PENGARUH DIRECT MARKETING DAN KUALITASPRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN VARIABEL INTERVENING KEPUASAN KONSUMEN PADA LIVE STREAMING MARKETING TIKTOK

(Studi Kasus : Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Katolik Santo Thomas)

Authors

  • Peran Simanihuruk Fakultas Ekonomi dan Bisnis Universitas Katolik Santo Thomas
  • Ruth Natalia D. Roitona Sidabutar Fakultas Ekonomi dan Bisnis Universitas Katolik Santo Thomas
  • Darwis Tamba Fakultas Ekonomi dan Bisnis Universitas Katolik Santo Thomas
  • Immanuael Tarigan Fakultas Ekonomi dan Bisnis Universitas Katolik Santo Thomas
  • Roslinda Sagala Fakultas Ekonomi dan Bisnis Universitas Katolik Santo Thomas

Keywords:

Direct Marketing, Product Quality, Purchase Decision, Consumer Satisfaction

Abstract

This study aims to analyze the effect of direct marketing and product quality on purchasing decisions with the intervening variable of consumer satisfaction in live streaming marketing on Tiktok. The population is all students of the Faculty of Economics and Business, Catholic University of Santo Thomas Medan. The research sample was 96 students. Data collection techniques, questionnaires and documentation, data analysis techniques, path analysis, to prove the hypothesis used the t test and F test while to see the closeness of the relationship seen from the correlation coefficient and to find out how much the independent variable can explain the dependent variable seen from the coefficient of determination. The results of the path analysis equation Y = 0.372X1 + 0.538X2 means that direct marketing and product quality have a positive and significant effect on purchasing decisions. The path analysis equation for the influence of direct marketing and product quality on consumer satisfaction Z = 0.243X1+0.586X2 means that direct marketing and product quality have a positive and significant effect on customer satisfaction. The path analysis equation for the influence of direct marketing and product quality on purchasing decisions through customer satisfaction shows Z = 0.076X1+ 0.345X2 + 0.447Y, meaning that the direct marketing variable and product quality have a positive and significant effect on purchasing decisions through customer satisfaction. With the F test, direct marketing, product quality has a positive effect on purchasing decisions through consumer satisfaction on live tiktok (Fcount 56.850 > Ftable 2.70). Partially, it shows that direct marketing variables have a positive and significant effect on purchasing decisions on Tiktok Live where tcount is 4.882 > ttable 1.66140, product quality variables have a positive and significant effect on purchasing decisions on Tiktok Live where tcount is 7.062 > ttable 1.66140, direct marketing variables have an effect positive and significant to consumer satisfaction on tiktok live where tcount 2.764 > ttable 1.66140, product quality variables have a positive and significant effect on consumer satisfaction on tiktok live where tcount 6.679 > ttable 1.66140. The purchase decision variable has a positive and significant impact on consumer satisfaction on live tiktok where tcount is 4.043 > ttable 1.66159. The coefficient of determination (R²) is 0.650, meaning that consumer satisfaction can be explained by direct marketing, product quality and purchasing decisions by 65.0%, while 35% is explained by other factors not explained in this study.

Warning: Invalid argument supplied for foreach() in /opt/lampp/htdocs/ojs/plugins/generic/usageStats/UsageStatsPlugin.inc.php on line 788

Downloads

Download data is not yet available.

References

Assuri, S. (2009). Manajemen Pemasaran Konsep Dasar Dan Strategi. Jakarta. PT. Raja Grafindo Persada

Furchan, Arief. 2005. Pengantar Penelitian dalam pendidikan (terjemahan). Pustaka pelajar. Yogyakarta.

Ganesha, T, P, dkk, 2020. Pengaruh Harga, Kualitas Produk, dan Kepuasan Konsumen Terhadap Keputusan Pembelian pada Thrift Store di Instagram. Jurnal. Program studi Manajemen Bisnis Syariah, UIN Raden Intan Lampung.

