Arini, Ameliya Septia (2024) Pengaruh Direct Marketing, Keterlibatan Konsumen dan Kualitas Produk Terhadap Keputusan Pembelian Produk Pada Shopee Live. (The Influence of Direct Marketing, Engagement Consumers and Product Quality on Product Purchase Decisions in Shopee Live). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

With advancements in technology, the concept of business has changed the way buying and selling transactions from conventional (offline) to online buying and selling transactions. With this shift, we can make any purchase, anytime and anywhere, directly from our handheld devices. The reason for taking the title of this research is because it is based on the current phenomenon, where people initially like to shop offline now switch to online shopping, such as through the Shopee Live platform. Many choose to shop at Shopee Live because they can interact directly with sellers, and get special offers for consumers who participate in live streaming, so that makes people not lazy to shop through Shopee Live. The purpose of this study was conducted to determine the significant effect of Direct Marketing variables, Consumer Involvement and Product Quality on Product Purchasing Decisions at Shopee Live. This research approach uses quantitative methods, the media used is a questionnaire as a research instrument. The sampling method uses a non�probability approach with purposive sampling technique and the analysis technique uses multiple linear regression with hypothesis testing, namely the partial test (t), the simltan test (F) and the coefficient of determination test (R2). The number of respondents was 100 respondents who had bought products through Shopee Live. The results of the research from the t test show that the Direct Marketing variable has a significant effect on the Purchase Decision but in this relationship the effect is negative. Meanwhile, the variables of Consumer Involvement and Product Quality have a positive and significant effect on Purchasing Decisions. From the results of the F test, it can be concluded that Direct Marketing, Consumer Involvement and Product Quality both have a positive and significant effect on Purchasing Decisions.

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