Analysis of Consumer Loyalty in the Household Laundry Industry in Padang City

Available online at www.rajournals.in International Journal of Management and Economics Invention ISSN: 2395-7220 DOI: 10.47191/ijmei/v11i12.05 Volume: 11 Issue: 12 December 2025 International Open Access Impact Factor: 8.518 (SJIF) Page no. 4894-4901 4894 Erni Febrina Harahap1, IJMEI Volume 11 Issue 12 December 2025 Analysis of Consumer Loyalty in the Household Laundry Industry in Padang City Erni Febrina Harahap1*, Rahul Guskar Hadi Wijaya2 1,2 Prodi Ekonomi Pembangunan, Fakultas Ekonomi dan Bisnis, Universitas Bung Hatta ARTICLE INFO ABSTRACT Published Online: 13 December 2025 Corresponding Author: Erni Febrina Harahap This study aims to analyze the influence of Service Quality, Location, Price, Trust, and Digital Marketing on Consumer Loyalty in the laundry industry in Padang City. The issue raised is the suboptimal customer loyalty amidst increasingly tight competition in the laundry business, so it is necessary to understand the factors that influence their loyalty. This study uses a quantitative approach with a multiple linear regression method. The research sample consisted of 67 consumers who use laundry services selected using a purposive random sampling technique, and the data were analyzed through t-tests, F-tests, and the coefficient of determination (R²). The results of the study indicate that partially all independent variables have a positive and significant effect on consumer loyalty, with Trust as the most dominant variable. The simultaneous test produced a calculated F value of 248.873 with a significance of 0.000, which means that Service Quality, Location, Price, Trust, and Digital Marketing jointly influence loyalty. The coefficient of determination (R²) value of 0.953 indicates that 95.3% of the variation in consumer loyalty can be explained by the research model, while the remaining 4.7% is influenced by other factors outside the study. The conclusion of this study is that a combination of quality service, strategic location, appropriate prices, high consumer trust, and appropriate use of digital marketing can increase customer loyalty in the laundry industry. KEYWORDS: Service Quality, Location, Price, Trust, Digital Marketing, Consumer Loyalty INTRODUCTION The urban laundry service industry continues to show rapid growth, including in Padang City. Population growth, the growth of boarding houses, and increasingly dense community activities are driving demand for laundry services. According to data from the Padang City Cooperatives and MSMEs Office, the number of laundry businesses has increased significantly in the past ten years, from 121 units in 2015 to 219 units in 2024 (Table.1). This situation demonstrates significant market potential, but also creates intense competition among businesses. In addition to the increasing number of businesses, the distribution of laundry businesses in each district of Padang City also varies considerably. Data from 2025 shows that Kuranji District had the largest number of laundry businesses, with 43 units, followed by Nanggalo (42 units), and Koto Tangah (37 units). Conversely, the fewest laundry businesses were found in Lubuk Kilangan District (7 units), Padang Timur (8 units), and Bungus Teluk Kabung (8 units) at Table 2. Table 1. Number of Laundry Businesses in Padang City 2015–2024 Year Number 2015 121 2016 143 2017 147 2018 155 2019 164 2020 181 2021 192 2022 198 2023 204 2024 219 Source: Padang City Cooperatives & MSMEs Service Database, 2025 This situation indicates that laundry businesses have significant potential, but also face the challenge of intense competition. In such condition, customer loyalty is a crucial “Analysis of Consumer Loyalty in the Household Laundry Industry in Padang City” 4895 Erni Febrina Harahap1, IJMEI Volume 11 Issue 12 December 2025 factor in determining business sustainability. Customer loyalty is defined as a customer's tendency to continue using a particular service even when many alternatives are available. Griffin (2015) explains that loyal customers not only make repeat purchases but also recommend the service to others. This demonstrates that loyalty plays a strategic role in driving business growth, as the cost of retaining existing customers is typically