Pengaruh Direct Marketing, Display Product dan Free Shipping terhadap Keputusan Pembelian Barang Saat Live Streaming E-commerce Shopee

Nuriyani Nuriyani; Kamaruddin Kamaruddin; Ella Rahmayanti

doi:10.61132/jubikin.v3i3.1587

Authors

Nuriyani Nuriyani Universitas Islam Kebangsaan Indonesia
Kamaruddin Kamaruddin Universitas Islam Kebangsaan Indonesia
Ella Rahmayanti Universitas Islam Kebangsaan Indonesia

DOI:

https://doi.org/10.61132/jubikin.v3i3.1587

Keywords:

Direct Marketing, Free Shipping, Product Display, Purchase Decision, Shopee Consumers

Abstract

The development of digital technology has changed consumer behavior in making purchases through e-commerce platforms. Live streaming has become one of the marketing strategi that allows sellers to interact diretly with consumers, display products, and offer various promotions. This study aims to determine the effects of Direct Marketing, Display Product, and Free Shipping on purchasing decisions among Shopee consumers in Bireuen City. The study employed a quantitative method with a sample of 100 respondents selected using purposive sampling, consisting of Bireuen City residents who had made purchases through the Shopee marketplace. Data were collected through an online questionnaire and analyzed using multiple linear regression with the assistance of SPSS. The results indicate that, partially, Direct Marketing has no significant effect on purchasing decisions, while Display Product and Free Shipping have positive and significant effects. Simultaneously, the three variables have a significant effect on purchasing decisions, with an F-count of 50.201 > F-table of 2.70 and a significance value of 0.000 < 0.05. The coefficient of determination (R²) of 61.1% indicates that Direct Marketing, Display Product, and Free Shipping explain 61.1% of the variation in purchasing decisions, while the remaining 38.89% is explained by other variables not examined in this study.

Downloads

Download data is not yet available.

References

Ade, Reini, Irma Pengaruh, Direct Marketing, Terhadap Keputusan, And Pemakaian Layanan. 2017. “Jurnal Manajemen Bisnis Volume 1 , Nomor 2 , Juli 2015 Issn : 2087-3077 Pengaruh Direct Marketing Terhadap Keputusan Menggunakan Layanan Ltl ( Less Than Truck Load ) Di Pt . Iron Bird Jakarta Reini Ade Irma Pasaribu Senny Handayani S , Se ., Mm D4 Manajem.” 1(X): 14–21.

Afif, Muhammad Hamdan, And Dharmawan Sriyanto. 2023. “Pengaruh Display Produk Terhadap Keputusan Pembelian ( Studi Pada Aroma Bakery And Cake Shop Karya Jaya ).” 1(4): 580–89.

Alinda, Riska. 2024. Pengaruh Kelengkapan Produk, Display Produk, Kualitas Produk, Kualitas Pelayanan Dan Personal Selling Terhadap Loyalitas Pelanggan Pada Toko Retail (Studi Kasus Pelanggan Toko Yumi Mart Tirto Pekalongan ). Islam Negeri Kh. Abdurrahman Wahid.

Alma, Buchari. 2021. Manajemen Pemasaran Dan Pemasaran Jasa. Bandung: Alfabeta. Bandung.

Assauri, Sofjan. 2018. Manajemen Pemasaran (Dasar, Konsep & Strategi). Depok: Depok: Pt Raja Grafindo Persada.

Bator, R. J., Bryan, A. D., & Schultz, P. W. (2011). Who Gives a Hoot?: Intercept Surveys of Litterers and Disposers. Environment and Behavior, 43(3), 295–315. https://doi.org/10.1177/0013916509356884.

Belch, G.E., And M.A Belch. 2018. Advertising And Promotion : An Integrated Marketing Communications Perspective. 11th Ed. Mcgraw-Hill Education.

C. M. K. Cheung, & Thadani, D. R. 2019. “The Impact Of Online Reviews On Decision Making: A Process Perspective.” Information & Management, Volume 56, Isu 6, 103099. 56(6): 103099.

Damayanti, R. A., & Nawangsari, S. 2025. “Economic Reviews Journal.” Economic Reviews Journal Volume 4: 1282–90. Doi:10.56709/Mrj.V4i3.847.

Danang, Sunyoto. 2019. Dasar-Dasar Manajemen Pemasaran( Konsep, Strategi Dan Kasus). Yogyakarta: Caps.

Faisal, Ahmad. 2024. Pengaruh Diskon Dan Promo Gratis Ongkos Kirim Terhadap Keputusan Pembelian Pada Marketplace Shopee Dan Tokopedia Di Perumahan Viila Mutiara Gading 3. Universitas Satya Negara Indonesia.

Gesi, Burhanudin, Rahmat L, & Fauziyah L. 2019. “Manajemen Dan Eksekutif.” Jurnal Manajemen 3(2): 51–66.

Handoko, T Hani. 2019. Pengantar Manajemen. Yogyakarta: Bpfe, Yogyakarta.

