Penentuan Skala Prioritas Area Pemasaran Untuk Meningkatkan Transaksi Keuangan Melalui PLN Mobile Dengan Metode AHP TOPSIS Di PLN UP3 Palembang

Nugroho, Henry (2026) Penentuan Skala Prioritas Area Pemasaran Untuk Meningkatkan Transaksi Keuangan Melalui PLN Mobile Dengan Metode AHP TOPSIS Di PLN UP3 Palembang. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Transformasi digital mendorong PLN untuk meningkatkan kualitas layanan berbasis teknologi melalui aplikasi PLN Mobile. Secara nasional, sampai dengan Desember 2024 tercatat 52,48 juta pengguna PLN Mobile dari total 92,88 juta pelanggan PLN (56,5%). Di tingkat lokal, PLN UP3 Palembang telah memiliki 1.037.102 pengunduh atau 95,8% dari 1.081.804 pelanggan. Meskipun demikian, tingkat transaksi keuangan aktif masih rendah, hanya sekitar 2–4% per bulan dari total pengunduh aplikasi. Kesenjangan antara tingkat unduhan dan jumlah transaksi tersebut antara lain disebabkan oleh persepsi pelanggan terhadap aplikasi yang belum jelas (perceived usefulness), resistensi terhadap perubahan (social influence), serta keterbatasan kemampuan teknologi di kalangan pengguna (ekosistem). Selain itu juga dipengaruhi oleh kualitas infrastruktur teknologi, ketersediaan sumber daya keuangan, serta kesiapan sosial-ekonomi masyarakat (facilitating conditions). Hal tersebut perlu pendekatan multi kriteria untuk menentukan wilayah pemasaran prioritas yang berpotensi meningkatkan realisasi jumlah transaksi keuangan melalui PLN Mobile. Penelitian ini bertujuan untuk menentukan skala prioritas area pemasaran yang paling potensial dalam meningkatkan transaksi keuangan melalui PLN Mobiledengan menggunakan metode Analytic Hierarchy Process (AHP) dan Technique for Order Preference by Similarity to Ideal Solution (TOPSIS). Metode AHP digunakan untuk menentukan bobot kepentingan antar kriteria, sedangkan TOPSIS digunakan untuk merangking alternatif wilayah berdasarkan kedekatannya dengan solusi ideal. Kriteria yang digunakan meliputi market potential, technological factor, human resources related, economy, dan quality of services. Hasil TOPSIS menunjukkan bahwa ULP Kenten (Cj = 0,8550), ULP Sukarami (Cj = 0,8427), dan ULP Ampera (Cj = 0,7184) menjadi tiga area prioritas utama. Temuan ini mengindikasikan bahwa optimalisasi pemasaran berbasis wilayah berpotensi meningkatkan rasio transaksi aktif PLN Mobile secara lebih efektif dibanding pendekatan seragam.
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Digital transformation has driven PT PLN (Persero) to enhance the quality of its technology-based services through the PLN Mobile application. Nationally, as of December 2024, there were 52.48 million PLN Mobile users out of a total of 92.88 million PLN customers, representing 56.5% penetration. At the local level, PLN UP3 Palembang recorded 1,037,102 downloads, equivalent to 95.8% of its 1,081,804 customers. Despite this high installation rate, the level of active financial transactions remains low, averaging only 2–4% per month of total application users. The gap between download and transaction rates is partly attributed to unclear customer perceptions of the application’s usefulness (perceived usefulness), resistance to behavioral change (social influence), and limited technological capability among users (ecosystem constraints). Moreover, adoption disparities are influenced by technological infrastructure quality, financial resource availability, and socio-economic readiness (facilitating conditions). To address these challenges, a multi-criteria decision-making approach is required to identify marketing areas with the highest potential for increasing financial transaction through PLN Mobile. This study aims to determine the priority scale of marketing areas that are most effective in improving PLN Mobile’s financial transaction performance by applying the Analytic Hierarchy Process (AHP) and the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) methods. The AHP method is employed to determine the relative importance weights among criteria, while TOPSIS is used to rank alternative areas based on their proximity to the ideal solution. The criteria applied include market potential, technological factor, human resources related, economy, and quality of services. The TOPSIS results demonstrate that ULP Kenten (Cj = 0.8550), ULP Sukarami (Cj = 0.8427), and ULP Ampera (Cj = 0.7184) are identified as the three highest-priority areas. These results indicate that optimizing region-based marketing strategies is more effective in improving the active transaction ratio ofPLN Mobile than adopting an undifferentiated marketing approach.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	AHP-TOPSIS, adopsi digital, geo-segmentation marketing, PLN Mobile, data-driven marketing AHP-TOPSIS, digital adoption, geo-segmentation marketing, PLN Mobile, data-driven marketing
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD30.23 Decision making. Business requirements analysis.
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Henry Nugroho
Date Deposited:	09 Feb 2026 01:14
Last Modified:	09 Feb 2026 01:14
URI:	http://repository.its.ac.id/id/eprint/130812

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