KUALITAS PRODUK DAN BRAND AWARENESS LISTRIK PRABAYAR TERHADAP KEPUASAN PELANGGAN DI PT PLN (PERSERO) PONDOK GEDE

Putra Kusuma, Aditya (2014) KUALITAS PRODUK DAN BRAND AWARENESS LISTRIK PRABAYAR TERHADAP KEPUASAN PELANGGAN DI PT PLN (PERSERO) PONDOK GEDE. S1 thesis, Universitas Mercu Buana Bekasi.

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Abstract

ABSTRAK Listrik Prabayar merupakan salah satu inovasi produk yang dilakukan oleh PT. PLN. PT. PLN memberi slogan listrik prabayar sebagai Listrik Pintar. PT PLN selaku pengelola listrik prabayar harus memberikan pelayanan yang baik kepada pelanggan listrik prabayar sehingga brandawareness PT. PLN sebagai Most Trusted Public Institution dan Most Valuable Policy of Public Institution pada tahun 2013 tetap terjaga . Kualitas pelayanan sendiri terdiri dari beberapa faktor di antaranya bukti fisik, reliabilitas, daya tanggap, jaminan, dan empati. Kualitas produk listrik prabayar dan brandawareness yang baik akan memberikan pengaruh terhadap kepuasan pelanggan.Penelitian ini bertujuan untuk mengetahui brand awareness listrik prabayar terhadap kepuasan pelanggan khususnya di Area Pondok Gede. Metode penelitian yang digunakan dalam penelitian ini yaitu dengan metode penelitian dengan alat pengumpul data berupa kuesioner dengan jumlah responden sebanyak 100 orang. Untuk analisis data digunakan uji validitas, uji reliabilitas dan teknik regresi linier sederhana. Dan untuk saat ini dalam pandangan masyarakat terhadap brand awareness “Listrik Pintar” khususnya di PT. PLN (Persero) Pondok Gede sudah mendapatkan respon yang baik serta kualitas dari produk listrik prabayar pada PT PLN (Persero) sudah berpengaruh terhadap kepuasan pelanggan.Saran dari hasil penelitian ini yaitu pengelola lebih mensosialisasikan brand awareness listrik pra bayar sebagai Listrik Pintar. Kata Kunci: Listrik Prabayar, Brand Awareness, Kualitas Pelayanan, Kepuasan Pelanggan ABSTRACT Prepaid Electricity is one of the innovative products made by PT. PLN. PT. PLN provide prepaid electricity slogans as Smart Electricity. PT PLN as the manager of prepaid electricity should provide a good service to the customer prepaid electricity so brand awareness PT. PLN as the Most Trusted and Most Valuable Public Institution of Public Policy Institution in 2013 remain intact. Quality of service itself consists of several factors including physical evidence, reliability, responsiveness, assurance, and empathy. Prepaid electricity product quality and good brand awareness have an impact on customer satisfaction. This study aims to determine the prepaid electricity brand awareness to customer satisfaction, especially in the area Pondok Gede. The research method used in this research is to study the method of data collection tool was a questionnaire with a number of respondents as many as 100 passengers. Used to test the validity of data analysis, reliability test and simple linear regression techniques.PT. PLN have socialized prepaid electricity usage by installing prepaid electricity meter machines in every new home. This is so that people would switch from postpaid electricity into electricity prepaid users. Keywords: Prepaid Electricity, Brand Awareness, Service Quality, Customer Satisfaction

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