Skripsi

EVALUASI PENGGUNAAN APLIKASI SOCIAL CRM BERBASIS MOBILE DALAM MENINGKATKAN CUSTOMER ENGAGEMENT

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The implementation of Social Customer Relationship Management (Social CRM) on mobile platforms holds significant potential for enhancing interaction between companies and customers. However, in practice, it still faces various obstacles, such as delayed responses and limited interactive features, which can hinder the effectiveness of two-way communication. This study aims to evaluate the effectiveness of Social CRM features in the PLN Mobile application in increasing customer engagement, as well as to identify the weaknesses in this digital service. A quantitative approach with an explanatory survey method was employed. Primary data were collected through an online questionnaire from 400 active PLN Mobile users selected through purposive sampling. Data analysis was conducted using the SEM-PLS method with SmartPLS software, based on the DeLone and McLean Information System Success Model. The results indicate that the usage variable is the most dominant factor in shaping customer engagement, with an f-square value of 0,852. Conversely, the user satisfaction variable has a very weak predictive power (R² = 5.2%) and is not significantly influenced by the frequency of use or technical system quality. Furthermore, service quality is proven to be a variable that consistently enhances interaction intensity while also creating customer emotional satisfaction. This study concludes that high customer interaction in public utility applications is driven more by the need for operational problem-solving than by the level of user emotional satisfaction.

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Detail Information

Series Title

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Call Number

T1959662026

Publisher

Indralaya : Prodi Sistem Informasi, Fakultas Ilmu Komputer Universitas Sriwijaya., 2026

Collation

ix, 57 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.812 07

Content Type

Text

Media Type

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Carrier Type

-

Edition

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Subject(s)

Prodi Sistem Informasi
Social CRM

Specific Detail Info

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Statement of Responsibility

TUTI

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