Pengaruh Kualitas Produk dan Promosi terhadap Kepuasan Pelanggan dengan Kepercayaan Pelanggan Sebagai Variabel Mediator pada Layanan Pascabayar di PLN UP3 Ogan Ilir ULP Indralaya
DOI:
https://doi.org/10.32493/drb.v9i1.56659Keywords:
Kualitas Produk; Promosi; Kepuasan Pelanggan; Kepercayaan.Abstract
Penelitian ini bertujuan untuk mengkaji pengaruh kualitas produk dan promosi terhadap kepuasan pelanggan dengan kepercayaan pelanggan sebagai variabel mediasi. Studi dilakukan pada pelanggan layanan pascabayar PLN UP3 Ogan Ilir ULP Indralaya, dengan latar belakang tingginya keluhan pelanggan terkait tagihan, keterlambatan informasi, dan kurangnya pemahaman manfaat layanan, meskipun kualitas dan promosi telah ditingkatkan. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik analisis Partial Least Square Structural Equation Modeling (PLS-SEM). Data diperoleh melalui kuesioner yang disebarkan kepada 131 responden, menggunakan sampel acak (Random Sampling). Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap kepercayaan dan kepuasan pelanggan. Promosi juga berpengaruh positif terhadap kepercayaan, namun dampak langsungnya terhadap kepuasan pelanggan relatif lemah. Kepercayaan pelanggan terbukti memiliki pengaruh positif terhadap kepuasan dan berperan sebagai mediator dalam hubungan antara kualitas produk dan promosi terhadap kepuasan pelanggan. Temuan ini menegaskan bahwa kepercayaan menjadi faktor kunci dalam meningkatkan kepuasan pelanggan melalui kualitas dan promosi. Implikasi praktisnya, PLN perlu fokus pada peningkatan kualitas layanan secara berkelanjutan dan menyampaikan promosi secara transparan untuk membangun kepercayaan pelanggan. Secara akademik, penelitian ini berkontribusi dalam pengembangan model kepuasan pelanggan dengan pendekatan mediasi.
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