Prepaid Electricity Program: Making it Easier or Causing Households Problems (An Approach to Increase Customer Trust)

Abstract

In this paper we explore prepaid electricity program is also one of the strategies for improving the image and corporate reputation. The purpose of this study was to measure the level of trust public service corporate given to the prepaid electricity program conducted by PT PLN Bright Batam as measured by the variable customer value and its implications for the image of PT PLN Bright Batam as a public company. The research population customers prepaid household electricity in 7 districts with a sample take from of 205 respondents. sampling techniques using Proportional sampling techniques. This research used explanatory survey to analyze the relationship between customer value and trust in the company's image. The result of this study indicate all variable manifested is fit through latent variable customer value, trust and image corporate has positive effect for all manifest variable analysis. The results suggest that the program needs to be made convenient for low income and elderly households. Accompanying the program with additional information on energy savings might also help make the program more effective and efficient. The analytical used Structural Equation Model (SEM) analysis with the Lisrel for Windows version 9.3