Analisis Pengaruh Kualitas Layanan terhadap Loyalitas Pelanggan Melalui Kepuasan Pelanggan pada Simplywash Laundry

Abstract

Pertumbuhan bisnis di industri laundry menimbulkan persaingan yang semakin ketat. Simplywash Laundry turut merasakan dampak berupa persaingan yang semakin ketat serta munculnya berbagai keluhan pelanggan yang perlu segera ditangani. Penelitian ini bertujuan untuk menganalisis pengaruh kualitas layanan terhadap kepuasan pelanggan, menganalisis pengaruh kepuasan pelanggan terhadap loyalitas pelanggan, serta merumuskan strategi yang dapat diterapkan untuk mengoptimalkan kepuasan dan loyalitas pelanggan. Penelitian dilakukan pada bulan Februari-Juli 2025 dengan menggunakan data primer dari 135 responden dan dilakukan analisis deskriptif serta analisis SEM-PLS. Hasil penelitian menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, serta kepuasan pelanggan berpengaruh positif dan signifikan terhadap loyalitas pelanggan. Penelitian ini merekomendasikan agar Simplywash melakukan penyusunan SOP pelayanan, pelatihan komunikasi sederhana beserta roleplay, penyediaan formulir feedback, memaksimalkan fitur chat dan kasir, melanjutkan program loyalitas, melakukan quality control pada keseluruhan hasil cucian, dan rutin melakukan monitoring dan evaluasi.

The growth of the laundry industry has led to increasingly intense competition. Simplywash Laundry also experiences the impact of this problem, facing many competitors around the location, along with several customer complaints that need to be addressed promptly. This study aims to analyze the influence of service quality on customer satisfaction, analyze the influence of customer satisfaction on customer loyalty, and formulate strategies that can be implemented to optimize customer satisfaction and loyalty. This research was conducted in February-July 2025 using primary data from 135 respondents with descriptive analysis and SEM-PLS analysis were carried out. The results showed that service quality has a positive and significant effect on customer satisfaction, and customer satisfaction has a positive and significant effect on customer loyalty. This study recommends that Simplywash develop service SOPs, simple communication training along with roleplay, provide feedback forms, maximize chat and cashier features, continue the loyalty program, perform regular quality control on all laundry results, and conduct monitoring and evaluation frequently.