PENGARUH KUALITAS PELAYANAN, LOKASI, HARGA, KEPERCAYAAN DAN DIGITAL MARKETING TERHADAP LOYALITAS KONSUMEN PADA USAHA LAUNDRY DI KOTA PADANG
Keywords:
Service quality, location, price, trust, digital marketing, customer loyaltyAbstract
This study aims to analyze the influence of service quality, location, price, trust, and digital
marketing on customer loyalty in laundry services in Padang City. The background of this
research is the suboptimal customer loyalty amid increasing competition in the laundry
business. This research employs a quantitative approach using multiple linear regression
analysis. The sample consisted of 67 laundry service consumers selected through purposive
sampling. Data were analyzed using t-test, F-test, and the coefficient of determination (R²).
The results indicate that, partially, all independent variables have a positive and significant
effect on customer loyalty, with trust emerging as the most dominant factor. Simultaneously,
the five variables have a significant effect with an F-value of 248.873 and a significance level
of 0.000. The coefficient of determination (R²) of 0.953 indicates that 95.3% of the variation
in customer loyalty can be explained by the model, while the remaining 4.7% is influenced by
other factors outside this study. These findings highlight that a combination of high-quality
service, strategic location, appropriate pricing, strong customer trust, and effective digital
marketing implementation can enhance customer loyalty in laundry services.
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