Study on the Usage Behavior of PLN Mobile Application using UTAUT 2 Model among PLN Customers in North Sulawesi, Central Sulawesi, and Gorontalo

The objective of this research is to analyze the factors affecting consumer behavior in Indonesia regarding the utilization of the PLN Mobile Application within the PLN Distribution Unit located in North Sulawesi, Central Sulawesi, and Gorontalo, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) model. The selection of this model was based on its recent relevance to the adoption of the PLN Mobile Application. This research falls under the quantitative category. Sampling is performed using a non-probability sampling method known as purposive sampling. This research involve 385 PLN Suluttenggo customers as respondents. The data analysis technique in this research used Partial Least Square Structural Equation Model (PLS-SEM) utilizing SmartPLS software version 3.2.9. The outcomes of the research indicate that there are five variables in the UTAUT 2 model that have a positive and significant influence on behavioral intention to use the PLN Mobile application, from the highest to the lowest respectively are price value, habit, social influence, hedonic motivation, and performance expectancy. Meanwhile, there are three factors that positively and significantly influence on usage behavior, namely behavioral intention, facilitating conditions, and habit. Hence, companies can utilize this model to enhance customers behavioral intentions and usage of the PLN Mobile application by taking these factors into consideration.