Analisis Pengaruh Implementasi Biaya Layanan SPKLU Terhadap Willingness To Pay Dan Kepuasan Pelanggan Pada Pengguna Mobil EV

Guna, Yudistira Adi (2026) Analisis Pengaruh Implementasi Biaya Layanan SPKLU Terhadap Willingness To Pay Dan Kepuasan Pelanggan Pada Pengguna Mobil EV. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Pengembangan ekosistem kendaraan listrik di Indonesia menempatkan Stasiun Pengisian Kendaraan Listrik Umum (SPKLU) sebagai infrastruktur strategis yang harus berkelanjutan secara teknis dan ekonomi. Salah satu tantangan utama dalam pengelolaan SPKLU adalah penentuan biaya layanan yang adil, transparan, dan dapat diterima oleh pelanggan. Penelitian ini bertujuan untuk menganalisis pengaruh biaya layanan SPKLU PLN terhadap willingness to pay dan kepuasan pelanggan, serta implikasinya terhadap penyusunan struktur tarif SPKLU yang berkelanjutan.Penelitian ini menggunakan pendekatan mixed method. Pendekatan kuantitatif dilakukan melalui survei terhadap pengguna SPKLU PLN dan dianalisis menggunakan Partial Least Squares–Structural Equation Modeling (PLS-SEM). Pendekatan kualitatif dilakukan melalui wawancara mendalam untuk memperkuat interpretasi hasil kuantitatif.Hasil analisis PLS-SEM menunjukkan bahwa biaya layanan SPKLU berpengaruh positif dan signifikan terhadap willingness to pay pelanggan dengan nilai koefisien jalur sebesar β = 0,47 dan tingkat signifikansi p < 0,001. Biaya layanan juga berpengaruh positif dan signifikan terhadap kepuasan pelanggan dengan nilai β = 0,39; p < 0,01. Selain itu, willingness to pay terbukti berpengaruh signifikan terhadap kepuasan pelanggan (β = 0,42; p < 0,001) serta memediasi pengaruh biaya layanan terhadap kepuasan pelanggan secara parsial. Temuan kualitatif menguatkan bahwa persepsi kewajaran dan transparansi biaya layanan menjadi faktor utama yang meningkatkan kemauan membayar dan kepuasan pelanggan.Penelitian ini menyimpulkan bahwa biaya layanan SPKLU yang ditetapkan secara proporsional dan dikomunikasikan secara transparan berperan penting dalam meningkatkan willingness to pay dan kepuasan pelanggan. Hasil penelitian ini diharapkan dapat menjadi dasar bagi PLN dalam menyusun struktur tarif SPKLU yang berkelanjutan dan mendukung percepatan adopsi kendaraan listrik di Indonesia.
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The development of the electric vehicle ecosystem in Indonesia positions Public Electric Vehicle Charging Stations (SPKLU) as a strategic infrastructure that must be economically sustainable and acceptable to users. One of the main challenges in SPKLU management is determining service fees that are fair, transparent, and aligned with users’ expectations. This study aims to analyze the effect of SPKLU service fees on customers’ willingness to pay and satisfaction, as well as its implications for sustainable tariff formulation. This study employs a mixed-method approach. Quantitative data were collected through a survey of SPKLU PLN users and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). Qualitative data were obtained through in-depth interviews to support and enrich the quantitative findings. The PLS-SEM results indicate that SPKLU service fees have a positive and significant effect on customers’ willingness to pay, with a path coefficient of β = 0.47 and a significance level of p < 0.001. Service fees also have a significant positive effect on customer satisfaction (β = 0.39; p < 0.01). Furthermore, willingness to pay has a significant impact on customer satisfaction (β = 0.42; p < 0.001) and partially mediates the relationship between service fees and customer satisfaction. Qualitative findings confirm that perceived fairness and transparency of service fees play a crucial role in enhancing customers’ willingness to pay and satisfaction. This study concludes that a well-structured and transparently communicated SPKLU service fee system significantly enhances customers’ willingness to pay and satisfaction. The findings provide practical implications for PLN in designing sustainable SPKLU tariff structures that support the acceleration of electric vehicle adoption in Indonesia.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	SPKLU, Willingness to Pay, Kepuasan Pelanggan, Tarif Layanan, service fee, customer satisfaction, electric vehicles.
Subjects:	H Social Sciences > HB Economic Theory > HB801 Consumer behavior. H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction H Social Sciences > HF Commerce > HF5416.5 Pricing T Technology > TL Motor vehicles. Aeronautics. Astronautics > TL220.5 Battery charging stations (Electric vehicles)
Divisions:	Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT)
Depositing User:	Yudistira Adi Guna
Date Deposited:	11 Mar 2026 07:28
Last Modified:	11 Mar 2026 07:28
URI:	http://repository.its.ac.id/id/eprint/132721

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