Efektivitas Digitalisasi Pemasaran Melalui Aplikasi PLN Mobile Dalam Menekan Biaya Operasional Pelayanan Pelanggan: Effectiveness of Marketing Digitalization Through the PLN Mobile Application in Reduce Customer Service Operational Costs

Fatimah Azzahra (Universitas Mataram)
Nanda Dwipratiwi Ladila (Universitas Mataram)
Nila Rahayu (Universitas Mataram)

Ganec Swara
Vol. 20 No. 3 (2026): September 2026

PT PLN (Persero) is conducting a digital transformation through the PLN Mobile application to improve service quality and operational efficiency. This study aims to analyze the effectiveness of digital marketing through PLN Mobile in reducing customer service operational costs. The study used a descriptive qualitative method with observation, interviews, and documentation techniques. Informants were selected using a purposive sampling technique, including supervisors and employees in the marketing, finance, and customer service departments. Data analysis was carried out through data reduction, data presentation, and conclusion drawing and verification. The results show that PLN Mobile is an integrated digital marketing and customer service medium. This application makes it easier for customers to access various electricity services while increasing operational efficiency, especially through reduced labor costs due to the increased use of digital services.