The Effect of Need Recognition, Perceived Ease of Use, Perceived Usefulness, and Discount on Customer Intent Using the PLN Mobile Application
Keywords:
Need Recognition, Perceived Ease of Use, Perceived Usefulness, Discount, Behavioral Intention to Use, PLN MobileAbstract
This research was motivated by the gap between the high potential of digital transformation in electricity services and the relatively low level of active usage of the PLN Mobile application. Although PLN Mobile provides various digital services, such as bill payments, electricity token purchases, and service complaint submissions, its utilization has not fully aligned with the large number of PLN customers and the increasing availability of digital infrastructure. This study aims to analyze the influence of Need Recognition, Perceived Ease of Use, Perceived Usefulness, and Discount on customers’ intention to use the PLN Mobile application and to examine the moderating role of Perceived Usefulness in the relationship between Perceived Ease of Use and customers’ intention to use the application. This study employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 150 respondents domiciled in East Java Province who were aware of the PLN Mobile application but had never downloaded or used the application. The data were analyzed using Partial Least Square Structural Equation Modeling (PLS-SEM) with SmartPLS through outer model evaluation, inner model evaluation, and bootstrapping analysis to examine the relationships among research variables. The results showed that Need Recognition had a positive and significant effect on customers’ intention to use the PLN Mobile application, with a p-value of 0.015. Perceived Ease of Use did not have a significant effect on customers’ intention to use PLN Mobile, with a p-value of 0.659. However, Perceived Ease of Use had a positive and significant effect on Perceived Usefulness, with a p-value of 0.000. Furthermore, Perceived Usefulness had a positive and significant effect on customers’ intention to use PLN Mobile, with a p-value of 0.004. Meanwhile, Discount did not have a significant effect on customers’ intention to use PLN Mobile, with a p-value of 0.394. In addition, Perceived Usefulness was not found to moderate the relationship between Perceived Ease of Use and customers’ intention to use the PLN Mobile application (p-value = 0.429). In conclusion, customers’ intention to use the PLN Mobile application is primarily influenced by their awareness of digital service needs (Need Recognition) and the perceived usefulness of the application. Perceived Ease of Use contributes to increasing Perceived Usefulness but does not directly encourage customers’ intention to use the application. Furthermore, Discount has not become a dominant factor in shaping customers’ intention to use the PLN Mobile application. Moreover, Perceived Usefulness was not found to moderate the relationship between Perceived Ease of Use and customers’ intention to use the PLN Mobile application.References
Adha, A., Dwita, V., & Siregar, T. R. Y. (2025). Understanding The Intention to Use PLN Mobile Application: The Moderated Mediation Analysis. Jurnal Aplikasi Bisnis Dan Manajemen, 11(2), 704. https://doi.org/10.17358/jabm.11.2.704
Aditya, M. Z. (2022). ANALISIS PENERIMAAN PELANGGAN TERHADAP APLIKASI PLN MOBILE DENGAN METODE TECHNOLOGY ACCEPTANCE MODEL (TAM). JuSiTik: Jurnal Sistem Dan Teknologi Informasi Komunikasi, 3 (1), 37–45. https://doi.org/10.32524/jusitik.v3i1.490
Afrizal, D., Luthfi, A., Bin Wallang, M., Hildawati, H., & Ekareesakul, K. (2024). Citizens’ Intention to Use E-Government Services in Local Government by Integrating UTAUT, TPB, and TAM Model. Journal of Local Government Issues, 7 (2), 129–143. https://doi.org/10.22219/logos.v7i2.32437
Ahsan, M., Assagaf, A., & Prabowo, E. (2024). Analisis Faktor-Faktor yang Mempengaruhi Kepuasan Pelanggan dan Keputusan Pembelian Tenaga Listrik Pada PT.PLN (Persero) Jawa Bali. SUTET, 13 (2). https://doi.org/10.33322/sutet.v13i2.1962
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
Andika, D. W., & Hayadi, I. (2023). Pengaruh Diskon, Kemudahan Penggunaan, dan User Interface (UI) Terhadap Niat Menggunakan Aplikasi McDonald’s (Studi Kasus di Kota Bengkulu). REVITALISASI, 12(2), 412. https://doi.org/10.32503/revitalisasi.v12i2.4606
Andrews, J. C., & Shimp, T. A. (2017). Advertising, promotion, and other aspects of integrated marketing communications (10th edition). Cengage Learning.
Ardiansyah, T., Teofilus, & Padmalia, M. (2025). Kualitas Layanan Digital Perspektif E-S-Qual Dan E-Recs-Qual: Studi Empiris Pada Aplikasi PLN Mobile di PT PLN (Persero) Distribusi Jawa Timur.
Arnett, J. J. (2000). Emerging adulthood: A theory of development from the late teens through the twenties. American Psychologist, 55(5), 469–480. https://doi.org/10.1037/0003-066X.55.5.469
Asosiasi Penyelenggara Jasa Internet Indonesia. (2025). Survei internet APJII 2025. APJI. https://survei.apjii.or.id/survei?emailSent=1
Belch, G. E., & Belch, M. A. (2012). Advertising and promotion: An integrated marketing communications perspective (9th ed). McGraw-Hill [distributor].
Chaffey, D. (2015). Digital business and e-commerce management. Pearson.
Creswell, J. W. (2014). Research design: Qualitative, quantitative, and mixed methods approaches (4. ed). SAGE.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008
Dewi, R., Arfan, H., Nasir, M., & H A, I. (2023). Peran Kualitas Layanan Elektronik Mobile dalam Meningkatkan Penjualan: Kerangka Konseptual dan Evaluasi Empiris. Jurnal Manajemen dan Bisnis Indonesia, 9 (1), 29–44. https://doi.org/10.32528/jmbi.v9i1.467
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior. Dryden Press., 8th Ed.
Fikri, M. (2025). PLN Mobile Down Imbas Pelanggan Serbu Diskon Listrik 50%. Bloomberg Technoz. https://www.bloombergtechnoz.com/detail-news/59123/pln-mobile-down-imbas-pelanggan-serbu-diskon-listrik-50
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior. Addison-Wesley.
Harianto, M. (2024). PLN catat 55 juta pengguna PLN Mobile dan jadi percontohan Malaysia. ANTARA News. https://www.antaranews.com/berita/4507445/pln-catat-55-juta-pengguna-pln-mobile-dan-jadi-percontohan-malaysia
Hawkins, D. I., & Mothersbaugh, D. L. (2010). Consumer behavior: Building marketing strategy (11. ed). McGraw-Hill Irwin.
