Citation:

Mohamad Fachri, Emilia Fitriana Dewi. "Personal Data Usage in Marketing Activity to Comply With PDP Law in Indonesian Digital Commerce Company (Case Study: PT Pitjarus Teknologi)" International Research Journal of Economics and Management Studies, Vol. 3, No. 1, pp. 79-88, 2024.

Abstract:

PT Pitjarus Teknologi is a digital commerce company in Indonesia that understands and applies the Personal Data Protection (PDP) Law, especially in its marketing practices. The goal is to create sales and marketing strategies that align with the PDP Law and uphold customer trust. The research explores individuals’ grasp of PDP principles, the ease of incorporating the law into marketing technologies, perceived benefits of compliance, assurance of proper procedures, and how customers feel about their data being used in marketing. Data is gathered from PT Pitjarus Teknologi’s Business Development and Marketing Division, using questionnaires and interviews, along with customers engaged in the company’s marketing efforts. Based on these findings, the study recommends enhanced education and training to better understand and apply the PDP Law in Indonesia, especially in marketing. It also advises organizations, including PT Pitjarus Teknologi, to be cautious when using personal data for marketing, considering the potential benefits and risks associated with different types of personal data.

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Keywords:

Personal Data Protection (PDP) Law, Perceived Ease of Use, Perceived Usefulness, Personal Data Usage, Compliance with Regulations, Customer Trust, Awareness and Understanding of PDP Law, Proper Procedures and Safeguards, Customer Reactions and Feelings, and Success of Marketing Activities.