Hasibuan, Malayu. 2018. Manajemen Sumber Daya Manusia. Edisi Revisi. Jakarta: Jakarta: Pt.Bumi Aksara.

Hidayati, S.N. (2016). Pengaruh Pendekatan Keras dan Lunak Pemimpin Organisasi terhadap Kepuasan Kerja dan Potensi Mogok Kerja Karyawan. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 5(2), 57-66. http://dx.doi.org/10.30588/SOSHUMDIK.v5i2.164.

Isa, Muhammad, And An Niffari. 2023. Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Shopeefood ( Studi Kasus Pengguna Shopeefood Di Semarang ). Darul Ulum Islamic Centre Sudirman Guppi.

Jaiswal, D., & Singh, M. K. 2019. “The Impact Of Green Marketing On Purchasing Decisions In The Emerging Economy.” Marketing Intelligence & Planning, Volume 37, Isu 4, Halaman 481-499. 37(4).

Kotler, P, And G Armstrong. 2018. Prinsip-Prinsip Pemasaran. Ke-17. Jakarta.

Kotler, Phillip & Kevin, L. K. 2024. Marketing Manajemen. Pearson.

Laksmawan, A. A., & Handayani, L. S. 2024. “Shopping Lifestyle On Impulse Purchase Decisions On Shopee E-Commerce ( For Universitas Pelita Bangsa Class Of 2020 Students Who Use Shopee E-Commerce ).” Costing:Journal Of Economic, Business And Accounting 7(7): 2597–5234.

Lemon, K. N. & Peter C. Verhoef. 2018. “Moving The Customer Journey Toward A Customer Experience: Role Of The Omnichannel Experience.” Journal Of Marketing 82,(1).

Levy, M., Weitz, B. A., & Grewal, D. 2020. Retailing Management. 11 Thn Ed. Mcgraw-Hill Education.

Manullang, F. & Nancy. 2023. Respratory : Universitas Medan Area. Pengaruh Direct Marketing, Product Quality Dan Customer Satisfaction Terhadap Minat Beli Ulang Pada Live Streaming Marketing Tiktok (Studi Pada Pengguna Aplikasi Tiktok Di Kota Berastagi). Medan Area 2023.

Melfaliza, Dara, And Ahmad Nizam. 2022. Pengaruh Promo Gratis Ongkir, Customer Reviewldan Diskon Terhadap Keputusan Pembelian Melalui Aplikasi Shopee. Jurnal Ilmiah Mahaisiswa Ekonomi Islam 4(2): 2502–6976.

Melinda, Jesica Okta, And Rizal R Manullang. 2023. “Analisis Pengaruh Direct Marketing Terhadap Di Kota Pangkalpinang.” Progresif Manajemen Bisnis (Jpmb), Stie-Ibek 10(2).

Nugroho, Ardianto, D. & Lukia Zuraida. 2024. Pengaruh Periklanan, Promosi Penjualan, Penjualan Personal, Hubungan Masyarakat Dan Pemasaran Langsung Terhadap Keputusan Pembelian Di Minimarket: Studi Kasus Konde Mart Ardianto. 6(3): 2548–1398.

Risdwiyanto, A. & Kurniyati, Y. (2015). Strategi Pemasaran Perguruan Tinggi Swasta di Kabupaten Sleman Yogyakarta Berbasis Rangsangan Pemasaran. Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship, 5(1), 1-23. http://dx.doi.org/10.30588/SOSHUMDIK.v5i1.142.

Salsabilla, Dinda. 2022. “Pengaruh Voucher Gratis Ongkos Kirim Terhadap Keputusan Pembelian Produk Di E-Commerce Shopee.” Institut Agama Islam Negeri (Iain). Http://Repository.Iain-Manado.Ac.Id/1521/%0ahttp://Repository.Iain-Manado.Ac.Id/1521/1/Skripsi Perpus Dinda.Pdf.

Setiawan, J.,& Lestari, Y.E. 2018. “Pengaruh Promosi, Display Produk, Dan Kualitas Pelayanan Terhadap Keputusan Pembelian Konsumen.” Jurnal Riset Manajemen Dan Bisnis (Jrmb) 3(2): 154–65.

Sitompul dan Mawarni R. 2020. Stia Dan Manajemen Kepelabuhan Barunawati Surabaya Pengaruh Personil Selling, Direct Marketing, Dan Harga Terhadap Keputusan Pembelian Jasa Ekspor-Import Pt Kargo Transolusi. Tinggi Ilmu Administrasi Dan Manajemen Kepelabuhan Barunawati Surabaya.

Sugiyono. 2022. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alfabeta.: Bandung: Alfabeta.

Suprayogi, Agus, Najibullah, Sewaka, Sulastri, & Ruknan. 2022. Pengaruh Display Produk Terhadap Keputusan Pembelian Produk Alfamart Cabang Pondok Jagung Tangerang Selatan. Jurnal Tadbir Peradaban 2(1): 58–66. Doi:10.55182/Jtp.V2i1.104.