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

ABSTRACT : 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.