lower than acquiring new ones. Table 2. Distribution of Laundry Businesses in Padang City in 2025 Subdistrict Amount Padang Selatan 16 Padang Timur 8 Padang Utara 21 Padang Barat 10 Lubuk Begalung 16 lubuk Kilangan 7 Pauh 11 Bungus Teluk Kabung 8 Kuranji 43 Nanggalo 42 Koto Tangah 37 Total 219 Source: Padang City Cooperative and MSME Office Database 2025 The factors influencing consumer loyalty are diverse. Service quality is a key factor. Fast, friendly, and consistent service will increase satisfaction and strengthen consumer engagement with the service provider (Lovelock & Wirtz, 2011). Business location also plays a crucial role, as ease of access, environmental safety, and proximity to customers are key considerations for consumers when choosing a laundry service (Kotler et al., 2018). Furthermore, pricing that aligns with service quality can foster positive value perceptions, encouraging consumer loyalty. In line with this, Efdison et al. (2023) emphasized that price is a crucial factor influencing consumer decisions. If the price is perceived as commensurate with the benefits received, consumer loyalty will be strengthened. In addition to service, location, and price, trust also plays a significant role in building loyalty. Consumers who are confident in the quality and integrity of a service are more likely to continue using it even when there are many alternatives (Kim et al., 2008). Trust can be built through consistent service, transparency of information, and guaranteed security for entrusted items. Technological advancements have also provided a new dimension in building loyalty. Digital marketing, through social media and online platforms, allows service providers to interact more intensively with consumers, provide information quickly, and build brand image. According to Kotler & Keller (2021), digital marketing strategies can strengthen long-term relationships between businesses and customers by opening up broader and more personal communication channels. Several previous studies have highlighted the influence of these variables on consumer loyalty, but research specifically on laundry businesses in Padang City is relatively limited. Therefore, this study was conducted to analyze the influence of service quality, location, price, trust, and digital marketing on consumer loyalty in laundry businesses in Padang City. The results are expected to provide both theoretical and practical contributions for businesses in increasing competitiveness and retaining customers. LITERATURE REVIEW Consumer Loyalty Consumer loyalty is a customer's commitment to continue using a particular product or service despite numerous other options available. It also reflects the ongoing emotional connection between you and your customers, reflected in their willingness to interact with you and repeatedly purchase from you compared to your competitors. Loyalty is a byproduct of positive customer experiences with you and serves to build trust (Putri, 2024). Service Quality Service quality is one of the main determinants of customer loyalty. Good service encompasses aspects of reliability, responsiveness, assurance, empathy, and tangibles (Lovelock & Wirtz, 2011). Customers who perceive prompt, friendly, and consistent service will develop a stronger emotional attachment to the service provider. This is consistent with research conducted by Fida et al. (2020), Octarinie (2018), Bramantyo et al. (2022), Rahayu & Nurlaela Wati (2018), and Wijaya Surya Mega Petra & Lomi Risela (2019), which found that service quality has a positive and significant influence on customer loyalty. Location Business location is a crucial factor in attracting customers, particularly in the service sector. Easily accessible, safe, and close to customers increases the likelihood of repeat purchases (Kotler & Keller, 2018). According to Putri et al. (2021), businesses strategically located, such as near campuses or residential areas, tend to have a higher customer base. This finding is supported by previous research by Putri et al. (2021), which found that location has a positive and significant effect on customer loyalty. Price Price is one of the marketing mix elements that most influences purchasing decisions. According to Kotler & Keller (2019), price is the amount of money