The Influence of Customer Value and E-Service Quality on the

Purchase Decision of Service Products Through PLN Mobile in

Medan Baru Customer Service Unit

Muhammad Yusuf Nasution

, Onan Marakali Siregar

and Muhammad Ardian

Department of Bussiness Administration, Faculty of Social and Political Science, Universitas Sumatera Utara, Indonesia

Department of Political Science, Faculty of Social and Political Science, Universitas Sumatera Utara, Indonesia

Keywords: Customer Value, E-service Quality, Purchase Decision.

Abstract: Technological developments in the internet sector make companies have to create online-based services in

order to improve service quality and consumer interest in making purchasing decisions. In the decision to

purchase electrical service products in the PLN Mobile application at the Medan Baru Customer Service Unit,

the realization which is less than optimal is also evidenced by the low desire of the public to use mobile PLN

as a medium for purchasing PLN services. This research is intended to analyze the influence of customer

value and e-service quality on purchasing decisions of service products through PLN Mobile on electricity

customers of Medan Baru rayon. The form of research used in this research is quantitative research with an

associative approach. Sampling was done through probability sampling technique and used 78 respondents as

samples. The primary data used in this study was obtained by distributing questionnaires directly to customers

and through google forms, while the secondary data was obtained through library research. The data analysis

method used is validity test, reliability test, classical assumption test, multiple linear regression analysis, and

hypothesis testing. The results of the research conducted indicate that the customer value variable (X1) has a

significant effect on purchasing decisions. The variable e-service quality (X2) also affects consumer

purchasing decisions. The variable customer value and e-service quality on purchasing decisions have a

simultaneous effect on the dependent variable, namely purchase decision (Y).

1 INTRODUCTION

In line with the development of technology,

communication and information along with the needs

of the community, every community as a consumer

needs the service role of a company or organization.

Innovation that triggers especially in the field of

service is essentially created to make it easier and

more comfortable for consumers to make transactions

via online. Advances in technology and the

increasingly advanced internet have made almost no

areas of human life unused, either exclusively or not.

With the development of globalization and the need

for rapid exchange of news, the role of technology

and the internet has become very important.

Telecommunication and internet technology has

brought various conveniences to people's lives.

The development of technology, especially in the

field of the internet, in the field of information

transmission, has no longer encountered obstacles,

which means that interaction and exchange of

information between humans has become easier,

especially with the internet, people can see and

understand current and future trends. Here the

internet is able to penetrate the boundaries of space

and time, besides that the internet can also penetrate

the dimensions of its use, for example in terms of

purchasing decisions. According to Kotler and

Armstrong (2016) define that purchasing decisions

are part of consumer behavior, namely the study of

how individuals, groups, and organizations choose,

buy, use and how goods, services, ideas to satisfy they

needs.

To Indonesia is one of the countries where the

development of internet usage is increasing very fast

from year to year. Considering that Indonesia is a

country that has a large population, technological

advances in the internet sector are welcomed by all

levels of Indonesian society. Factors that influence so

that the internet is growing so rapidly among the

community, namely with the development of

information so rapidly from year to year that makes

people have to follow these developments. The

Nasution, M., Siregar, O. and Ardian, M.

The Inﬂuence of Customer Value and E-service Quality on the Purchase Decision of Service Products Through PLN Mobile in Medan Baru Customer Service Unit.

DOI: 10.5220/0011928200003460

In Proceedings of the 4th International Conference on Social and Political Development (ICOSOP 2022) - Human Security and Agile Government, pages 463-470

ISBN: 978-989-758-618-7; ISSN: 2975-8300

 2023 by SCITEPRESS – Science and Technology Publications, Lda. Under CC license (CC BY-NC-ND 4.0)

463

existence of the internet is also able to increase sales

of products or services that have been offered by a

company and customers can provide an assessment of

the products or services they have purchased. The

existence of the internet makes companies able to

keep up with technological developments, especially

in the internet and create innovations in the form of

websites or websites in terms of e-service quality, as

is the case with one of the electricity companies,

namely PT PLN (Persero).

