Analisis dan Optimasi Strategi Pemasaran Terhadap Keputusan Pembelian Layanan Tambah Daya Listrik di PT. PLN (Persero) ULP Abepura
Authors
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Mohammad Farizki Widodo
Institut Teknologi PLN
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Tri Wahyu Adi
Institut Teknologi PLN
DOI:
https://doi.org/10.36312/jar.v5i3.5673Keywords:
Strategi Pemasaran, Digital Marketing, Kualitas Pelayanan, Kepuasan Pelanggan, Keputusan PembelianAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh strategi pemasaran, digital marketing, kualitas pelayanan, dan persepsi harga terhadap keputusan pembelian layanan tambah daya listrik dengan mempertimbangkan peran kepercayaan dan kepuasan pelanggan sebagai variabel intervening. Penelitian dilakukan menggunakan pendekatan kuantitatif melalui metode survei terhadap 351 pelanggan PT.PLN (Persero) ULP Abepura. Data penelitian diperoleh melalui penyebaran kuesioner dan dianalisis menggunakan metode Structural Equation Modeling berbasis Partial Least Squares (PLS-SEM). Hasil penelitian menunjukkan bahwa strategi pemasaran dan digital marketing berkontribusi dalam meningkatkan kepercayaan pelanggan. Selain itu, kualitas pelayanan dan persepsi harga terbukti mampu meningkatkan kepuasan pelanggan. Penelitian ini juga menemukan bahwa kepercayaan pelanggan dan kepuasan pelanggan memiliki peran penting dalam mendorong keputusan pembelian layanan tambah daya listrik. Di antara seluruh variabel yang diteliti, kepuasan pelanggan menjadi faktor yang paling dominan dalam memengaruhi keputusan pembelian. Temuan penelitian ini menunjukkan bahwa peningkatan kualitas pelayanan, optimalisasi pemasaran digital, transparansi biaya, serta penguatan kepercayaan pelanggan perlu menjadi prioritas dalam upaya meningkatkan penggunaan layanan tambah daya listrik.
This study aims to analyze the influence of marketing strategy, digital marketing, service quality, and price perception on purchasing decisions for electricity capacity upgrade services by considering the mediating roles of customer trust and customer satisfaction. The research employed a quantitative approach using a survey method involving 351 customers of PT.PLN (Persero) ULP Abepura. Data were collected through questionnaires and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results indicate that marketing strategy and digital marketing contribute to strengthening customer trust. Furthermore, service quality and price perception have been proven to enhance customer satisfaction. The findings also reveal that customer trust and customer satisfaction play important roles in encouraging purchasing decisions for electricity capacity upgrade services. Among all variables examined, customer satisfaction emerged as the most influential factor affecting purchasing decisions. These findings suggest that improving service quality, optimizing digital marketing activities, enhancing cost transparency, and strengthening customer trust should become strategic priorities to increase the utilization of electricity capacity upgrade services.
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Copyright (c) 2026 Mohammad Farizki Widodo, Tri Wahyu Adi
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