consumers exchange for the benefits of a product or service. According to Efdison et al. (2023), price plays a crucial role in the sales process because it is a form of incentive from the company. This aligns with the findings of Hidayat & Widodo (2022), “Analysis of Consumer Loyalty in the Household Laundry Industry in Padang City” 4896 Erni Febrina Harahap1, IJMEI Volume 11 Issue 12 December 2025 who stated that price has a positive and significant effect on consumer loyalty. Trust Trust is a consumer's belief that a service provider is capable of delivering services according to expectations. Kim et al. (2008) state that trust is built through positive experiences, transparency, and service integrity. Companies that maintain consistent service and guarantee the safety of consumer goods will be more trusted. This is supported by the findings of Arya Daffa Wibisono & Lukman Cahyadi (2024), who stated that trust has a positive and significant effect on consumer loyalty. Digital Marketing Digital marketing is a marketing strategy that utilizes digital technologies such as social media, websites, and applications. According to Kotler & Keller (2021), digital marketing enables more intense interactions with consumers and builds long-term relationships. Research by Putri et al. (2021) shows that digital marketing can increase customer engagement and strengthen loyalty. The use of social media, digital loyalty programs, and active online communication have been shown to increase the likelihood of consumers retaining a service. In research conducted by Sidi et al. (2019), it was found that digital marketing has a positive and significant effect on consumer loyalty. METHODS The design of this study is to determine the influence of service quality, location, price, trust and digital marketing on consumer loyalty in the household laundry industry in Padang City that using multiple linear regression analysis. The independent variables in this study are service quality (X1), location (X2), price (X3), trust (X4), and digital marketing (X5). Meanwhile, the dependent variable in this study is consumer loyalty (Y). A population is a generalization area consisting of objects or subjects that have certain qualities and characteristics determined by the researcher to be studied and then conclusions drawn (Sugiyono, 2017). The population of this study includes consumers, namely all consumers who use laundry services in the city of Padang, whose number is unknown. The sample selection method in this study was probability random sampling, a random sampling method. With this method, the entire population is assumed to have an equal chance of being included in the research sample. According to Sugiyono (2011), if the population is large and the researcher cannot study everything in the population, for example due to limited funds, manpower, and time, then the researcher can use a sample drawn from that population. The sample in this study was representative of laundry service users in Padang City. Because the population size is unknown, the sample size is calculated using the Cochran formula (Sugiyono 2017). The confidence level used is 90%, with a Z value of 1.64 and a maximum error rate of 10%. The sample size in this study is as follows: n = (𝟏,𝟔𝟒)𝟐 ×𝟎,𝟓 ×𝟎,𝟓 (𝟎,𝟏𝟎)𝟐= 𝟐.𝟔𝟖𝟗𝟔 ×𝟎,𝟐𝟓 𝟎,𝟎𝟏 = 𝟎,𝟔𝟕𝟐𝟒 𝟎,𝟎𝟏 =𝟔𝟕,𝟐𝟒 Based on the sample calculation, the required sample size was 67.24 respondents, which rounded up to 67 respondents. Validation testing is the accuracy of the collected data with the actual data on the object being studied (Sugiyono, 2017). The testing technique used is correlation through the product-moment correlation coefficient with a minimum R table of 0.2369, and for reliability, the alpha coefficient is greater than 0.60 (Priyatno, 2013). The ordinal score of each question item being tested for validity is correlated with the overall ordinal score of the item. If the Rcount value is greater than the R-table value (R-count > Rtable), the question item is declared valid. If the R-count value is less than the R-table value (R-count < R-table), the question item is declared invalid and will be removed from the questionnaire or replaced with a revised statement. Validity and reliability measurements were carried out on all adopted question items, where