This company is engaged in the electricity sector

with a background in providing services to the public

as electricity users. Along with advances in

information technology and the internet, it can be said

that the standard of living of the community has

increased the public's need for PLN services. This is

done by PT. PLN (Persero) Branch of the Customer

Service Unit (ULP) Medan Baru as an institution that

provides electricity services to the community as

customers. The company located on Jl. Sei Batu

Gingging Ps. X, Merdeka, Kec. Medan Baru, Medan

City, North Sumatra 20154, Indonesia which has

mastered the business of managing electrical energy

sources without competition. The weakness of a

resource management company without competition

can prevent the company from working hard and

satisfying its customers. In fact, in practice, the

Company is forced to continuously improve the

quality of its services to the public in order to attract

people's purchase interest as consumers. The

company must optimize the form of service, both in

terms of facilities, procedures and employee

behavior.

PT. PLN (Persero) Medan Baru Customer Service

Unit always maintains the number of purchases of

electrical service products which of course is related

to customer value. This statement was also conveyed

by Tjiptono (2014), Marketing is closely related to

efforts to create and provide value to customer.

Simply put, customer value is determined by the

difference between the total profit and the total cost

to the customer. In the Medan Baru area itself, several

forms of PLN's new program, namely prepaid

electricity, can change customer behavior. Customers

who are used to paying monthly electricity bills now

have to change this habit, because in a prepaid

electricity system, customers pay a certain amount of

money or fees in advance to buy the electricity they

consume.

Technological developments PT. PLN (Persero)

in the Medan Baru area has implemented one of the

innovations to improve the quality of online-based

services. One form of innovation is the PLN Mobile

application as a form of e-service quality. According

to Jacobs, Chase, and Lummus (2014) e-service

quality is refined to evaluate the services that are

available through the internet. E-service quality is

defined as an extension of the power of a website to

provide certain buying and selling activities and

distribution effectively and efficiently. This

application is a PLN service application to customers

(Customer Self Service) after previously using Call

Center 123, Facebook, Twitter and PLN Web.

Through the PLN Mobile application, customers can

find various information ranging from payment of

electricity bills, electricity bills, token transactions, as

well as purchasing service products, both new

installations and additional electricity..

The first phenomenon that occurs is the growth of

customers in the Medan Baru area from year to year

has experienced a significant increase, but in the

realization of the PLN Mobile application itself, this

area always does not reach the target set for the UP3

Medan area, the reason behind this is the low desire

of people to use the PLN Mobile application. as a

medium for purchasing electrical service products.

This is also evidenced in table 1 regarding the list of

the number of downloaders for the PLN Mobile

application in the Medan Baru area in the period

December-January 2022:

Table 1: List of PLN Mobile Application Downloaders PT.

PLN UP3 Medan December-January 2022

Region Target Relazatio

Differenc

Medan Kota 412 427 +15

Medan Baru 419 352 -67

Medan Selatan 462 16 -446

Sunggal 213 289 +17

Medan Johor 193 624 +431

Deli Tua 275 100 -175

Based on the table, it can be seen PT. PLN

(Persero) UP3 Medan has set targets according to

their respective regions, for the Medan City area the

target set is 412 and the realization is 427 with an

increase of 15, the new Medan area the target has

been set at 419 and the realization is 352 with a

difference of 67 less than the target The target set for

the South Medan area is 462 and the realization is 16

with a difference of 446 less than the set target, the

Sunggal area the target has been set at 213 and the

realization is 289 with an increase in 17, the Medan

Johor area has the target set at 193 and the realization

is 624 with the difference increased by 431 and for

the Deli Tua area the target that has been set is 275

and the realization is 100 with a difference of less than

175. The area used as a research location is the Medan

ICOSOP 2022 - International Conference on Social and Political Development 4

464

Baru sub-district which in its realization can be said

to be less than optimal, this is evidenced by the many

customers who do not know there are applications

that make it easier for them to carry out all types of

purchase transactions and other service features, so

that the targets set by the center have not been

achieved by the Medan Baru area. Another thing

behind this research area is that Medan Baru is one of

the broadest sub-districts after Medan Kota compared

to other sub-districts in the city of Medan which are

in the status of achieving the targets set by PLN UP3

Medan, in addition to the lack of socialization and

forms of information provided by the parties. PT.

