PENGARUH INOVASI LAYANAN, LOKASI USAHA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELI JASA LAUNDRY SUPER FRESH (Studi Kasus 6 Cabang)

SETIAWAN, M. RONNY (2026) PENGARUH INOVASI LAYANAN, LOKASI USAHA DAN PROMOSI TERHADAP KEPUTUSAN PEMBELI JASA LAUNDRY SUPER FRESH (Studi Kasus 6 Cabang). S-1 thesis, 021008 Universitas Tridinanti.

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Abstract

ABSTRAK Muhammad Ronny Setiawan, Pengaruh Inovasi Layanan, Lokasi Usaha dan Promosi Terhadap Keputusan Pembeli Jasa Laundry Super Fresh (Studi Kasus 6 Cabang). Dibawah Bimbingan Bapak Muhammad Ridwan SE, M.M. Dan Ibu Hj Syahyuni SE,.M,M. Penelitian ini bertujuan untuk menganalisis dan mengetahui pengaruh inovasi layanan, lokasi usaha, dan promosi terhadap keputusan pembeli jasa Laundry Super Fresh pada enam cabang di Kota Palembang. Penelitian ini dilatarbelakangi oleh semakin ketatnya persaingan usaha jasa laundry sehingga diperlukan strategi yang tepat untuk meningkatkan keputusan pembeli melalui inovasi layanan, lokasi usaha yang strategis, serta promosi yang efektif. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan asosiatif. Populasi penelitian adalah pelanggan Laundry Super Fresh pada enam cabang, sedangkan pengambilan sampel menggunakan teknik Simple Random Sampling dengan jumlah responden sebanyak 92 orang. Data diperoleh melalui penyebaran kuesioner menggunakan skala Likert dan dianalisis menggunakan bantuan program IBM SPSS melalui uji validitas, uji reliabilitas, uji asumsi klasik, analisis regresi linear berganda, uji koefisien determinasi (R²), uji simultan (Uji F), dan uji parsial (Uji t). Hasil penelitian menunjukkan bahwa secara simultan inovasi layanan, lokasi usaha, dan promosi berpengaruh signifikan terhadap keputusan pembeli jasa Laundry Super Fresh. Secara parsial, inovasi layanan dan lokasi usaha berpengaruh positif dan signifikan terhadap keputusan pembeli, sedangkan promosi tidak berpengaruh signifikan terhadap keputusan pembeli. Variabel yang memiliki pengaruh paling dominan adalah lokasi usaha, sehingga kemudahan akses dan letak yang strategis menjadi pertimbangan utama konsumen dalam memilih jasa Laundry Super Fresh. Berdasarkan hasil penelitian tersebut, disarankan agar Laundry Super Fresh terus meningkatkan inovasi layanan dan mempertahankan keunggulan lokasi usahanya. Selain itu, strategi promosi perlu dievaluasi dan disesuaikan dengan karakteristik konsumen agar lebih efektif dalam meningkatkan keputusan pembeli. Kata Kunci: Inovasi Layanan, Lokasi Usaha, Promosi, Keputusan Pembeli, Laundry Super Fresh. xvi ABSTRACT Muhammad Ronny Setiawan. The Influence of Service Innovation, Business Location, and Promotion on Customers' Purchasing Decisions at Laundry Super Fresh (A Case Study of Six Branches). Supervised by Mr. Muhammad Ridwan, S.E., M.M. and Mrs. Hj. Syahyuni, S.E., M.M. This study aims to analyze and examine the influence of service innovation, business location, and promotion on customers' purchasing decisions at Laundry Super Fresh across six branches in Palembang City. The study was motivated by the increasingly intense competition in the laundry service industry, which requires appropriate strategies to improve customers' purchasing decisions through service innovation, strategic business locations, and effective promotional activities. This research employed a quantitative method with an associative approach. The research population consisted of customers of Laundry Super Fresh from six branches, while the sample was selected using the Simple Random Sampling technique with a total of 92 respondents. Data were collected through questionnaires using a Likert scale and analyzed using IBM SPSS software. The analytical methods included validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, coefficient of determination (R²), simultaneous significance test (F-test), and partial significance test (t-test). The results indicate that service innovation, business location, and promotion simultaneously have a significant influence on customers' purchasing decisions at Laundry Super Fresh. Partially, service innovation and business location have a positive and significant effect on purchasing decisions, whereas promotion does not have a significant effect on purchasing decisions. The most dominant variable influencing purchasing decisions is business location, indicating that accessibility and a strategic location are the primary considerations for customers when choosing Laundry Super Fresh services. Based on the findings, it is recommended that Laundry Super Fresh continue to improve its service innovation and maintain the advantages of its business locations. In addition, promotional strategies should be evaluated and adjusted to align with customer characteristics in order to more effectively enhance customers' purchasing decisions. Keywords: Service Innovation, Business Location, Promotion, Purchasing Decision, Laundry Super Fresh.

Item Type: Thesis (S-1)
Subjects: H Social Sciences > HC Economic History and Conditions
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Tn M. RONNY SETIAWAN
Date Deposited: 05 Aug 2026 06:18
Last Modified: 05 Aug 2026 06:18
URI: http://repository.univ-tridinanti.ac.id/id/eprint/11251

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