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Abstract

This study aims to analyze the factors that influence the adoption of E-CRM applications in improving sales performance at PT PLN (Persero). This study uses an integrative approach between the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to identify factors that influence salespeople’s intention to use the system. The research method used is quantitative, and data analysis was carried out using the Partial Least Square Structural Equation Modeling (PLS-SEM) method. The results show that all proposed hypotheses are significantly accepted. Variables such as system adaptability, information quality, format quality, and ease of navigation influence the perception of ease and effectiveness of system use, which in turn influence perceived usefulness and behavioral intention. The main findings indicate that effort expectancy is the most dominant factor influencing intention to use, followed by performance expectancy, perceived enjoyment, and perceived usefulness. This study confirms that the success of E-CRM implementation depends not only on system quality but also on user perceptions of ease, usefulness, and user experience. The research results are expected to be the basis for developing strategies to increase E-CRM adoption to encourage more optimal sales performance in the PLN environment.

Keywords

E-CRM Technology Acceptance Model UTAUT Model Technological Adoption Sales Performance

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How to Cite
Kuswara, D. W., & Ratnasari, V. (2026). Sales Performance Improvement Strategy Through the Technology Adoption of E -CRM Applications. Golden Ratio of Marketing and Applied Psychology of Business, 6(2), 609–616. https://doi.org/10.52970/grmapb.v6i2.2212
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