Analisis Faktor-Faktor yang Mempengaruhi Kepuasan Pelanggan dan Keputusan Pembelian Tenaga Listrik Pada PT.PLN (Persero) Jawa Bali

Abstract

The purpose of this study is to analyze the factors that influence customer satisfaction and PT PLN (Persero)'s electricity purchase decision in Java, Bali. This study used a sample of PT PLN (Persero) electricity customers in Java and Bali, using a questionnaire of 70 respondents.  This study uses linear regression analysis method with data processing through SPSS Statistics, using variables X1 product, X2 price, X3 distribution channel, X4 promotion, X5 service quality as independent, intervenning and dependent variables. The findings of this study, namely first; price and service quality have a significant effect on customer satisfaction, second; Distribution channels and customer satisfaction have a significant influence on PT PLN (Persero)'s electricity purchasing decisions in Java, Bali, and third; together products, prices, distribution channels, promotions, and service quality affect customer satisfaction, and customer satisfaction affects PT PLN (Persero)'s electricity purchase decisions in Java, Bali. The novelty of this study is the model of the relationship of variable promotion of saving electricity use with customer satisfaction and purchasing decisions. The implications of this research are expected to contribute to electricity management and practitioners in achieving customer satisfaction and PT PLN (Persero)'s electricity purchase decisions in Java, Bali, and can be a reference for future research and company management to be considered for its application.