Analisis Efektivitas Promosi Digital PLN Mobile: Implikasinya terhadap Kepuasan dan Loyalitas Pelanggan
DOI:
https://doi.org/10.35870/jemsi.v12i5.7075Keywords:
Promotion Effectiveness, Customer Satisfaction, Customer Loyalty, PLN Mobile Application, Continuance IntentionAbstract
This study aim analyzed the influence of promotion effectiveness on customer loyalty through customer satisfaction as a mediating variable among PLN Mobile application users at PT. PLN (Persero) UP3 Yogyakarta, aiming to solve the problem of low public utility app adoption. We employed a quantitative approach with an explanatory survey design, collecting primary data from 110 active users in the Special Region of Yogyakarta using purposive sampling. We processed the data using Path Analysis and the Sobel Test via IBM SPSS software. Our findings show that promotion effectiveness positively and significantly influences customer satisfaction (β=0.645), which in turn significantly drives customer loyalty (β=0.642). We also found that promotion effectiveness directly increases customer loyalty (β=0.295). Crucially, customer satisfaction partially mediates this relationship (Z=5.989), with the indirect effect (0.414) outweighing the direct effect. The originality of this research lies in confirming the Stimulus-Organism-Response (S-O-R) framework within a public utility app ecosystem, proving that financial promotional stimuli strictly require operational reliability to secure long-term retention. Practically, we recommend management to optimize promotional visibility on the application interface, maintain server stability during peak periods, and implement sustainable reward systems (gamification).
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