Strategi Membangun Loyalitas Pelanggan Perusahaan Jasa Kebersihan PT. XYZ

Abstract

Latar belakang pentingnya dilakukan penelitian ini adalah adanya peningkatan jumlah perusahaan jasa kebersihan namun tidak diiringi dengan peningkatan jumlah properti komersial. Menurut data dari Asosiasi Perusahaan Klining Servis Indonesia (APKLINDO), perusahaan jasa kebersihan yang tercatat di awal tahun 2025 baik dari dalam dan luar negeri di Jabodetabek berjumlah kurang lebih 337 perusahaan dan seluruh Indonesia kurang lebih berjumlah 1970 perusahaan. Peningkatan jumlah properti komersial tergolong lambat dan jumlah properti komersial di wilayah Jabodetabek dan di Indonesia pada umumnya masih sangat terbatas (LMAN, 2025). Meskipun, indeks permintaan properti komersial kategori sewa dan jual pada triwulan I 2025 tumbuh sebesar 1,74% (yoy) dan 0,48% (yoy), serta indeks pasokan properti komersial kategori sewa dan jual pada triwulan I 2025 tumbuh sebesar 2,04% (yoy) dan 0,23% (yoy) tetapi pertumbuhan tersebut hanya pada jenis properti komersial seperti unit apartemen, hotel, dan convention hall (PPKom Bank Indonesia, 2025), dimana properti komersial tersebut mempunyai tingkat serapan yang rendah terhadap perusahaan jasa kebersihan. Penelitian ini bertujuan untuk merumuskan rekomendasi yang tepat untuk membangun loyalitas pelanggan perusahaan jasa kebersihan PT. XYZ menggunakan pendekatan relationship marketing dan metode segmentation, targeting, dan positioning (STP). Penelitian ini menggunakan variabel relationship quality yang terdiri dari customer satisfaction, trust, dan commitment. Berkaitan dengan konteks sektor jasa business to business (B2B), penelitian ini menggunakan perceived service quality dengan instrumen pengukuran INDSERV (Industry Service) yang terdiri dari potential quality, hard process quality, soft process quality, dan output quality. Penelitian ini menggunakan non-probability sampling dengan jumlah responden sebanyak 196 perusahaan. Teknik analisis data menggunakan analisis deskriptif dan analisis PLS-SEM. Hasil pengujian hipotesis direct effect pada pelanggan aktif dan tidak aktif terdapat temuan yaitu potential quality mempengaruhi trust dan commitment; hard process quality mempengaruhi customer satisfaction; soft process quality mempengaruhi trust dan commitment; output quality mempengaruhi customer satisfaction, trust, dan commitment; serta commitment mempengaruhi customer loyalty. Kemudian hasil pengujian hipotesis indirect effect pada pelanggan aktif dan tidak aktif terdapat temuan yaitu potential quality mempengaruhi customer loyalty melalui commitment, soft process quality mempengaruhi customer loyalty melalui commitment, dan output quality mempengaruhi customer loyalty melalui commitment. Berdasarkan hasil pengujian tersebut direkomendasikan variabel potential quality, soft process quality, output quality, dan commitment untuk membangun loyalitas pelanggan perusahaan jasa kebersihan PT. XYZ.

The background to the importance of this research is the increase in the number of cleaning service companies but not accompanied by an increase in the number of commercial properties. According to data from Asosiasi Perusahaan Klining Servis Indonesia (APKLINDO), cleaning service companies registered in early 2025, both domestic and international, in Greater Jakarta (Jabodetabek) numbered approximately 337 companies and throughout Indonesia, approximately 1,970 companies. The increase in the number of commercial properties is relatively slow and the number of commercial properties in the Greater Jakarta area and in Indonesia in general is still very limited (LMAN, 2025). Although, the demand index for commercial properties in the rental and sale categories in the first quarter of 2025 grew by 1.74% (yoy) and 0.48% (yoy), and the supply index for commercial properties in the rental and sale categories in the first quarter of 2025 grew by 2.04% (yoy) and 0.23% (yoy), but this growth only affected commercial property types such as apartment units, hotels, and convention halls (PPKom Bank Indonesia, 2025), where commercial properties have a low absorption rate for cleaning service companies. This study aims to formulate appropriate recommendations for building customer loyalty at the cleaning services company PT. XYZ using a relationship approach. marketing and segmentation , targeting , and positioning (STP) methods. This study uses relationship quality variables consisting of customer satisfaction, trust, and commitment. In the context of the business-to-business (B2B) service sector, this study uses perceived quality. service quality with the INDSERV (Industry Service) measurement instrument which consists of potential quality, hard process quality, soft process quality, and output quality. This study used non- probability sampling with 196 companies as respondents. Data analysis techniques used descriptive analysis and PLS-SEM analysis. The direct effect hypothesis on active customers and inactive there are findings that potential quality influences trust and commitment; hard process quality affects customer satisfaction; soft process quality affects trust and commitment; output quality affects customer satisfaction, trust and commitment; and commitment affect customer loyalty. Then the results of the indirect effect hypothesis testing on active and inactive customers found that potential quality affects customer loyalty through commitment, soft process quality affects customer loyalty through commitment, and output quality affects customer loyalty through commitment. Based on the test results, the variables of potential quality, soft process quality, output quality, and commitment are recommended to build customer loyalty at the cleaning service company PT. XYZ.