7P Service Marketing Strategy in Increasing the Number of Customers of Shoesserious Palu Shoe Laundry

This study aims to determine: (1) Service Marketing Strategies (7P) in Increasing the Number of Customers of Shoesserious Shoe Laundry in Palu City. (2) SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) of Service Marketing Strategies (7P) in Increasing the Number of Customers of Shoesserious Shoe Laundry in Palu City. The type of research used is qualitative. Data collection methods included observation, interviews, and documentation. The informants interviewed were the business owner and several Shoesserious Palu customers. The research results indicate that (1) Shoesserious Palu uses the 7P service marketing strategy (Product, Place, Price, Promotion, People, Physical Evidence, Process) to increase the number of customers. (2) The SWOT analysis of Shoesserious Palu in increasing the number of customers. Based on strengths, it has a high profit margin. The weakness is that it takes a long time to build customer trustOpportunities are created through collaboration with local communities or brands and combined with digital marketing content. Meanwhile, threats arise from new entrants using low-price strategies or aggressive promotions, making competition increasingly tight.Keywords: Marketing strategy, marketing mix, shoe laundry strategy