Azahra, Syahira Sari Azahra (2026) Analisis Faktor Privasi Pengguna Pada Aplikasi Pln Mobile Dalam Pembelian Token Listrik Menggunakan Partial Least Square - Structural Equation Modelling. Other thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Konteks: Perubahan menuju digitalisasi dalam bidang kelistrikan mendorong masyarakat untuk menggunakan layanan digital, termasuk pembelian token listrik lewat aplikasi PLN
Mobile. Sebagai layanan umum yang banyak dimanfaatkan, masalah privasi dan keamanan data menjadi perhatian utama bagi pengguna, terutama karena aplikasi ini menangani informasi sensitif seperti identitas pelanggan dan catatan transaksi. Keberhasilan PLN Mobile dalam membangun kepercayaan dan kenyamanan pengguna sangat tergantung pada pandangan mereka mengenai perlindungan data yang disediakan oleh platform. Permasalahan: Meskipun PLN Mobile semakin banyak digunakan, kekhawatiran mengenai pengelolaan data pribadi masih tinggi. Penelitian terkait faktor privasi dan pengaruhnya terhadap kepercayaan serta perilaku non-self-disclosure pada layanan publik digital masih terbatas, sehingga diperlukan analisis lebih mendalam untuk memahami bagaimana persepsi pengguna terhadap privasi membentuk perilaku mereka dalam menggunakan PLN Mobile.
Tujuan: Penelitian ini bertujuan untuk menganalisis bagaimana faktor-faktor privasi memengaruhi trusting beliefs dan perilaku non-self-disclosure pengguna PLN Mobile dalam
pembelian token listrik, serta menilai hubungan antarvariabel privasi seperti privacy concerns, efektivitas kebijakan privasi, dan regulasi diri organisasi.
Metode: Penelitian ini menggunakan pendekatan Structural Equation Modeling (SEM) untuk menganalisis hubungan antarvariabel laten. Data dikumpulkan melalui kuesioner daring yang disebarkan kepada minimal 200 pengguna aktif PLN Mobile dimulai dari usia 18 tahun. Hasil: Hasil penelitian menunjukkan bahwa 8 hipotesis diterima dan 7 hipotesis ditolak. Perceived effectiveness of privacy policy berpengaruh positif dan signifikan terhadap trusting beliefs dan privacy control, serta berpengaruh negatif dan signifikan terhadap perceived privacy risks. Perceived effectiveness of organizational self - regulation berpengaruh positif dan signifikan terhadap trusting beliefs dan privacy control, tetapi tidak berpengaruh signifikan terhadap perceived privacy risks maupun non-self-disclosure behavior. Perceived privacy risks berpengaruh positif dan signifikan terhadap privacy concerns dan non-self-disclosure behavior, tetapi tidak berpengaruh signifikan terhadap trusting beliefs. Privacy control tidak berpengaruh signifikan terhadap trusting beliefs, privacy concerns, maupun non-self - disclosure behavior. Variabel tambahan privacy value terbukti berpengaruh positif dan signifikan terhadap privacy concerns.
Nilai Tambah: Penelitian ini diharapkan memberikan kontribusi bagi PLN dan pengembang layanan publik digital lainnya untuk meningkatkan kepercayaan pengguna melalui kebijakan privasi yang lebih jelas, mekanisme regulasi internal yang lebih kuat, serta fitur kontrol privasi
yang mudah dipahami. Temuan ini juga dapat menjadi acuan bagi penelitian selanjutnya yang ingin mengembangkan model perilaku pengguna dalam konteks aplikasi layanan publik digital.
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Context: The shift toward digitalization in the electricity sector has encouraged the public to utilize digital services, including purchasing electricity tokens through the PLN Mobile application. As a widely used public service, issues related to data privacy and security have become major concerns for users, especially because the application handles sensitive information such as customer identities and transaction records. The success of PLN Mobile in
building user trust and comfort strongly depends on how users perceive the platform’s ability to protect their personal data. Problem: Despite the growing adoption of PLN Mobile, concerns regarding personal data management remain high. Existing studies on digital services predominantly discuss general user experience, while research focusing on privacy factors and their influence on trust and non-self-disclosure behavior within public digital services remains limited. Therefore, a deeper analysis is required to understand how users’ privacy perceptions shape their behavior when using PLN Mobile. Objective: This study aims to analyze how privacy-related factors influence the trusting beliefs and non-self-disclosure behavior of PLN Mobile users in the context of purchasing electricity tokens. It also examines the relationships among privacy-related variables, including privacy concerns, perceived effectiveness of privacy policy, and organizational self regulation. Method: This research uses the Structural Equation Modeling (SEM) approach to analyze the causal relationships among latent variables. Data were collected through an online questionnaire distributed to at least 200 active PLN Mobile users aged 18 and above. Result: The results showed that 8 hypotheses were supported, while 7 hypotheses were not supported. Perceived Effectiveness of Privacy Policy had a positive and significant effect on Trusting Beliefs and Privacy Control, and a negative and significant effect on Perceived Privacy Risks. Perceived Effectiveness of Organizational Self-Regulation had a positive and significant effect on Trusting Beliefs and Privacy Control, but no significant effect on Perceived Privacy Risks or Non-Self-Disclosure Behavior. Perceived Privacy Risks had a positive and significant effect on Privacy Concerns and Non-Self-Disclosure Behavior, but no significant effect on Trusting Beliefs. Privacy Control showed no significant effect on Trusting Beliefs,
Privacy Concerns, or Non-Self-Disclosure Behavior. Additionally, the proposed variable, Privacy Value, was found to have a positive and significant effect on Privacy Concerns.Added Value: This study is expected to provide valuable insights for PLN and other public digital service providers in enhancing user trust through clearer privacy policies, stronger internal regulation mechanisms, and user friendly privacy control features. The findings may also serve as a reference for future research aiming to develop user behavior models in the context of public digital service applications.
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | e-service, PLN Mobile, privacy, Structural Equation Modeling, trust, e-service, PLN Mobile, privacy, Structural Equation Modeling, trust. |
| Subjects: | H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations |
| Divisions: | Faculty of Intelligent Electrical and Informatics Technology (ELECTICS) > Information System > 57201-(S1) Undergraduate Thesis |
| Depositing User: | Syahira Sari Azahra |
| Date Deposited: | 28 Jul 2026 03:21 |
| Last Modified: | 28 Jul 2026 03:21 |
| URI: | http://repository.its.ac.id/id/eprint/138412 |
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