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All Journal HAYATI Journal of Biosciences Jurnal Lanskap Indonesia Jurnal Komunikasi Pendas : Jurnah Ilmiah Pendidikan Dasar JOURNAL OF APPLIED LINGUISTICS AND LITERATURE MAT-EDUKASIA Journal of Health Sciences Golden Age: Jurnal Ilmiah Tumbuh Kembang Anak Usia Dini Teknobiz : Jurnal Ilmiah Program Studi Magister Teknik Mesin Jurnal Ilmiah Pendidikan Citra Bakti Jurnal Inovasi Teknik Kimia Inspiring: English Education Journal Quimica : Jurnal Kimia Sains dan Terapan Teaching and Learning Journal of Mandalika (Teacher) Jurnal Midwifery Moestopo International Review on Social, Humanities, and Sciences (MIRSHuS) International Journal of Social Science, Educational, Economics, Agriculture Research, and Technology (IJSET) Shautuna: Jurnal Ilmiah Mahasiswa Perbandingan Mazhab Communications in Humanities and Social Sciences JCOMENT (Journal of Community Empowerment) Journal Transformation of Mandalika Jurnal Mahasiswa Karakter Bangsa Media Farmasi Indonesia Jurnal Ilmiah Hospitality Management Acitya Wisesa: Journal of Multidisciplinary Research Room of Civil Society Development Journal of Economic Education and Entrepreneurship Studies Journal of Multi Disciplines Science Jurnal Ilmiah Manajemen Ekonomi Dan Akuntansi (JIMEA) Philosophiamundi : Journal of Global Humanistic Studies Jurnal Media Akademik (JMA) Indonesian Journal of Economic & Management Sciences (IJEMS) Jurnal Sains Materi Indonesia Jurnal Kesehatan Marendeng International Journal of Economics, Business and Innovation Research AT-TAKLIM: Jurnal Pendidikan Multidisiplin INOVASI: Jurnal Ekonomi, Keuangan, dan Manajemen Bersama: Jurnal Pengabdian Kepada Masyarakat Room of Civil Social Development Aksi Kita: Jurnal Pengabdian Kepada Masyarakat Prawara Jurnal Pengabdian Masyarakat Jurnal Ilmiah Pendidikan Citra Bakti ABDIMAS NUSANTARA
Rahayu
Fakultas Farmasi, Universitas Setia Budi Surakarta
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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 Achyar, Novriyanti Ade Handriati Ade Susanti Adil Rosyadi Hasibuan Agus Slamet Agus Suprijono, Moch. Agustanhakri AKTAVIA HERAWATI Aloisius M. Kopon Amanda, Anastasia Andrameda Anggun Dela Puspita Annisa , Muhsinah Annisa Balqis Annisa Hasanah Anselmus Boy Baunsele Aprilia Arfiana Armin , Rini Arnawa, I Putu Asniar, Wd. Devi Asnidar Auti, Asmin Azizah Azmini Bae, Eun Ji Balqis, Darin Rania Beni Rahmatullah Catherine Jusuf, Elizabet Christian, Elvin De Vega, Nofvia Desi Fitria Dian Ayu Listiarini Dila Arianti Djoko W. Karmiadji Dwi Siswanta Dwini Irfani Enggar Diah Puspa Arum Eni Karsiningsih Erly Grizca Boelan Fatimah Firman, La Ode M. Fitriani Gesti Ghaliah Jalwaa Insyirah Zainal Gumelar, Muhammad Dikdik Gunawan, Robby Hartono Hartono Hasan ah Eka Risti Hendriwati, Dea Novita Herlina Herlinda Arika Hermin Indah Wahyuni Hestina Hetharia, Christine Hidayat, Ari Hidayat, M. Syamsul Hildegardis Missa Husin I Ketut Sudarsana Ilham Wahyudi Ilyas, Musyfika Indriasari Indrijarso Irfa Kartini Irmawati Ismail ANAS Isyatur Raziah Iwan Sis Indrawanto Khairil Jamil La Djawa, Awal Rahmad La Sunardin Ld. Muh. Ilham lidya, Ferbiyanka Mahfuzah, Rezka Mahmudin Maria A. U. Leba Marwaji Marwan, Jubery Maula Hayati Saptarini Merpiseldin Nitsae Mirahati MMSI Irfan ,S. Kom Mo, Yang Geun Muhammad Maskur Muhammad Yusri Bachtiar, Muhammad Yusri Mumtaz Nabila Azzahra Abas Nadia Paramita Bhakti Putri Nawangsari, Relly Yunila Nazifah Nur Wulandari Nurlaila Hanum Omega Megarani Priyono Pujiastuti, Erni Purwadirangga, Septariannas Puti Andiny Putra R Luki Karunia Rahmi, Ruaida Ratika Balqis Nst Rina Afiani Rindiani Aulia Gusti Ristya Aulya Putri Rizki Damayanti Ros Suryaningsih Ge’e Rusdianto, M Adik Rusmayadi Safuridar Sahril Nur Sairun, Mujiono Saleng, Hasriani Salwazeela Septiani Samputri, Salma Samrina, Titin Sania Gusnita Saputra Saputra, I Gede Yoga Dana Sarah Natasya Sari, Mir’atin Ayu Mina Sastri Dalila Siregar Saudi Sella Melisa Seni, Muhamad Setiawati Silalahi, Indah Vivi Octavia Sri Suciati Sriwidyastuti Suntoro Surya Suryani Yuliyanti, Suryani Susmita Fita Monika Suwanda Syifa, Annisa Nur Taqwatomo Tisna Harmawan, Tisna Tri Asmorowati, Erna Triatmojo, Siswadi Ula, Nabila Tiffany Zahrotul Ulul Alfajar Vega, Nofvia De Vivin Widianingrum, Ratna Windi Putri Arisqa Wiwin Herdwiani Woro Setia Ningtyas Yehezkiel Nataleo M YULIANI Yulida Amri Yunita Asmin, Risna Yusri, Muhamad