EFFECT OF SERVICE QUALITY ON CONSUMER DECISIONS PAYING ELECTRIC ACCOUNT IN MANADO INDONESIA

Ratag, Johana and Tumiwa, Kiet and Nangoy, Selvie J. and Koagouw, Harty U.H.L and Ropa, Grace (2018) EFFECT OF SERVICE QUALITY ON CONSUMER DECISIONS PAYING ELECTRIC ACCOUNT IN MANADO INDONESIA. Scientific Research Journal (SCIRJ), VI (X).

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Abstract

The purpose of this research was to determine the effect of service quality both simultaneously and partially on the decision of consumers to pay electricity bills at the PPOB counter, and to find out the dimensions that most influence the decision of consumers to pay electricity bills at the PPOB counter. The type of research used in this study is causal quantitative research. The method used in collecting data, namely: Literature study, field study. In this study the subject, namely all customers who pay bills, or electricity accounts at payment counters, especially in PPOB. The number of samples or respondents in this study were as many as 60 respondents obtained from the formula 10 x n (where n = the number of variables in the study both independent and dependent variables). Multiple linear regression analysis model which is used to test hypotheses. The results showed that the dimensions of service quality, proved to have a positive influence on the decision, paying consumer electricity accounts at PPOB in Manado. Dimension of reliability, proved to have a positive influence on the decision, pay electricity bills.Dimensions of responsiveness, proved to have a positive influence on the decision to pay electricity bills. The dimensions of collateral, proved to have a positive influence on the decision to pay electricity bills. The dimension of empathy, proved to have the greatest influence on the decision to pay electricity bills. This can be seen in the table of classical assumption test results, and multiple linear analysis in the table of coefficients, where the standardized coefficients in beta are 27%. Simultaneously, or together, the dimensions of service quality which consist of direct evidence, reliability, responsiveness, assurance, and empathy have different effects on the decision to pay consumer electricity bills at PPOB in Manado.

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