Abstract
This study aims to reveal the influence of user experience (UX) quality on purchasing decisions in the PLN Mobile application. Using a quantitative approach, this study analyzes data obtained from 97 active users of PLN Mobile. Data was collected through questionnaires distributed to users who met the criteria of having previously made transactions in the application. The sampling technique used was purposive sampling. The results of simple linear regression analysis show a very significant and positive relationship between the UX variable and purchasing decisions. It was found that 72.1% of the variation in purchasing decisions can be explained by the UX variable. This finding indicates that the better the user experience, the more likely users are to make purchases through the PLN Mobile application. Thus, this study emphasizes the importance of the role of UX in driving purchasing decisions in public service applications such as PLN Mobile. By taking PLN Mobile as the subject of the study, this study provides a new perspective on the importance of UX in the context of public service applications.
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