consumer loyalty (Y) has 8 question items (Kotler & Keller, 2016; Oliver, 2014), service quality (X1) has 10 question items (Zeithaml et al., 2017; Ladhari, 2016), location (X2) has 9 question items (Tjiptono, 2019), (Kotler Philip & Keller, 2016), price (X3) has 8 question items (Tjiptono, 2020; Zeithaml et al., 2018), trust (X4) has 7 question items (Morgan & Hunt, 2014; Kotler & Keller, 2016), and digital marketing (X5) has 8 question items (Chaffey & Ellis, 2019; Damian & Calvin, 2016). Data processing with multiple linear regression tests were carried out with SPSS. RESULTS AND DISCUSSION 1) Validity, Reliability, and Classical Assumption Tests Results The validity test results show that all statement items in the variables of service quality, location, price, trust, and digital marketing have a calculated r value greater than the r table (0.235), so that all indicators are declared valid. Furthermore, the results of the reliability test show that the Cronbach's Alpha value for each variable is above 0.70, namely 0.969 for service quality, 0.884 for location, 0.861 for price, 0.862 for trust, and 0.758 for digital marketing. This proves that the research instrument has good internal consistency (Table.3). Classical assumption testing also supports the model's feasibility. The Kolmogorov-Smirnov normality test yielded an Asymp. Sig. value of 0.200, which is greater than 0.05, indicating a normal distribution of the data. The multicollinearity test showed that all independent variables had tolerance values above 0.10 and VIFs below 10, indicating the absence of multicollinearity. Meanwhile, the heteroscedasticity test showed that all variables had significance values greater than 0.05, indicating that the model was free from heteroscedasticity symptoms. Therefore, validity, reliability, and classical assumption tests, the “Analysis of Consumer Loyalty in the Household Laundry Industry in Padang City” 4897 Erni Febrina Harahap1, IJMEI Volume 11 Issue 12 December 2025 research instrument is declared suitable for use, and the data obtained meets the requirements for multiple linear regression analysis. Table 3. Validity, Reliability, and Classical Assumption Tests variabel item r hitung Cronbach's Alpha Asymp. Sig. (2tailed) Multikolinearitas Heteroskedasitas Tolerance VIF Sig. Service Quality X1.1 0,872 0,969 0,200 0,220 4,554 0,988 X1.2 0,902 X1.3 0,883 X1.4 0,869 X1.5 0,862 X1.6 0,889 X1.7 0,903 X1.8 0,878 X1.9 0,897 X1.10 0,991 Location X2.1 0,694 0,884 0,279 3,590 0,547 X2.2 0,686 X2.3 0,534 X2.4 0,708 X2.5 0,700 X2.6 0,740 X2.7 0,799 X2.8 0,759 X2.9 0,841 Price X3.1 0,627 0,861 0,828 1,208 0,946 X3.2 0,734 X3.3 0,733 X3.4 0,735 X3.5 0,801 X3.6 0,668 X3.7 0,749 X3.8 0,651 Trust X4.1 0,711 0,862 0,278 3,600 0,498 X4.2 0,74 X4.3 0,743 X4.4 0,766 X4.5 0,763 X4.6 0,712 X4.7 0,759 Digital Marketing X5.1 0,633 0,758 0,540 1,851 0,331 X5.2 0,685 X5.3 0,645 X5.4 0,645 X5.5 0,703 X5.6 0,584 “Analysis of Consumer Loyalty in the Household Laundry Industry in Padang City” 4898 Erni Febrina Harahap1, IJMEI Volume 11 Issue 12 December 2025 X5.7 0,584 X5.8 0,469 The t-test results show that all independent variables have a positive and significant effect on consumer loyalty. Service quality has a t-value of 3.354 with a significance level of 0.001, meaning that the better the service, the higher the customer loyalty. These results are also consistent with previous studies that state that service quality has a positive and significant effect on consumer loyalty, as stated by Fida et al., (2020), Octarinie (2018), Bramantyo et al., (2022), Rahayu & Nurlaela Wati (2018), and Wijaya Surya Mega Petra & Lomi Risela (2019). 