Marketing Strategy for Postpaid Electricity Services as an Effort to Increase Business Growth at PT PLN (Persero) ULP North Manado

Abstract

This research explores the marketing strategy for postpaid electricity services at PT PLN (Persero) ULP Manado Utara as an effort to encourage business growth. The study is motivated by the fact that customers still show relatively low interest in postpaid schemes compared to prepaid, even though postpaid offers greater flexibility and convenience in electricity usage. A descriptive qualitative method was employed, using interviews, observation, and documentation as the main techniques for data collection. The data were analyzed through reduction, display, and conclusion drawing, while validity was tested using triangulation of sources and methods. The findings reveal that PLN has implemented several strategic initiatives such as improving service quality, adjusting tariffs, developing distribution channels, promoting through social media and brochures, engaging human resources, and optimizing service processes. Despite these efforts, there are still obstacles including limited promotional media and insufficient customer understanding of the benefits of postpaid services. The results indicate that current strategies are fairly effective, yet need to be strengthened by maximizing digital promotion, enhancing direct communication with customers, and innovating services that respond to community needs in a sustainable manner.