EFFECTIVENESS OF PLN'S AGGRESSIVE MARKETING IN ORDER TO IMPROVE SALES

Abstract

In order to accelerate energy growth, President Joko Widodo has launched a 35000 MW power plants program. It is feared that the construction of the 35,000 MW power plant will have a negative impact on the PLN Company if the energy purchase contract is using the Take or Pay method for 25,000 MW power plants which is controlled by the private sector or known as an independent power producer (IPP). Now day PLN has done an aggressive marketing program to increase energy sells of electricity and hopes that all energy can be sold 100%. In the aggressive marketing program PLN provides discounts on new consumer and added power, but unfortunately the information program is not widely known by Indonesian residents. Although the promo program carried out by PLN is not yet widely known to the public, but until the second quarter of 2019 PLN energy sales increased by 4.31% at the same time from the previous year. Optimism for increased sales will emerge and even exceed the RUPTL target, if the packaging of an aggressive marketing program is modified and the information dissemination of the program is extended to newspaper, radio and television.