2). t-Test Table 4. t-Test Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) -2.184 1.076 -2.029 .047 Service Quality .142 .042 .198 3.354 .001 Location .323 .047 .360 6.871 .000 Price .091 .030 .092 3.015 .004 Trust .412 .055 .392 7.463 .000 Digital Marketing .093 .046 .076 2.012 .049 a. Dependent Variable: Consumer Loyalty Location showed a significant effect with a t-value of 6.871 and a significance level of 0.000, indicating that a strategic location increases the frequency of service use. This research is further supported by the results of research by Lutfhina Nofindri et al. (2021) and Putri et al. (2021), which showed that business location has a positive and significant effect on consumer loyalty in using certain services. Price also had a positive effect, with a t-value of 3.015 and a significance level of 0.004, indicating that appropriate pricing can retain customers and increase consumer loyalty to the company. These results are consistent with research by Kaura et al. (2015) and Hidayat & Widodo (2022), which found that price significantly impacts loyalty and revenue for both service and product businesses. Trust had the strongest influence, with a t-value of 7.463 and a significance level of 0.000, indicating that the higher the consumer's trust, the more loyal they are to laundry services. This research aligns with findings from Nugroho et al. (2022) and Arya Daffa Wibisono & Lukman Cahyadi (2024), which state that trust significantly drives consumer loyalty in the service business. Meanwhile, digital marketing also had a significant impact, with a t-value of 2.012 and a significance level of 0.049, indicating that the use of digital media supports increased consumer loyalty. This research supports studies by Sidi et al. (2019) and Putri et al. (2021), which concluded that digital marketing has a positive and significant impact on consumer loyalty in the service industry. 3). F-Test Table 5. F-Test (Simultan) ANOVAa Model Sum of Squares df Mean Square F Sig. 1 Regression 4206.765 5 841.353 248.873 .000b Residual 206.220 61 3.381 Total 4412.985 66 a. Dependent Variable: Consumer Loyalty b. Predictors: (Constant), Digital Marketing, Price, Trust, Location, Service Quality The F test results show that simultaneously Service Quality, Location, Price, Trust, and Digital Marketing have a significant effect on Consumer Loyalty with a calculated F value of 248.873 and a significance of 0.000 <0.05. This proves that the five variables together are able to explain variations in changes in customer loyalty in laundry “Analysis of Consumer Loyalty in the Household Laundry Industry in Padang City” 4899 Erni Febrina Harahap1, IJMEI Volume 11 Issue 12 December 2025 businesses. This finding supports the service marketing theory which states that consumer loyalty is formed from a combination of excellent service, easily accessible locations, appropriate prices, built trust, and effective digital marketing strategies, so that collectively increase consumers' desire to continue using the same service. 4). Coefficient of Determination (R2) Table 6. Coefficient of Determination (R2) Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 .976a .953 .949 1.839 a. Predictors: (Constant), Digital Marketing, Price, Trust, Location, Service Quality The coefficient of determination test results showed an R² value of 0.953, meaning that 95.3% of the contribution of the increase and decrease in consumer loyalty to laundry businesses in Padang City can be explained by service quality, location, price, trust, and digital marketing. Meanwhile, the remaining 4.7% is explained by other factors not examined in this study, such as offline promotions, communication quality, or other external factors. The high R² value indicates that the regression model used has excellent predictive ability in describing consumer loyalty to household laundry industry in Padang City. CONCLUSION AND SUGGESTIONS This study concludes that Service Quality, Location, Price, Trust, and Digital Marketing have a positive and significant effect on Consumer Loyalty in household laundry industry in Padang City, both partially and simultaneously. The t-test results show that each variable has a significant effect, with Trust being the most dominant factor in increasing loyalty. The F-test indicates that the five variables together make a significant contribution to changes in consumer loyalty. The coefficient of determination (R²) of 0.953 indicates that 95.3% of the variation in loyalty can be explained by the model used, while the remaining 4.7% is influenced by other factors not examined. These findings confirm that the combination of quality service, strategic location, appropriate price, high consumer trust, and appropriate use of digital marketing can shape long-term customer loyalty. REFERENCES 1. Ali Hasan. (2014). Marketing Dan Kasus-Kasus Pilihan. 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