UPAYA MENINGKATKAN KEPUTUSAN TAMBAH DAYA LISTRIK PADA PELANGGAN PT. PLN (PERSERO) MELALUI DISKON DAN PROMOSI

Abstract

This study aims to determine the effect of discounts and promotions on electricity power increase decisions among customers of PT. PLN (Persero) Samawa Rea Customer Service Unit, both partially and simultaneously. This research uses a causal associative research method. The type of data used is quantitative data in the form of respondents’ answers obtained directly from primary sources through questionnaires. The number of respondents used in this study was 100 people, determined using the Slovin formula and selected through the simple random sampling technique. Data analysis was conducted using multiple linear regression analysis, t-test, F-test, and R² test with the assistance of the SPSS application. The results of the study showed that, partially, discounts had a positive and significant effect on electricity power increase decisions, based on the t-statistic value being greater than the t-table value (3.398>1.985), and promotions also had a positive and significant effect on electricity power increase decisions, based on the t-statistic value being greater than the t-table value (5.858>1.985). Simultaneously, discounts and promotions had a significant effect on electricity power increase decisions, based on the F-statistic value being greater than the F-table value (52.392>2.70). Furthermore, the R² value was 0.542, which means that the degree of influence of the discount and promotion variables on electricity power increase decisions was 54.2%, while the remaining of 45.8% was influenced by other variables outside this research model, such as environmental, social, technological, and personal factors.