PROPOSED MARKETING COMMUNICATION FOR PLN MOBILE APPLICATION BASED ON CONSUMER PRODUCT KNOWLEDGE

• Main Author: Agung Winoto, Aditya
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/32884
• Institution: Institut Teknologi Bandung

Along with the development of the times, information technology can make it easier for humans to engage in activities, look at the news and look for a variety of information that is widespread in social media, with these advances technology has a positive and negative impact. These technological advances make business industry players switch from manual technology to digital. But the transfer of technology is not that easy, because it requires training for business people themselves and consumers who are still comfortable with manual technology. PLN as a provider of state-owned electricity services made changes to customer service by presenting a new technology called the PLN Mobile application which is expected to be easily accepted by the public. The purpose of this research is to see how the technology made by PLN named PLN Mobile can provide convenience for consumers and this program can be run properly or not. Because this process needs to involve three important elements; first, the government as a regulator of electricity services, second is internal PLN employees who must already have more knowledge about the PLN Mobile application technology and third are consumers who must be ready for service changes from manual to digital technology. The location of this study is in the city of Bandung where the city government is very supportive of technological initiatives so that it will be very suitable for this research. The process of collecting data will involve 115 respondents with questions about the PLN Mobile application, from the questions obtained by the respondents categorizing according to what the researchers want. The results of the questionnaire will be analyzed and categorized. The findings obtained in the form of gaps generated from the lowest questionnaire value so that the findings can be categorized again based on the gap found. The study of the gap will greatly help show how customers respond to the PLN Mobile application technology. So if there are still a lot of negatives for customers and for the PLN itself, serious development needs to be done so that this program can run well.