Correlation of Service Quality, Social Media, Discounts on Customer Satisfaction of PLN Mobile Application with Digital Marketing as a Mediation Variable (Case Study of PLN UP3 Medan ULP Delitua)
DOI:
https://doi.org/10.61306/ijmea.v2i2.409Keywords:
Service Quality, Customer Satisfaction, Social Media, Discounts, Digital MarketingAbstract
This study aims to analyze the influence of service quality, social media, and discounts on customer satisfaction of PLN Mobile application users, with digital marketing as a mediating variable. In the increasingly developing digital era, good service quality, effective use of social media, and attractive discounts are considered to have an important role in increasing customer satisfaction. In addition, integrated digital marketing is a key factor in mediating the influence of these factors on customer satisfaction. This research method uses a quantitative approach by collecting data through questionnaires distributed to PLN Mobile application users in the PLN ULP Delitua work area. Data analysis was carried out using the Structural Equation Modeling (SEM) technique to test the relationship between the variables studied. The results of the study show that the quality of service, social media, and discounts have a significant influence on customer satisfaction directly. Digital marketing was found to have a strong mediating role, where digital marketing strengthened the relationship between independent variables (quality of service, social media, and discounts) and customer satisfaction. This research makes an important contribution to PLN in optimizing digital marketing strategies, improving service quality, and utilizing social media and discounts to improve the user experience of the PLN Mobile application. These findings also show that digital marketing can be an effective tool in strengthening customer loyalty and influencing their satisfaction in the context of application-based public services
References
Apfia Ferawati. (2017). The Influence of Work Environment and Work Discipline on Employee Performance at PT. Cahaya Indo Persada. Journal of Business Management. 5(1).1-3.
Bandari, Ani S. (2016). The Role of Training in Improving Employee Performance at the PDAM Tirta Musi Rambutan Planning Unit. Final Report, Sriwijaya State Polytechnic, Palembang.
Arianto, Nurmin and Hasi Kurniawan. (2020). The Influence of Motivation and Work Environment on Employee Performance. Scientific Journal of Human Resource Management. 3(3):312.
Liyas, Jeli Nata. (2018). The Influence of Leadership, Motivation and Work Discipline on Employee Performance at PT. BTN Syairah Pekan Baru Branch. (Riau College of Economics). Vol. 3 No. 2.
Meirina, Yurni. (2013). The Effect of Job Satisfaction and Work Environment on Employee Performance in the Industrial and Energy Division of PT. Haskoning Indonesia. MIX Journal, Volume III No.3, October 2013.
Nuryasin. (2016). The Influence of Work Environment and Work Motivation on Employee Performance. Journal of Business Administration (JAB)|Vol. 41 No.1 .
Sahlan, Nurul Ikhsan,. et al. (2015). The Effect of Work Environment and Work Satisfaction and Compensation on Employee Performance at PT. Bank Sulut Airmandidi Branch. Emba Journal. Vol.3.
Suherman, Herny. (2018). The Influence of Leadership Style and Work Discipline on Employee Performance of PT. Selaras Karya Raya Jakarta. Scientific Journal, Human Resource Management.Vol. 2, No.1.
Sunarni, Denok. (2017). The Influence of Leadership Style and Work Discipline on Employee Performance at CV.Usaha Mandiri Jakarta. Scientific Journal, Human Resource Management. Vol. 1, No.2.
Wau, J., Waoma, S,. & Fau, F. T. (2021). The Effect of Work Discipline on Employee Performance at the Somambawa Sub-district Office, South Nias Regency. Scientific Journal of South Nias Students. 4(2). 203-212.
Zainal, V.R. (2017). Leadership and Behavior of Business Organizations.Jakarta: Raja Grafindo Persada.
Downloads
Published
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
COPYRIGHT
Copyright on any article in the International Journal of Management, Economic and Accounting is fully held by the author under a Creative Commons Attribution-ShareAlike 4.0 International License.
- The author acknowledges that the National Journal of Computer Technology (JNASTEK) has the right to publish for the first time with a Creative Commons Attribution-ShareAlike 4.0 International License - CC BY-SA license.
- Authors can enter articles separately, arrange non-exclusive distribution of manuscripts that have been published in this journal into other versions (eg: sent to institutional respository of authors, publications into books, etc.), by acknowledging that the manuscript has been first published in the National Journal of Computer Technology (JNASTEK).
LICENSE
The International Journal of Management, Economic and Accounting is published under the terms of the Creative Commons Attribution-ShareAlike 4.0 International License. This license permits any person to copy and redistribute this material in any form or format, modify, alter , and create derivatives of this material for any purpose, including commercial interests, as long as they credit the author for the original work.