Proposed Resources Provision, Product Feature, and Promotion Mix Developments for New PLN Mobile Application (Case Study at PLN UP3 Bandung Working Area)
| Main Authors: | Purba, Aditya Bonavasius; School of Business and Management, Institut Teknologi Bandung, Windasari, Nila Armelia; School of Business and Management, Institut Teknologi Bandung |
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| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
The Indonesian Journal of Business Administration
, 2022
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| Online Access: |
https://journal.sbm.itb.ac.id/index.php/IJBA/article/view/4457 |
Daftar Isi:
- The new PLN Mobile application is a PLN electricity service in the form of an application. This application comes with benefits for PLN and customers where PLN can take advantage of application from the non-core business side, while customers will also get excellent service from using the application. However, the number of adoption rates of the application is still very low. To find out the factors that influence the customer's intention to use new PLN Mobile and what strategic development plan is needed, the authors use qualitative method by conducting a guided interview with five key persons from PLN UID Jawa Barat to do internal analysis and external analysis. Customer analysis is also conducted by using eight open-ended questions with purposive sampling technique to help authors gain insights. From the analysis results obtained 9 variable factors that affect customer intentions. Authors conduct a SWOT analysis which is continued to root cause factors and produces three root cause factors. The results of the root cause analysis are divided into three strategic development plans: (1) proposed resources provision, (2) proposed product feature development, and (3) proposed promotion mix. Keywords: new PLN Mobile, proposed resources provision, proposed product feature development, proposed promotion mix