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

Pengaruh Strategi Marketing Mix dan Kualitas Pelayanan terhadap Keputusan Pelanggan dalam Program Tambah Daya dengan Kepuasan Pelanggan sebagai Variabel Intervening pada PLN UP3 Sofifi

Abstract

This study aims to examine the effect 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 as a mediating variable. The research employed a quantitative approach using a survey method with 100 PLN customers as respondents. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS). The results reveal that both marketing mix strategy and service quality have a significant positive effect on customer decisions, either directly or indirectly through customer satisfaction. Marketing strategies such as appropriate products, affordable prices, attractive promotions, and accessible service locations significantly increase customer satisfaction and decisions. Likewise, service quality dimensions including reliability, responsiveness, assurance, empathy, and tangible aspects contribute positively to customer satisfaction and decisions. Customer satisfaction plays an important role as a mediator that strengthens the influence of marketing strategies and service quality on customer decisions. This study confirms that improving marketing strategies and delivering high-quality services directly enhance customer satisfaction and ultimately encourage customer decisions to participate in PLN’s capacity upgrade program.