The digital transformation in the public service sector has prompted government institutions to manage communication strategically to build strong relationships with service users. This study aims to analyze the influence of integrated marketing communication (IMC) elements on customer loyalty toward the PLN Mobile application by examining the mediating roles of customer engagement and customer trust. The research employed a quantitative approach using a survey method involving active users of the PLN Mobile application. Data was collected from 400 respondents through convenience sampling and analyzed using structural equation modeling (SEM) with SmartPLS software. The findings indicate that all proposed hypotheses are supported, demonstrating that IMC elements have a positive and significant effect on both customer engagement and customer trust. Furthermore, customer engagement and customer trust are confirmed as significant mediating variables in the relationship between IMC and customer loyalty.
