Kajian Strategi Pemasaran bagi Pengembangan KheeKha Laundry: Sebuah Systematic Literature Review

Authors

  • Ino Riyanto Universitas Pamulang
  • Nurmin Arianto Universitas Pamulang

Keywords:

marketing strategy, service quality, customer satisfaction, customer loyalty, digital marketing

Abstract

Persaingan usaha jasa laundry di Indonesia semakin ketat seiring meningkatnya jumlah pelaku usaha sejenis, sehingga KheeKha Laundry dituntut memiliki strategi pemasaran yang tepat agar mampu mempertahankan pelanggan sekaligus memperluas pasar. Penelitian ini bertujuan mendeskripsikan strategi pemasaran yang diterapkan, mengidentifikasi faktor pendukung dan penghambat efektivitasnya, serta merumuskan strategi yang tepat guna meningkatkan daya saing dan volume penjualan KheeKha Laundry. Penelitian menggunakan pendekatan Systematic Literature Review (SLR) berbasis PRISMA, dengan penelusuran artikel melalui Google Scholar, Garuda, dan SINTA pada rentang tahun 2020–2025, hingga diperoleh sepuluh artikel relevan untuk disintesis. Hasil kajian menunjukkan bahwa keberhasilan pemasaran usaha laundry sangat dipengaruhi oleh perpaduan marketing mix, kualitas pelayanan, harga kompetitif, kepercayaan pelanggan, serta pemanfaatan digital marketing melalui media sosial, yang secara bersama-sama membentuk kepuasan dan berujung pada loyalitas pelanggan. Ditemukan pula bahwa tidak semua unsur bauran pemasaran memberi pengaruh setara, sehingga penerapannya perlu disesuaikan dengan konteks usaha. Penelitian menyimpulkan bahwa strategi pemasaran KheeKha Laundry sebaiknya bersifat multidimensional, memadukan inovasi layanan, penetapan harga wajar, penguatan retensi pelanggan, serta promosi digital yang konsisten agar mampu bersaing di tengah ketatnya persaingan usaha sejenis.

References

Ahmudin, A., & Ranto, D. W. P. (2023). Pengaruh harga, word of mouth dan kepuasan pelanggan terhadap loyalitas pelanggan Telkomsel di Yogyakarta. Jurnal E-Bis, 7(1), 158–168. https://doi.org/10.37339/e-bis.v7i1.1112

Alamsyah, N. A., & Fikri, M. A. (2024). Pengaruh digital marketing terhadap keputusan pembelian: peran mediasi dari perilaku konsumen. Jurnal Riset Entrepreneurship, 7(2), 128–144. https://doi.org/10.30587/jre.v7i2.8250

Anindya, A. P., & Mindhayani, I. (2021). Analisis Kepuasan Pelanggan De Laundry dengan Menggunakan Metode Customer Satisfaction Index dan Service Quality. Jurnal INTECH Teknik Industri Universitas Serang Raya, 7(2), 129–136. https://doi.org/10.30656/intech.v7i2.3954

Dewi, Hajadi, F., Handranata, Y. W., & Herlina, M. G. (2021). The effect of service quality and customer satisfaction toward customer loyalty in service industry. Uncertain Supply Chain Management, 9(3), 631–636. https://doi.org/10.5267/j.uscm.2021.5.007

Haris, A., Juhaeri, & Novitasari, S. (2023). Implementation Of Marketing Mix Strategies In Laundry Businesses During Social Distancing Policies; Case Study At Sangun Laundry, Serpong, South Tangerang, Indonesia. International Journal of Scientific Research and Management (IJSRM), 11(12), 5710–5726. https://doi.org/10.18535/ijsrm/v11i12.em18

Hilwa, H., Latief, F., & Nurhaeda. (2022). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Kedai Kopi Tungku Herbag Makassar. Nobel Management Review, 3(4), 594–607. https://doi.org/10.37476/nmar.v3i4.3451

Jenifer, S. H. T., Mandey, L. S., & Palendeng, I. D. (2022). Analisis Strategi Pemasaran Terhadap Minat Beli Konsumen Di Masa Pandemi Covid-19 (Studi UMKM Lezato Dessert Desa Klabat). Jurrnal EMBA, 10(4), 2185–2193. https://doi.org/10.35794/emba.v10i4.45328

Khair, H., Tirtayasa, S., & Yusron, M. (2023). The Effect Of Service Quality And Price On Customer Loyalty Through Customer Satisfaction On Laundry Medan. Jurnal Ekonomi, 12(01), 2023. http://ejournal.seaninstitute.or.id/index.php/Ekonomi

Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., Shamseer, L., Tetzlaff, J. M., Akl, E. A., & Brennan, S. E. (2021). The PRISMA 2020 statement: an updated guideline for reporting systematic reviews. Bmj, 372.

