Indonesia’s rapid digital growth, with internet penetration exceeding 72% of the population, has reshaped how citizens access public services. PLN Mobile, developed by the state electricity company PT PLN (Persero), is one of the flagship digital platforms supporting this transformation. The application has been downloaded more than 47 million times nationwide. However, high download numbers do not automatically translate into sustained usage.
Background: The Gap Between Downloads and Active Users
Data from PLN’s Padang service area shows a consistent gap between app downloads and active users. For instance, in September 2025, nearly 30% of users who installed the application did not actively use it. This pattern indicates that user engagement depends on more than initial adoption. Factors such as trust, satisfaction, and perceived value determine whether users continue using digital public service applications.
The study by Dani Surya Nazar and Abror from Universitas Negeri Padang addresses this issue by examining how technology acceptance factors and user satisfaction influence trust and repurchase intention—defined as the intention to continue using the application.
Methodology: Survey-Based Quantitative Analysis
The research was conducted in 2025 in Padang City using a quantitative survey approach. Respondents were PLN customers who actively used the PLN Mobile application and had completed at least three transactions.
The data was analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM), a statistical method designed to examine relationships between multiple variables. This approach allowed the researchers to identify both direct and indirect factors influencing user trust and continued usage.
Key Findings: Trust as the Strongest Driver
The study presents several important findings about user behavior in digital public service applications:
- Performance expectancy (perceived usefulness) significantly increases both trust and continued usage.
- Price value (perceived balance between benefits and costs) also has a strong positive effect on trust and reuse intention.
- User satisfaction contributes to building trust and encouraging continued use.
- Trust emerges as the strongest determinant of repurchase intention.
In contrast, several commonly assumed factors were found to be less influential:
- Ease of use (effort expectancy)
- Social influence
- Technical support and infrastructure (facilitating conditions)
- Hedonic motivation (enjoyment)
- Habit
These variables did not show a significant impact on trust or continued usage in the context of PLN Mobile.
The study also found that trust acts as a mediating factor, particularly linking performance expectancy and price value to continued usage. This means users are more likely to reuse the application when they perceive real benefits and fair value, which in turn builds trust.
Why Trust Matters More Than Convenience
Unlike entertainment or social media platforms, digital public service applications such as PLN Mobile are primarily utilitarian. Users prioritize functionality, reliability, and value over enjoyment or social trends.
The findings indicate that users continue using the application when they:
- Experience tangible benefits in completing tasks
- Perceive fair value relative to costs or effort
- Feel confident in the system’s reliability and security
Ease of use alone is not sufficient. Even a user-friendly application may fail to retain users if it does not deliver clear and meaningful benefits.
Implications for Public Digital Services
The research by Universitas Negeri Padang provides practical insights for improving digital public services in Indonesia and beyond:
1. Focus on functional valueApplications must deliver real, measurable benefits to users.
2. Enhance transparency and perceived value
Users need to clearly understand what they gain from using the application.
3. Strengthen trust through reliability and security
Consistent performance and data protection are essential for long-term engagement.
4. Prioritize user satisfaction
Positive user experiences reinforce trust and loyalty over time.
For policymakers and public institutions, the study underscores that digital transformation success depends not only on technology adoption but also on building trust among users.
Academic Insight
Dani Surya Nazar of Universitas Negeri Padang emphasizes that “continued use of digital public service applications is primarily driven by functional benefits and perceived value, which ultimately build user trust.”
Author Profile
Universitas Negeri Padang
Expertise: Management, consumer behavior, digital technology
Abror
Expertise: Marketing management and user behavior
Both authors are affiliated with Universitas Negeri Padang and actively contribute to research on digital transformation, consumer trust, and technology adoption.
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