Pengaruh Promosi Layanan Laundry Satuan di Prince Laundry Terhadap Penjualan Layanan Laundry Satuan di Prince Laundry

Abstract

Penelitian ini bertujuan untuk menganalisis bagaimana pengaruh promosi layanan laundry satuan di media sosial terhadap keputusan konsumen dalam menggunakan layanan laundry satuan di Prince Laundry yang berlokasi di Kota Bogor dengan menggunakan model AISAS (Attention, Interest, Search, Action, Share). Dalam menganalisis pengaruh tersebut, peneliti menggunakan pendekatan Partial Least Squares Structural Equation Modeling (PLS-SEM). Penelitian ini dilatarbelakangi oleh fakta bahwa keuntungan yang diperoleh dari layanan laundry satuan lebih tinggi dibandingkan layanan laundry kiloan. Namun, strategi promosi layanan laundry satuan masih kurang optimal sehingga penjualan layanan laundry satuan masih lebih rendah dibandingkan layanan laundry kiloan. Media sosial memiliki peran penting di era digital karena menjadi sarana komunikasi pemasaran yang efektif untuk memperkenalkan merek hingga mendorong keputusan konsumen dalam membeli atau menggunakan suatu layanan/jasa. Model AISAS mampu menggambarkan perilaku konsumen secara menyeluruh mulai dari perhatian hingga berbagi pengalaman. Data penelitian dikumpulkan dari 200 responden yang sudah pernah menggunakan layanan laundry satuan Prince Laundry maksimal dua kali dan terpapar promosi layanan laundry satuan Prince Laundry di media sosial melalui kuesioner online. Setiap tahapan AISAS terbukti memiliki hubungan secara berurutan dan berkontribusi terhadap keputusan konsumen dalalm menggunakan layanan laundry satuan di Prine Laundry. Hasil penelitian menunjukkan bahwa bentuk promosi layanan laundry satuan yang menarik berupa diskon, giveaway, atau penawaran khusus dapat menangkap perhatian konsumen yang pada akhirnya memengaruhi keputusan konsumen dalam menggunakan layanan laundry satuan di Prince Laundry. Dengan demikian, promosi layanan laundry satuan di media sosial terbukti menjadi alat yang efektif dalam meningkatkan keputusan penggunaan layanan laundry satuan Prince Laundry di era digital saat ini.

This study aims to analyze the influence of single-item laundry service promotions on social media on consumer decisions to use Prince Laundry’s single- item laundry service in Bogor City using the AISAS (Attention, Interest, Search, Action, Share) model. To analyze this influence, the researcher used the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. This research is motivated by the fact that the profits earned from individual single-item services are higher than those from laundry service by the kilo. However, the promotional strategy for single-item laundry services is still suboptimal, resulting in lower sales of individual laundry services compared to laundry service by the kilo, Social media plays a crucial role in the digital era because it is an effective marketing communication tool for brand recognition and driving consumer decisions to purchase or use a service. The AISAS model is able to describe consumer behavior comprehensively, from attention to sharing experiences. Research data was collected from 200 respondents who had used Prince Laundry’s single-item laundry service at least twice and were exposed to Prince Laundry’s single-item laundry service promotions on social media through an online questionnaire. Each stage of AISAS is proven to have a sequential relationship and contributes to consumer decisions in using the single-item laundry services at Prince Laundry. The results of the study indicate that attractive forms of promotion for single-item laundry services in the form of discounts, giveaways, or special offers can capture consumer attention which ultimately influences consumer decisions in using single-item laundry services at Prince Laundry. Thus, the promotion of single-item laundry services on social media has proven to be an effective tool in increasing the decision to use single-item laundry services at Prince Laundry in the current digital era.