Pengaruh Performance Expectancy dan Effort Expectancy Terhadap Intention to Use PLN Mobile dengan Mediasi Perceived Value pada Pelanggan PLN ULP Namlea
DOI:
https://doi.org/10.37385/ceej.v7i3.11851Keywords:
Effort Expectancy, Intention to Use, Perceived Value, Performance Expectancy, PLN MobileAbstract
Transformasi digital menjadi strategi PT PLN (Persero) untuk meningkatkan pelayanan melalui aplikasi PLN Mobile. Namun, pada PLN ULP Namlea, pemanfaatan aplikasi masih belum optimal karena sebagian pelanggan lebih memilih layanan langsung di kantor dibandingkan menggunakan aplikasi. Penelitian ini bertujuan menganalisis pengaruh performance expectancy dan effort expectancy terhadap intention to use PLN Mobile dengan perceived value sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan metode survei dan desain asosiatif. Data dikumpulkan melalui kuesioner skala Likert yang terdiri atas 16 indikator. Dari 167 kuesioner yang terkumpul, sebanyak 159 memenuhi kriteria analisis. Pengolahan data dilakukan menggunakan metode Partial Least Squares Structural Equation Modeling (PLS-SEM) dengan bantuan SmartPLS, meliputi pengujian outer model, inner model, dan uji mediasi. Hasil penelitian menunjukkan bahwa performance expectancy dan effort expectancy berpengaruh positif dan signifikan terhadap intention to use PLN Mobile. Kedua variabel tersebut juga berpengaruh positif dan signifikan terhadap perceived value. Selain itu, perceived value berpengaruh positif dan signifikan terhadap intention to use serta memediasi secara parsial pengaruh performance expectancy dan effort expectancy terhadap niat penggunaan aplikasi. Nilai R-square menunjukkan bahwa model memiliki kemampuan yang baik dalam menjelaskan variasi niat pelanggan menggunakan PLN Mobile. Penelitian menyimpulkan bahwa manfaat yang dirasakan, kemudahan penggunaan, dan nilai yang dirasakan pelanggan merupakan faktor utama yang memengaruhi niat penggunaan PLN Mobile. Oleh karena itu, PLN perlu meningkatkan kualitas layanan digital melalui penyederhanaan penggunaan aplikasi, peningkatan pengalaman pengguna, dan optimalisasi manfaat layanan.
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