STRATEGI PENETAPAN HARGA TERHADAP KEPUTUSAN PEMBELIAN PADA BISNIS SUSTAINABLE LAUNDRY (KOOMBAH) BERBAHAN ALAMI

ABSTRACT
This study aims to explore the marketing strategies and consumer purchasing
decisions in the natural-based sustainable laundry business, particularly in the
"Laundry Koombah" business. The research method used is qualitative descriptive
with data collection techniques in the form of questionnaires and interviews, as well
as data reduction analysis. This study focuses on three marketing aspects:
segmentation, targeting, and positioning in the context of an environmentally
friendly laundry business. The research also analyzes the pricing strategies
implemented by Laundry Koombah, particularly penetration pricing and promotion
pricing. Many consumers experience problems with service quality in conventional
laundries, encouraging them to seek alternatives such as sustainable laundry
services. Although consumers are not yet aware of the sustainable laundry business,
they are interested in the sustainable laundry business (Koombah). Their purchasing
decisions are influenced by the quality of washing results, affordable prices,
attractive promotions, and the environmentally friendly nature of the service.
Keywords:
Segmenting, targeting, positioning, pricing strategies, sustainable laundry, naturalbased businesses, consumer purchasing decisions, descriptive qualitative,
Koombah Laundry, promotions and discounts, environmentally friendly

ABSTRAK
Penelitian ini menunjukkan bahwa adanya pencemaran lingkungan yang
disebabkan oleh laundry konvensional dengan menggunakan deterjen yang
mengandung bahan kimia. Sehingga peneliti bertujuan untuk menggali strategi
pemasaran dan keputusan pembelian konsumen pada bisnis sustainable laundry
berbahan alami, khususnya pada bisnis "Laundry Koombah". Metode penelitian
yang digunakan adalah kualitatif deskriptif dengan teknik pengumpulan data berupa
kuesioner dan wawancara, serta analisis reduksi data. Studi ini terfokus pada aspek
pemasaran: segmentasi, targeting, dan positioning. Penelitian juga menganalisis
strategi penetapan harga yang diterapkan oleh Laundry Koombah, khususnya
penetration pricing dan promotion pricing. Banyak konsumen mengalami masalah
dengan kualitas layanan di laundry konvensional, mendorong mereka mencari
alternatif seperti layanan laundry berkelanjutan. Meskipun konsumen belum
mengetahui adanya bisnis sustainable laundry, konsumen tertarik pada bisnis
sustainable laundry (Koombah). Keputusan pembelian mereka dipengaruhi oleh
kualitas hasil cucian, harga terjangkau, promosi menarik, serta sifat layanan ramah
lingkungan.
Kata Kunci:
Segmenting, targeting, positioning, strategi penetapan harga, sustainable laundry,
bisnis berbahan dasar alami, keputusan pembelian konsumen, kualitatif deskriptif,
Koombah Laundry, promosi dan diskon, ramah lingkungan