PLN (Persero) Medan Baru area regarding the

existence of an application that facilitates all forms of

purchasing electrical service products that were

previously based offline, are now online.

The presence of the PLN Mobile application has

many inputs and complaints that are found when

downloading the PLN Mobile application from the

play store or app store which indicates that the

application cannot be used optimally. Regarding the

performance of this application, there are still many

complaints and customer complaints. Many

complaints from the public as customers about this

application such as not loading pages quickly,

application performance is not as promised,

troubleshooting is not resolved quickly, the

application is not easy to use and some about the

appearance of the features offered by this application

are less attractive and regarding data security of

customer data, there are still many customers who do

not trust the security of their data in the application.

This has an impact on the decision to purchase service

products through the PLN Mobile application. Based

on the services described by the theory of many

experts, we can conclude that the services provided

by the PLN Mobile application are not fully

maximized and meet the need and desire of active

user of this application.

This research is a development research from

Bellezza's (2020) research which has similarities,

namely the customer value and e-service quality

variables on repurchase interest. The difference

between this research and previous research is in the

decision variable to purchase electrical service

products in the PLN Mobile application. In general,

previous literature such as Minggu et al (2020) on the

object of LP31 Jakarta Polytechnic Students, Prayogo

et al (2021) on the object of Tokopedia, Fendy

Maradita et al (2020) on the object of Perumda Water

Drinking Batulanteh Sumbawa Branch, Putri and

Patrika (2021) on the object of the Soco application

and Nurmanah and Nugroho, (2021) on the object of

Bukalapak which as a whole examines purchasing

decisions in the service sector private sector, another

reason for the selection of variables in this study is the

limited literature that raises the problem of

purchasing electrical service products on the PLN

Mobile application so that this can be a novelty in this

study.

With this phenomenon, the researcher intends to

do further research to find out how much customer

value and e-service quality are on purchasing

decisions through the PLN Mobile application. The

things above are the background for researchers to

conduct a study entitled "The Influence of Customer

Value, E-Service Quality on Service Product

Purchase Decisions Through PLN Mobile on

Electricity Customers Rayon PT. PLN (Persero)

Medan Baru Customer Service Unit”.

2 LITERATURE REVIEW

2.1 Customer Value

Determining the level of satisfaction from a purchase,

someone usually considers the value added of a

product or the ability of a service received from

purchasing a product or service relative to other

companies (Lupiyoadi, 2014). Customer value begins

with referrals from relevant companies, by

monitoring what they want and believe about what

they are getting from certain purchases and products

(Tjiptono, 2014).

According to Woodruff (Tjiptono, 2014), defining

customer value as a customer's perception and

evaluation preferences of product attributes,

performance attributes and results obtained from

product use facilitate (or hinder) the achievement of

client goals and objectives in use cases. Customer

value has a number of criteria. First, useful value.

That is, products and services are just tools to fulfill

customer needs and wants.

Perceived value is the difference between the

customer's assessment and all the benefits and costs

of a supply and its alternatives. The total utility from

the customer is the monetary value of the sum of the

economic benefits, functional and psychological

expectations that the customer expects from the

market offering derived from the product, service or

services, personnel, and image involved. Total

customer costs are a set of costs that are felt and

incurred by customers to evaluate, obtain, use, and

dispose of offers in the market, including monetary,

time, energy and psychological costs (Kotler and

Keller, 2009).

Sweeney and Soutar (Adam, 2015) describes

indicators of customer value including emotional

The Inﬂuence of Customer Value and E-service Quality on the Purchase Decision of Service Products Through PLN Mobile in Medan Baru

Customer Service Unit

465

value, social value, performance value and

price/value for money.

