THE CORRELATION BETWEEN PT. PERTAMINA (PERSERO) PR CAMPAIGN PROGRAM AND THE PURCHASING INTENTION OF THE NON SUBSIDIZED FUEL OIL

Abstract

This research is aimed to measure the correlation of a campaign program conducted by PT. PERTAMINA (Persero) towards the purchasing intention of the Non Subsidized fuel oil and to describe the significance of the purchasing intention according to the consumer of PT. PERTAMINA (Persero) and verify any correlation between a campaign and the purchasing intention of the Non Subsidized fuel oil. Theories in the research are the Public Relations campaign theory (Albig, 2007) and the CDM (Consumer Decision Model) theory (Howard, Shay, & Green, 2008). This research used quantitative method to determine the correlation between PERTAMINA campaign program as the X variable and the purchasing intention of the non subsidized fuel oil as the Y variable. Data collection methods used were primary and secondary data. The primary data were collected by using a set of questionnaire, 26 questions with multiple responses. In addition to that, the researcher also used secondary data relevant to the usage of PERTAMINA fuel oil. In this case, the population of the respondents were the consumers of PT. PERTAMINA (Persero) SPBU. 34-17139 Jalan Perjuangan KM 3 Bekasi. The sample size was defined; the researcher used non-probability sampling with a convenience technique. There are more or less 120,528 consumers of PT. PERTAMINA (Persero) SPBU. 34-17139 per month and all of them serve as the sample population. Furthermore, the researcher used SPSS 16 to measure several formulas and applied Microsoft Excel to present data. The result of Spearman’s correlation rank indicated that the correlation between PERTAMINA campaign program and the purchasing intention of the Non Subsidized fuel oil was strong regarding to the value that was closed to 1, or to be exact 0.835 with significance value of 0.00 (sig≤0.05). The result also indicated that the message had the strongest correlation toward the purchasing intention of the Non Subsidized fuel oil with the Spearman’s correlation rank value of 0.882 and significance value 0.00.