CUSTOMER SATISFACTION, PRICING STRATEGY, AND MARKETING PERFORMANCE IN SELF-SERVICE LAUNDRY BUSINESS

Sri Hastutik; Dian Rokhmawati; Rizalnur Firdaus; Mohammad Dullah; Cornelia Zelda Natania

Sri Hastutik Univesity Wisnuwardhana
Dian Rokhmawati University Wisnuwardhana Malang
Rizalnur Firdaus University Wisnuwardhana Malang
Mohammad Dullah University Wisnuwardhana Malang
Cornelia Zelda Natania University Wisnuwardhana Malang

Abstract

The global laundry industry is experiencing significant growth in line with urbanization and changes in modern lifestyles, with a market value of USD 180.6 billion in 2022. In Indonesia, the coin-based independent laundry model is increasingly relevant, especially in big cities like Surabaya because it offers a practical and efficient solution for urban communities. However, academic studies examining the influence of customer satisfaction and price on marketing performance in the selfservice laundry model are still very limited, causing research gaps that need to be filled. This study aims to partially or simultaneously analyze the role of customer satisfaction and price in improving the marketing performance of laundry services, with a case study on Prime Express Coin Laundry Surabaya. The research method used a quantitative approach through a questionnaire survey to 36 regular customers. Data were analyzed by validity, reliability, multiple linear regression tests, as well as t-tests, F tests, and determination coefficients using SPSS. The results showed that customer satisfaction had a positive and significant effect on marketing performance (B = 0.467; Sig. = 0.001), price had a significant effect but with a smaller contribution (B = 0.387; Sig. = 0.019). Simultaneous tests of customer satisfaction and price together had a strong effect (F = 52.218; Sig. = 0.000), with the ability to explain 74.5% of variations in marketing performance. These findings confirm that quality of service is more dominant than price, although the two need to be strategically integrated to create a sustainable competitive advantage. In conclusion, the marketing strategy of independent laundry should focus on improving service quality to strengthen customer satisfaction while maintaining price competitiveness. Further research recommendations include digital promotion, machine technology innovation, and crosscontextual comparative studies to expand the understanding of the modern laundry industry.

Author Biographies

Dian Rokhmawati, University Wisnuwardhana Malang

Rizalnur Firdaus, University Wisnuwardhana Malang

Mohammad Dullah, University Wisnuwardhana Malang

Cornelia Zelda Natania, University Wisnuwardhana Malang

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