The Role of the Save Marketing Mix Strategy (Solution, Access, Value, Education) in Increasing Customer Satisfaction and Loyalty of PLN SPKLU in the East Kalimantan Region
Abstract
This research is an explanatory quantitative study with a quantitative approach. The study population was all PLN SPKLU customers in East Kalimantan, whose exact number is difficult to determine. A sample of 150 PLN SPKLU customers in East Kalimantan was selected. Data collection used a closed-ended questionnaire. In this study, data analysis used the SEM-PLS method with SmartPLS (Partial Least Square) software. Research results: 1) Solution in SAVE marketing strategy has a positive and significant effect on customer satisfaction. 2) Access in SAVE marketing strategy has a positive and significant effect on customer satisfaction. 3) Value in SAVE marketing strategy has a positive and significant effect on customer satisfaction. 4) Education in SAVE marketing strategy has a positive and significant effect on customer satisfaction. 5) Solution in SAVE marketing strategy has a positive and significant effect on customer loyalty. 6) Access in SAVE marketing strategy has no effect on customer loyalty. 7) Value in SAVE marketing strategy has a positive and significant effect on customer loyalty. 8) Education in SAVE marketing strategy has a positive and significant effect on customer loyalty. 9) Satisfaction has a positive and significant effect on customer loyalty. 10) Satisfaction can mediate the positive and significant influence of solutions in SAVE marketing strategy on customer loyalty. 11) Satisfaction can mediate the positive and significant influence of access in SAVE marketing strategy on customer loyalty. 12) Satisfaction can mediate the positive and significant influence of value in SAVE marketing strategy on customer loyalty. 13) Satisfaction can mediate the positive and significant influence of education in SAVE marketing strategy on customer loyalty.
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