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All Journal Publisia: Jurnal Ilmu Administrasi Publik EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis International Journal of Artificial Intelligence Research Emerging Science Journal Syntax Literate: Jurnal Ilmiah Indonesia Indonesian Journal of Islamic Literature and Muslim Society Jurnal Tata Kelola dan Akuntabilitas Keuangan Negara JTAM (Jurnal Teori dan Aplikasi Matematika) Politik Indonesia: Indonesian Political Science Review Jurnal Good Governance Jurnal Kebijakan Sosial Ekonomi Kelautan dan Perikanan Journal of Humanities and Social Studies Jurnal Samudra Ekonomi dan Bisnis Journal of Leadership in Organizations Jurnal Doktor Manajemen (JDM) Jurnal Ekonomi Manajemen Sistem Informasi Jurnal Anggaran dan Keuangan Negara Indonesia (AKURASI) International Journal of Economics Development Research (IJEDR) Ilomata International Journal of Management Bisman (Bisnis dan Manajemen): The Journal of Business and Management Jurnal Syntax Transformation Jurnal Manajemen Pendidikan dan Ilmu Sosial (JMPIS) Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Ilomata International Journal of Management Journal La Bisecoman Jurnal Sosial dan Teknologi juremi: jurnal riset ekonomi Moestopo International Review on Social, Humanities, and Sciences (MIRSHuS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Indonesian Journal of Multidisciplinary Science Jurnal Riset Perbankan, Manajemen dan Akuntansi Journal of Accounting and Finance Management (JAFM) JBEST Neo Journal of economy and social humanities INJURITY: Journal of Interdisciplinary Studies KELOLA: Jurnal Ilmiah Manajemen Jurnal Pallangga Praja Jurnal Manajemen, Akuntansi dan Logistik (JUMATI) Indonesian Journal of Islamic Literature and Muslim Society Jurnal Ekonomi, Manajemen, Akuntansi
R Luki Karunia
Politeknik STIA LAN Jakarta
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Mathematics Public Health Social Sciences Other

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PLN MOBILE APPLICATION PROMOTION STRATEGY IN FINANCIAL TRANSACTIONS AT PT. PLN (PERSERO) CUSTOMER SERVICE UNIT OF MEMPAWAH CITY Marwaji; R. Luki Karunia; Rahayu
International Journal of Social Science, Educational, Economics, Agriculture Research and Technology (IJSET) Vol. 4 No. 11 (2025): OCTOBER
Publisher : RADJA PUBLIKA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54443/ijset.v4i11.1339

Abstract

Digital transformation in the electricity sector has encouraged PT. PLN (Persero) to launch the PLN Mobile application as a digital-based customer service platform. However, the implementation at the Customer Service Unit (ULP) in Mempawah City shows low adoption levels and financial transactions through the application. This study aims to analyze the strengths, weaknesses, opportunities, and threats (SWOT) of the promotional strategies used and to formulate appropriate strategies to increase adoption and financial transactions. This research employed a descriptive qualitative approach with in-depth interview techniques involving PLN internal informants and customers. The findings reveal that the main strengths lie in the diversity of promotional media and the completeness of the application’s features, while weaknesses include low digital literacy, limited outreach, and reliance on conventional promotion. Opportunities exist through social media integration, community events, and loyalty programs, while threats come from limited digital infrastructure and customer resistance to behavioral change. Therefore, the formulation of promotional strategies is directed toward an integrated marketing communication (IMC) approach, combining digital marketing, face-to-face education, and community collaboration to enhance sustainable promotional effectiveness.
Co-Authors Abdul Kholik Abdullah Abdullah Abdullah, Thamrin Achmad Taufik Ade Indra Adriwati Afsdy Saksono Andre Pamungkas Angga Oktapriono Angga Yudha Prastya Anggriawan, Galih Annathasia Puji Erasashanti Ardi Sujatmiko Arifiani Widjayanti Arifiani Widjayanti Asfan Shabri Astanto, M. Tony Andy Astri, Sofyanti Bambang Fajarisman Bambang Giyanto Bangun, Lela Mariati Br Basuki, J Basuki, Johanes Bhayu Adi Puspita Bima, Muhammad Rizki Aria Brata, Joko Tri Budi, Alfian Budiyanto, Sigit Ch. Endah Winarti Cheria Puspita, Galih Costa, Augusto Da Cris Kuntadi Cut Vania Utami, Cut Vania Dadang Supriyanto Dewanti, Resti Mutiara Dian Kartika Sari, Dian Kartika Dian Retno Kencono Dian Retno Kencono Dian Rosdiana Dinu Rosyid Pramono Dodi Ilham Edi Yanto Edy Sutrisno Edy Sutrisno Edy, Hamdan Sarwo Enan Hasan Erfi Muthmainah Fauzia, Dwi vina Fitriyanti, Daniyyah Damar Franky Fuad Akhdlori Giyatno, Bambang Gustia Rakhmanita Hanafi Hari Hilman, Ahmad Arief Hutabarat, David Hotman Ilham Arief Kusumawijaya Indira Cempakasari Irsyad, Muammar Iskandar Syah Ismoko, Yoga Hendy Jamaluddin ZA Janiah, Samrotul Johan Hendri Prasetyo Krisnaningsih Krisnaningsih Lely Hiswendari Lia Mazia, Lia Margareth, Thania Mariyana Mariyana Marwaji Marwan, Jubery Maulana Malik Ibrahim Mu'am, Ahmad Muhammad Aulia Putra Saragih Muhammad Rizki Neneng Sri Rahayu Neneng Sri Rayahu Neneng Sri Wahyuni Nico Andrianto Nico Andrianto, Nico Nugroho, Michael Adhi Nur Afsdy Saksono, Rochmad Nurliah Nurdin Nurliah Nurdin Paiman Raharjo Pardede, Randhi Pertiwi, Aditya Endah Pramono, Dinu Rosyid Prasetyo, Johan Hendri Prima Setiawan Purnowiyanto Rachman, Hikmah Abdul Rahayu Rahayu, Neneng Sri Rajab, Ridwan RANDHI PARDEDE Rathoyo Rasdan Rita Nur Pratiwi Rizki Aprilani Ronald Titon Rudolf, David Rusmayanthy, Rusmayanthy S, Muh. Rizal Sappali, Winda Wahyuni Sendy Santika Sendy Santika Sirajuddin Saleh Sorrell, Galih Rosanti Sri Rahayu, Neneng STIALAN, Sutanto Sudjali, Iwan Purwanto Sudrajat, Agus Tri Apriadi Triyadi Triyadi, Triyadi Utomo, Tri Widodo Wahyu Velayati, Ema Vitri Sarastuti Wahyuni, Kalis Endah Wibowo Wibowo Widi Widayat Widianto, Angger Wisnu Widjayanti, Arifiani Widya Handayani Widya Handayani Winda Wahyuni Sappali Wiwi Prapti Wulandari Wiwi Prapti Wulandari Yoniton, Wini Kartini Yuliana, Lily Zahera Mega Utama Zahera Mega Utama, Zahera Mega