The Role of Digital Marketing in Mediating the Effect of E-Service Quality on E-Satisfaction Among Users of the PLN Mobile App at PT. PLN UP3 Pematang Siantar
Keywords:
E-satisfaction, E-service Quality, Digital MarketingAbstract
This study aims to analyze the role of digital marketing in mediating the effect of e-service quality on e-satisfaction among users of the PLN Mobile app at PT PLN UP3 Pematang Siantar. This study employs a quantitative approach using primary data collected via a questionnaire administered to 220 users of the PLN Mobile app. Data analysis was conducted using the Partial Least Squares method with SmartPLS. The research variables consist of e-service quality as the independent variable, digital marketing as the mediating variable, and e-satisfaction as the dependent variable. The results of the outer model test indicate that all indicators are valid with outer loading values above 0.70. The Cronbach’s Alpha and Composite Reliability values for all constructs are also above 0.70; the research instrument is deemed reliable. The R-square results indicate that e-service quality explains 18.4 percent of the variance in digital marketing, while e-service quality and digital marketing together explain 52 percent of the variance in e-satisfaction. Hypothesis testing results show that e-service quality has a positive and significant effect on e-satisfaction with a t-statistic of 3.185 and a p-value of 0.002. E-service quality also has a positive and significant effect on digital marketing with a t-statistic of 7.737 and a p-value of 0.000. Digital marketing has a positive and significant effect on e-satisfaction with a t-statistic of 14.031 and a p-value of 0.000. Furthermore, digital marketing was found to mediate the effect of e-service quality on e-satisfaction, with a t-statistic of 6.630 and a p-value of 0.000. This study indicates that improving the quality of electronic services must be supported by effective digital marketing to enhance user satisfaction with the PLN Mobile app.
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