2.2 E-Service Quality

According to Santos (Yuananda, 2013) e-service

quality can be interpreted as an overall evaluation of

customers regarding the excellent quality of

electronic services provided to customers in the

online market.

E-service quality is the extent to which a website

can quickly and responsively assist customers in the

process of purchasing products or services and

delivering products or services Zeithaml (Yuananda,

2013), while according to Jacobs, Chase, and

Lummus (2014) e-service quality is refined to

evaluate the services that are already available over

the internet. E-service quality is defined as an

extension of the power of a website to provide certain

buying and selling activities and distribution

effectively and efficiently. According to Pearson

(Octavia, 2018) E-Service Quality is defined as a

meeting between consumer expectations without

direct interaction in a service that has been provided.

According Ladhari (Rahayu, 2018) describes

indicators of e-service quality including reliability,

responsiveness, privacy/security, information

quality/benefit, ease of use/usebility and web design.

2.3 Purchase Decision

Human life certainly cannot be separated from buying

and selling transactions. Before buying a product,

usually someone makes a purchase decision first.

According to Peter and Olson (2013) purchase

decision is an integration process that is used to

combine knowledge to evaluate two or more

alternative behaviors and choose one of them.

According to James F Engel et al (Effendi, 2016) said

that purchasing decisions are the result of the

continuation of what individuals do when faced with

certain conditions and alternatives to behave in

meeting their needs.

According to Kotler and Keller (2012), the

continuity of the purchase decision begins when the

buyer realizes there is a problem with the needs in his

life, here the buyer realizes that there is a difference

between the actual situation, the economic situation

and the desired state. A consumer who has shown

interest is then motivated to collect more information

so that he gets a collection of brands with different

functions (information search).

According Kotler and Keller (2012) describes

indicators of purchase decision including stability of

a product, habits in buying a product,

recommendations to others and repeat purchases.

Figure 1: Thinking Framework

: There is an effect of customer value on

purcahse decision service product through

PLN Mobile electricity customer rayon PT.

PLN (Persero) Medan Baru Customer Service

Unit.

: There is an effect of e-service quality on

purchase decision service product through

PLN Mobile electricity customer rayon PT.

PLN (Persero) Medan Baru Customer Service

Unit.

: There is an effect of customer value and e-

service quality on purchase decision service

product through PLN Mobile electricity

customer rayon PT. PLN (Persero) Medan

Baru Customer Service Unit.

3 METHOD

This research method used associative quantitative

methods to examine how a variable has a relationship

and effect on other variables. This study aims to

analyze the effect of customer value and e-service

quality on purchasing decisions through PLN Mobile

on electricity customers rayon PT. PLN (Persero)

Medan Baru Customer Service Unit. This research

was carried out on mobile PLN customers in the

Medan Baru District, Medan City, North Sumatra and

the time of the research was carried out in December

2021 to January 2022.

The population in this study were customers of

PT. PLN Medan Baru Customer Service Unit which

has downloaded the PLN Mobile application as of

January 19, 2022 with a total of 352 customers. with

probability sampling method and simple random

sampling technique, this study also uses the Slovin

formula with a percentage of 10% so as to obtain 78

samples in the study.

In this study, primary data was obtained by a

combination of distributing questionnaires directly to

electricity customers in the new Medan area and

through the google form. On the other hand,

Customer

Value (X

)

E-Service

Quality (X

)

Purchase

Decision (Y)

ICOSOP 2022 - International Conference on Social and Political Development 4

466

secondary data in this study were obtained from

expert opinions, books, and scientific works that are

relevant to the problem under study.

To test the research hypothesis using the

following linear regression equation:

𝑌= ∝+𝑏𝑋



+ 𝑏𝑋



Information:

Y = Purchase decision

∝ = Constant

b = The value of the regression coefficient of each

variable

= Customer value

= E-Service quality

4 RESULTS

4.1 Validity Test

The validity test is calculated using the product-

moment which can be seen from the Pearson

correlation; if rcount < rtable, item number is invalid.

