Analisis Pengaruh Lingkungan Eksternal terhadap Penjualan Tenaga Listrik di PT. PLN (Persero) UID Sumatera Utara

Abstract

The world is experiencing a wave of business, industrial and technological revolutions that have greatly contributed in improving the economy of a country. This development offers electricity companies a golden opportunity to increase their turnover. The demand for electricity will continue to increase along with technological, business and industrial development. This is an opportunity for PLN (State Electricity Company) to increase electricity sales. Turnover as an indicator of business performance is strongly influenced by external factors in the form of political, economic, social, technological, legal and environmental factors. This is an associative research that examines the effect of independent variables on dependent variable. This shows that the research focuses on the effect of external environment, namely political, economic, social, technological, legal and environmental factors as independent variables on electricity sales as dependent variable. The data collection method used in this research is the distribution of questionnaires to customers. From the research conducted, it is found that political factors, economic factors, social factors, technological factors and ecological factors have a positive and significant effect on the sale of electricity. The external environment simultaneously has a positive effect on electricity sales. Given the major effect of the external environment on electricity sales, it is natural that PLN management is aware of any external issues that may

arise and affect sales performance. The author recommends to management to establish a team charged with overseeing stakeholders related to this issue so that action can be taken when rapid changes occur in the external environment.