Digitalisasi Layanan Publik: Peran Biller dan Literasi Digital dalam Mengakselerasi Transaksi Aplikasi PLN Mobile
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Transformasi digital pelayanan publik menjadi agenda penting bagi instansi pemerintah dan BUMN, namun implementasinya masih menghadapi tantangan adopsi, terutama pada masyarakat dengan tingkat literasi digital yang beragam. Penelitian ini bertujuan menganalisis pemanfaatan biller sebagai media sosialisasi serta menguji peran moderasi literasi digital pelanggan terhadap peningkatan transaksi PLN Mobile di PT PLN (Persero) UP3 Bima. Penelitian menggunakan metode campuran (mixed methods) dengan desain sekuensial eksploratori. Tahap kualitatif dilakukan melalui wawancara mendalam terhadap 15 informan yang terdiri atas unsur manajemen PLN, biller, dan pelanggan, disertai observasi partisipatif dan dokumentasi. Tahap kuantitatif melibatkan 150 responden melalui penyebaran kuesioner yang dianalisis menggunakan Structural Equation Modeling–Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa biller berperan strategis sebagai agen perubahan (agent of change) dalam menjembatani hambatan teknis dan psikologis pelanggan melalui interaksi personal. Secara kuantitatif, pemanfaatan biller berpengaruh positif dan signifikan terhadap peningkatan transaksi PLN Mobile (β=0,345; p<0,001). Literasi digital terbukti memoderasi hubungan tersebut secara negatif (β=−0,183; p<0,001), yang menunjukkan bahwa peran biller semakin penting bagi pelanggan dengan literasi digital rendah, tetapi cenderung melemah pada pelanggan dengan literasi digital tinggi. Temuan ini menegaskan bahwa keberhasilan transformasi digital pelayanan publik tidak hanya bergantung pada teknologi, tetapi juga membutuhkan strategi hibrida melalui pendampingan manusia yang inklusif untuk mengatasi kesenjangan digital serta memperkuat model human-mediated technology adoption.
Digital Transformation of Public Services: The Role of Billers and Digital Literacy in Accelerating PLN Mobile Application Transactions
Abstract
Digital transformation in public services has become an important agenda for government institutions and state-owned enterprises. However, its implementation continues to face adoption challenges, particularly among communities with varying levels of digital literacy. This study aims to analyze the utilization of billers as a medium for socialization and to examine the moderating role of customers’ digital literacy in increasing PLN Mobile transactions at PT PLN (Persero) UP3 Bima. The study employed a mixed-methods approach using an exploratory sequential design. The qualitative phase involved in-depth interviews with 15 informants representing PLN management, billers, and customers, supported by participatory observation and documentation. The quantitative phase involved 150 respondents through questionnaire distribution, with the data analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The findings indicate that billers play a strategic role as agents of change by bridging customers’ technical and psychological barriers through personal interaction. Quantitatively, biller utilization has a positive and significant effect on increasing PLN Mobile transactions (β = 0.345; p < 0.001). Digital literacy was also found to negatively moderate this relationship (β = −0.183; p < 0.001), indicating that the role of billers becomes increasingly important for customers with low digital literacy, while its influence tends to weaken among customers with higher levels of digital literacy. These findings emphasize that successful digital transformation in public services depends not only on technological infrastructure but also on hybrid strategies involving inclusive human assistance to address the digital divide and strengthen the development of a human-mediated technology adoption model.
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