Pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan serta Dampaknya pada Loyalitas Pelanggan Aplikasi PLN Mobile  di PT. PLN (Persero) ULP Rivai

Angga Permana; Muhammad Wadud

doi:10.32493/drb.v8i6.53100

Authors

Angga Permana Fakultas Ekonomi, Program Studi Magister Manajemen, Universitas Indo Global Mandiri
Muhammad Wadud Fakultas Ekonomi, Program Studi Magister Manajemen, Universitas Indo Global Mandiri

DOI:

https://doi.org/10.32493/drb.v8i6.53100

Keywords:

Kualitas Layanan; Citra Merek; Kepuasan Pelanggan; Loyalitas Pelanggan

Abstract

Transformasi digital menuntut perusahaan mampu memenuhi kebutuhan konsumen melalui layanan berbasis teknologi. Penelitian ini bertujuan menganalisis pengaruh Kualitas Layanan dan Citra Merek terhadap Kepuasan Pelanggan serta implikasinya terhadap Loyalitas Pelanggan pada pengguna aplikasi PLN Mobile di PT. PLN (Persero) ULP Rivai. Penelitian menggunakan pendekatan kuantitatif dengan menyebarkan kuesioner berskala ordinal kepada 200 pelanggan aktif. Analisis data dilakukan dengan Structural Equation Modeling Partial least Square (SEM-PLS) menggunakan SmartPLS 3.2. Hasil penelitian menunjukkan Kualitas Layanan dan Citra Merek berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, sedangkan Kepuasan Pelanggan memediasi secara signifikan hubungan tersebut terhadap Loyalitas Pelanggan. Temuan ini menegaskan pentingnya peningkatan kualitas layanan dan penguatan citra merek untuk menciptakan kepuasan yang berdampak pada loyalitas. Implikasi praktis penelitian ini adalah perlunya PT. PLN (Persero) ULP Rivai memperkuat inovasi dan pengalaman pengguna dalam aplikasi PLN Mobile agar pelanggan semakin puas dan terus menggunakan layanan digital.

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