THE INFLUENCE OF MARKETING MIX STRATEGY AND SERVICE QUALITY ON CUSTOMER DECISIONS IN THE ELECTRICITY POWER UPGRADE PROGRAM WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE AT PLN UP3 SOFIFI

Didit Sujatmoko; Hadiah Fitriyah

doi:10.61796/jaide.v2i2.1489

Authors

Didit Sujatmoko Muhammadiyah University of Sidoarjo, Indonesia
Hadiah Fitriyah
hadiah@umsida.ac.id
Muhammadiyah University of Sidoarjo, Indonesia

Vol. 2 No. 2 (2025): Journal of Artificial Intelligence and Digital Economy

Articles

February 28, 2025

Downloads

View Article

Abstract
How to Cite
Metrics
References
License

Objective: This study investigates the influence of marketing mix strategy and service quality on customer decisions to participate in the electricity capacity upgrade program at PLN UP3 Sofifi, with customer satisfaction serving as a mediating variable. Method: A quantitative research design was employed using a survey of 100 PLN customers. Data were analyzed through Structural Equation Modeling–Partial Least Squares (SEM-PLS) to assess both direct and indirect relationships among variables. Results: Findings indicate that marketing mix strategy and service quality significantly and positively affect customer decisions, both directly and indirectly through customer satisfaction. Effective marketing strategies—comprising appropriate product offerings, competitive pricing, engaging promotions, and accessible service locations—enhance satisfaction and decision-making. Similarly, service quality dimensions such as reliability, responsiveness, assurance, empathy, and tangibility contribute positively to these outcomes. Novelty: This study provides empirical evidence on how customer satisfaction mediates the relationship between marketing strategy and service quality in the context of public utility services, offering practical insights for PLN in optimizing marketing efforts and service delivery to increase customer participation in capacity upgrade programs.

Sujatmoko, D., & Fitriyah, H. (2025). THE INFLUENCE OF MARKETING MIX STRATEGY AND SERVICE QUALITY ON CUSTOMER DECISIONS IN THE ELECTRICITY POWER UPGRADE PROGRAM WITH CUSTOMER SATISFACTION AS AN INTERVENING VARIABLE AT PLN UP3 SOFIFI. Journal of Artificial Intelligence and Digital Economy, 2(2), 135–150. https://doi.org/10.61796/jaide.v2i2.1489

Download Citation

W. Strielkowski, L. Civín, E. Tarkhanova, M. Tvaronavičienė, and Y. Petrenko, “Renewable energy in the sustainable development of electrical power sector: A review,” Energies, vol. 14, no. 24, p. 8240, 2021.

A. Prahendratno, A. Pangarso, A. Siswanto, Z. Setiawan, S. Sepriano, M. Munizu, et al., Manajemen Sumber Daya Manusia: Kumpulan Teori & Contoh Penerapannya. Jambi, Indonesia: PT Sonpedia Publishing Indonesia, 2023.

D. K. Sawlani, M. Se, I. G. So, S. Se, M. B. A. Asnan Furinto, and I. M. Hamsal, Competitive Advantage: e-CRM, Project Innovation, Project Organizational Culture, Dynamic Capabilities. Surabaya, Indonesia: Scopindo Media Pustaka, 2021.

N. B. Tubagus, “Business model analysis of PT. Radio Suara Gontor FM (Suargo FM) as a boarding school-based radio in the era of convergence,” Sahafa J. Islamic Commun., vol. 7, no. 2, pp. 179–195, 2024.

C. Grönroos, “On value and value creation in service: a management perspective,” J. Creating Value, vol. 3, no. 2, pp. 125–141, 2017.

M. S. Iswahyudi, D. Haryadi, S. Napisah, A. D. Subagja, E. Waty, A. Firdaus, et al., Manajemen Pengembangan Bisnis: Teori dan Panduan Komprehensif. Jambi, Indonesia: PT Sonpedia Publishing Indonesia, 2023.

Y. I. Ramadhan, “Analisis strategi pemasaran produk layanan listrik prabayar PT. PLN ULP Kalasan,” Ph.D. dissertation, Univ. Islam Indonesia, Yogyakarta, Indonesia, 2024.

P. Kotler and K. L. Keller, Manajemen Pemasaran, 12th ed., vol. 1–2. Jakarta, Indonesia: PT Indeks, 2016.

R. Simanjuntak, S. Helmi, and M. Gunarto, “Peranan kualitas layanan pada aplikasi PLN Mobile dan harga terhadap kepuasan pelanggan di PT. PLN (Persero) UP3 Palembang ULP Rivai,” Velocity: J. Sharia Finance Bank., vol. 4, no. 2, pp. 89–107, 2024.

Kotler, P., & Armstrong, G., Principles of Marketing, 16th ed., Pearson, 2016.

A. S. Bharmawan and N. Hanif, Manajemen pemasaran jasa: strategi, mengukur kepuasan dan loyalitas pelanggan. Surabaya, Indonesia: Scopindo Media Pustaka, 2022.

A. Yusfin, T. Abduh, and H. Abubakar, “Pengaruh bauran pemasaran terhadap peningkatan penjuallan tenaga listrik pada PT PLN (Persero) Unit Pelaksana Pelayanan Pelanggan Pinrang,” Indonesian J. Business and Management, vol. 3, no. 2460-3767, pp. 115–120, 2021.

P. Simanihuruk and F. A. B. Tarigan, “Pengaruh pemasaran digital dan kualitas pelayanan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening pada Hotel Grand Orri Berastagi,” J. Manajemen dan Bisnis, pp. 186–209, 2024.

Sugiyono, Metode Penelitian Pendidikan. Bandung, Indonesia: Alfabeta, 2019.

Sugiyono, Metode Penelitian Administrasi. Bandung, Indonesia: Alfabeta, 2021.

I. Ghozali, Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25, 9th ed. Semarang, Indonesia: Badan Penerbit Universitas Diponegoro, 2018.

A. Parasuraman, V. A. Zeithaml, and L. L. Berry, “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality,” J. Retailing, vol. 64, no. 1, pp. 12–40, 1988. (tambahan, karena Anda sitasi Parasuraman)

I. O. Putra, E. Eliyusnadi, and A. Khairi, “Pengaruh kualitas pelayanan terhadap loyalitas pelanggan melalui kepuasan sebagai variabel intervening pada pengguna jasa transportasi PO. Safa Marwa Sungai Penuh,” J. Adm. Nusantara Maha, vol. 4, no. 10, pp. 105–112, 2022.

B. K. Manihuruk, “Analisis kualitas produk dan promosi terhadap loyalitas pelanggan dengan kepuasan sebagai variabel intervening pada PT Shopee Indonesia,” J. Business and Management, vol. 1, no. 1, pp. 11–23, 2023.