Implementing a State-Owned Utility's Promotional Discount Program: A Case Study of PLN's “Diskon Tambah Daya 50%” Initiative and Its Contribution to Customer Uptake and Business Sustainability

<p>This report presents a case study of the implementation of PT PLN (Persero) Unit IndukDistribusi Jawa Barat's “Diskon Tambah Daya 50%” (50% Additional Power Discount)program, a time-bound promotional initiative offering a 50% reduction in connection fees(Biaya Penyambungan, BP) to residential and business customers seeking to increase theirelectrical capacity. Conducted during the author's internship placement in the Commerce andCustomer Management (Niaga dan Manajemen Pelanggan) division, this study documents theprogram's design, promotional execution, and operational realization, and situates the initiativewithin the broader context of customer-oriented marketing strategy and public-sector businesssustainability practice. Data were gathered through direct participation, field observation,structured interviews with the internship supervisor, and review of internal programdocumentation. The author's principal contribution was the development of promotional mediaas part of the program's customer-acquisition strategy. As of 27 July 2026, program realizationdata show that 12,273 of a targeted 14,164 customers (86.65%) had completed payment, ofwhom 10,231 (83.36%) had been technically activated, generating Rp6.99 billion inconnection-fee revenue and 14.63 MVA of additional contracted capacity. Six of the unit'sservice areas (Depok, Bandung, Cimahi, Bekasi, Sumedang, and Gunung Putri) exceeded theirassigned targets. The findings illustrate how coordinated cross-unit implementation, multi-channel promotional communication, and time-bound pricing incentives can jointly supportboth short-term revenue objectives and longer-term customer base expansion for a state-ownedutility. The report concludes with practical reflections on program execution andrecommendations for strengthening future thematic promotional initiatives within PLN'scustomer management function.Keywords: promotional pricing, connection-fee discount, customer acquisition, state-ownedenterprise, business sustainability, PT PLN (Persero)</p>