Analysis of Promotion and Service Quality on Customer Satisfaction of the State Electricity Company (PT. PLN (Persero) Customer Service Unit of Teluk Betung Sub-District, Bandar Lampung City, Lampung Province, Indonesia

Abstract

Promotion and Electronic Service Quality are important elements in achieving customer satisfaction. The purpose of this study was to analyze the impact of promotion and electronic service quality on customer satisfaction both individually and simultaneously. The population studied was customers of PT PLN ULP Teluk Betung who had used the PLN Mobile Application, with a total of 32,632 people. The sample selection technique used the cluster random sampling method with a total of 380 respondents, calculated using the Krejcie & Morgan formula. The results showed that: (1) promotion has a significant effect on customer satisfaction, (2) electronic service quality variables also have a significant effect on customer satisfaction, (3) simultaneous tests show that promotion and electronic service quality together have a significant effect on customer satisfaction. With the results of this study, PT PLN ULP Teluk Betung can evaluate promotional strategies and improve the quality of services provided to customers to increase their satisfaction. It is recommended to PT PLN ULP Teluk Betung to continue to improve promotions by distributing at various points and also making updates to the application to improve the quality of services provided.