On the other hand, if rcount > rtable, then the item is

valid. Its validity was tested using the Statistical

Package for the Social Science (SPSS). After the

rcount is obtained, it is compared with the rtable with

a 95% confidence level or = 0.05. The rtable value for

df(n-2) = 76 (78-2) is 0.222. If rcount > rtable, then

the item is declared valid, and if rcount < rtable, then

the item is declared invalid. The results of the validity

of each variable are as follows:

Table 2: Validity Test

Items

obtained

table

Conclusi

1 Custvalue_1 0,409 0,222 Vali

2 Custvalue

2 0,259 0,222 Vali

3 Custvalue_3 0,232 0,222 Vali

4 Custvalue

4 0,310 0,222 Vali

5 Custvalue_5 0,311 0,222 Vali

6 Custvalue

6 0,222 0,222 Vali

7 Custvalue

7 0,358 0,222 Vali

8 Custvalue_8 0,302 0,222 Vali

9 Custvalue

9 0,594 0,222 Vali

10 E-serqual_1 0,446 0,222 Vali

11 E-ser

ual

1 0,650 0,222 Vali

12 E-serqual_1 0,516 0,222 Vali

13 E-ser

ual

1 0,576 0,222 Vali

14 E-serqual_1 0,545 0,222 Vali

15 E-ser

ual

1 0,416 0,222 Vali

16 E-serqual_1 0,476 0,222 Vali

17 E-ser

ual

1 0,452 0,222 Vali

18 E-serqual_1 0,235 0,222 Vali

19 E-ser

ual

1 0,446 0,222 Vali

20 E-serqual_1 0,650 0,222 Vali

21 E-ser

ual

1 0,516 0,222 Vali

22 E-ser

ual

1 0,576 0,222 Vali

23 Prchdecs

1 0,449 0,222 Vali

24 Prchdecs

1 0,547 0,222 Vali

25 Prchdecs

1 0,423 0,222 Vali

26 Prchdecs

1 0,508 0,222 Vali

27 Prchdecs

1 0,629 0,222 Vali

28 Prchdecs

1 0,554 0,222 Vali

29 Prchdecs

1 0,568 0,222 Vali

30 Prchdecs

1 0,519 0,222 Vali

4.2 Reliability Test

A reliability test is needed to measure the consistency

of the measurement results from the questionnaire on

repeated use. Cronbach Alpha is the method used in

this study. Cronbach's Alpha is a measure of

reliability that has a value from zero (0) to one. If the

Cronbach Alpha result is greater than the significant

level of 60% or 0.6, the variable is reliable. However,

if the results of Cronbach Alpha are less than the

considerable level of 60% or 0.6, then the variable is

considered unreliable.

Table 3: Reliability test

No Variable

Cronbach’s

Alpha

Standard Conclusion

1 Customer Value 0,601 0,6 Reliable

E-Service

Quality

0,747 0,6

Reliable

Purchase

Decision

0,630 0,6

Reliable

4.3 Hypothesis Test

In this study, multiple linear regression analysis was

used to determine the effect of two independents (X1

and X2) on the influence variable (Y). Multiple linear

regression can be done if the classical assumptions

are sufficient, such as normality, multicollinearity,

and heteroscedasticity. The results of multiple linear

regression between the variable customer value (X1)

and 3-quality of service (X2) on purchasing decisions

(Y) can be described below in table 3.

Table 4: Partial Test (T-test)

Coefficients

Model

Unstandardized

Coefficients

g.B Std. Erro

1 (Constant) 2,353 2,032 1,158 ,09

Customer

Value

,182 ,136 2,597 ,23

The Inﬂuence of Customer Value and E-service Quality on the Purchase Decision of Service Products Through PLN Mobile in Medan Baru

Customer Service Unit

467

E-Service

Qualit

,719 225 4,232 ,00

a. Dependent Variable: Purchase Decision

Based on the results of the multiple linear

regression analysis in table 3, the resulting equation

model is as follows:

1. The test results for the customer value variable

(X1) on purchasing decisions (Y) obtained a

tcount value of 2,597, the tcount value is greater

than ttable, which is 1,992 (2.597 > 1.992) with

a significant value less than 0.05 (0.000 < 0.05).

and the regression coefficient is positive at 0.182.

then H1 is accepted.

