The Effect of Advertising, Sales Promotion and Public Relations on Consumer Purchase Decisions Using E-Commerce Shopee During the Covid-19 Pandemic on Employees of PT. PNM (Persero)

Authors : Inayah Arbie

Volume/Issue : Volume 6 - 2021, Issue 9 - September

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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.


Paper Submission Last Date
30 - September - 2023

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