<![CDATA[Abstract The use of a strategy management system helps improve the quality of customer service in prepaid electricity by allowing companies to analyze customer needs, identify service weaknesses, and plan improvements in a structured manner. This improves operational efficiency and strengthens customer relationships, which contribute positively to customer satisfaction and company competitiveness. The purpose of this study is to formulate a strategy for improving customer service in the prepaid electricity program of PT PLN (Persero) Palopo Area. The analysis method used to formulate a digital-based marketing strategy is SWOT analysis (Strength, Weakness, Opportunity, Threat) by identifying External Factor Analysis Strategy (EFAS) and Internal Factor Analysis Strategy (IFAS). The sample was determined by as many as 15 informants. The results of the study indicate that the implementation of a strategy management system plays an important role in improving the quality of prepaid electricity customer service at PT. PLN (Persero) Palopo Area.Keywords: Strategy Management, Service Quality, Prepaid Electricity Abstrak Penggunaan Sistem Manajemen Strategi membantu meningkatkan kualitas pelayanan pelanggan pada listrik prabayar dengan memungkinkan perusahaan menganalisis kebutuhan pelanggan, mengidentifikasi kelemahan layanan, dan merencanakan perbaikan secara terstruktur. Hal ini meningkatkan efisiensi operasional dan memperkuat hubungan pelanggan, yang berkontribusi positif terhadap kepuasan pelanggan dan daya saing perusahaan. Tujuan penelitian ini adalah merumuskan strategi Peningkatan Pelayanan Pelanggan pada program Listrik Prabayar Listrik PT PLN (Persero) Area Palopo. Metode analisis yang digunakan untuk merumuskan strategi pemasaran berbasis digital adalah analisis SWOT (Strength, Weakness, Opportunity, Threat) dengan mengidentifikasi Strategi Analisis Faktor Eksternal (EFAS) dan Strategi Analisis Faktor Internal (IFAS). Sampel di tetapkan sebanyak 15 orang informan. Hasil Penelitian menunjukkan bahwa penerapan sistem manajemen strategi berperan penting dalam meningkatkan kualitas pelayanan pelanggan listrik prabayar di PT. PLN (Persero) Area Palopo.Kata Kunci: Manajemen Strategi, Kualitas Layanan, Listrik Prabayar]]>
