The rapid development of the digital era today
is no longer a taboo subject, because as we know that
everyone around the world can access all information,
communicate with each other even remotely, make buying
and selling transactions easily from anywhere in real time
using access. Internet. In the midst of the Covid-19
pandemic which has had a huge impact on every aspect of
human life, especially the economic aspect, the digital era
provides convenience that helps trade transactions with ecommerce. E-commerce is the distribution, purchase, sale,
marketing of goods and services through electronic
systems, such as the internet or television, or other
computer networks. With the presence of several ecommerce sites in Indonesia, competition using the best
marketing communication strategy is one of the critical
success factors to attract the attention of every consumer.
This study aims to analyze the influence of
communication models in marketing, namely advertising,
sales promotion and public relations which have the most
influential factors on consumers in making purchasing
decisions whose financial system is affected during the
Covid-19 pandemic using Shopee's e-commerce media.
The sample of this research is 109 employees at PT. PNM
(Persero). The data analysis technique used Structural
Equation Modeling (SEM) AMOS version 24.0 program
to test the relationship between the research hypotheses.
The conclusions obtained from this analysis can be used
as a useful guide for market orientation in times of
troubled economic conditions.
Keywords : Advertising, Sales Promotion, Public Relations, Consumer Purchase Decisions, E-Commerce.