CUSTOMER SATISFACTION AND ITS IMPACT ON MARKETING PERFORMANCE: EVIDENCE FROM HOME LAUNDRY BUSINESS IN SOUTH TANGERANG, INDONESIA

Abstract

The purpose of this study is to investigate the factors that influence customer satisfaction and their impact on the marketing performance of Home Laundry business in the Region of South Tangerang. This study collected primary data from 87 home laundry workers in the South Tangerang area through the use of questionnaires.Purposive sampling was used to collect the research sample. The Partial Least Squares (PLS) analytical method was used with the SmartPLS 3.0 application. The results of the study showed that price perceptions and digital marketing had a favorable and significant impact on customer satisfaction. The findings further demonstrated that price perceptions, customer satisfaction, and partial digital marketing all had a favorable and significant impact on Home Laundry's marketing performance in the South Tangerang Region.