2. The test results for the variable e-service quality

(X2) obtained a tcount value of 4.232, which

means the tcount value is greater than ttable,

which is 1,992 (4.232 > 1.992) with a significant

value smaller than 0.05 (0.000 <0.05) and the

regression coefficient is 0.719. This shows that

the variable e-service quality (X2) has a

significant effect on purchasing decisions (Y).

then H2 is accepted

Table 5: Simultaneous Test (F test)

ANOVA

Model

Sum of

uares d

Mean

uare F Si

1 Re

ression 472,495 2 236,247409,203 ,000

Residual 43,300 75 ,577

Total 515,79577

a. Dependent Variable: (Purchase Decision)

b. Predictors: (Constant, customer value, e-service

quality)

Based on the results of data processing in table 5

can be concluded that the Fcount value obtained is

409.203, which means that the fcount value is greater

than the Ftable value, which is 409.203> 3.11 or

based on the sig value. ie 0.000 < 0.05. The results

show that the independent variables, namely

customer value (X1) and e-service quality (X2) have

an equal (simultaneous) effect on the dependent

variable, namely purchasing decisions (Y).

Table 6 Coefficient of Determination Test (R

)

Model Summary

Model R R Square

Adjusted R

Square

Std. Error o

the Estimate

1 ,957

,916 ,914 ,75983

a. Predictors: (Constant), 5S work attitudes,

supervision

Based on the results of data processing in table 6

can be seen that the R value is 0.957 or 95.7%, where

this coefficient value shows the relationship between

customer value and e-service quality to purchasing

decisions is very close if the R value is close to 1, the

better. also the model. The value of the coefficient of

determination above shows that the customer value

variable (X1) and e-service quality (X2) can explain

the purchasing decision variable (Y). of 91.4% while

the remaining 8,6% is influenced by other variables

that are not explained in this study.

5 DISCUSSIONS

Customer value aims for consumer satisfaction when

buying a product or service that has been consumed.

Therefore, customer value is needed by a company,

especially at PT. PLN (Persero) Medan Baru

Customer Service Unit in order to improve the quality

of the company. Customer value is also very

important, especially in the level of customer

satisfaction where rational consumers will compare

benefits and costs. They buy a product if the benefits

are greater than the costs then they produce their own

satisfaction.

Based on the data that has been tested previously,

we can see that the statement on the customer value

variable (X1) and e-service quality (X2) on

purchasing decisions (Y) is valid and reliable so that

we can use it in this study. The most influential

indicator in this study is social value with

respondents' answers about PLN Mobile is an

application that facilitates the customer buying

process with a percentage of 62.82% and emotional

value with respondents' answers about I feel proud to

use the PLN application Mobile in purchase

transactions with a percentage of 62.81%.

The test results for the Customer Value variable

(X1) on purchasing decisions (Y) obtained a tcount

value of 2,597, the tcount value is greater than ttable,

which is 1,992 (2.597 > 1.992) with a significant

value less than 0.05 (0.000 < 0.05). ) and the

regression coefficient is positive at 0.182. This shows

that the customer value variable (X1) has a significant

effect on purchasing decisions (Y). In the following

results it can be concluded that H1 is accepted.

The results of this study are in accordance with

and are also in line with previous research by Minggu

et al (2020) entitled "The Influence of Customer

Value, Service Quality on Vocational-Based Campus

Education Selection Decisions" (Polytechnic LP31

Jakarta). The results of this study indicate that

customer value has a significant effect on student

college selection decisions, which means that the

relationship between the two is very strong.

