PENGARUH DIRECT MARKETING, PRODUCT QUALITY, DAN SALES PROMOTION TERHADAP MINAT BELI ULANG PADA LIVE STREAMING SHOPEE (STUDI KASUS PADA MAHASISWA UNIVERSITAS MUHAMMADIYAH PONOROGO ANGKATAN 2021)

This study aims to determine the effect of direct marketing, product quality, and sales promotion on repurchase intention in Shopee live streaming. The population in this study were active undergraduate students at Muhammadiyah University Ponorogo Class of 2021. The sampling method used in this study is a non-probability approach with purposive sampling technique, which is a sampling method where each member of the population is not given an equal chance or opportunity to be selected as a sample. The sample in this study is undergraduate students at Muhammadiyah University of Ponorogo, Class of 2021. The research methodology used was multiple linear regression analysis, with the assistance of Statistical Product and Service Solution (SPSS) Version 25 software. The results of the partial testing of the variables Direct Marketing, Product Quality, and Sales Promotion on Repurchase Interest showed a positive direction. This is evident from the results of the multiple linear regression analysis of each variable, which showed a partial positive direction. Similarly, the simultaneous testing of the variables Direct Marketing, Product Quality, and Sales Promotion showed a significant simultaneous effect on Repurchase Intention.
keyword : Direct Marketing, Product Quality, Sales Promotion, Repurchase Intention