PROPOSED RESOURCES PROVISION, PRODUCT FEATURE, AND PROMOTION MIX DEVELOPMENTS FOR NEW PLN MOBILE APPLICATION (CASE STUDY AT PLN UP3 BANDUNG WORKING AREA)

• Main Author: BONAVASIUS PURBA, ADITYA
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/53148
• Institution: Institut Teknologi Bandung

PLN Mobile is a mobile-based customer self-service mobile application. In today's digital era, the use of smart phones is no longer a new thing. Based on research data, the number of mobile internet users in Indonesia reached 171 million, equivalent to 98% of the total internet users in Indonesia as of January 2020 and there are 96% of internet users who access via smart phones. However, the adoption rate for the PLN Mobile application is still over one million downloads. When compared with the number of PLN customers in the Java, Bali and Nusa Tenggara regions as of December 2019, which was close to 50 million subscribers, the adoption rate of the PLN Mobile application was only 2% in a span of about four years. Furthermore, when compared between the number of existing customers and the number of customers who have downloaded the new PLN Mobile application in the PLN UP3 Bandung work area as of September 2020, the percentage is only 0.17%. In addition, the presence of the new PLN Mobile application is planned to be a source of revenue for PLN from the non-core business sector in the future. Not to mention on the Google Playstore, there are several reviews provided by application users that show dissatisfaction with the new PLN Mobile application. This fact may indicate that the new PLN Mobile application is still not popular in the community and has not been widely used by customers. Based on these conditions, the authors aim to identify the influencing factors based on customer perceptions to build an intention to 1 use the new PLN Mobile application in the PLN UP3 Bandung Work Area and to find out strategic development plans that need to be implemented to increase potential customers' intentions to use the new PLN Mobile application. The method used in this research is a qualitative exploration method using guided interviews to conduct internal analysis consisting of STP analysis, Marketing Mix analysis, and VRIO analysis as well as external analysis consisting of Porter's Five Forces analysis, Benchmark study, and Customer analysis with distributing questionnaires containing open-ended questions to respondents using purposive sampling. The results of the customer analysis show that there are nine factor variables that influence customer intention to use the new PLN Mobile application: (1) Perceived Ease of Use, (2) Perceptions of Usability, (3) Physical evidence, (4) Promotion, (5) Place, (6) Reliability, (7) Awards, (8) Security Perception, and (9) Price. There are three main root causes derived from the nine variables that generally influence the customer's intention to use the new PLN Mobile application - internal environment, external environment, promotion, and customer analysis. Based on the main causative factors, the authors also produced three strategic development plans: (1) proposed resource provision, (2) proposed product feature development, and (3) proposed promotional mix that needed to be implemented to increase potential customers' intention to use the new PLN Mobile application.