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All Journal JURNAL SAINS PEMASARAN INDONESIA Jurnal Pendidikan dan Pembelajaran Khatulistiwa (JPPK) Jurnal Visi Ilmu Pendidikan Jurnal Edukasi dan Penelitian Informatika (JEPIN) Jurnal Ekonomi Pembangunan: Kajian Masalah Ekonomi dan Pembangunan COMPETITIVENESS JOURNAL Kamaya: Jurnal Ilmu Agama HELPER: Jurnal Penelitian dan Pembelajaran Buana Pendidikan: Jurnal Fakultas Keguruan dan Ilmu Pendidikan Unipa Surabaya Wahana : Tridarma Perguruan Tinggi Jurnal Pendidikan Ekonomi (JURKAMI) Jurnal Ilmiah Dikdaya EDUKATIF : JURNAL ILMU PENDIDIKAN The International Journal of Business Review (The Jobs Review) Pena Justisia: Media Komunikasi dan Kajian Hukum Biopendix: Jurnal Biologi, Pendidikan dan Terapan Jurnal Sistem Komputer & Kecerdasan Buatan Jurnal Pendidikan International Journal of Mechanical Engineering Technologies and Applications (MECHTA) Teaching and Learning Journal of Mandalika (Teacher) Incrementapedia: Jurnal Pendidikan Anak Usia Dini Jurnal Ilmiah Wahana Pendidikan BIOLOVA Education Achievement: Journal of Science and Research Jurnal Ekonomi, Manajemen dan Akuntansi (JEKMA) Jurnal Pengabdian Kepada Masyarakat Jurnal Pengabdian Masyarakat Bangsa Jurnal Literasi Pengabdian dan Pemberdayaan Masyarakat JUKEMAS : Jurnal Pengabdian Kepada Masyarakat Jurnal Jurisprudence JURNAL MANAJEMEN DAN BISNIS INDONESIA
Achmadi Achmadi
Institut Teknologi Sepuluh Nopember, Surabaya
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Automotive Engineering Biochemistry, Genetics & Molecular Biology Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Dentistry Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Medicine & Pharmacology Nursing Physics Public Health Social Sciences Other

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Journal : Jurnal Ekonomi, Manajemen dan Akuntansi (JEKMA)

 1 
PENGARUH DIRECT MARKETING, KUALITAS PRODUK, DAN KEPUASAN PELANGGAN TERHADAP MINAT BELI ULANG PADA LIVE STREAMING MARKETING SHOPEE LIVE: (Studi Kasus Pada Pengguna Aplikasi Shopee Di Universitas Teknologi Muhammadiyah Jakarta) Wiyana, Hari; Putera, Adhitya Ibanda; Achmadi, Achmadi; Zulkarnaen, Adilla Yolanda
Jurnal Ekonomi, Manajemen dan Akuntansi (JEKMA) Vol. 3 No. 1 (2024): Jurnal JEKMA, April 2024
Publisher : Yayasan Bina Internusa Mabarindo

