The Effect of Direct Marketing on Purchase Decision with Purchase Intention as Intervening Variable

(Study on TikTok Live Streaming Users in Faculty of Administration Science Brawijaya University)

DOI

10.2991/978-2-38476-090-9_15How to use a DOI?

Keywords

Direct Marketing; Purchase Intentions; Purchase Decisions; TikTok Live

Abstract

Currently, digital media is able to mediate the buying and selling process between buyers and sellers. Digital media is also one way to increase customer interest in the products being offered. One of the digital media for online shopping that is being used by the public is TikTok with the Live Streaming feature. The research type used is explanatory research. This research try to explain the causal relationship between each variable through hypothesis testing with quantitative methods. The population is all students of the Faculty of Administrative Sciences, Universitas Brawijaya class 2019–2021, then the number of samples is determined by the Malhotra formula, so that a total sample of 130 students is obtained as respondents. The sample selection used a random purposive sampling method with the characteristics of having made a purchase through TikTok live streaming. The data was obtained by conducting a survey and data analysis using SmartPLS 4. The results of this study show that there is a positive and significant influence between direct marketing and purchase intention, direct marketing on purchase decisions, and between purchase intention on purchase decision. As well as the direct marketing variable on purchase decisions through purchase intention. The indirect effect analysis shows that the indirect effect is full mediation.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Devi Nur Cahaya Ningsih
AU  - Kharissima Ndaru Amallia
AU  - Nastiti Cahyaning Fitri Ashari
AU  - Nur Fera Indah Kurnia
AU  - Dhenindra Bagaskara
AU  - Diffa Nur Haliza
PY  - 2023
DA  - 2023/08/01
TI  - The Effect of Direct Marketing on Purchase Decision with Purchase Intention as Intervening Variable
BT  - Proceedings of the Fifth Annual International Conference on Business and Public Administration (AICoBPA 2022)
PB  - Atlantis Press
SP  - 150
EP  - 165
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-090-9_15
DO  - 10.2991/978-2-38476-090-9_15
ID  - Ningsih2023
ER  -