Analisa Dampak Penerapan Kebijakan Layanan Prioritas Terhadap Kepuasan Pelanggan Daya >200KVA : Studi Kasus di PT. PLN (Persero) UP3 Depok

Wardhani, Anna Kusuma (2025) Analisa Dampak Penerapan Kebijakan Layanan Prioritas Terhadap Kepuasan Pelanggan Daya >200KVA : Studi Kasus di PT. PLN (Persero) UP3 Depok. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Perubahan kebijakan layanan kehandalan dari Layanan Premium ke Layanan Prioritas di PT PLN (Persero) mengakibatkan adanya kekhawatiran akan berkurangnya minat pelanggan terhadap layanan ini. Layanan Prioritas diharapkan menjadi alternatif bagi pelanggan dengan daya di atas 200 KVA yang membutuhkan keandalan pasokan listrik lebih tinggi serta layanan yang melebihi standar reguler. Oleh karena itu, penelitian ini bertujuan untuk menganalisis faktor-faktor yang mempengaruhi kepuasan pelanggan terhadap layanan prioritas, guna memberikan rekomendasi strategis bagi PT PLN (Persero). Metode yang digunakan dalam penelitian ini adalah Mixed Methods Research dimana pengumpulan data dilakukan secara kuantitatif dan kualitatif. Data kuantitatif didapatkan dengan teknik quesioner menggunakan skala likert lalu dianalisa menggunakan bantuan teknik Structural Equation Modeling - Partial Least Squares (SEM-PLS) untuk menganalisa kepuasan pelanggan dengan pendekatan SERVQUAL yang mencakup variabel Reliability, Assurance, Tangibility, Empathy, dan Responsiveness dipadukan dengan variabel lain yaitu service price, service delivery dan expected service. Pengumpulan data qualitatif dilakukan melalui teknik wawancara untuk medukung hasil yang didapat dari pengolahan data kuantitatif. Hasil penelitian menunjukkan bahwa assurance, empathy, dan reliability memiliki pengaruh signifikan terhadap service quality, sedangkan tangibility dan responsiveness tidak memberikan dampak yang signifikan. Selain itu, service delivery, expected service, dan service quality memiliki pengaruh yang paling dominan terhadap kepuasan pelanggan, sementara service price berpengaruh tetapi dengan tingkat signifikansi yang lebih rendah. Hasil penelitian bisa saja berbeda tergantung dari karakteristik pelanggan masing-masing unit PLN. Di UP3 Depok mayoritas pelanggannya adalah pelanggan Indsutri. Implikasi dari penelitian ini bagi PLN adalah perlunya peningkatan keandalan layanan (Reliability), penyesuaian SLA yang lebih baik (Assurance), serta diversifikasi layanan tambahan (Service Delivery) untuk meningkatkan nilai layanan prioritas. Selain itu, skema harga yang lebih kompetitif (Service Price) serta peningkatan komunikasi dengan pelanggan (Empathy) juga perlu diperhatikan untuk meningkatkan kepuasan pelanggan. Dengan strategi yang tepat, PLN dapat mempertahankan pelanggan eksisting, menarik kembali pelanggan yang sebelumnya memilih turun ke layanan reguler, serta memastikan keberlanjutan bisnis layanan prioritas dalam jangka panjang.
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The policy change in reliability services from Premium Service to Priority Service at PT PLN (Persero) has raised concerns about a potential decline in customer interest in this service. Priority Service is expected to be an alternative for customers with power capacities above 200 KVA, who require higher electricity supply reliability and services beyond regular standards. Therefore, this study aims to analyze the factors influencing customer satisfaction with Priority Service, in order to provide strategic recommendations for PT PLN (Persero). This study employs a Mixed Methods Research approach, where data collection is conducted both quantitatively and qualitatively. Quantitative data is obtained through a Likert-scale questionnaire and analyzed using Structural Equation Modeling - Partial Least Squares (SEMPLS) to assess customer satisfaction based on the SERVQUAL approach, which includes the variables Reliability, Assurance, Tangibility, Empathy, and Responsiveness, combined with additional variables such as Service Price, Service Delivery, and Expected Service. Meanwhile, qualitative data is collected through interviews to support the findings derived from the quantitative analysis. The research findings indicate that Assurance, Empathy, and Reliability have a significant influence on Service Quality, whereas Tangibility and Responsiveness do not have a notable impact. Furthermore, Service Delivery, Expected Service, and Service Quality have the most dominant influence on Customer Satisfaction, while Service Price also affects satisfaction but with a lower level of significance. However, research results may vary depending on the customer characteristics of each PLN unit. In UP3 Depok, the majority of customers belong to the industrial sector. The implications of this study for PLN highlight the need for Enhancing service reliability (Reliability), Improving SLA adjustments (Assurance), and Diversifying additional service offerings (Service Delivery) to increase the value of Priority Service. Additionally, a more competitive pricing scheme (Service Price) and enhanced customer communication (Empathy) should be considered to improve customer satisfaction. With the right strategies, PLN can retain existing customers, attract customers who previously downgraded to regular services, and ensure the long-term sustainability of Priority Service.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Layanan Prioritas, SERVQUAL, Kepuasan Pelanggan, SEM-PLS, PT PLN (Persero), Priority Service, Customer Satisfaction
Subjects:	T Technology > T Technology (General) > T58.62 Decision support systems
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Anna Kusuma Wardhani
Date Deposited:	17 Mar 2025 04:37
Last Modified:	17 Mar 2025 04:39
URI:	http://repository.its.ac.id/id/eprint/118957

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