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Abstract

In the current era of business digitalization, Shopee Live has become one of the e-commerce platforms utilizing live streaming features as a marketing strategy to enhance interaction between sellers and consumers. This research aims to analyze the influence of direct marketing, product quality, and customer satisfaction on repurchase intention on Shopee Live. Repurchase intention is the primary focus as it is a crucial indicator in maintaining customer loyalty and long-term business. This study employs the Structural Equation Modeling (SEM) method to analyze data collected from 100 respondents, who are students of Universitas Teknologi Muhammadiyah Jakarta and have used Shopee Live for shopping. Validity and reliability tests are used to ensure that the research instruments are reliable and accurate in measuring the variables studied. Additionally, the R-square test is utilized to measure the extent to which the independent variables explain the variation in the dependent variable. Hypothesis testing is conducted to determine the significance of the relationships between variables. The results indicate that direct marketing has a positive but not significant effect on repurchase intention. In contrast, product quality and customer satisfaction have a positive and significant impact on repurchase intention. The implications of these findings suggest that while direct marketing is important in attracting consumer attention, product quality and customer satisfaction play a more significant role in driving repurchase decisions. Therefore, sellers on Shopee Live are advised to focus more on improving product quality and providing services that enhance customer satisfaction to increase consumer loyalty.
Co-Authors A Ifayani Haanurat A.A. Ketut Agung Cahyawan W Absori Absori Achmadi, Parijo Adlika, Nur Meily Agus Sastrawan Noor Agustina, Marsiana Akramul Umam, Busro Amaliah, Rizky Aminuyati Andang Firmansyah Andriany, Mendy ANGGRENI, MADE AYU Aprianti, Yulia Elsa Apriliyanto, Sutrisno Aprilla, Dhea Arief Budiono Ariyadi, Ariyadi Armadiansyah, Armadiansyah Azizah S, Inas Hasna Bambang Budi Utomo Bambang Genjik Bambang Genjik S Bangsawan, Moh Indra Betaria, Erika Litia Daniel Tjandra desi aryani Devi Novitasari, Devi Devi, Rasaz Anisa Dian Rachma Wijayanti Dwi Suci Suwardi, Dwi Suci Dwipani, Amelia Dwitami, Ananda Rizki Elisa, Iit Endang Purwaningsih Erwan, Kristianto F.Y. Khosmas Fauzi, Vita Kusnul Febbyanti, Tari Febriani, Adeliana Febryanto, Arie Fitriani Fitriani Gigih Prihantono Hadi Wiyono Haliza, Nur HARIANTO, GREDY HENGRAWI Heni Kuswanti Herdiyanti, Lina Herkulana Herkulana Herlin, Elvira Riasah Hernanda, Trias Heslina, Heslina Husni Syahrudin Intan Kurniawati Irawan , Yudy Surya Ita purnamasari, Ita Janiarti, Janiarti Jatmiko, Heri Jayanti, Jayanti Jennah, Rodhatul Jepri, Yakobus Juliyanti, Dwi Retno Jumardi Budiman Junaidi H Matsum Junaidi H. Matsum Kamariyah, Tri Yatmi Karas, Marsius Karjadi Mintaroem Karolina, Venny Kusuma, Amar Rizqi Lilis, Bernadeta M. Basri . Maimunah Maimunah Mardiah, Maya Marhaeni Maria Ulfa Maria Ulfah Marthilda, Fera Maryani, Heni Mashudi Mashudi Meriyani Meriyani Muhammad Agus Muljanto Muhammad Basri Muhammad Supriadi, Muhammad Muhammad Wahdini Muzakki Muzakki, Muzakki Narti, Melda Nevirianti, Nevirianti Novitasari Novitasari Nuraini Asriati Nurkusuma, Almira NURUL HIDAYAH Nurul Wahidah Ogli, Turdialiev Mukhammad Ali Polatjon Okianna Okianna Oktaviani, Rinsan Lestari Oktrivina, Amelia Paskalita, Lidwina Apriani Patriana, Sela Pekatip, Pekatip Peri, Peri Pramana, Agus Prasandi, Robby Anggara Prihantari, Bunga Purwanti, Ajeng Putera, Adhitya Ibanda Rahmah, Dewi Rahman, Juliadi Rahmatika, Ika Rianto, Roni Juniar Adi Riyanti, Apriani Rizka Rizka, Rizka Rospala Hanisah Yukti Sari Rum Rosyid, Rum Rosyid Rustam, Andi Safrudin I, Muhammad Yudha Sahid, Muhammad Sanawiah, Sanawiah Saputra, Dedi Ramadan Sarifah Sarifah Septiani Septiani Shintiawaty, Fenty Simamora, Elsa Febrianty Sri Buwono . Sulistyarini, Sulistyarini Sulviani, Sulviani Sumail, La Ode Susanti, Desy Indah Sutriani Sutriani Syafrima Wahyu Syamsuri Syarkiyah, Kiki Teguh Dwi Widodo Thomy Sastra Atmaja Thoyyibah, Dzurriatun Tri Yulianti, Tri Utami, Enny Fitriani Wahyudi Wahyudi Warneri . Widada, Nicolaus Sri Wijaya, Wahyu Witarsa Witarsa, Witarsa Wiyana, Hari Wulan Fitriani Safari Yanti, Weli yarso, Meilany Yeri, Engel Bertus Yoelianto, Yassmin Athaya Zulkarnaen, Adilla Yolanda