Effect of E-Marketing on Purchase Decision Musicool Product of PT. Pertamina (Persero) RU III Palembang

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.