Perencanaan Strategi untuk Meningkatkan Transaksi Keuangan Melalui Aplikasi PLN Mobile Berbasis E-Service Quality

Wibowo, Kunto Arief (2025) Perencanaan Strategi untuk Meningkatkan Transaksi Keuangan Melalui Aplikasi PLN Mobile Berbasis E-Service Quality. Masters thesis, Institut Teknologi Sepuluh Nopember.

Text 6032231067-Master_Thesis.pdf - Accepted Version Restricted to Repository staff only Download (4MB) | Request a copy

Abstract

Meskipun aplikasi PLN Mobile telah diunduh oleh lebih dari 96% pelanggan di wilayah kerja PLN UP3 XYZ hingga triwulan III tahun 2024, tingkat pemanfaatannya untuk transaksi keuangan seperti pembelian token dan pembayaran tagihan listrik masih tergolong rendah, yaitu hanya sekitar 15,72%. Kesenjangan yang cukup besar antara jumlah unduhan dan transaksi aktual menunjukkan adanya tantangan dalam pemanfaatan fitur transaksi serta potensi pengembangan strategi yang belum dioptimalkan. Penelitian ini menawarkan kebaruan (novelty) dengan mengintegrasikan metode analisis kualitas layanan berbasis E-Service Quality dan penentuan strategi melalui pendekatan gabungan AHP, SWOT, dan QSPM untuk menghasilkan strategi yang tepat sasaran dalam meningkatkan penggunaan fitur transaksi aplikasi PLN Mobile. Perbaikan dilakukan melalui beberapa tahapan: pertama, mengukur kualitas layanan dengan analisis gap score berdasarkan dimensi E-Service Quality; kedua, melakukan pembobotan terhadap hasil gap menggunakan metode Analytic Hierarchy Process (AHP); ketiga, mendiskusikan hasil pembobotan dalam forum FGD untuk merumuskan ide-ide strategi; keempat, menerapkan analisis SWOT untuk mengidentifikasi faktor internal dan eksternal; dan terakhir, menentukan strategi prioritas menggunakan Quantitative Strategic Planning Matrix (QSPM). Hasil penelitian menunjukkan bahwa kualitas layanan fitur transaksi keuangan masih perlu ditingkatkan, khususnya pada dimensi efisiensi, pemenuhan, privasi, responsivitas, kontak, kompensasi, dan kualitas informasi, dengan dimensi responsif sebagai prioritas utama. Analisis SWOT menghasilkan strategi agresif (growth-oriented) yang memaksimalkan kekuatan internal untuk meraih peluang eksternal. Strategi teknis yang paling potensial meliputi penyederhanaan alur transaksi, penambahan fitur transaksi sekaligus, dan integrasi pembayaran QRIS. Di tingkat unit pelaksana, strategi yang direkomendasikan mencakup perluasan pasar melalui optimalisasi SDM dan wilayah layanan, kolaborasi dengan komunitas lokal, promosi aktif, penguatan kompetensi petugas, direct selling, serta kampanye keunggulan biaya admin.
=====================================================================================================================================
Although the PLN Mobile application has been downloaded by more than 96% of customers in the PLN XYZ operational area as of the third quarter of 2024, its utilization for financial transactions such as token purchases and electricity bill payments remains low, at only around 15.72%. The significant gap between the number of downloads and actual transaction usage indicates challenges in feature adoption and untapped strategic development opportunities. This study offers novelty by integrating service quality analysis based on E-Service Quality dimensions with a comprehensive strategy formulation approach using AHP, SWOT, and QSPM methods to develop targeted strategies for increasing usage of the financial transaction features in the PLN Mobile application. Improvements were carried out through several stages: first, measuring service quality using a gap score analysis based on E-Service Quality dimensions; second, weighting the gap results using the Analytical Hierarchy Process (AHP); third, discussing the AHP results in a Focus Group Discussion (FGD) to generate strategic ideas; fourth, applying SWOT analysis to identify internal and external factors; and finally, using the Quantitative Strategic Planning Matrix (QSPM) to determine the most attractive strategies. The study reveals that the service quality of the financial transaction features still requires significant improvement, particularly in the dimensions of efficiency, fulfillment, privacy, responsiveness, contact, compensation, and information quality, with responsiveness being the top priority. The SWOT analysis led to an aggressive (growth-oriented) strategy that leverages internal strengths to capture external opportunities. The most attractive technical strategies include streamlining the transaction process, adding a bulk transaction feature, and integrating QRIS payment options. At the operational unit level, recommended strategies involve market expansion through optimizing human resources and service coverage, building partnerships with local communities, intensive promotion, enhancing staff competencies, direct selling, and campaigning the advantage of lower administrative fees.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	AHP, E-SERVQUAL, financial transactions, PLN Mobile, SWOT, AHP, E-SERVQUAL, PLNMobile, SWOT, transaksi keuangan
Subjects:	T Technology > T Technology (General)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Kunto Arief Wibowo
Date Deposited:	18 Jul 2025 02:35
Last Modified:	18 Jul 2025 02:46
URI:	http://repository.its.ac.id/id/eprint/119975

Actions (login required)

View Item