PERSONAL DATA USAGE IN MARKETING ACTIVITY TO COMPLY WITH PDP LAW IN INDONESIAN DIGITAL COMMERCE COMPANY

• Main Author: Fachri, Mohamad
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/79816
• Institution: Institut Teknologi Bandung

PT Pitjarus Teknologi is a digital commerce company in Indonesia, understands and applies the Personal Data Protection (PDP) Law, especially in their 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. Using questionnaires and interviews, data is gathered from PT Pitjarus Teknologi's Business Development, and Marketing Division, 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.