E-Service Quality itself is needed by a company,

especially at PT. PLN (Persero) Medan Baru

Customer Service Unit such as reducing operational

ICOSOP 2022 - International Conference on Social and Political Development 4

468

costs, increasing productivity, and increasing the

profitability of a company. The existence of an

innovation in the form of an application launched by

the PLN makes it easier for consumers to carry out

the transaction process for purchasing electrical

service products. In this case, PT. PLN (Persero) is

able to improve the quality of electronic-based

services with the application.

Based on the data that has been tested previously,

we can see that the statement on the customer value

variable (X1) and e-service quality (X2) on

purchasing decisions (Y) is valid and reliable so that

we can use it in this study. ). The most influential

indicator in this study is responsiveness with

respondents' answers about I feel that the services in

the PLN Mobile application are fast in responding to

customer requests with a percentage of 62.82% and

reliability indicators with respondents' answers about

the PLN Mobile Application. can be trusted in the

decision process for purchasing service products

without coming to the PLN office with a percentage

of 62.81%.

Based on the test results for the e-Service quality

variable (X2), the tcount value is 4.232, which means

the tcount value is greater than ttable, which is 1,992

(4.232>1.992) with a significant value smaller than

0.05 (0.000<0.05). and the regression coefficient is

0.719. This shows that the variable e-service quality

(X2) has a significant effect on purchasing decisions

(Y). In the following results it can be concluded that

H2 is accepted.

The results of this study are consistent and in line

with previous research by Prayogo et al (2021) who

conducted a study entitled "The Influence of

Shopping Lifestyle, Sales Promotion and E-Service

Quality on Purchase Decisions of Tokopedia Users in

Jotangan Village, Mojokerto". Where the results of

this study indicate that e-service quality has a

significant influence on the purchasing decisions of

Tokopedia users in Jotangan village, Mojokerto.

Based on the results of the research exposure

above, we can see that customer value and e-service

quality have a significant effect on purchasing

decisions. Here we can see that the variables of

customer value (X1) and e-service quality (X2) are

related or in line with the decision to purchase service

products. As we know, if customer value and e-

service quality are positive, this will affect consumers

in determining purchasing decisions for a product.

Based on the results of the Determination test, it

shows that the Fcount value obtained is 409.203,

which means that the fcount value is greater than the

Ftable value, which is 409.203> 3.11 or based on the

sig value. ie 0.000 < 0.05. The results show that the

independent variables, namely customer value (X1)

and e-service quality (X2) have an equal

(simultaneous) effect on the dependent variable,

namely purchasing decisions (Y). And the

simultaneous test (Test F) shows that the value of r is

0.957 or 95.7%, where this coefficient value shows

the relationship between customer value and e-

service quality towards purchasing decisions which is

quite close if the R value is close to 1, the better. also

the model. The value of the coefficient of

determination above shows that the customer value

variable (X1) and e-service quality (X2) can explain

the purchasing decision variable (Y). of 91.4% while

the remaining 8.6% is influenced by other variables

that are not explained in this study. In the following

results it can be concluded that H3 is accepted.

6 CONCLUSIONS

Based on the results and discussion of the customer

value variable (X1) has a positive and partially

significant effect on purchasing decisions. The higher

the customer value for service, especially in the

features of the PLN Mobile application carried out by

PLN, it will influence consumers to make purchasing

decisions.

The variable e-service quality (X2) has a positive

and partially significant effect on consumer

purchasing decisions. This shows that e-service

quality affects consumer purchasing decisions for

PLN Mobile.

The independent variables, namely customer

value (X1) and e-service quality (X2) have an equal

(simultaneous) effect on the dependent variable,

namely Purchase Decision (Y). The results of the

correlation coefficient value show that the

relationship between customer value (X1) and e-

service quality (X2) on purchasing decisions is very

close, if the R value is close to 1, the better the model

will be. The value of the coefficient of determination

above shows that the customer value variable (X1)

and e-service quality (X2) can explain the purchase

decision variable.

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