Effect of E-Marketing on Purchase Decision Musicool Product of PT. Pertamina (Persero) RU III Palembang
Ferdi Kurniawan1, Zakaria Wahab2, Marlina Widiyanti3, Muchsin Saggaff Shihab4
1Ferdi Kurniawan*, Student MagisterxManagement, Economic Faculty of Sriwijaya Univeristy , Palembang , Indonesia.
2Zakaria Wahab, Lecturer of Magister iManagement Economic Faculty, Sriwijaya University, Palembang Indonesia.
3Marlina Widiyanti, Lecturer of iMagister management Economic Faculy, Sriwijaya University, Palembang Indonesia.
4Muchsin Saggaff Shihab, Lecturer of Magister management Economic Faculy, Sriwijaya University, Palembang Indonesia.
Manuscript received on January 01, 2021. | Revised Manuscript received on January 08, 2021. | Manuscript published on January 15, 2021. | PP: 6-13 | Volume-5 Issue-5, January 2021. | Retrieval Number: 100.1/ijmh.E1213015521 | DOI: 10.35940/ijmh.E1213.015521
Open Access | Ethics and Policies | Cite | Mendeley
© The Authors. Published By: Blue Eyes Intelligence Engineering and Sciences Publication (BEIESP). This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: The purpose of this study is to analyze the effect of e-marketing through online media pada akun Instagram @musicoolpertamina, mobile applications Musicool Promo Official, websites www.musicoolpromo.com, and youtube account pertamina used by PT. Pertamina (Persero) to market or promotion its product, namely musicool. The data collected in this study were questionnaire data made using Google Form with 5 statement / indicator for variable convenience (X 1), 6 statement / indicator for variable content (X 2), 5 statement / indicator for variable response (X 3), 6 statement / indicator for variable security (X 4), 7 statement / indicator for variable trsut (X 5) and 10 statement / indicator for variable purchase decision (Y) and then distributed to one hundred respondents who is domiciled in Palembang, Indonesia via direct messages, e-mails and short messages (whatsapp). Multiple linear regression with SPSS software version 26 was used to analyze the collected data. The results showed positives and significant effects between the variable of convenience (X1) on purchasing decisions, variable of content (X2) on purchasing decisions, variable of responses (X3) on purchasing decisions, variable of security (X4) on purchasing decisions and variable of trust (X5) on purchasing decisions (Y) in e-marketing Musicool Product of PT. Pertamina (Persero) RU III in Palembang.
Keywords: E-Marketing, Purchase Decisions, Musicool.