Ghozali, I. (2018). Aplikasi Analisis Multivariete SPSS 25, Edisi 9. Semarang: Universitas Diponegoro.

Kompas.com, 2021: TikTok Diprediksi Jadi Medsos Terbesar Ketiga pada 2022. Diakses pada 23 februari 2022: Fromhttps://andi.link/hootsuite-we-aresocial-indonesian-digital-report-2021/.

Kotler, P & G. Armstrong. (2008). Prinsip-prinsip Pemasaran, edisi 12, jilid 1 . Penerbit: PT Gelora Aksara Pratama. Erlangga. Jakarta. Erlangga

…………………………. 2007. Manajemen Pemasaran, edisi 11, jilid 1. Penerbit: PT. Gramedia Pustaka Utama. Jakarta.

Kotler, P, & K. L. Keller. 2008. Manajemen Pemasaran, edisi 12, jilid 2. PT. Macanan Jaya Cemerlang.

Kotler & Armstrong. 2001. Prinsip-Prinsip Pemasaran, edisi kedelapan, jilid 1, Penerbit: PT Gelora Aksara Pratama. Erlangga. Jakarta. Erlangga

Kotler, P & K. L. Keller. 2012. Marketing Management. Fourteenth Global Edition 14. Pearson.

…………………………... (2016). Marketing Management and Brand Management 15th Edition. New Jersey: Pearson Prentice Hall, Inc.

Rahmawati, F.A (2017) Analisis Pengaruh Kualitas Produk, Harga, Direct Marketing terhadap Keputusan Pembelian dan Kepuasan Konsumen Motor, Honda di MPM Surabaya. Jurnal. Universitas Bhayangkara Surabaya.

Sugiyono. 2015. Statistika Untuk Penelitian. CV. Alfabeta. Bandung.

………… (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sugiyono. (2018). Metode Penelitian Kuantitatif. Bandung: Alfabeta

Swastha, Basu dan Irawan. 2008. Menejemen Pemasaran Modern.Cetakan Ketujuh. Penerbit Liberty. Yogyakarta.

Tempo.co, 2020: Jumlah Terbanyak Pengunduh Aplikasi TikTok di Dunia.Diakses pada 5 juli 2022: Fromhttps://data.tempo.co/data/766/jumlah-terbanyakpengunduh-aplikasi-tiktok-di-dunia/.

Tjiptono, Fandy dkk, (2008), Pemasaran Strategik, edisi 1, Penerbit: CV Andi Offset. Yogyakarta

Tjiptono, Fandy. 2011. Strategi Pemasaran. Andi. Yogyakarta

Tjiptono, Fandy. 2014. Pemasaran Jasa Prinsip, Penerapan dan Penelitian. Andi. Yogyakarta.

………………… (2017). Pemasaran Strategik: Mengupas Pemasaran Strategik, Branding Strategy, Customer Satisfaction, Strategi Kompetitif hingga e-Ma rketing,Edisi 3. Yogyakarta: Andi.

Wongkitrungrueng, Apiradee., Assarut, Nuttapol. (2018). The Role Of Live Streaming In Building Consumer Trust and Engagement With Social Commerce Sellers. Journal of Business Research. Vol 30(40) : 1-14.

Downloads

Published

2023-08-25

How to Cite

Simanihuruk, P. ., Sidabutar, R. N. D. R. ., Tamba, D. ., Tarigan, I. ., & Sagala, R. . (2023). PENGARUH DIRECT MARKETING DAN KUALITASPRODUK TERHADAP KEPUTUSAN PEMBELIAN DENGAN VARIABEL INTERVENING KEPUASAN KONSUMEN PADA LIVE STREAMING MARKETING TIKTOK: (Studi Kasus : Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Katolik Santo Thomas). Jurnal Manajemen Dan Bisnis, 23(2), 309–323. Retrieved from https://ejournal.ust.ac.id/index.php/JIMB_ekonomi/article/view/2961

Issue

Section

Artikel