Research Paper
Year: 2022 | Month: April | Volume: 9 | Issue: 4 | Pages: 412-418
DOI: https://doi.org/10.52403/ijrr.20220451
Decision-Making Marketing Strategy for Improving PLN Mobile Application Users PT. PLN (Persero) (UP3) Tanjung Karang
Appin Purisky Redaputri1, Yulisa Puspita Rini2
Faculty of Economics and Business, University of Bandar Lampung
Jl. Zainal Abidin Pagar Alam No. 26, Labuhan Ratu, Kedaton, 35142, Bandar Lampung, Lampung.
Corresponding Author: Appin Purisky Redaputri
ABSTRACT
It can be seen based on existing data that the use of the PLN Mobile application is not maximal among the public; therefore, it is necessary to do the right marketing strategy to maximize the use of the PLN Mobile application at PT. PLN (Persero) UP3 Tanjung Karang considering that technology is getting more advanced from time to time. Soft System Methodology (SSM) and Analytical Hierarchy Process (AHP) are the methods used in this study with a descriptive analysis design through a qualitative approach. The factors that can maximize the increase in PLN Mobile application users are three sub-criteria from internal factors, namely Promotion, Application Infrastructure Improvement, HR, then three sub-criteria from external factors, namely Accessibility, Environmental Change, Public Relations and, four alternatives, namely Collaborating with influencers. (A person to influence decisions to others), Advertising (Making advertising in electronic media or mass media), Improving promotional programs and socializing the use of the PLN Mobile application. The most prioritized alternative for increasing PLN Mobile application users is to socialize the use of the PLN Mobile application to the public.
Keywords: User Increase, Decision Making, PLN Mobile Application, Analytical Hierarchy Process (AHP).
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