THE INFLUENCE OF DIRECT MARKETING AND ERIGO BRAND PRODUCT QUALITY ON REPURCHASE INTEREST IN TIKTOK LIVE STREAMING IN MEDAN CITY PRIVATE

Rini Astuti, Fadillah Elvida Siregar

Abstract


The market for short videos has shown consistent growth in recent years, especially in terms of commercial development, profitability and overall realization. One social media application with a short video format is the Tik Tok application. Repurchase interest is formed after a customer purchases a product or service. Intention to repurchase arises because of positive feelings and satisfaction with a product and the customer repurchases the product. Customer interest in repurchasing a product is a measure of a company's success. This research aims to determine the influence of direct marketing and product quality on interest in repurchasing Erigo products on Tik Tok Live Streaming. This type of research uses an associative and quantitative approach. Data collection techniques used interviews and questionnaires. Data analysis techniques use validity, reliability, classical assumption tests, multiple linear analysis, t test, F test and determination. The research results show that digital marketing has a significant effect on repurchase interest, product quality has a significant effect on repurchase interest. Repurchase interest is jointly influenced by digital marketing and product quality. The magnitude of the influence of digital marketing and product quality is 48.8%.

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DOI: https://doi.org/10.3059/insis.v0i0.23591

DOI (PDF): https://doi.org/10.3059/insis.v0i0.23591.g12941

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