THE INFLUENCE OF E-SERVICE QUALITY AND PROMOTION ON CUSTOMER LOYALTY OF PLN MOBILE APPLICATION USERS

Abstract

This study aims to analyze the influence of e-service quality and promotion on customer loyalty among users of the PLN Mobile application at PT PLN (Persero) Sigli Customer Service Implementation Unit, Pidie Regency. The population of this study consisted of PLN Mobile users who had conducted at least three transactions in the last three months, with the total population estimated at around 100,000 customers. A sample of 100 respondents was selected for analysis. This research employed a quantitative approach using SPSS software for data processing and statistical analysis. The results indicate that e-service quality has a positive and significant effect on customer loyalty, as shown by the t-count value greater than the t-table (5.548 > 1.660) with a significance value of 0.026 < 0.05. In addition, promotion also has a positive and significant influence on customer loyalty, with a t-count value of 5.539 > 1.660 and a significance value of 0.000 < 0.05. These findings suggest that improving e-service quality and implementing effective promotional strategies can enhance customer loyalty toward the PLN Mobile application.

Keywords: E-Service Quality, Promotion, Customer Loyalty, PLN Mobile, Digital Services.