THE EFFECT OF THE SERVQUAL DIMENSION ON CUSTOMER SATISFACTION OF PT PLN (PERSERO) UID SULUTTENGGO, ULP SOUTH MANADO
DOI:
https://doi.org/10.35794/jmbi.v12i2.63438Abstract
Marketing in the Development of New and Renewable Energy (NRE) is currently focused on enhancing public understanding, acceptance, and utilization of clean energy sources. In line with this, the present study aims to analyze the influence of the SERVQUAL dimensions on customer satisfaction at PT PLN (Persero) UID Suluttenggo, specifically at the South Manado Customer Service Unit (ULP Manado Selatan). The sample for this study was determined using purposive sampling, drawn from a population of 103,093 customers. The sample size was calculated using Slovin's formula, resulting in 100 respondents. A quantitative research method was employed, with data analysis techniques including validity and reliability tests, classical assumption tests, hypothesis testing, and multiple linear regression analysis. The results of the study indicate that all five SERVQUAL dimensions-Tangibles, Reliability, Responsiveness, Assurance, and Empathy-simultaneously have a positive and significant effect on customer satisfaction at PT PLN (Persero) UID Suluttenggo, ULP Manado Selatan. Individually, each dimension also shows a positive and significant impact on customer satisfaction. These findings imply that improving service quality across each SERVQUAL dimension directly contributes to increased customer satisfaction. Therefore, the company must provide balanced attention to all dimensions—not only focusing on physical aspects and service facilities (Tangibles) but also addressing non-technical aspects such as service reliability (Reliability), responsiveness to customer needs (Responsiveness), assurance and sense of security (Assurance), and an empathetic attitude in service delivery (Empathy). Continuous improvement in all five dimensions is believed to strengthen the company's relationship with its customers, enhance customer loyalty, and build a positive image of PT PLN (Persero) in the public eye.
Keywords: Tangibles, Reliability, Responsiveness, Assurance, Empathy, Customer Satisfaction
References
Anshar, M., Basri, A. & Muslim, N., 2022. The effect of the quality of PT. PLN (Persero) to customer satisfaction using the SERVQUAL method. Proceedings of the Scientific Seminar on Information Systems and Information Technology, 11(1), pp.153–162.
Bramantya, I.P., Taluma, M. & Turangan, R., 2023. The effect of service quality on customer satisfaction of PT PLN (Persero) Paniki customer service unit on the PLN Mobile application. Web of Scholars: Multidimensional Research Journal, 2(1), pp.42–55. Available at: http://innosci.org.
Dewi, E.L., 2024. Development of new and renewable energy in Indonesia. Ministry of Energy and Mineral Resources of the Republic of Indonesia. Available at: https://www.ebtke.esdm.go.id.
Dunnas, R. & Afrizoni, A., 2023. The effect of the service quality dimension on customer satisfaction in PT. PLN (Persero) UP3 Padang. Journal of Management, 1(3), pp.226–240. Available at: https://ejurnal-unespadang.ac.id/index.php/EMJM.
Guterres, A.L., Sutanto, L.P. & Hidayah, S., 2024. The effect of PLN Mobile application service quality on loyalty with customer satisfaction as an intervener. e-Journal of Management Research, 13(1), pp.238–248. Available at: http://riset.unisma.ac.id/index.php/jrm.
Kaihatu, T. S. (2023). The Influence of Tam Factors on The Interest of Pay Later Users. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis Dan Inovasi Universitas Sam Ratulangi)., 10(1), 162–173.https://doi.org/10.35794/jmbi.v10i1.47351
Kotler, P. & Keller, K.L., 2024. Marketing management. 16th ed. Jakarta: Erlangga.
Lengkey, F., Tumewu, F.J. & Kaunang, O., 2022. The effect of promotion and quality of electronic services on customer satisfaction of PLN Mobile application users. EMBA Journal, 4(5), pp.62–71.
Lesmana, E. & Balqiah, T.E., 2023. Enhancing customer e-loyalty and e-WOM: The role of electronic and non-electronic service quality and customer satisfaction (PLN Mobile Application). International Journal of Business Studies, 6(2). Available at: https://ijbs.petra.ac.id/index.php/ijbs/article/view/337.
Lovelock, C. & Wirtz, J., 2023. Services marketing: People, technology, strategy. 9th ed. Harlow: Pearson.
Pandiangan, P., & Martini, I. A. O. (2021). Digital Marketing Strategy of Property Agents in The New Normal Era. JMBI UNSRAT (Jurnal Ilmiah Manajemen Bisnis dan Inovasi Universitas Sam Ratulangi)., 7(3).
Parasuraman, A., Zeithaml, V.A. & Berry, L.L., 1988. SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), pp.12–40.
PLN, 2025. Complaint Data of PT PLN (Persero) ULP South Manado. Manado: PT PLN (Persero) South Manado Customer Service Unit.
Presidential Regulation, 2006. Presidential Regulation of the Republic of Indonesia Number 5 of 2006 concerning National Energy Policy. Statute Book of the Republic of Indonesia Year 2006 Number 20.
Rizky, D. & Narundana, A., 2024. The effect of service quality on customer satisfaction of PT. PLN ULP Wayhalim. Journal of Management and Business, 15(1), pp.80–100.
Triatmojo, D., Santoso, E. & Isnaeni, A., 2025. Exploring the relationship between e-service quality and e-promotion on e-customer loyalty: The mediating role of e-customer satisfaction. IRJEMS International Research Journal of Economics and Management Studies, 4(1), pp.16–26.
Wahid, S. & Ratmono, D., 2022. The effect of e-service quality and the ease of the PLN Mobile application on customer satisfaction in the PLN Metro customer service unit. Journal of Diversified Management, 2(3), pp.740–750.
Zeithaml, V.A., 2024. Service marketing strategy: Customer focus in dynamic markets. 9th ed. Jakarta: Salemba Four.