Pamungkas, B. A., Endra, E. D. N., & Raharjo, G. D. (2022). Perancangan Strategi Pemasaran UMKM Studi pada UMKM Boneky. Journal of Research on Business and Tourism, 2(1), 57–68. https://doi.org/10.37535/104002120225

Pamungkas, B. P., & Sukresna, I. M. (2020). Factors Influencing Customer Satisfaction Of Solusi Laundry Bekasi. Diponegoro Journal of Management, 9(4), 1–14. https://ejournal3.undip.ac.id/index.php/djom/article/view/31082/0

Pekerti, L. G. P. K. (2022). Menelisik Strategi Daya Saing Dan Ketahanan Usaha Di Tengah Maraknya Toko Modern. Jurnal Ilmiah Manajemen Dan Bisnis, 7(2), 157–166. https://doi.org/10.38043/jimb.v7i2.3836

Pulungan, F. A., Piliang, M. I., Fauzan, I. H., & Asnan, H. (2022). Strategi STP (Segmenting, Targeting, Positioning) Pada 90° Coffee Di Pematang Siantar. Ad-Deenar: Jurnal Ekonomi Dan Bisnis Islam, 6(001), 103–116. https://doi.org/10.30868/ad.v6i001.3452

Rahmawati, S., Fauziya, S., Aisyah, N., & Wildan, M. A. (2025). Systematic literature review: Pengaruh strategi pemasaran digital terhadap perilaku konsumen dan kinerja bisnis. Jurnal Akuntansi, Ekonomi Dan Manajemen Bisnis, 5(1), 261–268. https://doi.org/10.55606/jaemb.v5i1.6051

Safira, S. D., Paramita, S., & Triolita, N. (2025). The Effect of Marketing Mix and Service Quality on Customer Satisfaction at Care and Clean Laundry. International Journal of Management and Business Intelligence, 3(3), 245–258. https://doi.org/10.59890/ijmbi.v3i3.95

Sofiah, M., Ramadhani, S., & Rahmani, N. A. B. (2023). Analisis pengaruh bauran pemasaran 4p (product, price, promotion, and place) terhadap keputusan pembelian pada usaha mikro kecil menengah (umkm). Jurnal Riset Ekonomi Dan Bisnis, 16(2), 122–141. https://journals.usm.ac.id/index.php/jreb/article/view/7288

Suryawijaya, T. W. E., Utomo, M. T. R. S., & Rahayuningtyas, T. E. (2023). Self-Service Optimization: Comprehending Customer Satisfaction. Jurnal Manajemen, 14(1), 203. https://doi.org/10.32832/jm-uika.v14i1.9791

Susanti, R. D., Rumaningsih, M., & Widodo, Z. D. (2023). Peran Media Sosial Dalam Peningkatan Penjualan Jasa Laundry (Study Kasus Pada Queen Laundry). Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi Dan Pelayanan Publik, 10(1), 57–69. https://doi.org/10.37606/publik.v10i1.474

Susilawati, E., & Wulantika, L. (2023). Analysis of social media marketing and content marketing on purchase decisions on MSMEs fostered by YCAB Bandung. JURISMA: Jurnal Riset Bisnis Dan Manajemen, 13(2), 183–190. https://doi.org/10.34010/jurisma.v13i2.10907

Susilowati, M. T., Gumilar, A., & Yuliyzar, I. (2024). The Influence of Offering Discounts through Social Media and Service Quality on Customer Loyalty in Laundry Services (A Case Study of KEN’Z Wash House, Tangerang). Quantitative Economics and Management Studies, 5(2), 253–260. https://doi.org/10.35877/454ri.qems2415

Wulandari, R. (2023). Entrepreneurial Customers’ Decision for Purchasing Laundry Plastics Based on Product Quality, Price, Promotion and Distribution (Case Study: Jakarta, Tangerang and Bandung). Business Economic, Communication, and Social Sciences Journal (BECOSS), 5(1), 73–83. https://doi.org/10.21512/becossjournal.v5i1.9189

Yustiani, N. M. R. E., Suardhika, I. N., & Hendrawan, I. G. Y. (2022). Pengaruh Kepercayaan, Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Customer Retention Laundry Kiloan Abianbase Mengwi. Jurnal Emas, 3(8). https://doi.org/10.36733/emas.v3i8.4230

Downloads

Published

2026-08-17

How to Cite

Riyanto, I., & Arianto, N. (2026). Kajian Strategi Pemasaran bagi Pengembangan KheeKha Laundry: Sebuah Systematic Literature Review. INOVASI, 13(1), 59–70. Retrieved from https://openjournal.unpam.ac.id/index.php/Inovasi/article/view/63968

Issue

Vol. 13 No. 1 (2026): Inovasi: Jurnal Ilmiah Ilmu Manajemen

Section

Articles

License

Authors who publish with this journal agree to the following terms:

    1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.

    1. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.

  1. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).

INOVASI: journal of managenet have CC-BY-SA or an equivalent license as the optimal license for the publication, distribution, use, and reuse of scholarly work.

In developing strategy and setting priorities,  INOVASI: JOURNAL OF MANAGEMENT recognize that free access is better than priced access, libre access is better than free access, and libre under CC-BY-SA or the equivalent is better than libre under more restrictive open licenses. We should achieve what we can when we can. We should not delay achieving free in order to achieve libre, and we should not stop with free when we can achieve libre.