Strategi Peningkatan Performa Sales PLN Melalui Adopsi Aplikasi E-CRM

Kuswara, Dian Widiana (2026) Strategi Peningkatan Performa Sales PLN Melalui Adopsi Aplikasi E-CRM. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transformasi digital PT PLN (Persero) mendorong pemanfaatan aplikasi Electronic Customer Relationship Management (E-CRM) untuk mengelola prospek, proses penjualan, dan hubungan pelanggan yang di gunakan oleh para tenaga penjual. Namun, pada Semester I 2025 tingkat keberhasilan penjualan melalui E-CRM baru mencapai 49,56% (close won), sedangkan kegagalan penjualan mencapai 32,10% (close lost). Kondisi ini menunjukkan bahwa pemanfaatan E-CRM belum sepenuhnya optimal sehingga diperlukan analisis faktor penerimaan pengguna dan perumusan strategi peningkatan performa sales. Penelitian ini bertujuan menganalisis faktor-faktor yang memengaruhi niat penggunaan E-CRM, menguji hubungan antarvariabel berdasarkan integrasi Technology Acceptance Model (TAM) dan Unified Theory of Acceptance and Use of Technology (UTAUT), serta merumuskan strategi peningkatan performa sales PLN. Penelitian menggunakan survei kuantitatif terhadap 300 pengguna aktif E-CRM pada fungsi niaga, pelayanan pelanggan, sales retail, dan priority account executive. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil kuantitatif kemudian diperdalam melalui Focus Group Discussion, analisis SWOT, dan TOWS Matrix. Hasil penelitian menunjukkan bahwa seluruh 13 hipotesis diterima dengan pengaruh positif dan signifikan (p < 0,05). Hubungan terkuat adalah pengaruh Perceived Effectiveness terhadap Perceived Enjoyment dengan β = 0,796. Ease of Navigation menjadi prediktor terkuat terhadap Perceived Ease of Use dengan β = 0,605, sedangkan Effort Expectancy merupakan prediktor langsung terkuat terhadap Behavioral Intention dengan β = 0,416. Berdasarkan temuan tersebut, strategi prioritas diarahkan pada penyederhanaan proses dan navigasi, integrasi serta peningkatan kualitas data, pengembangan fitur adaptif berbasis kebutuhan pengguna, dan penguatan kompetensi serta tata kelola penggunaan E-CRM. Strategi ini diharapkan meningkatkan adopsi aplikasi, produktivitas sales, dan efektivitas pengelolaan pelanggan PT PLN (Persero).
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The digital transformation of PT PLN (Persero) has encouraged the use of the Electronic Customer Relationship Management (E-CRM) application to manage prospects, sales processes, and customer relationships. However, in the first semester of 2025, the successful sales rate through E-CRM was only 49.56% (close won), while unsuccessful sales reached 32.10% (close lost). These figures indicate that E-CRM utilization has not yet been fully optimized, highlighting the need to examine user acceptance factors and formulate strategies to improve sales performance. This study aims to analyze the factors influencing users’ intention to use E-CRM, examine the relationships among variables by integrating the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), and formulate strategies to improve PLN sales performance. A quantitative survey was conducted involving 300 active E-CRM users from commercial, customer service, retail sales, and priority account executive functions. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The quantitative findings were further explored through Focus Group Discussions, SWOT analysis, and the TOWS Matrix. The results show that all 13 hypotheses were supported, with positive and significant effects (p < 0.05). The strongest relationship was found between Perceived Effectiveness and Perceived Enjoyment, with β = 0.796. Ease of Navigation was the strongest predictor of Perceived Ease of Use, with β = 0.605, while Effort Expectancy was the strongest direct predictor of Behavioral Intention, with β = 0.416. Based on these findings, the priority strategies include simplifying processes and navigation, integrating and improving data quality, developing adaptive features based on user needs, and strengthening user competencies and E-CRM governance. These strategies are expected to enhance application adoption, sales productivity, and customer relationship management effectiveness at PT PLN (Persero).

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Electronic Customer Relationship Management (E-CRM), Technology Acceptance Model (TAM), Unified Theory of Acceptance and Use of Technology (UTAUT), PLS-SEM, SWOT, TOWS Matrix, PT PLN (Persero).
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5415.5 Customer services. Customer relations T Technology > T Technology (General) > T58.5 Information technology. IT--Auditing T Technology > T Technology (General) > T58.6 Management information systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Dian Widiana Kuswara
Date Deposited:	31 Jul 2026 00:47
Last Modified:	31 Jul 2026 00:47
URI:	http://repository.its.ac.id/id/eprint/142102

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