THE INFLUENCE OF E-MAIL M ARKETING ON PURCHASING DECISION (Case Study on Traveloka.com)

Devi Purwaningati, Herry Irawan, Krishna Kusumahadi

Abstract

Number of Internet users in Indonesia reached 88 million people in 2014. One of the business which using the internet is e-commerce. In Indonesia the potential of e-commerce greatest sales on September 2014 is in the field of travel. Booking flighttickets and hotel room reservation ranks at the top in the topfive products or services to be purchasedviaonline. In Indonesiathere are many distribution channels that provide thesales of flightticket and booking of hotel rooms, one of them through e-commerce. E-commerce in Indonesia with the highest interest isTraveloka.com was ranked 97thas a popular website. To winthe competition withthe otherse-commerce businesses which providing the same services, Travelokausedirect marketing inthe form of e-mail marketing to influence consumers to make purchasing decisions.The purpose of this researchwas to find out the influenceof marketing through e-mail marketing towards purchasingdecision.This research requires the sample as much as 384 respondents with purposif sampling techniques. This research usestechniques of descriptive statistical analysis, hypothesis testing, regression, classic assumption test lienear simple as well as thecoefficient of determination.The results of the analysis of research data is obtained that the regression coefficient of the variable E-mail marketingatTraveloka (X) gets positive values i.e. of 0.716 which means each variable e-mail marketing increased by one unit, then theOnline purchasing decisions (Y) will be increased by 0.716. Theinfluence of e-mail marketing toward the decision of purchasing is 47,6%.

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