ANALISIS PENGARUH BAURAN PEMASARAN (7P) TERHADAP LOYALITAS PELANGGAN SERTA DAMPAKNYA PADA PROFITABILITAS SAHABAT LAUNDRY BANJARMASIN
Main Article Content
Abstract
This study aims to analyse the influence of the marketing mix (7Ps) on customer loyalty and its impact on the profitability of Sahabat Laundry Banjarmasin. The service marketing mix, comprising product, price, place, promotion, people, process and physical evidence, plays a key role in creating value and customer experiences that ultimately foster loyalty. This study employs a mixed-methods approach, with a quantitative stage involving a questionnaire administered to 100 respondents and multiple linear regression analysis, and a qualitative stage involving the interpretation of the regression results in relation to monthly turnover data. The results indicate that, taken together, the marketing mix has a significant effect on customer loyalty; however, when analysed individually, only promotion, process and tangible evidence were found to be significant. Furthermore, customer loyalty contributes to profitability through increased transaction frequency, revenue stability, reduced customer acquisition costs, and the effectiveness of word-of-mouth. With a monthly turnover of Rp25–28 million, strengthening loyalty-based strategies is key to improving profit margins. This study confirms that customer loyalty is a strategic asset that must be built through the optimisation of marketing mix elements to support long-term profitability.
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
This work is licensed under a Creative Commons Attribution 4.0 International License
References
Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. In J. H. Donnelly & W. R. George (Eds.), Marketing of services (pp. 47–51). American Marketing Association.
Bowen, J. T., & Chen, S. L. (2001). The relationship between customer loyalty and customer satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213–217. https://doi.org/10.1108/09596110110395893
Brigham, E. F., & Houston, J. F. (2012). Fundamentals of financial management (13th ed.). South-Western Cengage Learning.
Griffin, J. (2005). Customer Loyalty: Menumbuhkan dan Mempertahankan Kesetiaan Pelanggan. Erlangga.
Grönroos, C. (2007). Service management and marketing: Customer management in service competition (3rd ed.). John Wiley & Sons.
Indeed. (2024). The importance and characteristics of service marketing. Retrieved from Indeed UK editorial.
JMRS. (2022). The influence of marketing mix on loyalty through customer satisfaction: Study on Warmindo in Malang. Journal of Management Research and Science, 1(2), 45–56. Retrieved from https://jmrs.optima-science.com/index.php/jmrs/article/download/36/40
Keller, K. L. (2013). Strategic brand management (4th ed.). Pearson Education.
Kotler, P., & Armstrong, G. (2018). Principles of marketing (17th ed.). Pearson Education.
Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson Education.
Lovelock, C., & Wirtz, J. (2016). Services marketing: People, technology, strategy (8th ed.). World Scientific Publishing.
Muhlis, Supratman Tajuddin, Andi Izzatul Fiddah, Hidayat, Zubaidah Assyifa, & Muhammad Syaipudin. (2023). Pengaruh bauran pemasaran terhadap loyalitas pelanggan pada PT. Perkebunan Nusantara XIV, Kota Makassar. Indonesian Journal Economy and Management.
Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_sup1), 33–44. https://doi.org/10.1177/00222429990634s105
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Purba, N. S. (2023). Pengaruh harga dan kualitas layanan terhadap loyalitas pelanggan dengan kepuasan pelanggan sebagai variabel intervening pada Laundry Medan.Com. Jurnal Ekonomi & Bisnis, 3(2), 112–122. Retrieved from https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/download/1023/991
Ramdhanty, A. R., & Muslim, M. (2024). The influence of service quality, customer trust, and customer satisfaction on customer loyalty for laundry services (Study on Laundry 88). International Journal of Business and Management Research, 5(1), 45–55. Retrieved from https://www.researchgate.net/publication/392280476
Reichheld, F. F. (1996). The loyalty effect: The hidden force behind growth, profits, and lasting value. Harvard Business Press.
Reichheld, F. F., & Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68(5), 105–111.
Reichheld, F. F., & Schefter, P. (2000). E-loyalty: Your secret weapon on the web. Harvard Business Review, 78(4), 105–113.
ResearchGate. (2024). Analysis of the influence of the 7P marketing mix on consumer loyalty in shipping services (JNE Lhokseumawe). Retrieved from https://www.researchgate.net/publication/379455589_Analysis_of_The_Influence_of_the_7p_Marketing_Mix_on_Consumer_Loyalty_Shipping_Services_Company
Reward the World. (2024, September 24). Customer loyalty and profitability: Understanding the link. https://rewardtheworld.net/customer-loyalty-and-profitability-understanding-the-link
Tafonao, I. N., Bate’e, M. M., Waruwu, S., & Laia, O. (2023). Pengaruh produk, harga, promosi dan tempat terhadap loyalitas konsumen di PT. Liquid Kencana Abadi Kota Gunungsitoli (pengaruh simultan: 94,8 %). YUME: Journal of Management.
The Tourism Institute. (2022). Extending the Marketing Mix: Integrating People, Process, and Physical Evidence into Service Marketing. Retrieved from The Tourism Institute website.
Unived Journal. (2023). The influence of marketing mix (7Ps) on customer loyalty in Indonesian coffee shops. Economic Research Journal, 4(3), 55–67. https://jurnal.unived.ac.id/index.php/er/article/download/5335/4635
Wikipedia contributors. (2025, September 20). Services marketing. In Wikipedia. https://en.wikipedia.org/wiki/Services_marketing
Zeithaml, V. A., & Bitner, M. J. (2003). Services marketing: Integrating customer focus across the firm (3rd ed.). McGraw-Hill/Irwin
Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2018). Services marketing: Integrating customer focus across the firm (7th ed.). New York, NY: McGraw-Hill.