Analisis Strategi Komunikasi Digital dalam Melayani Pelanggan melalui Aplikasi PLN Mobile di PT PLN (Persero) UP3 Palembang
DOI:
https://doi.org/10.38035/jim.v4i5.1426Keywords:
Strategi Komunikasi Digital, Aplikasi PLN Mobile, Layanan PelangganAbstract
Aplikasi layanan digital menjadi sarana strategis dalam menjawab kebutuhan komunikasi pelanggan yang cepat, tepat, dan efisien. Penelitian ini bertujuan untuk menganalisis strategi komunikasi digital yang diterapkan oleh PT PLN (Persero) UP3 Palembang melalui aplikasi PLN Mobile dalam upaya meningkatkan kualitas pelayanan kepada pelanggan. Metode yang digunakan adalah pendekatan kualitatif dengan teknik pengumpulan data melalui wawancara mendalam, observasi, dan dokumentasi terhadap pejabat struktural dan fungsional pelaksana di PT PLN (Persero) UP3 Palembang. Hasil penelitian menunjukkan bahwa strategi komunikasi digital yang dijalankan mencakup penyampaian informasi secara real time, respon cepat terhadap keluhan pelanggan, dan peningkatan interaktivitas antara perusahaan dan pelanggan. Meskipun aplikasi PLN Mobile telah mampu memberikan kemudahan akses informasi dan layanan, masih terdapat kendala teknis serta keterbatasan literasi digital pada sebagian pelanggan. Kesimpulan dari penelitian ini menunjukkan bahwa pemanfaatan komunikasi digital melalui aplikasi PLN Mobile merupakan langkah strategis yang efektif dalam meningkatkan layanan pelanggan, namun masih diperlukan optimalisasi dalam aspek serta pengembangan fitur layanan untuk mencapai tingkat kepuasan pelanggan yang lebih maksimal.
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