Digital Trust in Mediating the Effect of User-Friendliness Among Users of the PLN Mobile App at PT. PLN UP3 North Banten
Keywords:
User-Friendliness, Digital Trust, Digital LoyaltyAbstract
This study aims to analyze the role of digital trust in mediating the influence of user convenience on the digital loyalty of PLN Mobile app users at PT PLN UP3 Banten Utara. This study employs a quantitative approach using a survey method. Primary data was collected through a questionnaire administered to 220 customers who had downloaded and actively used the PLN Mobile app for at least the past three months. The sampling technique used was purposive sampling, while data analysis was conducted using the Partial Least Squares method with SmartPLS. The validity test results showed that all indicators had outer loading values above 0.60, thus being deemed valid. The reliability test results showed Cronbach’s Alpha and Composite Reliability values above 0.70, so all instruments were deemed reliable. The R-Square value indicates that user-friendliness explains 16.6 percent of digital trust, while user-friendliness and digital trust together explain 48.2 percent of digital loyalty. The results of the hypothesis testing indicate that user-friendliness has a positive and significant effect on digital loyalty with a t-statistic of 2.387 and a p-value of 0.017. User-friendliness also has a positive and significant effect on digital trust, with a t-statistic of 8.608 and a p-value of 0.000. Digital trust has a positive and significant effect on digital loyalty with a t-statistic of 11.648 and a p-value of 0.000. Additionally, digital trust was found to mediate the effect of user convenience on digital loyalty with a t-statistic of 6.465 and a p-value of 0.000.
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